DB and B Pte Ltd ᱨᱮᱱᱟᱜ Amplifying Identity Primary Function: ᱚᱯᱷᱤᱥ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱣᱤᱱ ᱫᱚ ᱵᱷᱤᱛᱨᱤ ᱡᱟᱭᱜᱟ ᱟᱨ ᱯᱨᱚᱫᱟᱨᱥᱚᱱᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2022 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱵᱷᱤᱛᱨᱤ· 2022
Amplifying Identity Primary Function: ᱚᱯᱷᱤᱥ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱣᱤᱱ
DB and B Pte Ltd ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: DB&B Pte Ltd
ᱵᱷᱤᱛᱨᱤ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#137777 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Amplifying Identity Primary Function: ᱚᱯᱷᱤᱥ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱣᱤᱱ ᱵᱟᱵᱚᱛ ᱛᱮ
Book Text: Amplifying Identity ᱫᱚ ᱥᱤᱸᱜᱟᱯᱩᱨ ᱨᱮᱱᱟᱜ ᱮᱥᱤᱭᱟ ᱥᱠᱩᱭᱟᱨ ᱨᱮ ᱛᱟᱦᱮᱱ ᱢᱤᱫ ᱚᱯᱷᱤᱥ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱣᱤᱱ ᱠᱟᱱᱟ ᱾ ᱠᱟᱹᱢᱤ ᱡᱟᱭᱜᱟ ᱫᱚ ᱯᱮ ᱛᱟᱞᱟ ᱨᱮ ᱡᱟᱹᱨᱩᱲ ᱟᱠᱟᱱᱟ ᱟᱨ ᱡᱚᱛᱚ ᱢᱤᱞᱟᱹᱭ 9,300 ᱵᱚᱨᱜᱟ ᱢᱤᱴᱟᱨ ᱡᱟᱭᱜᱟ ᱨᱮ ᱡᱟᱹᱨᱩᱲ ᱟᱠᱟᱱᱟ ᱾ ᱵᱟᱨᱮᱭᱟ ᱮᱠᱛᱟᱣᱟ ᱡᱟᱭᱜᱟ ᱟᱨ ᱢᱚᱬᱮ ᱢᱟᱨᱟᱝ ᱢᱤᱴᱤᱝ ᱠᱚᱲᱟ ᱠᱚ ᱫᱚ ᱛᱟᱞᱟ ᱠᱚ ᱨᱮ ᱦᱟᱹᱴᱤᱧ ᱟᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱫᱚ ᱞᱮᱠᱟ ᱞᱮᱠᱟᱱ ᱟᱨ ᱢᱮᱥᱟ ᱠᱟᱹᱢᱤ ᱨᱮ ᱜᱚᱲᱚ ᱮᱢᱟᱜ-ᱟ ᱾ ᱠᱚᱢᱯᱟᱱᱤ ᱨᱮᱱᱟᱜ ᱞᱟᱹᱠᱪᱟᱨ, ᱢᱩᱬᱩᱛ ᱱᱤᱭᱟᱹᱢ ᱟᱨ ᱤᱛᱤᱦᱟᱥ ᱩᱫᱩᱜ ᱞᱟᱹᱜᱤᱫ ᱛᱮ ᱠᱚᱨᱤᱰᱚᱨ ᱟᱨ ᱠᱟᱱᱛᱷᱟ ᱡᱟᱭᱜᱟ ᱠᱚ ᱨᱮ ᱛᱚᱨᱟᱣᱮ ᱛᱮ ᱵᱮᱱᱟᱣ ᱟᱠᱟᱱ ᱮᱱ�ভᱟᱭᱨᱚᱱᱢᱮᱱᱴᱟᱞ ᱜᱨᱟᱯᱷᱤᱠᱥ ᱞᱟᱹᱜᱟᱣ ᱟᱠᱟᱱᱟ ᱾ ᱛᱮᱭᱟᱨ ᱫᱟᱲᱮᱭᱟᱜ ᱡᱤᱱᱤᱥ ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱠᱟᱨᱯᱮᱴ, ᱠᱚᱢ ᱵᱷᱚᱞᱟᱴᱟᱭᱤᱞ ᱚᱨᱜᱟᱱᱤᱠ ᱠᱚᱢᱯᱟᱩᱱᱰ ᱨᱚᱝ ᱟᱨ ᱡᱚᱱ ᱟᱠᱟᱱ ᱩᱡᱟᱹᱲ ᱫᱚ ᱚᱠᱛᱮ ᱮᱱ�ভᱟᱭᱨᱚᱱᱢᱮᱱᱴ ᱨᱮ ᱦᱟᱹᱱᱤ ᱠᱚᱢ ᱮᱢ ᱞᱟᱹᱜᱤᱫ ᱛᱮ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱱᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Amplifying Identity Primary Function: ᱚᱯᱷᱤᱥ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱣᱤᱱ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Amplifying Identity Primary Function: ᱚᱯᱷᱤᱥ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱣᱤᱱ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- Tech-giant Amazon scales up their presence in Singapore through a new office spanning three floors at Asia Square. To support flexible and hybrid working arrangements, a total of fifty collaboration spots and five large meeting rooms are scattered throughout the office for discussions of various nature. Bespoke environmental graphics are also thoughtfully created and featured on wall spaces to advocate Amazon's brand culture and create a sense of identity.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- This project spans across 3 levels, with a total area of 9,300 square meters in size.
- ᱴᱮᱜ ᱠᱚ
- Hybrid, Innovative, Collaborative, Agile, Sustainable, ESG, Environmental Graphics, Brand Culture, Brand Identity
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- Adopting environmentally-friendly materials for the design was one of the key goals of our design team. Thoughtful selection of carpets made from sustainable material, use of low VOC paint, recycling bins placed around the office, and zoned lighting for energy efficiency, all in line with Amazon’s sustainability efforts around the world.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- One of the key design elements in this space was the heavy use of environmental wall graphics - a creative use of wall spaces to add character to corridors and office spaces. For most collaboration hubs scattered throughout the office, our design team created unique graphics to advocate the brand and create a sense of identity. Alternatively, these wall graphics are used to inject fun and interaction - scrabble, chess, snake and ladder boards and spin the wheel all cleverly mounted on the walls.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- With a detailed design brief from Amazon, our design team understood their office footprint to propose initial layout plans. This was further evaluated by the respective business units in Amazon to ensure it meets the daily operational needs of the users.
Digging deep into understanding Amazon's brand culture was a key step to formulating the design concept. Their leadership principles, history, iconic mascots and branding elements are purposefully injected into the space to maximize their brand expression opportunity within their physical facilities. - ᱯᱨᱮᱨᱚᱱᱟ
- Inspired by their strong brand identity, the new Amazon office is designed to reflect their company essence and create a shared sense of purpose and community. Internal corridors are cladded with environmental graphics that narrate their leadership principles as well as a journey through their history. Collaboration hubs and touchdown spaces are scattered throughout the floorplate to empower employees to choose where they want to work depending on their task on hand.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in February 2021, and was completed in July 2021 at Asia Square, Singapore.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Ricardo Celis
Victor Wong - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- All photos credited to media source: https://mothership.sg/2021/10/amazon-new-office/
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