Altiplano

Context

In La Défense, AXA Real Estate (AXA IM Alts) is transforming the former PB10 building, built in 1982, into a restructured office complex raised by two floors and designed by B. Architecture: 57,000 m², 6,000 m² of outdoor spaces including a rooftop, and extensive services. Designed with frugality and short supply chains in mind, for the lowest possible carbon footprint, it is certified BREEAM Excellent, HQE Exceptional and WiredScore Platinum.

The challenge

Making a building still under construction desirable, and explaining its environmental approach to future occupiers and investors alike.

Iceberg’s response

Iceberg created Altiplano’s brand territory: name, signature and visual identity. The agency devised a poetic campaign staged on the construction site itself: a deer, an elephant, a whale, a dancer and an acrobat take over the bare floors to help people imagine the building’s future life. On LinkedIn and Instagram, simple messages tell the story of the project: “500,000 pickaxe blows”, “1,001 reasons to come back to the office” and the greenhouse gas emissions saved by the restructuring.

Deliverables

Address identity, publications, film and 3D, landing page, social media and activation.

Results

When it was delivered in 2024, Altiplano was already almost 90% let, to Suez and Enedis, which are moving their head offices there.

Iceberg designs the brand territory and marketing tools for Altiplano.

Discover our approach to real estate branding and real estate communication.