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- December 2, 2020
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ARTICLE CONTENTS
PROJECT SPECIFICATIONS
Project: The Digit
Description: Corporate offices for an outdoor media company
Location: New Rohtak Road, New Delhi
Client: Pioneer Publicity Corporation Private Limited
Architect: ANAGRAM ARCHITECTS
Design Team: Vaibhav Dimri, Madhav Raman, Aditi Singh, Richa Gupta
Site Area: 4,000 sqft
Project Built Area: 15,000 sqft
Civil Contractors: SS Buildcon
Structural Engineers: BMSF DESIGN CONSULTANTS
Other Consultants: ELECTRICAL INHOUSE
PLUMBING INHOUSE
Site Supervision: ANAGRAM ARCHITECTS
Model-Maker: INHOUSE
Project Estimate: 6,00,00,000 INR
Year of completion: September 2014
Photography Credit: André J Fanthome
Tucked into a narrow plot of land alongside an urban city road of New Delhi, is a four storey construction called the Digit. The building sits along a row of similar narrow plots, where the adjoining properties conform to the maximum restricted built volume of the region. Creating a strangely monolithic streetscape of conjoined built forms with differential facade treatments that distinguishes them, one from the next.
In the midst of this monotonous scene, the Digit stands anchored with a different message to preach. Built upon the premise to be different, it attempts to stand out from the circumambient fabric by its sheer expression of form and color.
The unique piece of Architecture is designed for one of the largest outdoor media companies in India. To best represent the media company with an appropriate aesthetic language, the design team explored the importance of individual “identity” within the work environment, and the impact of brand “identity” within an urban landscape.
Taking inspiration from the anatomy of the human thumbprint as a fitting manifestation to the idiom of “identity”, a suitable design intervention was born.
THE ARCHITECTURE
Outside
In elevation, The Digit is strategically tailored to instill an instant visual impact amongst passing travellers/pedestrians. Designed similar in virtue to outdoor corporate brand advertising that is a familiar element to the quintessential Indian cityscape fabric. The building sports a parabolic profile unlike the mundane box shaped buildings flanked on either side of it. It emulates an upright thumb profile in elevation and resonates the same shape along the greater length of the site.
Enhancing its unusual figure, is its striking crimson drenched facade. The facade wall comprises an assembly of perforated aluminium panels that veil the facade glazing in a defensive fashion from the imposing heat and city hustle.
The building appears mysteriously fortified by the wall with minimal semi-open connect between the outside to inside transition, rendering quite a bold statement to the visitor. As one moves closer in proximity a celebration of scintillating speckles on the wall come into clearer view. This is created by selective stamped out aluminium sheets from the perforations of the facade wall that are reattached to the screen via a pivot mechanism. Painting a unique and playful showcase of the company’s logo and digital identity to all who traverse the streets through the course of the day.
The body of the building, contrary to the striking facade, is delicately draped by horizontal louvre systems all along the edge of the constructed floor plates, from ground level to apex. Projecting a dappled effect of daylight through the whole anatomy of the built form. It’s delicate appeal strategically shuns away from the limelight, retaining greater visual focus on the facade itself. However, as night falls the building as a whole transforms into a glowing torch as light escapes it through the louvred shell. This visual impact suddenly puts the entire building in the spotlight which is a refreshing change from its advertising avatar in broad daylight.
Layout
The building is primarily planned across four floor levels. It’s design emulates the hierarchy pyramid of the organization with the more senior designations accommodated in the highest floor; whilst the growing designations occupy the lower floors in order of their seniority. Each floor layout has a central circulation spine that runs along the greater length of the site, flanked on either side by office cubicles and an open floor office layout. The upper ground to second floors cater to more communal/public spaces as well, such as a reception space, conference rooms. The amply sunkissed terrace serves as a perfect space to unwind, and appropriately accommodates a cafeteria for the organization’s employees.
Inside
Subtle hints of the exterior design concept of the building appear to trickle into the interior aesthetics of the intervention. For example, the glass partitions of the office cubicles reflect a striated pattern of frost film that runs horizontally across its surfaces, emulating the pattern of the building’s louvred shell. The awe-inspiring ceiling design of the reception is an abstract expression of a thumb print, levitating from the ceiling in a maze-like pattern. This instils a unique sense of introduction into the organization’s offices and an emphasis on individual “identity” within the organization.
The strategic use of louvres as the outer shell of the building sets the perfect invitation for daylight through the course of the day, like a veritable greenhouse. Creating quite a dynamic atmosphere with ever changing light intensities and hues, that constantly refresh the interiors. This sets the perfect environment for indoor landscapes all along the edge of the floors, to spruce up the corporate setting.
ENVIRONMENT
Sitting at a workstation surrounded by brightly toned surfaces, timber textured interiors and lush potted greens, soaking in every bit of daylight flooding into the building, ‘The Digit’ indeed creates the most idyllic work environment for its occupants.
Contact us
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