21 January 2011
Amway collaborated with Hong Kong-based Marc & Chantal Design to create the new Amway Brand Centre in Malaysia, which opened in October 2010. The scope of the project included the design and art direction of the Brand Centre, the central atrium, as well as the retail shop and coffee station.
As the largest portion of the project, the Brand Centre is a place where all aspects of life come together, offering visitors a holistic experience in an approachable, yet informative, space. As contractor for the project, ISG Malaysia brought the entire design to life.
With its approachable, comfortable design, the main briefing area sets the tone for the rest of the tour. The briefing room features a system of rotating fins. Upon entering the room, the fins swivel, forming a projection wall where an explanatory video outlines the various aspects of the brand’s philosophy and ethos.
The design firm applied the principle of transparency and openness in both the overall concept and in the variety of materials used. Adding to the approachable design, a friendly range of primary colors complement the natural-light soaked facility walls.
Two timelines link the central atrium with the main briefing room. The first timeline explains Amway's history, while the other outlines the company's health and beauty history.
The strategy behind the design was to pique the user's curiosity through a series of interactive and tactile stations. Mechanical, user-centric tools motivate each visitor to physically interact with the surroundings. A variety of multimedia outlets, ranging from touchscreen technology to video projection, furthers the visitor's understanding of Amway.
Within the Brand Centre, visitors experience three zones that each represent the key aspects of Amway.
My Health Zone provides information concerning vitamins and food supplements. My Self teaches visitors about Amway's organic beauty products, and My Home, the foundation of Amway, features organic cleaning products.
The design team used its friendly, approachable design as a testament to the Amway brand legacy. At 35,000 sq. ft., the new Brand Centre is three times larger then the previous one, further representing the brand's steady growth into the future.
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