HOPEN

Context

In La Défense, Praemia REIM France is restructuring the former Adria tower, raised by three floors by Ateliers 2/3/4: 65,000 m², including 59,000 m² of offices, more than 4,000 m² open to the public, two panoramic terraces, 23 vertical gardens and extensive services (restaurants, sports, wellness, auditorium, coworking). The tower is HQE and BREEAM Excellent certified, and WELL Gold and Ready to OsmoZ labelled.

The challenge

Giving a new identity to a tower known under another name, and asserting its ambition: a tower open to the city, useful to its occupants and to the neighbourhood.

Iceberg’s response

Iceberg came up with the name HOPEN, which combines hope and open, and built its story around two ideas: “L’espoir d’un monde nouveau” (the hope for a new world) and “L’envie de s’ouvrir sur le monde” (the desire to open up to the world). The colourful, lively visual universe shows people stepping through coloured doors, an image of a tower that opens up to everyone.

Deliverables

Naming and visual identity, construction hoardings, poster campaign, website with an interactive 360° axonometry, 3D film, publications and fit-out of the marketing suite.

Iceberg crafts the story and identity of HOPEN.

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