I translated the Hoogendoorn brand

into a spatial design 

​The request from Hoogendoorn was to provide several walls in the new office building with a spatial design. The goal was to translate Hoogendoorn’s DNA into a visual concept with a playful touch and a hint of humor. Although the brief focused on wall design, &lotte took the opportunity to go beyond two-dimensional applications by incorporating three-dimensional elements.

CONCEPT

For the concept, I set out to find one leading narrative: what is the common thread of Hoogendoorn, and how can it be made visible to both employees and clients?

The foundation for the visual communication was found in something intrinsically connected to Hoogendoorn: pipes. By taking pipes as the starting point,

a recognizable visual language emerged in the spaces where employees and visitors come together. With a subtle touch of humor, this approach also creates a sense of ownership. Because what could be more Hoogendoorn than pipes?

From this principle, various applications were developed, such as wall racks, furniture, wayfinding, and presentation elements, all constructed from the same material: copper. The company’s pride is reflected in the gallery wall, where Hoogendoorn’s history is presented.

DESIGN