How do you turn a newly established headquarters into a genuine brand experience? How do you make the brand visible on the building? What materials, colors, and communication reflect identity and values within the space? Mister Spex entrusted dan pearlman with the planning and design of its new headquarters.
The new headquarters of Mister Spex focuses on employees and guests. The generously designed reception desk is the first point of contact, facilitating an encounter at eye level. Guests can not only wait here but also experience and try out the latest eyewear trends. Based on an internal company survey among employees, they named over 20 “eyewear celebrities” who have achieved great things in their eyes and serve as style and attitude role models. “Meeting at Karl’s!” or “Let’s meet at Ray’s!” – such phrases are now common when teams arrange to meet in the co-spaces named and designed after famous eyewear wearers.
In addition to the reception and co-spaces, the new “test store” is the heart of the newly occupied headquarters. The test store is a real laboratory for the latest developments. It is used by all relevant departments, including marketing, category management, and even IT, to continually test and further develop Mister Spex’s omnichannel promise.
The concept for communication within the space at Mister Spex, with the claim “seeing the world through the glasses of strong characters,” was conceived by dan pearlman and implemented together with artist Steffen Seeger. The New Work concept was developed by the team around Volker Katschinski, who provided conceptual advice to Mister Spex’s management.
