2016–2017

Les Dunes, Société Générale’s headquarters, Val-de-Fontenay

How can we avoid the clutter of signs that typically plagues such a place? How can we enhance the openness and sensitivity of the spaces? These questions led us to propose, in addition to signage, a system of natural wayfinding.
This approach minimizes the visual presence of functional information, replacing it with design elements that help distinguish spaces, connect them to one another, and make the overall path network more intuitive. We proposed distinguishing the different sectors using calligraphy, shifting from one language and calligraphic culture to another. A horizontal line runs across all architectural surfaces encircling the floor, transitioning from a poetic text in Chinese to one in Arabic, then Hindi... Directional signage is integrated into this ensemble to enhance the sense of depth. Inscriptions on transparent surfaces, shadows, and mirrored reflections reinforce this three-dimensional quality.
These horizontal poems intersect with long vertical texts composed in Latin characters and hand-painted directly onto the walls. They indicate elevator entrances, starting at the tops of the buildings and descending floor by floor to the level of the interior street. Some will draw inspiration from Fernando Pessoa, others from Daniel Defoe or George Sand. The poetic expressiveness contrasts with the extremely sober and discreet functional signage. Finally, for the parking garages, we embraced the client’s wish to collaborate with graffiti artists. Graffiti has become an integral part of our visual approach, and we invited each artist to create an installation on the pillars, walls, and parking spaces designed to visually distinguish each row, making it easier to navigate. The signage discreetly complements these installations.

Design Team — Ruedi Baur and Simone Burth
Architect — Anne Démians
Graffiti Artists — Romain Froquet, the Riofluo collective, Max Tetar, Mister XXX, GoddoG, Peggy, and Stoul, Takt and Sueb from the 3HC collective
Calligraphers — Kaixuan Feng, Myoung Heui Ryu, Michel d'Anastasio, Abdollah Kiaie, Evgeny Tkorzhevsky, Achyut Palav
Author — Karelle Menine