The Digit, New Delhi
Location: New Rohtak Road, New Delhi, India
Description: Corporate offices for an outdoor media company.
Project Built Area: 15000 sqft or 1400 sqm.
Year of completion: August 2014
The approach of our design was to investigate the notion of identity (corporate, organisational and individual) and its urban projection.To this end, we explored, semiotically, the most common idiom of identity, the thumbprint. The shimmering, fluttering, red screen perforated with the company’s logo is an idiom for its “digital identity”. The idiom changes to that of the identity of the individual within the organisation in the thumbprint ceiling of the entrance lobby within. It was felt that the architecture must project an arresting visual language and the split second impact of a roadside billboard while simultaneously committing to a deeper value and meaning to the organisation, the edifice and the occupant.