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HONG KONG

HEADQUARTERS OF AN

ADVERTISING AGENCY
HONG KONG

BY LUMING WANG & WIDYASTUTI LIOE

International advertising agencies such as TBWA/Chiat/Day have long since discovered that their head office can be an advertising resource. However, advertising requires continuous change in order to remain effective. So far the agency has moved to new buildings every 5 – 10 years, spectacular media architecture by star international architects such as F.O. Gehry. A further reason for these constant moves has been the agency’s regular changes in space requirements as the technology and working methods of its teams change. Our advertising agency of the future responds to both these themes and incorporates such constantly changing user requirements into the structural concept of the building: the shape itself changes at the same time. Our vision is one of kinetic architecture. In this way the roof landscape of our advertising agency at one of the most significant locations on Victoria Bay will become a media and public scenario. It is directed by the working processes of the agency, in accordance with whose requirements the spatial distribution, form, penetration by light and functions of the building are reconfigured on a daily basis. For us PLACE 2.5 means inspiring, constantly changing surroundings which adapt themselves to the needs of the user.