Mi2 x FLAGSHIP

It is vital for top global enterprises to integrate brand message, values and culture into office design. A brand’s culture should not only be clear to clients who walk through the doors, but also to employees arriving at work every day. Design should bring strong recognition of corporate identity and a sense of pride in being part of the company, while encouraging creativity and innovation.

Flagship Entertainment Group, a joint venture between China Media Capital (CMC) and Hollywood's largest film company Warner Bros, combines the film resources of Hollywood, Hong Kong and mainland China in a forward-looking brand with a global strategy. Headquartered in Hong Kong, with offices in Los Angeles and Beijing, it jointly develops and produces Chinese- and English-language films for the international market. 

Located in Beijing’s dynamic Dongzhimen district, Mi2’s design highlights Flagship Entertainment Group’s Chinese-Western origins and forward-looking corporate positioning and values. The overall design inspiration for the 1,100m² space derives from its English name, Flagship, and its pioneering brand identity. The entranceway to the office evokes a ship riding the wind, reflecting the intrepid, tenacious and intelligently inventive character of filmmakers.

The reception desk is shaped like an advancing ship, while gray concrete surfaces, walls and ceiling suggest rippling waves. The entranceway resembles a surging wave, while the lines of the ceilings and walls allude to a sailboat speeding forward, throwing up spray behind. The light fittings radiate lines of light which animate the overall design.

The projection of the logo adds to the overall lightness of design texture, while cleverly alluding to the nature of Flagship Entertainment Group’s industry.

To resonate with the film industry – which never stops seeking originality and change, and which prizes timeliness and communication – the overall office space is divided into differently sized spaces with diverse functions. Encompassing a staff lounge area, small discussion spaces and large-scale conference rooms, the design aims to satisfy a wide range of communication needs.

Dynamism is key to the overall design for this Eastern-Western newcomer and its millennial employees. Artistic, contemporary textures capture the singular identity unique to the film industry.

Cool, contemporary elements are evident in the use of cement paint. Mi2 continued to experiment and make adjustments throughout the construction process until the finished design surfaces achieved the desired lightness in texture. Within the composition of gray and white tones, soft accents of blue, yellow and other colors create a visual contrast, dissolving the sense of distance created by large spaces.

Eastern-Western elements effortlessly merge together to become design highlights – modern geometric partitions, clean lines and Chinese-accented wooden tables and seating. A wide variety of customized lighting throughout the office space, including lighting installations originally designed for on-location shoots, add a further element of innovation, creativity and playfulness, encapsulating Flagship’s brand values and showcasing Mi2’s design capabilities.