24. GSK DESIGN DEVELOPMENT 66.0048.000 3
PROJECT MISSION
O1. GSK branding is captured and well presented
O2. Make GSK culture visible
O3. Communicate GSK mission and legacy
O4. Help people navigate the space
O5. Represent GSK’s global presence and celebrate diversity
O6. Make people feel proud of their workplace
CREATE AN ENVIRONMENT THAT:
25. GSK DESIGN DEVELOPMENT 66.0048.000 4
WAYFINDING STRATEGY
STAIRCASE2
TEL
HR
LIFT
LIFTLOBBY
HR
STAIRCASE1
FIRE
LIFT
SMOKEFREELOBBY
ELECTDUCTTAS
wetriser
&sprinkler
risermain
SHAFTSHAFT
LIFT
SHAFT
LIFT
SHAFT
LIFT
SMOKEFREELOBBY
RISERHRUP
DN
MALE
FEMALE
CLNR
HR
UP
DN
AHUROOM
LIFTLIFT
3-33-4
MOTORROOM
LIFTLIFT
3-13-2
LIFT
SHAFTSHAFT
LIFT
LIFT
SHAFTSHAFT
LIFT
LOCKERS
COMMUNITY ROOM 2
UTILITY 3
BUSINESS-SAVERS BUSINESS-SAVERS
IT ROOM
PHONE
BOOTH 8
BOOTH 7BOOTH 6
MEETING ROOM 1
PHONE
BOOTH 1
PHONE
BOOTH 3
PHONE
BOOTH 2
DISCUSSION /
TOUCHDOWN 1
LOUNGE / INFORMAL
MEETING 1
LOUNGE /
INFORMAL MEETING AREA 2
27.0 SQM
12.9 SQM
18.4 SQM
4 SQM
4.6 SQM
14.9 SQM
15 SQM
8.3 SQM
13.8 SQM
3.2 SQM
14 SQM
16.3 SQM
20 SQM
UTILITY 1
DISCUSSION /
TOUCHDOWN 2
DISCUSSION /
TOUCHDOWN 4
DISCUSSION /
TOUCHDOWN 5
LOCKERS
COMMUNITY ROOM 1
24.6 SQM
LOCKERS - SALES
LOCKERS - SALES
UTILITY 2
14.2 SQM
LOCKERS
PHONE
BOOTH 4
4.1 SQM
6.0 SQM
SHOWER
PHONE
BOOTH 5
4.8 SQM
MARKER
BOARD
MARKER
BOARD
LEDMONITOR
MARKER
BOARD
MARKER
BOARD
LEDMONITOR
INFOBOARD
MARKERBOARD
INFO
BOARD
MARKER BOARD INFO BOARD
DISCUSSION /
TOUCHDOWN 3
DB
GLASSPANEL
MARKER
BOARD
MARKER
BOARD
LEDMONITOR
MARKER
BOARD
MARKER
BOARD
MARKER
BOARD
LEDMONITOR
3.2 SQM
GLASSPANEL
GLASSPANEL
3.2 SQM 3.2 SQM
MARKER BOARD
PANTRY
51.6 SQM
11.1 SQM
SIN CX - GEN (33)
SIN CX - SALES (2)
SIN RX - CONTRACT (8)
SIN RX - GEN (41)
SIN RX - SALES (17)
DB
BUSINESS-SAVERS
LOCKERS
LOCKERS
MARKER BOARD
FLOOR 21
IRCASE2
LIFT
BBYB
HRH
FIRE
LIFT
KEFREELOBBYKBYBY
wetriser
&sprinkler
risermain
SHAFT
SHAFT
LIFT
LOBBY
HRRRRRHRH
LE
OOM
LIFT
3-3
ROOMO
LIFT
3-1
LIFT
SHAFT
LIFT
SHAFT
COMMUNITY ROOM 2
UTILITY 3
PHONE
BOOTH 888
BOOTH 7TOTOBOOTH 6OOTOOT
27.0 SQM2
12.9 SQM
18.4 SQM
4 SQMMM
20 SQM
DISCUSSION /
TOUCHDOWN 4
DISCUSSION /
TOUCHDOWN 5
MARKER
BOARD
MARKER
BOARD
LEDMONITOR
INFOBOARD
MARKERBOARD
DISCUSSION /
TOUCHDOWN 3
MARKER
BOARD
MARKER
BOARD
LEDMONITOR
MARKER
BOARD
3.2 SQM22 3.2 SQMMM
MARKER BOARD
PANTRY
51.6 SQM5
SIN CX - GEN (33)
