We were asked to come up with a new concept for the vacant Pharos office tower in Hoofddorp. We formed a consortium of innovative market parties to jointly build Europe's healthiest working environment.
With the National Immigration Service leaving Pharos in Hoofddorp, this former single-tenant office building required a fix to become attractive again. Together with de nieuwe draai, we developed a strategy based on healthy working as a compelling vision. This concept became the backbone of a new style, branding and storytelling of the building.
Office work can lead to serious physical and mental problems. Pharos wants to become a movement for healthy working beyond the walls its own building, inspiring professionals across the Netherlands to improve their well-being at work.
Pharos wants to become a movement for healthy working
To help to set up a strategy to create Europe’s healthiest working environment, we launched an open call inviting smart and healthy building startups. Pharos was carefully curated and developed along with a coalition of over twenty selected suppliers, ranging from a producer of carbon-neutral paint to a climate systems company that offers air as fresh as in the Swiss Alps.
Paving the way for the actual redevelopment of the building, the visual identity of Pharos was launched before the first architectural render was finished. In close collaboration with The Hague-based digital design agency Papa, we created a fresh and attractive brand profile that resulted in print material, a website and numerous online campaigns. The website — pharos.work — featured a glimpse of the future, and the stories behind the people and ideas that make Pharos a place like no other. For more than two years we created all content for the Pharos website and social media channels.
Our campaign resulted in a network of suppliers that teamed up in an incredible way to transform Pharos into a lively place in which new tenants can enjoy a healthy working environment every day. The 19th floor has become a collective space for all tenants with an amazing view over Amsterdam Airport Schiphol. It also hosts a cocktail bar, event space, boardroom and recharge room, as well as a showcase of state-of-the-art solutions that make work more healthy, productive and enjoyable.
The restaurant on the ground floor of the Pharos building, designed by Sheryl Leysner and run by chef Jonathan Karpathios, offers healthy lunch made with products grown in a greenhouse around the corner.
Interested in hearing more about this project? Get in touch with Joop