Installation Concept - BASF East Asia regional HQ
Installation Concept - BASF East Asia regional HQ from Rob Atkinson
Installation Concept - BASF East Asia regional HQ

The Brief was to create a compelling BASF Brand Experience centre. Located centrally to their Pudong Production Facility and Innovation Centre outside Shanghai. The centre was designed for external and internal visitors to use as communications tool to promote the company philosophy of transparency, dialogue and openness.
Conveying the roles of ‘Chemistry as the Enabler’, the centre was designed to research into solutions to mankind’s 21st century challenges such as food production, water security and large-scale logistics. An active research facility its audience included potential clients as well as employees, journalists and students.
Working with a leading architectural practice on the structural core, I developed concepts for the design of the interior fitout. Consisting of 4 floors of research and conference facilities, with over 3500m2 of exhibition space, the space was designed to accommodate up to 50 000 visitors a year, through guided interactive and multimedia exhibits.

A landmark innovations touch table gives a unique brand history showcase
The aim for this project was conceptualise an integrated brand experience that brings to life ‘creating chemistry for a sustainable future’ in a way that is memorable, engaging and thought provoking.
Consumer InnovationDisplay Area examining how ever changing life-stage, lifestyle and demographic needs are placing shifting demands on production and resources and how BASF is addressing those needs
The café areas presents an opportunity refreshes and relax after the visitor experience. It can also be used for catered events, secluded casual meetings or as an additional collaboration space.
A collaboration station, designed as a micro-meeting and presentation suite installed at various key points along the journey
Smart cities, a major exhibition area profiling issues around urbanization, housing, transportation infrastructure and energy needs
The Learning Centre has been designed as a multi-use, multi-function education space. Comprising three main elements –‘the Atrium’, ‘Workshop Spaces’ and ‘Learning & Collaboration’ – each with its own single-minded focus, but with in-built flexibility to be changed according to needs
Central volume of the Atrium with a multi-level projection screen. The screen is spread across three floors and can be configured to work as a single piece of impactful or ambient content, or in 1 or 2 floor configurations as required.
Building and Construction interactives profiling BASF's commitment to researching sustainable solutions to industry
The entire visitor experience is underpinned by an RFID system to provide a customisable, personal visitor journey with full measurement capabilities.
There was a clear separation between the visitor experience and learning centre at the main reception so visitors did not interfere with operations in the research and training facilities
The aim was to create theatre and drama in a unfolding narrative through the space. Each level evolves over an upward cycle, integrating physical digital and audio-visual elements into a programmable, collaborative and immersive environment.
View towards level 3 Cafe and collaboration space, where information gathered on key cards were compiled and represented along with corresponding information that could be constantly updated.
The building comprises three levels of brand experience and a lower ground education and learning space around an imposing central atrium
The interior design challenges the way scientific learning centers are traditionally viewed, and thus allows for visitors and staff to re-tool themselves how solutions in chemistry are traditionally viewed by the public.
Sustainable cities transportation display which showcased BASF's involvement in materials, automobile manufacture and engine technology
Workshop spaces are provided in a re-configurable formation, allowing integration with the main atrium space for larger events, or in smaller configurations down to small classrooms using air-walls.
BASF Timeline to indicate the presence across china and the rest of the globe throughout history and its product innovations that have transformed industry
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Installation Concept - BASF East Asia regional HQ

The Brief was to create a compelling BASF Brand Experience centre. Located centrally to their Pudong Production Facility and Innovation Centre outside Shanghai. The centre was designed for external and internal visitors to use as communications tool to promote the company philosophy of transparency, dialogue and openness.
Conveying the roles of ‘Chemistry as the Enabler’, the centre was designed to research into solutions to mankind’s 21st century challenges such as food production, water security and large-scale logistics. An active research facility its audience included potential clients as well as employees, journalists and students.
Working with a leading architectural practice on the structural core, I developed concepts for the design of the interior fitout. Consisting of 4 floors of research and conference facilities, with over 3500m2 of exhibition space, the space was designed to accommodate up to 50 000 visitors a year, through guided interactive and multimedia exhibits.

Rob Atkinson
Design Director at Imagination London, United Kingdom