SIN CX - SALES (2)
SIN RX - CONTRACT (8)
DB
BUSINESS-SAVERS
LOCKERS
LOCKERS
MARKER BOARD
EAST
WEST
WEST 7 WEST 6 WEST 5 WEST 4 WEST 3 WEST 2 WEST 1
EAST 1 EAST 2 EAST 3 EAST 4 EAST 5 EAST 6 EAST 7
EAST 8
2103
2104 2105
2102
2107
2112
2113
2116
2115
211421172118
2120
2122
2121
2123
21262127
2128
2125
2124
2119
2108
2109
2106
2110
2111
• COLOR SCHEME TO IDENTIFY FLOORS
• “EAST” AND “WEST” TO IDENTIFY FLOOR PLAN
• COLUMN GRAPHICS TO IDENTIFY WORKSTATIONS
• ROOM NUMBERING SYSTEM TO IDENTIFY ROOM LOCATIONS
2101
FLOOR IDENTIFICATION
30. GSK DESIGN DEVELOPMENT 66.0048.000 9
1 GSK BRAND IDENTITY AT RECEPTION FLOOR 221
EAST
EAST WEST
WEST
22
GSK’s floors identification
Transparent
orange film
Minimal frosted vinyl bands
Reference image for color glass
W
E
S
T
E
A
S
T
Concept: Createing GSK presence at the lift lobby using brand color
31. GSK DESIGN DEVELOPMENT 66.0048.000 10
1 GSK BRAND IDENTITY AT TYPICAL FLOORS1
EAST
21
GSK’s floors identification
Transparent
orange film
E
A
S
T
Option 1: Dimensional logo
Option 2: Printed logo on transparent film
WEST
Concept: Createing GSK presence at the lift lobby using
brand color
W
E
S
T
32. GSK DESIGN DEVELOPMENT 66.0048.000 11
1 IDENTITY AT RECEPTION2
Internally illuminated face-lit logo,
return painted white. Gradient color
to be printed.
Face-lit
Pin-mounted letters with
painted orange background
Reference image
Concept: Incorporating GSK’s mission into the space
33. GSK DESIGN DEVELOPMENT 66.0048.000 13
1 CORRIDOR GRAPHICS3
SOUTH
1. ELEVATION
SCALE: 1:75
PLAN VIEW
SOUTH WALL
Concept: Communicating GSK’s history, legacy and accomplishments through products and timeline installation
Convey GSK’s global presence through clock wall installation.
2. ELEVATION
SCALE: 1:75
SOUTH WALL OPTION 3
OPTION 2
FRA
NCE
ENG
LAND IN
DIA
FRA
NCE
FRA
NCEFRA
NCE SINGA
PORE
SINGA
PORE
FRA
NCE
AUS
TRIA FRA
NCE
FRA
NCE
AUS
TRIA AUS
TRIA
AUS
TRIA
AUS
TRIA AUS
TRIA
AUS
TRIA CHI
NA
IN
DIA MEXI
CO
CANA
DA
CANA
DA
BRA
ZIL
BRA
ZIL
CHI
NACHI
NA
CHI
NA
FRA
NCE
FRA
NCE
AUS
TRIA AUS
TRIA
CANA
DA
CANA
DA CANA
DA
FRA
NCE
IN
DIA
FRA
NCE
SINGA
PORE
SINGA
PORE
AUS
TRIA
Typography world clock installation
INDIA CHINA MOROCO POLAND INDIA CHINA MOROCO POLAND PARIS CHINA MOROCO POLAND
INDIAMOROCO POLAND INDIA CHINA MOROCOCHINA MOROCO POLAND INDIA CHINA MOROCO POLAND
INDIA CHINACHINA MOROCO POLAND INDIA CHINA MOROCO POLAND
