IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associatiphoto © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

One of the most challenging components of any corporate workplace is to transmit and unfold the brand into an interior space. How do you create something contemporary from a brand that has been established decades ago (1967) and still resonate with its original values but at the same time inform the current vision and goals? Welcome to the IBM Software Executive Briefing Center in Rome, designed by Iosa Ghini Associati.  Take a look at a transformed interior environment that still speaks to Paul Rand's graphic and visual value of this iconic global brand.  A true testament to the thinking forward mentality that IBM lives by.

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

This renovation speaks to technology while providing the proper architectural elements to support the spatial program requested by IBM.  Groupings of parallel lines blanket the backdrop and provide rhythm with the foreground.  These lines catch your eye and lead you through the space.  A single bold back-lit line spans the floor and acts as your tour guide. 

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

The color palette is simple, however the energy of the space is created through strategically placed lighting elements.  Colored lights form a grid pattern and reflect against the smooth, continuous white ceiling, walls and floor.  The ceiling opens up to a recessed cove light and forms an interesting shape against the surrounding linear design language that is iconic to its original eight-striped logo mark.  The executive board room highlights a different ceiling element which contrasts the consistency of gyp board; rather we see a grid suspended below an exposed ceiling.  The ceiling height appears lower here, perhaps to provide focus to such a serious room.

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

There are very few opportunities to see a light fixture; most of the space is lit indirectly.  This is key to establishing a connection to the speed and innovative values of IBM's products and services. An overall smooth, clean, and sophisticated environment that speaks clearly about the brand and communicates clearly to the clients that come visit this space.

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati photo © Santi Caleca

IBM Executive Briefing Center (2010),Rome // Project Iosa Ghini Associati
photo © Santi Caleca

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IBM Software Executive Briefing Center by Iosa Ghini Associati

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