Enhancing brand identity through local culture for PRA Health Sciences in Tel Aviv
Inspired by local culture and design influences, contract research organisation PRA Health Sciences’ new Tel Aviv workplace brings to life brand identity through its use of colours, textures and geometric patterns.
Addressing a previous lack of natural circulation and collaboration areas, the new space encourages new ways of working through a symmetrical layout. Characterised by the urban planning and unique Bauhaus-style architecture of Tel Aviv’s White City, harmonious, conforming elements pay homage to the development and heritage of its location.
The new 10,000 sq. ft workplace features a large communal tea point and breakout area at its core, facilitating interaction and cross-collaboration as the “city centre”. The main connecting corridor replicates Tel Aviv’s central highway, while banks of desks are positioned as adjoining “city streets”. Private offices have been planned at the corners to respect privacy.
M Moser London worked closely with a local design firm in Tel Aviv to incorporate regional detailing, featuring a culturally inspired colour palette of bold oranges, blues, white and metallics. Adjusting to Israeli business hours, the team adapted the project schedule to align with the working culture.
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