INDIA INDIAMOROCO POLAND INDIA CHINA MOROCO POLAND
INDIA
Wall
clock
Vinyl
letters
Printed photo,
back mounted to
1/4” thick clear acrylic
34. GSK DESIGN DEVELOPMENT 66.0048.000 15
14.b
1. ELEVATION
SCALE: 1:30
Painted opaque white ink
gradient on clear film
Reference image
Return
GRAPHIC ON GLASS AT TOUCHDOWN FLOOR 21
35. GSK DESIGN DEVELOPMENT 66.0048.000 16
GRAPHIC ON GLASS - TYPICAL : FLOOR 214.a
2. ELEVATION
SCALE: 1:20
1. DETAIL
SCALE: 1:2
White and orange vinyl
applied to outside of the room
Gray vinyl aplied to
inside of the room
GSK icon
Concept: Pattern inspired by science/biology and GSK’s icon
36. GSK DESIGN DEVELOPMENT 66.0048.000 17
GRAPHIC ON GLASS - TYPICAL : FLOOR 224.a
2. ELEVATION
SCALE: 1:20
1. DETAIL
SCALE: NTS
Concept: Createing distraction markers using icons from brandig materials
3M film, Dusted Crystal
applied to inside of the room
3M film, Opaque white, Matte,
applied to outside of the room
38. GSK DESIGN DEVELOPMENT 66.0048.000 21
111
1. ELEVATION
SCALE: 1:25
WALL GRAPHICS - TYPICAL : FLOOR 21
Pattern inspired by science and biology
7.a
39. GSK DESIGN DEVELOPMENT 66.0048.000 22
111
1. ELEVATION
SCALE: 1:25
WALL GRAPHICS - TYPICAL : FLOOR 26
Pattern inspired by science and biology
7.b
40. GSK DESIGN DEVELOPMENT 66.0048.000 24
1 COLUMN GRAPHICS8
1. ELEVATION
SCALE: 1:20
LOCKERS
PHONE
BOOTH 3
PHONE
BOOTH 2
DISCUSSION /
TOUCHDOWN 1
LOUNGE / INFORMAL
MEETING 1
LOUNGE /
INFORMAL MEETING AREA 2
14.9 SQM
8.3 SQM
13.8 SQM
3.2 SQM
14 SQM
16.3 SQM
DISCUSSION /
TOUCHDOWN 2
LOCKERS
24.6 SQM
LOCKERS - SALES
14.2 SQM
LOCKERS
4.1 SQM
4.8 SQM
MARKER
BOARD
LEDMONITOR
MARKER BOARD INFO BOARD
DB
GLASSPANEL
MARKER
BOARD
LEDMONITOR
3.2 SQM
GLASSPANEL
GLASSPANEL
11.1 SQM
SIN RX - GEN (41) SIN RX - SALES (17)
Orange columns
identify meeting areas
Painted orange
Painted white
WESTWEST
WEST 1
WEST 2WEST 3WEST 4WEST5WEST 6WEST 7
WEST
6
Cut vinyl graphic
WESTWEST
5
WEST
5
Concept: Using color patterns to differentiate neighborhoods
WESTWEST
Thomas A. Edison
Albert EinsteinAlbert Einstein
WEST
Thomas A. Edissoonnn
WEST
WEST
7QUOTE QUOTEPATTERN
PATTERN
PATTERNPATTERNPATTERN
IMAGINATIO
IS MORE
IMPORTANT
THAN
KNOWLEDGE
DISCONTENT
IS THE FIRST
NECESSITY
OF PROGRES
WEST
41. GSK DESIGN DEVELOPMENT 66.0048.000 25
111 EMPLOYEE PHOTOS AT LOCKERS
“What inspires you?”
