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Warsaw Trade Tower setting trends in office space rebranding

21.03.2016

Warsaw Trade Tower (WTT) – an icon of pioneering solutions among Warsaw skyscrapers once again sets trends and changes for its tenants. A new lobby, a piano, an activity room, electric cars available free of charge to the tenants and a common dining area area only a few of the new facilities. Responsible for them being introduced is a unique approach to the rebranding process which puts employee well-being at its heart. Warsaw Trade Tower rebranding – focus on tenants An unusual approach to the tenants and a unique by Polish standards rebranding have given the Warsaw Trade Tower, one of the most attractive Warsaw office locations, a new face. The rebranding concept was created based on a survey of WTT tenants’ needs. It allowed the rebranding team getting acquainted with the existing situation and, as a result, understanding client’s requirements. Over 1300 building users participated in the inquiry. The rebranding process was managed by a team composed of representatives of the building asset manager Heitman, branding agency Bueller & Frye, architects, both those who had designed the building as well as those who were responsible for the rebranding process, and office space broker. The key question that they posed to themselves was: what should be done in order to differentiate the building from the surrounding office spaces? Commitment and openness to non-standard ideas led to creating a successful strategy that combined the broad know-how of the rebranding team and the expectations of the tenants.

“Warsaw Trade Tower is a unique property in our portfolio, a symbol of an everlasting quality and prestige. A timeless architecture, a robust building construction and an attractive location make for one of the most interesting commercial buildings in the heart of Warsaw. It has undergone a rebranding process which not only brought out its advantages but also created a brand new quality of office space. We could achieve this effect thanks to having implemented standard rebranding activities which consisted of rebuilding and refreshing the interiors as well as creating new visual identity, and unusual approach focused on the employee well-being and actual tenants’ need we identified during the survey” – says Izabela Kapil, Vice President Portfolio Management – Europe in HEITMAN.

A modern and more elegant lobby, new common areas and bicycle infrastructure outside. The most spectacular changes can bee seen in the lobby – it has received a new décor and space arrangements. The area, glazed and full of light, boasts modern and aesthetic interior finishings. Wi-fi system has been installed and an uncanny element has been placed inside: a piano which is used not only by professional musicians during concerts celebrated every fortnight but is also available to tenants’ workers as well. In the close proximity of the lobby, a new facility has appeared: a common dining area with white goods such as microwaves and electric kettles for those who prefer to eat their own food while chatting to their colleagues or simply watching TV. The outside area of the building has been modified, too. There is a platform for food-trucks and bicycle racks for those who love biking to work. Additionally, all tenants’ workers can use two electric cars that are offered to them free of charge.

The rebranding process has resulted in changing certain areas’ purpose. An activity room has been created and it can by used by everybody after prior reservation; there is also a dedicated event space on the 35th floor. One should not forget the new visual identity and a modern logo. It should also be pointed out that there are services such as bilingual kindergarten, canteen, bakery, café, newsstand, dry cleaner’s, travel agent and messenger services available to all tenants.

“Thanks to the openness and non-standard thinking of the rebranding team the building has undergone a metamorphose which was more than only refreshing the lobby and creating new marketing materials – it has completely changed the way in which we think about the tenant and the role that the building plays in the common social space. Just as many years ago WTT set then modern trends, it now creates standards for friendly workspaces” – adds Michał Nowakowski, CEO of Bueller & Frye, a branding agency which took part in the process.

Warsaw Trade Tower raises standards offered to tenants and implements pioneering and unique solutions on the Polish office space market since its very first day. Not so long ago the building received the environmental BREEAM certificate for existing buildings and it was rated “Very Good”. Its rebranding is yet another step on its way to become the most attractive office space in the heart of Warsaw.


www.wtt.pl
Dodatkowych informacji udziela:
Ewelina Ciuchta, KONKRET PR tel. 508 338 267, e.ciuchta@konkretpr.pl


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