Kohler HQ, spatial branding
Kohler, 2016 - 2018
Thanks to the acquisition of Lombardini brand by Kohler in 2012 the European headquarters for the “engines” sector has been created in Reggio Emilia. The overall project foresees a “restyling” of the existing settlement with different kinds of interventions on a 170,000 sq. m. total area. As integration as well as completion of the interior design, a brand identity study is applied to the spaces through the creation of some visual elements. The visual elements support three messages: UNIQUENESS, BELONGING and ATTITUDE. UNIQUENESS: the characterizing visual element comes from the graphic elaboration of the letter “K” of the logo to create a sort of great pattern.
Varying in size, this element is applied to vertical partitions. On the oak wood paneling, a bas-relief effect is created by thermoforming the surface. Depending on the degree of transparency to be obtained, on glass partitions the graphic element is varied in size and applied in a positive or negative version through a print on satin film.
In the spaces dedicated to the working areas, two other visual elements are integrated in order to communicate the sense of belonging: the brand logo and some reference images. The graphic re-elaboration of the logo takes place through the use of some engine images. The application areas (agriculture, industry, construction, marine) are instead represented by evocative images of the environments. Both reinforce the sense of belonging of the brand and, thanks to the application of the institutional blue color, they coordinate with each other creating a dynamic continuum of spaces.
The "sustainability" message is graphically supported within the meeting rooms to express the brand's attitude. The individual letters of the logo are applied to full height and each one is matched with a quote from a significant representative of the company.