9
Reference images
Concept: Createing a sense of community
Vinyl letters
42. GSK DESIGN DEVELOPMENT 66.0048.000 26
111 BACK DROP OR VC ROOM : OPTION 1
1
Concept: Createing backdrop that represents Singapore in different graphic style in each VC room
10.a
SINGAPORE
SINGAPORE SINGAPORE
1. ELEVATION
SCALE: 1:25
Dimensional
logo
Dimensional
letters
Printed
vinyl
43. GSK DESIGN DEVELOPMENT 66.0048.000 28
111 BACK DROP OR VC ROOM : OPTION 3
THE MERION | SIR STAMFORD RA
| SIR STAMFORD RAFFLES | CHAN
CHANGI AIRPORT | SIN | SINGA T
HELIX BRIDGE | THE ESPLANADE
THE MERION | SIR STAMFORD RA
THE MERION | SIR STAMFORD RA
| SIR STAMFORD RAFFLES | CHAN
CHANGI AIRPORT | SINGA THE LIO
HELIX BRIDGE | THE ESPLANADE
1
Concept: Createing backdrop that represents Singapore in different graphic style in each VC room
10.a
1. ELEVATION
SCALE: 1:25
SINGAPORE
ESINGAPORE
Dimensional
logo
Dimensional
letters
Printed
vinyl
44. GSK DESIGN DEVELOPMENT 66.0048.000 33
1. ELEVATION
SCALE: 1:20
2. DETAIL
SCALE: 1:2
1/4” thick clear acrylic, back painted to match the wall color,
front face painted white with knockout icon and letters.
Edges painted white.
ROOM IDENTIFICATION13
WOMEN
WOMEN
45. GSK DESIGN DEVELOPMENT 66.0048.000 31
STAIRCASE2
TEL
HR
LIFT
LIFTLOBBY
HR
STAIRCASE1
FIRE
LIFT
SMOKEFREELOBBY
ELECTDUCTTAS
wetriser
&sprinkler
risermain
SHAFTSHAFT
LIFT
SHAFT
LIFT
SHAFT
LIFT
SMOKEFREELOBBY
RISERHRUP
DN
MALE
FEMALE
CLNR
HR
UP
DN
AHUROOM
LIFTLIFT
3-33-4
MOTORROOM
LIFTLIFT
3-13-2
LIFT
SHAFTSHAFT
LIFT
LIFT
SHAFTSHAFT
LIFT
LOCKERS
UTILITY 3
BUSINESS-SAVERS BUSINESS-SAVERS
IT ROOM
PHONE
BOOTH 8
PHONE
BOOTH 7
PHONE
BOOTH 6
MEETING ROOM 3
MEETING ROOM 1
PHONE
BOOTH 1
PHONE
BOOTH 3
PHONE
BOOTH 2
MEETING ROOM 4
DISCUSSION /
TOUCHDOWN 1
LOUNGE / INFORMAL
MEETING 1
LOUNGE /
INFORMAL MEETING AREA 2
LOUNGE /
INFORMAL MEETING AREA 4
12 SQM
15.3 SQM
14 SQM
12.9 SQM
18.4 SQM
4 SQM
4.6 SQM
15 SQM
8.3 SQM
13.8 SQM
3.2 SQM
14 SQM
16.3 SQM
20 SQM
UTILITY 1
DISCUSSION /
TOUCHDOWN 2
DISCUSSION /
TOUCHDOWN 4
DISCUSSION /
TOUCHDOWN 5
LOCKERS
LOCKERS - SALES
LOCKERS - SALES
UTILITY 2
14.2 SQM
LOCKERS
PHONE
BOOTH 4
4.1 SQM
6.0 SQM
SHOWER
PHONE
BOOTH 5
4.8 SQM
MARKER
BOARD
MARKER
BOARD
MARKER
BOARDLEDMONITOR
INFOBOARD
MARKERBOARD
INFO
BOARD
MARKER BOARD INFO BOARD
DB
GLASSPANEL
MARKER
BOARD
MARKER
BOARD
LEDMONITOR
MARKER
BOARD
MARKER
BOARD
LEDMONITOR
MARKER
BOARD
3.2 SQM
GLASSPANEL
GLASSPANEL
3.2 SQM 3.2 SQM
MARKER BOARD
DISCUSSION /
TOUCHDOWN 2
PANTRY
51.6 SQM
15.0 SQM
11.1 SQM
SIN CX - GEN (33)
SIN RX - CONTRACT (8)
SIN RX - GEN (41)
SIN RX - SALES (17)
DB
BUSINESS-SAVERS
LOCKERS
LOCKERS
MARKER BOARD
STAIRCASESTSTAIRCASET2
LIFTLOBBY
FIRE
LIFT
SMOKEFREELOBBYBY
STAIRCASETACSTAIRCASET2
HRRRRRRRHRHHR
AHUROOM
LIFT
3-4
LIFTLIFT
3-13-2
SHAFT
LIFT
RECEPTION
EXISTING SERVER ROOM
PC STAGING AREA
1111111
20.4 SQM2
48.7 SQM4
43.0 SQM4
8.5 SQM
6.2 SQM
MAILING
ROOM
BUSINESS-SAVERS
DISCUSSION /
TOUCHDOWN 4
8.5 SQM
GLASSPANEL
BUSINESS-SAVERS
EA
7.4 SQM7.4
3.3 SQMMM
BOOTH 77OT
EXST.
