“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
― Rob Siltanen

We wondered through this world when we built  – The Light – we were so optimistic and curious; the whole story below.

The past few months meant a lot, many hours of seeing interviews and documentaries with and about Bjarke Ingels and Sir Norman Foster. I created a fixation for these two architects and for the idea of spaces for life, true temples where the human being regains the freedom and the happiness. The destiny gave me the chance to meet a passionate man that was involved in Apple Campus project, and whom together with his team in Switzerland gives birth to the wonders in Apple Stores, all of them, all those that matter. We saw books, articles, news, documentaries about today and tomorrow architecture. We went to national conferences and discussed and thought a lot about this theme.

From here comes – The Light – and from taking part in creating a brand.

If you get somewhere around Politehnica underground station, you will see The Light. Now (November 2017) just on the fences that surround a big land surface. In the near future you will see an office building that will be named The Light.

The Light is a different project, one meant to change the way the office buildings are perceived in Bucharest.

The Light name together with a creative concept were built by Toud for the developer of the project from Politehnica Area. Down below you can see a piece from the strategic concept and a number of visual proposals. We mention that the current visual identity selected for the project is not the one proposed by Toud. Toud only offered the name for this project. For visual identity it was chosen a different direction and a different designer.

We believe a lot in this project and we believe that it can bring a change in the Romanian architecture and in the life of the few thousand people that will come here everyday.

Why The Light

  1. The location – the high areas are those that receive the best sunlight. The building, will be set on a high place being able to capture and reflect the sunlight, despite the eastern area. In addition, towards the west is the street, a space that allows the facade of the building to face the sunset. The sunset light will fill the building facade generating infinite shades of colors and an infinity of warm reflections.
  2. The building – the building is design to be in harmony with light; you will see more when the project is finished.
  3. The objective of the building – this complex is a model complex, that brings change through what it offers.
  4. The Light – through a connection with the academic surrounding space (Politehnica) and with the most innovative fields through the companies that will choose this space for their development – it proposes to become a “beacon” of the city, a “beacon” of innovation.

The Light visual identity – we searched simple forms, patterns to suggest purity, but as well diversity. The pattern is a symbol of sun rays which fall in an infinite number on Earth forming beams. We focused on a dynamic logo, one that keeps its shape, but not its colors. It has any colors depending on the moment and purpose of communication.

Because too many words are a waste, I end the writing here and let the photos tell by themselves the whole story.

***The photos used for simulations are taken from unspalsh,com; they do not show the way the building will look like, they just show our vision about this project.