Responses by Ferreira Design Company
Background: Interior solutions provider Corporate Environments (CE) asked us to activate its newly renovated showroom with brand identity and messaging that complemented the space’s concept and use of sophisticated materials. Architects, designers and CE customers come to the showroom to be inspired and engaged with the classic, iconic furniture and DIRTT wall products being showcased. The interior architecture was created by Square Feet Studio.
Reasoning: We built levels of messaging around key words that reinforced the company’s product and mission. One key word, “Catalyst” was expanded into a phrase to express the promise, “a catalyst for ideas.” We also refined the “Catalyst” symbol into a “c” letterform so it could maintain its dynamic nature. The DIRTT walls panel dimensions were used to locate the brand messages and elements, ensuring that the alignments and positions were consistent throughout the space.
Challenges: The scale and dimensionality of the items and ensuring that we got the alignments and execution of the lettering, signage and materials correct. We had to complement and not compete with the space’s look and products being showcased. Coordination and planning was vital.
Favorite details: The large, hand painted type and logos on the walls. CE was fantastic about allowing us to express a dynamic, bold look inside a showroom full of timeless, sophisticated products and brands. We love how the space has visual surprises with the strategic positioning of branded elements at various scales and dimensions.
Visual influences: German-American architect Ludwig Mies van der Rohe’s Barcelona Pavilion aesthetic. We bridged the space’s conceptual platform with the CE “catalyst” brand promise by using the Pavilion’s section drawing as a symbol for “more”. All colors, materials and design sophistication were filtered through this aesthetic.
Specific demands: The winter weather made coordination of the hand-painted lettering and logos difficult since some were exterior walls and travel was dangerous in the snow that we had.
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