Hapag-Lloyd AG is one of the world's leading transport and logistics companies and liner shipping companies with headquarters in Hamburg. The administration in Hamburg extends over several buildings around the headquarters in Ballindamm on Hamburg's Binnenalster.
Together with AIS Management GmbH, the design agency Seel Bobsin Partner (sbp) developed an overarching, cross-project material and colour concept in the form of design guidelines, which were first used at the locations in Hamburg and will subsequently use as a template for the roll-out at many administrative locations worldwide.
In addition to the updated material world, it was also necessary to develop a new spatial graphic language and the appropriate signage concept. Existing corporate design specifications from Hapag-Lloyd were adopted and further developed.
At the revitalised site at Rosenstrasse 9-11 in Hamburg, an office pilot area of around 4,500 m² was created, which was intended to meet both the sustainability requirements and the desired flexibility in the context of contemporary workplace design. In this pilot project, new innovative office and work forms were developed and realised for Hapag-Lloyd. As the tenant representative, sbp worked with AIS to develop numerous tenant requests and integrate them into the planning. In addition to self-evident functionality, the focus was on a high emotional appeal to the employees through the design.
In addition to self-evident functionality, the design focussed on a strong emotional appeal to employees. Another objective in the design of the premises was to achieve a stronger brand and company identification, which differs greatly from the previous handling of the brand in the space. To this end, historical, logistical and location-specific themes were combined and translated into a contemporary graphic language.
