Moderniste
Moderniste

The antidote to high pressure working

Moderniste

TYC were tasked to create a state-of-the-art workspace and community hub, designed for the modern worker in the heart of London’s regenerated Cultural Mile. As part of a bigger project, it needed to become an urban oasis to escape from the stress and staleness of the traditional office environment and provide innovative ways to thrive, professionally and personally. 

They produced a concept that connects to a broader cultural movement that the city of London as a body is trying to propagate. Their work is front and centre within our planning proposal.

Jay Ahluwalia
Director

Moderniste

Question

As co-working spaces are beginning to fill every nook and cranny of urban cities, there is a race to be different and stand out amidst a new but increasingly competitive market.  This was the task that would ultimately define a larger, bigger project, and the question that TYC had to address. The objectives:

  1. Create a new boutique co-working space in Holborn for the modern worker. 
  2. Develop a personality and positioning to ensure our desired audience are attracted to our brand. 
  3. Create a unique brand  that feels ownable while  still working harmoniously with the Culture Mile.

Push

Our researched showed us that there was the opportunity in the market to allow customers to balance professional success, wellbeing and lifestyle. Re-defining the work experience to offer complete focus and providing ease, so professionals can perform at their highest capabilities was the first task. Then actively helping professionals stay detoxed from stress to be match fit and innovation-ready intertwined with fostering enjoyment by creating a refined and lively atmosphere to help them unwind. The combined offer would go on to define the co-workspace of today.

Change

What’s in a name? Moderniste: [ mod-er-nist ] Noun: A believer in or supporter of modernism, especially in arts and culture. The name itself binds with the ideology of the Cultural Mile and connects with the likes of The Barbican, Museum of London, Centre of Music and Smithfield Market.

As a brand? It’s the home of modern thinkers, new ideas, movers & shakers, innovators, top professionals, culture-lovers, work-life balancers, goal setters, influential workers,  challenging the status quo, life goals, avant-garde, dapper dress sense, like-minded folk and crazy future cool.

This is the Moderniste.

 

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Project breakdown:

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