After London and Amsterdam, the iconic The Hoxton has come to the vibrant Sentier neighbourhood of Paris. It took four years of...
“Exceptional” is the appropriate word to talk about this exclusive article – at the time we publish everyone is buzzing in the new BETC offices that will be revealed tomorrow at 11.30 a.m. – but it is also the right word to define how it is to be with Stéphane Xiberras. This discret CEO, who is also the manager of creation in this multi-rewarded advertising agency, is our guide for the day and he agrees to make us visit the Magasins Généraux. It is a new place for a wish always more assumed to play a key role in the building of the Great Paris. Along the Canal de l’Ourcq, in Pantin, the agency goes to the East and choose innovation once more, by putting creation at the heart of its business plan. Changing the place of the offices is the opportunity to reinvent and rethink the company from A to Z. In order to do it, they chose the buildings of the Magasins Généraux, well-known for having been a real temple of grafitti, has been re-enchanted by mixing the classic and Dutch approaches of the work spaces. The goal was to concentrate in only one thought the places, the production tools and the people. The most important was to enable people to work better together in the environment they want, to encourage the spontaneous meetings and to create convergence points in the space. The idea is not creating beautiful, but to make the identification of the needs of all the jobs and people working with them easier. It is an ambitious bet of 20.000 square meters on which 16 teams of European designers worked. Together, they made this Space a form of unique micro-organism in which, as in a city, things mingles in harmony, with their histories. It is a true theatre of life where legacy, modernity and nature will evoluate, far from the standardised conformisms. Welcome to the BETC offices.
BETC – Les Magasins Généraux : 1 rue de l’ancien canal, 93500 Pantin.
In the world of work, we care less and less about the impact of places on people. So why do we choose to take the time to think about it? Well, because it is an investment.
Credits : Constance Gennari @thesocialitefamily
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