Challenge
A/D/O is the newest addition to the creative landscape in Greenpoint, Brooklyn. Developed by MINI together with KKLD*, this space will inspire and empower designers and design-enthusiasts alike. With its 23,000 sq. ft. floor plan, it houses co-working facilities and design workshops, as well as communal areas with event spaces, a Nordic restaurant and a design shop. The resulting ecosystem of people and spaces makes it an incubator for innovation, whose impact will be felt well beyond Brooklyn.
Solution
At the heart of A/D/O is its Design Academy. It offers a range of invigorating programing for professional designers, aimed at provoking and inspiring their creative practice. But it also allows them to apply that inspiration. From dedicated desk space to the fabrication lab and storage facilities, A/D/O stimulates the exploration of the boundaries of design. The community of design-enthusiast is naturally invited to participate. Destinations such as the Nordic Restaurant run by the renowned chefs Fredrik Berselius and Claus Meyer are noteworthy even in the enviable culinary scene of Brooklyn, NYC. The design shop will feature a carefully curated selection of design items and limited editions from around the world.
Results
As can be expected for a design-focused space, KKLD* took a very deliberate approach to shaping the visual identity. The look is emotional, clean and premium, echoing our work on refreshing the MINI brand itself in 2015. Thus we achieve not only a conceptual but also as esthetic alignment between A/D/O and MINI.
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