Pigeon, the world-renowned brand of baby & mother care products, has subsidiaries all around the world. This project is the office, R&D and production base of Pigeon in Shanghai, and we have planned and upgraded the interior and exterior of the original building. The building, located in Qingpu, Shanghai, has been used as Pigeon’s main production base since it was put into use, and will also serve as an innovation center for future market expansion and product development after the renovation.
The current building is a multi-story building with a factory-specific appearance, consisting of a simple, extra-long rectangular facade, and is a highly efficient industrial base with the concept of production safety, human spirit and green ecology.
User experience is a particularly important component of a brand. Just like the customers who use Pigeon’s products, Pigeon’s employees are influenced by the architecture and space at the production sites they visit every day.
We believe that through our design, all Pigeon’s employees will resonate with the brand impression of Pigeon as a global company, and take part in the creation of corporate culture.
In order to let visitors feel the visual impact of the corporate brand at first glance, we used the “heart” shape of the company’s logo as an element of combination innovation, and designed the hollow aluminum plate covering the facade, and the smallest unit of its punch pattern is also delicate. From a distance, the whole facade seems to be covered by a soft veil; at a close distance, each heart-shaped pattern seems to float on the facade. The whole facade, as a symbol of corporate culture and identity, leaves visitors a unique and deep impression.
The entrance canopy utilizes the soft curves that symbolize the brand image to express softness and beauty. In addition, the canopy overlaps with the facade theme to inspire visitors and thus convey the corporate culture.
The reception hall is tailored to be a compound exhibition space, containing multiple functions such as consultation reception, business conference, product display, digital media, corporate culture and history display.
When curves are combined in three-dimensional space, “softness” tends to be more touching. The “softness” of the edges of the furniture, of the spreading lamps, and of the gradient lighting, forms a “welcoming” curve with the facade of the display rack, which fits the design elements of Pigeon’s SI system and provides a main visual image for the whole space.
All materials and tones are based on the concept of a baby tenderly wrapped in a cradle or womb, without any corner angle, and the gentle color scheme is also based on Pigeon’s brand colors, showing a positive and bright open space for visitors, and feeling the soft beauty of the mother and baby brand image in the flowing form.
While climbing up the stairs, visitors can read the development history of a century-old company — from its foundation to the continuation into the future, which shows the deep corporate cultural heritage.
The designers incorporated the corporate culture in the building facade, while creating a soft and soothing curved space in the interior, which is a heart-touching design experience. We hope the project serve as a production base for the company to develop and deliver information to the future, and also as a place where both producers and visitors can touch, experience and enjoy the culture of Pigeon.
The product development office is no longer simply a space for working and producing, but also a space that carries an important connection between people and society — life and social contact, responsibility and mission, excellence in craftsmanship, and the perpetual transmission of love.
設計にあたり、単なる生産拠点としての施設ではなく、商品を体験するユーザーと同じように、ここで働く人々が日々の業務の中で建物や空間によってピジョンの世界観を身近に感じ、自社のブランドイメージに共感し、一人ひとりが企業文化の創造に参加していくことが重要だと考えた。そこでブランドの世界観や母子の愛をイメージしたブランドロゴ「ダブルハート（お母さんとおなかの赤ちゃんを表した2つのハート）」、ピジョンのブランドプロミスである“Celebrate babies the way they are”（赤ちゃん一人ひとりが生まれ持った輝きを育む）を象徴的に表現した「セレブレイト・ウェイブ（自由曲線）」を丁寧に設計に反映させることを念頭に置いた。