The World of Megabrands: Open Space for an Open Mind
What do the Blue Chalk Cafe near Los Angeles and the British oil corporation BP have in common? Allegedly their name. The former is reputed to be the birthplace of the "Blue Chalk" strategy that translates values and visions of a global brand into innovative office environments."Office landscapes are one of the most important and most effective manifestations of the BP brand. They are more than just a part of a building. They can be excellent places to work and to visit…".
Whatever the third largest oil company launches is preceded by a vision, a theoretical concept and a consistent plan of action. One thing is certain – every project requires a foundation and ideas. And as it befits an international corporation, nothing is left to chance. Especially when it comes to presenting brand values, regardless at what level of internal or external communication.
Innovation
Innovation, progressive, performance, green – these are the core attributes of BP that act as a guiding principle for all actions. This is exactly what the company seeks to represent and signal internally and externally, to clearly embody the USP. BP set out in the late 1990s to develop a concept that utilises the work environment in the best way possible to position the company in a professional manner; a concept that provides guidelines that create the perfect setting for convincing team play.
Performance
Blue Chalk was spawned as an integrated plan for innovative workplace and office design, comprising ideas, input and style guides for BPs global offices: running the gamut from reception desk solutions and work space design to a detailed colour and material concept to the catering design and the space decor.
Nonetheless, team spirit and creativity are at the centre of it all. Teams responsible for the same projects work side by side in an open space context that accommodates various work styles. This includes ideal light conditions and indoor temperatures, technical zones and a variety of places to relax, communicate and enjoy a break.
"Hot Desks" provide guests and sales representatives with temporary desks. Workstations are reserved for permanent staff. Unusual: The management has intentionally decided against facilities and representative spaces; on account of its frequent absence and travel activities it has selected the least convenient workstations.
Green
In recent years, BP has designed its offices in more than a dozen countries in line with its Blue Chalk philosophy, at locations in Germany and Switzerland and prior to that in the Czech Republic. The offices in Wiener Neudorf have been retrofitted to implement this concept in Austria, too. "We have currently 215 permanently assigned workstations and 23 hot desks on a need-based availability", comments Property Manager Ernst Hotwagner, who, along with the Austrian market, is responsible for supervising business activities in Switzerland, Slovakia and the Czech Republic. He is managing office projects of varying scales. Currently, he is overseeing the design of the new open plan office at the BP branch in Bratislava.
According to Hotwagner, the internationally selected global office furnisher that provides workstations, chairs, storage and conferencing facilities, ensures good quality as one central supplier. This argument is further supported by cost efficiency and the compliance with sustainability, an area that BP has committed itself to.
Brigitte Schedl-Richter
