Re-vitalising a 330,000 sq.ft HQ to accelerate business growth and transformation

Red Star Macalline,
Shanghai

Founded in 1986, Red Star Macalline is China’s leading retail brand for furniture and home furnishing retailing, with a vision to become a recognised brand on the international stage.

Supporting the relocation of its 330,000 sq. ft headquarters to Hongqiao Central Business District in Shanghai, M Moser provided integrated services including workplace strategy, interior design, MEP and construction. The goal was to create an upgraded facility to enhance innovation and boost business growth in a strategically critical part of the city.

Key highlights
  1. Reflecting company culture and brand image in an outstanding interior structure with a core concept of “home”.

  2. Creating a human-centric work environment that puts staff wellbeing and collaboration at its core.

  3. Bringing to life a range of design typologies including “workplace”, “hospitality” and “home” to emphasise the rich portfolio of the brand.

  4. Optimising the quality and efficiency of project delivery by combining design-build capabilities with a customised design-project management model.

Scroll down for more.

Epitomizing a feeling of home

Supporting Red Star Macalline’s mission to, “Safeguard sustainability in every home environment”, an interior structure resembling a bird nest has been constructed in the South Building lobby. At 16 metres tall and nine metres wide, the structure symbolises the spirit of a home, where growth, connection, love and safety sit at the heart.

Re-vitalising a 330,000 sq.ft HQ to accelerate business growth and transformation section
From concept to reality: Design evolution of the 'Bird nest'

From concept to reality: Design evolution of the ‘Bird nest’

Using high strength metal and stainless steel to support primary and auxiliary structures, the bird nest is comprised of almost 500 customised components, finished with wood veneer. A spiral staircase at the core connects the first and third floors. Enhancing connectivity and accessibility within the elevated lobby, this provides a new interactive pathway for people to meet and mingle.

Re-vitalising a 330,000 sq.ft HQ to accelerate business growth and transformation section

With a wooden structure, glass skylights, and complementing metal and marble materials, the “bird nest” creates a natural, peaceful and cosy atmosphere. It emphasises the brand’s commitment to home and provides a unique experience for guests entering the space.

Re-vitalising a 330,000 sq.ft HQ to accelerate business growth and transformation section
Designing for business needs and staff wellbeing

In the early stages of the project, our workplace strategy team performed a comprehensive study to understand the client’s needs. This included interviews with departmental heads, on-site observations, questionnaires, and leadership visioning workshops, laying a solid foundation for the subsequent design.

A variety of space planning solutions have been provided to cater to the work styles and space needs of different departments. To meet the Online Business department’s need for rapid iteration and interdepartmental collaboration, a flexible and modular layout has been employed on Levels 6-8 of the South Building.

Here collaboration areas, phone booths, informal workstation arrangements, and meeting rooms have been integrated to support diverse work scenarios.

The layout maximises natural lighting, biophilia, and access to shared amenities, including a reading area, gym and two sleeping rooms. These spaces have been carefully designed to create a physically and mentally relaxing environment to boost employee wellbeing.

Re-vitalising a 330,000 sq.ft HQ to accelerate business growth and transformation section
Re-vitalising a 330,000 sq.ft HQ to accelerate business growth and transformation section

To address the lack of medium and small meeting rooms and insufficient use of large ones, conference rooms of different sizes were planned according to actual needs on Level 3 of both the North and South Buildings, equipped with smart meeting systems for improved efficiency. In addition, flexible partitions have been introduced in the large training space, enabling easy configurations to suit different needs.

The workplace as a product ambassador

The design integrated hospitality and home settings into the office environment to provide users with varied choices and showcase the company’s core business – home furnishing.

Each enclosed office is uniquely styled with materials and furniture that align with user personalities and work needs. The design therefore transforms each individual space into a combined workplace and products showcase area, creating a memorable, intertwined brand journey.

Efficient project management

Because of its large scale, the project was carried out in three phases: the atrium, the North and South Buildings, and the cafeteria. In addition to creating spaces of a unified style that meet a range of complex needs, the design team were facing another challenge. They needed to address the changing needs of different departments amid rapid business transformation. An innovative project management model was developed to ensure timely and effective solutions.

Re-vitalising a 330,000 sq.ft HQ to accelerate business growth and transformation section
Re-vitalising a 330,000 sq.ft HQ to accelerate business growth and transformation section

Expanding on our design-build capability, the M Moser team devised a design-project management model from the start. The model breaks the previous collaboration pattern where specialists of different disciplines work on individual tasks in separate locations. Instead, it requires designers, project managers and construction workers to collaborate closely on-site to spot and solve problems at the earliest opportunity and respond to complex changing needs. The model effectively improved the quality and efficiency of project delivery and substantially increased the speed of delivery.

Through close collaboration between M Moser’s workplace strategy, design, project management and construction teams, we delivered Red Star Macalline’s new, high-performance headquarters. Providing unforgettable user experiences and emphasising health and wellness, the new environment reflects the company’s core competitiveness, accelerated innovation and business growth.
Re-vitalising a 330,000 sq.ft HQ to accelerate business growth and transformation section
  • Status Completed
  • Area 330,000 sq-ft
  • Completion date 2019
  • Location Shanghai
  • Photographer CreatAR Images
  • Awards

    AIA International Region Design Awards 2020 – Commendation for Interior Architecture

Contact

If you are interested in working with us, have a look at our careers page.

Contact

If you are interested in working with us, have a look at our careers page.

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