BBC America asked The Switzer Group to renovate their corporate offices at 11 Penn Plaza on the 22nd floor. Consisting of 22,000 SF, the client desired a stronger brand identity that reflected their quirky persona coupled with elegance. Because BBC America delivers many Sci-Fi themes in their shows, their goal was to create an alternate yet elevated world.
The Switzer Group explored a visual style which reflected the client's image of play, joy and sophistication. Trompe l’oeil and single color/patterned rooms were employed to convey modernity with a touch of surrealism. A pastel color palette consisting of turquoises, whites, pale pinks and greys was used to designate each conference room, providing each their own color identity. A strong sense of texture is exhibited through the use of curtains and fabric panels. Large scale portraits of media talent contribute to the branding as well as a Galaxy of Women wall, emphasizing the importance of women to the BBCA staff. Graphics were also used on the ceiling of some of the conference rooms creating a visual focus point. The Café has a Parisian influence and the lobby contains wrapped surfaces with porcelain tiles.
The program included reception, both large and small conference rooms, a café, a wellness room and President’s office.
New York, NY
By providing a strong brand identity, the client’s persona is reflected in this playful yet sophisticated environment for BBC America.