PANEL
EXXISSTI
48.
ING
7 S
G S
QM
SE
M
ERVRVEERR RROOOMM
BLOCK-O
UT
BLIN
DS
NURSINGN
ROOM
UTILITYI YY
CABINETNET
G MOB(3) CBS OTH(2) CBS IT (24)
CBS FIN(4)
STAIRCASEST2
LIFTLOBBY
STATSTAAE1AIRCASEAIRCAS
STAIRCASETASTAIRCASET2
SMOKEFREELOBBY
HRRRRRRRRHRHH
HHRRHHHHH
AEEEEAIRCASAAEEAEAAAAAEEE1ESTATAAARCCARCCAC
DN
AHUROOMU
LIFTLIF
3-4
LIFT
3-2
LOCKERS
MARKER BOARD
LOCKERS
LOUNGE /
INFORMAL MEETING AREA 3
17.3 SQM1
PHONEPHOONNEE
BOOTH 3
PHONE
BOOTH 4
4.6 SQM4
5.6 SQM
O
H
O
PH
AHQ / AP-RX (33)
MARKERBOARD
LOUNGE / INFORMAL
MEETING AREA 6
10.6 SQM1
M
6
20 SQM
MEETING ROOM 1
MARKER
BOARD
MEETING ROOM 2E
11.8 SQM
COMMUNITY ROOM 111
46.3 SQM4
OMCOO
MARKER
BOARD
MARKER
BOARD
MARKER
BOARDLEDMONITOR
MEETING ROOM 3ETE
12 SQM
MARKER
BOARD
MARKER
BOARD
LEDMONITOR
MEETING ROOM 4
MARKER
BOARD
MARKER
BOARD
LEDMONITOR
MEETING ROOM NAMING STRATEGY
Concept:
Naming meeting rooms after patients’s names
and incorporste their story into graphic program.
“Meaningful work”
“Make a different”
“Have a sense of purpose”
FLOOR 21
FLOOR 22
FLOOR 26
Betty Thatcher- Daw| USA
“Breathing is a struggle for me 24 hours a day. When I’m really out of breath
the only way I can describe it is drowning. You don’t know if you want to
pass out or if you want to die from it. I have hereditary emphysema which is
a form of COPD which is Chronic Obstructive Pulmonary Disease”
“Before I had COPD I never thought about breathing it was an automatic
reflex that you had. One day you realize you’re having difficulty breathing.
Being this old makes me value my time very much.”
“I think GSK do it because they care because it’s a responsibility.”
“This medication does not make everything perfect but it does make me
enjoy the simple things in life which lets me enjoy the everyday simple
things in life.”
“I think GSK is doing all that they can do. I thank you from the bottom of
my heart.”
Patient’s story sample
BETTY
TAO
JOYKIM DAVID
RAY SANTIJUDYFRANK
JOSE
JOYCE FUMIKO
SIMON LEE MARY
APRIL
MICKEY HITOMI
46. GSK DESIGN DEVELOPMENT 66.0048.000 29
1 TRAINING ROOM PARTITION: OPTION 111
Stitches graphic on wallcovering Frosted vinyl
1. ELEVATION
SCALE: 1:25
Reference image