10 Apr 2020 • Work
How this Amsterdam workspace sets the precedent for a new kind of corporate office
To give our audience eyes and ears into the live judging sessions that took place at Frame Awards 2020, we're sharing coverage of the insightful jury conversations that decided the winning projects. Below, we celebrate the Large Office of the Year, elected by both the jury and our audience: The Core by CBRE Design. Find the full collection of reports in our upcoming May/June 2020 issue, Frame 134.
Following significant debate about the role of the workplace in a company’s rebranding, the jury unanimously decided that CBRE Design’s Amsterdam office, a.k.a. The Core, responded to a shift in company culture. The project transforms a former garage building into a lively and active workspace adorned with flourishing plant life and greenhouse-style meeting rooms. ‘You wouldn’t think this office belongs to CBRE,’ said Colin Macgadie of BDG. But the more the panel reflected on Macgadie’s point, the more obvious it became that that was the reason for the project’s success. Fabienne O’Neill of Cuckooz and Cuckooz Nest felt that the project was a clever response to a traditionally corporate industry (real estate) that is notoriously behind the curve when it comes to diversity.
LAVA’s Alexander Rieck was also impressed by the design’s ability to bring light into a ‘truly terrible existing building’, resulting in a genuinely pleasant and open working environment. Won over by both the improvement to the former architecture and the explicit effort to respond to upcoming change, the jury decided that expressing corporate DNA was a more important feature for the Large Office of the Year award than pushing a physical implementation of the brand. As Macgadie concluded: ‘The building becomes part of the language that signifies the company is changing.’
Frame Awards 2020's Work category was proudly sponsored by Pedrali. The People's Choice award for Large Office of the Year also went to The Core by CBRE Design.