Capital Tower renamed “Arc Place” and repositioned into next-gen workplace
Hong Kong, August 23, 2018 – Eight recently completed a full-scale rebrand of Capital Tower, a 24-story, 63,000 square meter Grade A office building in the affluent business and commercial district of Gangnam in Seoul, South Korea.
The newly repositioned building – “Arc Place” – was transformed into an inspiring modern workplace which can help lift tenancy and rental yield and contribute to the newfound vibrancy of the district, better meeting the needs of leading companies like Facebook, which houses its country headquarters in the building.
In 2016, Blackstone acquired Capital Tower and chose Eight to articulate a fresh brand strategy which could be woven into the physical spaces of the building. Eight crafted a strategy that married the warmth and style of a residential home or chic boutique hotel with the feel of a modern workplace, seamlessly blending work, life and play and creating a brand that appeals to both new-generation businesses and traditional corporate tenants.
The Arc Place brand and visual identity were extracted from the physical foundations of the building itself. The logo was designed to refer to structural arches visible within the building’s ground floor, with an elegant typeface to suggest stability and the building’s open and airy feel. The color palette was inspired by the materials used in the building’s interior design, in particular bronze, wood and marble.
The new name and visual identity, including Eight’s designs for signage and way-finding, aim to position the building as a greatly upgraded workplace environment and a warm counterpoint to the surrounding traditional buildings, perfectly suited to the requirements of the new generation of workers and businesses in the buzzing district of Gangnam.