Client:
LinkedIn
Location:
Shanghai
Deliverables:
Creative Direction
Environmental Graphic Design (EGD)
Spatial Storytelling
The Brief.
LinkedIn’s move into Shanghai’s prestigious IAPM tower presented a core brand challenge: how to create a globally consistent office that felt authentically local. The space needed to foster LinkedIn’s culture of connection and innovation whilst resonating deeply with Shanghai’s team and visitors. This wasn’t merely an interior design project—it was a cultural integration mission.
Our Approach.
The Office as a Vertical Park
We reimagined the workplace by looking down at Shanghai from the 30th floor. The view revealed a city defined by its green spaces and social pockets. Our concept, “Above the City, A Green Social Park,” transformed the office into a modern extension of Shanghai’s park life—where community, creativity, and calm naturally intersect.
We focused on environmental storytelling, embedding layers of local narrative into the architecture to create a space that felt both inspiring and genuinely Shanghainese.
The Work.
Environmental Storytelling in Layers
- A Cultural Welcome: We re-envisioned LinkedIn’s logo as a suspended metal sculpture, framed by a traditional Chinese lattice pattern. This “inbug portal” established a tone of sophisticated fusion from the moment of arrival.
- Hidden Connections: A central laser-cut wooden screen subtly reveals the word “CONNECT” within its design—a literal and metaphorical anchor for the space.
- Shanghai’s Story, Illustrated: Walls became canvases for local life. A graphic mural reimagines People’s Park bustling with hidden “inbugs.” Scarf-art panels illustrate daily park rituals. A “Zen Fong Liang” feature wall evokes the city’s cherished summer breeze.
- A Refined Palette: We avoided clichés, working closely with M Moser to craft a harmonious material palette of rattan, greenery, brick, and natural textiles. The result is engaging but not distracting—a space designed for focus as much as for inspiration.
The Results.
A New Benchmark for Belonging
The office became a landmark within LinkedIn’s global portfolio—a space celebrated for its unique sense of place. It successfully transformed from a standard corporate floorplate into a culturally rooted destination that promotes connection and reflects Shanghai’s social character.
The project demonstrated the powerful role of environmental narrative in building workplace culture and brand affinity, proving that the most effective global spaces are those with a local heart.
"Our goal was to create a space that sparks curiosity through cultural depth – not loud graphics. It’s designed for discovery, which is what makes it genuinely engaging."
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