Allianz — Branding Benelux Headquarters
Vimgroup & Rich Dust
Allianz Benelux offers insurance in the Benelux for private individuals and for small self-employed persons, SMEs and large companies. Allianz does this through advisors with whom they work closely together. The company has more than two million customers and more than 2,200 employees.
In 2020, Allianz Benelux opened two new head offices in Brussels and Rotterdam within six months. An important spearhead for Allianz to create a working environment in these offices that brings its brand story to life by means of interior and design. Rich Dust & partner VIM Group translated the brand story throughout the twenty floors of the two offices into an interior concept including integration of custom signage.
Allianz — Defining floors & rooms
Storyline
“We invited VIMGroup & Rich Dust to sit down with us at the drawing board — to bring the Allianz brand story to life in an innovative and inspiring interior concept.”
Arnold Mak, Traffic Manager Brand & Media at Allianz
Lively lines
Allianz — Wayfinding
Building guides
In addition to the aesthetic, the design also has a practical side: it helps you find your way within the office building. The visuals define floors & rooms. Rich Dust created a custom letter and number set aesthetically connected to the visual language.
Allianz — Generative landscapes
Vibrant surfaces, textures and patterns
Each building has hundreds of implementation positions. The designs are integrated on walls, glass and natural stone. Each with an unique design, meaning: no repetition. To be able to create such a massive amount of illustrative images Rich Dust collaborated with generative designer Tiemen Rapati. We developed some bespoke software that is able to create countless landscapes. Adding value by combining them with figurative, handmade illustrations.
Allianz — Abstract becomes figurative
Architectural extension
The lineworks play a big role in the interior and visually connect with the architecture. The line patterns look abstract from up close and become figurative from a distance. Each floor has its own character full of visual surprises.
Inclusive
People can relate to the subjects of display. Art inspires. Sport is about ambition. Movement forward. Human achievements. Daring to make steps. Exploring life.
Allianz culture
The Allianz brand story is now well reflected in the two head offices of Allianz. Nearly forty floors were realized in the area of interior and signage. The culture of Allianz and her love for sports and art are now visible everywhere in the buildings and there is a sense of unity. By giving content to the new design and aligning it with Allianz’s brand values, employees and customers feel more connected to the space and each other.
