Pyrmont, NSW, Australia
Publicis Groupe engaged Bates Smart to bring together its fifteen Sydney agencies under one roof; a large-scale, bespoke fitout in the new Workshop building in Pyrmont. The challenge was to unite 15 individual agencies under one collective “Power of One” banner whilst still maintaining their own brand and identity. The solution was realised in a ‘high street’ that wraps the central atrium on every level, and where each brand presents their identity in a ‘shopfront’ portal. Entry to each brand is through a backlit polycarbonate pavilion, containing finishes unique to the company and communicating a powerful expression of their brand. These portals are formulated to be flexible as the business changes under the parent brand. As a foil to this, the main circulation for staff between each agency address is through the atrium walkway. This journey is a respite within nature, engaging with the suspended garden and lined with a striated timber ceiling, to offer a counterpoint to the heavily branded shopfronts. At the atrium’s northern edge is a mixed mode space with an operable façade that can naturally ventilate staff breakouts. The breakouts encourage the cross-fertilisation of staff from different brands, bringing them together as one strong social community.