Forsman & Bodenfors.
Sweden’s most successful advertising agency wanted to renovate its offices. White has created an environment in which people and sketches are suspended in the air, weightless, just like ideas and creativity.
The assignment reflects major changes in the media industry. At the time of the last alterations, in 1993, the bureau was working 90% of the time with paper and 10% with moving media. Today, that ratio is the other way round, making quite different demands on the way a purpose-built work environment has to be designed.
The brief concerning what we should reflect in this assignment can be summed up in two words, “joy” and “future”. To an optimist the future is bright, and in its best joy form is warm and protective.
After a parallel assignment, White moved in two complete computer workstations to the customer’s site to enable them to look into all requirements in close collaboration with the ad-creators themselves. That would allow ideas therefore to be tried out immediately in actual work situations.
The result of this was a solution that stimulates the bureau’s need for collective creative work, while also producing an airy atmosphere in which all rooms are characterised by high-efficiency lighting to illuminate areas of orange-coloured woollen fabric and details in white laser-cut maple.
At Forsman & Bodenfors the air constantly buzzes with ideas that are well on the way to taking solid form. Through high-lustre materials such as stainless steel and mirrored glass on vertical surfaces, creators and copywriters with their sketches and ideas are felt to be suspended in the room.
The premises are intended to permit unrestricted movement for people and ideas. Because of this, the work environment has been planned like a city in miniature. All forms of infrastructure cut right through the premises in streets and culverts of varying sizes.
Forsman & Bodenfors
- Client: Forsman & Bodenfors
- Project Start/End: 2007-2007
- Completed: 2009
- City: Göteborg
- Photographer/Illustrator: Johan Fowelin
- Mattias Lind
- Susann Wessely Gromark
- Jonas Häggström
- Björn Bondesson