Cloud DCS - Offices, Show Room and Data Center

Entrance Lobby

1. Introduction

Digital industry is wildly expanding in China given 700 millions potential users and Guangzhou-based Cloud DCS (initials of Data Centers Services) is a major player in this industry providing internet services through data centers to the like of Alibaba, QQ and Baidu. Italian architect Alberto Puchetti director of Hong Kong-based design company Arboit Limited got briefed in late 2013 to design a company headquarter inside an existing 20.000 sqm industrial building including offices, rooms containing thousands of servers’ racks, areas to meet clients and multimedia show rooms introducing company services and envisioning internet culture and history. The construction of an Iconic brand identity is the ultimate goal of this project in order to let the company’s name standing out in a competitive Chinese IT market that has generally shown no interest in design, since all existing data centers in the country are mostly aseptic, functional, architectural concrete boxes. Because of its abstract nature internet services rarely got to have a proper brand image. The purpose of this project is also to translate into a figurative language the reality of internet as a truly important agent of change in our life and society

2. Location

Nansha is part of Guangzhou municipality and is located at the center of the Pearl River Delta, very close to Hong Kong, it is one of China's fastest growing reality and is bounded to become a world- class seaport and a large-scale technology hub. Unlike other industrial areas the zoning plan for this regions seems to keep a balance between green area and built. The building used for this project is located within an industrial park surrounded by green area. The development process of the region is recent as in the past this was a wetland area that never really got populated except for a few farms. Main area of the project concerns 1958 sqm, half of the ground floor area of the 20.440 sqm building. This space includes entrance lobby, offices, meeting rooms and control room to check the status of the server’s cabinets by technicians, a few pavilions for multimedia installations to introduce the services of the company within a 1050 sqm show room, a 180 degree projector room, product gallery to exhibit Cloud DCS’s accessories, 3d video screens made of plastic balls, interactive video pavilion and two display tables to present architectural models of the next Cloud DCS future own industrial parks designed by Arboit Ltd. The rest of the building is featuring manly rooms for hundreds of thousands of servers’ racks
Meeting Room


3. Branding Strategy

The goal of the project briefed by IT company Cloud DCS to Hong Kong based design firm Arboit Ltd is to create an identity to the brand in communicating what the company is and how it works. Design of data centers’ architecture and interior is also an opportunity to define the web’s industrial culture, its crucial role in today’s reality, its past history and its future. Data centers are normally industrial buildings filled with thousands of cabinets containing server boxes, a power station, a cooling plant and a broadband center. Once the temperature inside the buildings is set rather low by air conditioning to compensate the heat produced by servers and once the electricity is provided to get machines running only a few security guards and technicians checking on the status of the servers are needed in the building. It seems to be a very high-earning and low- maintenance type of business. Interior appearance of these buildings is utterly impersonal and when visited the only impressive thing is the monotone noise produced by servers while working: a constant tone echoing the noise of airplanes when flying. The concept of ”flying through the sky” emerged naturally as figurative theme to translate in a design vision the idea of digital highway as a stream of data crossing the skies to serve our lives
Video Pavilion

4. Concept

Taking in account the name of the company , Cloud DCS, the theme of the project is about the image of a stream of clouds containing knowledge carried by winds and defining in the sky flowing layers of fading tones of blue to portray today’s digital communication. Fluidity and dynamism of clouds shaped by winds, is expressed by a layered ceiling 30 meters long sculpture to epitomize digital communications across space and highlight its immaterial and yet powerful nature. This ceiling feature is made of metal profiles painted in seven gradients of blue, covered by Barrisol’s stretch fabric back-illuminated by neon lights. The same rarefied artwork defined by the ceiling is reflected on the floor as a gigantic painting printed on the resin creating the impression of walking on the sky .
The aim of the project is a figurative celebration of internet seen as a stream of information crossing the space and people are involved in this unearthly reality finding themselves walking clouds. To reinforce this concept some other spaces like the product gallery or the meeting room are covered in clouds pattern designed in Illustrator software and printed out on a plastic film then laminated between glass panels, in order to get amazing results for an artwork on a floor both in terms of color resolutions and reflections
All colors used interior design are exclusively white and seven tones of blue : these colors define the brand identity as also for the signage and the artworks. Most of design features are though to make visitors feel an aura of immateriality and positive energy at the same time
Inside the data center a new concept of factory is proposed: why not developing a cooling pipe room into a concept? The intricate design of the pipes painted different colors are balanced by the digital artwork printed on the wall. The theme of the project is changing the factory from a sad, depressing, productive place to a happy, positive, productive place .
Hallways in between data centers rooms are defined by artworks, colors and graphic suggesting the concept of travelling through the skies. Along with some leisure areas for break time within the typical floor plan the intent of the project is to transform an impersonal work-place in a more joyful kind of work space to introduce maybe for the first time in a Chinese factory the vibe of the “work and live” : as for some of the notorious headquarters of American IT companies the vive of the office evolves from a serious and corporative look into an informal, cool, more human-like type of atmosphere.
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