SID LEE ARCHITECTURE | Red Bull HQ

red bullamsterdamHeadquarters

general information Contact us An overview ArchitecturAl design locAtion Sid Lee Architecture Red Bull Nederland B.V. 75, Queen Street, Suite 1500, NDSM-Plein 26, Neveritaweg 34 Montreal (Québec) 1033 WB Amsterdam H3C 2N6 Canada BrAnding And grAphic design client Sid Lee Amsterdam Red bull Netherlands Gerard Doustraat 72-80, 1072VV Amsterdam, Netherlands type Office telephone Montreal: 514-282-2200 surfAce (scope) Amsterdam: +31 20 6623030 Total surface: 875 m2 (9 420 sq.ft.) WeB site construction Budget www.sidleearchitecture.com $ 1,5 M www.sidlee.com production contActs May 2009 to April 2011 Name Jean Pelland Telephone occupAtion 514-282-6834 ext 554 April 2011 E-mail jpelland@sidleearchitecture.com puBlic relAtions Name : Marie-Eve Chaumont Telephone : 514-282-2200 ext 482 E-mail : media@sidlee.comThe landing

chapter 1:The birth In 2009, with offices located in the surroundings NASCAR, motorcycle racing) and has been of the Dutch capital, Red Bull Amsterdam wanted massively sponsoring extreme sports, like the to move to a more urban location that would Red Bull Crashed Ice world championship. The better reflect its culture and involvement in the company has also invested a great deal in music,of the beast arts and sports. Let us remember that the Austrian helping young artists or creating traveling company goes much further than simply selling workshops like the Red Bull Music Academy, and its famous energy drink. Since its beginnings, it in dance, particularly with its famous B-Boys has been involved in racing sports (Formula 1, from the Red Bull BC One Battles.Project description

1 2 Context In competition with two other architecture firms, Noord district has been under complete the teams at Sid Lee Architecture and Sid Lee redevelopment, attracting artists and major arts Amsterdam convinced Red Bull managers to set and media companies such as MTV Europe. up their new headquarters in an urban and offbeat That’s where Red Bull Amsterdam agreed to site evocative of both street art culture and the settle, in an old heritage shipbuilding factory, intensity of extreme sports. North of Amsterdam, facing a timeless crane and an old disused Russian in an obsolete shipbuilding environment, the submarine… 3 4 3 4 1 5 2LeGEND: LeGEND:1. Existing exterior building 1. Zulu V class submarine B-802. Timeless crane on the shipyard 2. Timeless crane on the shipyard3. Existing interior conditions 3. MTV Network4. West facade 4. Skatepark - NDSM hangar5. Zulu V class submarine B-80: old disused Russian submarine RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 6 - - 7 -

“To design the inner space, we aimed at retrievingRed Bull’s philosophy, dividing spaces accordingto their use and spirit, with its two opposed andcomplimentary hemispheres, reason versus intuition,arts versus the industrial city, black versus white, therise of the angel (Red Bull gives you wings...) versusthe mention of the beast…”, Jean Pelland, project design architect and senior partner Red Bull’s “N orth wing” ethic Inside this shipbuilding factory, with its three adjacent bays, we focused on expressing the dichotomy of space, shifting from public spaces to private ones, from black to white and from white to black. Our idea was to combine the almost brutal simplicity of an industrial place with Red Bull’s mystical invitation to perform. The interior architecture with multiple layers of meaning conveys this dual personality, reminding the user of mountain cliffs one moment and skate board ramps the next. These triangle-shaped piles, as if ripped off the body of a ship, build up semi-open spaces that can be viewed from below, as niches, or from above, as bridges and mezzanines across space. In the architecture we offer, N nothing is clearly set; all is a matter of interpretation. R AI TB N GH R AIRI TB F LE RED BULL hEaDqUaRtERs - 8 - The dive - Construction photo

The landing The dive The diveThe board room & the crash room The crash room RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 10 - - 11 -

The diveThe crash room RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 12 - - 13 -

chapter 2:The architecture Thus, this interior architecture shows the duality between mind and body, play and work, socialization and creative privacy, which defines Red Bull’s philosophy. And we started expressing The beast: public spaces This simple-looking dichotomy hides an additional ambivalence, as one single space can include various other spaces that differ as muchof ambiguity this ambivalence through an opposition between by nature (open or not) as by function. In public public and private spaces. The first of the three spaces, a closed recording studio is next to an bays of the building is utterly dedicated to public open playground, with its video screens and bar, spaces, whereas the two others contain the while farther, niche-shaped resting spaces swing managers’ offices and workstations. between introspective and open shapes.Space configuration RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 14 - - 15 -

THE CROSSING SKIN THE DIVETHE LANDING AREAS FLEX SPACE 2ND LEVEL FLEX SPACE 2ND LEVEL BOARD ROOM AREAS GROUND LEVEL THE DIVE GROUND LEVEL The beast: public spaces RED BULL hEaDqUaRtERs - 16 - The gallery

Passerelle flex space Time out Board roomDJ Booth DJ Booth and conference room / soundclash The dive RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 18 - - 19 -

The arena:Working areaIn the same spirit, private spaces were kept open, in orderto start a dialogue between collective workstations in themiddle, and managers’ offices and functional spaces allaround them. The whole place is unified with a pervasivenatural light that comes from a series of skylights across thefull span of the building which produces an amazing naturallighting effect. RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 20 - - 21 -

Glass enclosure - construction photo mEtAL ShELLMetal shell - construction photo GLASS ENcLOSURE Stratos: the foreign object Located in the middle of the working area, a massive architectural object emerges as a symbol of this architecture of ambiguity. This perforated black metal box interacts with the surrounding space through its shape, texture and absence of color. Inspired by the shape of the roof, the volume of this meeting room is like a photo-negative of the building structure itself. It has the mineral texture (caused by natural and artificial light effects through its perforations) of a meteorite that would have fallen through the atmosphere and absorbed the spirit of the place where it landed. It is as much a kind of symbolic extraction from an open space as a tribute to Red Bull Stratos, Felix Baumgartner’s unprecedented performance consisting in jumping from 120,000 feet to try to achieve the first supersonic free fall in history. RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 22 - - 23 -

RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 24 - - 25 -The Stratos

PlaygroundThis architecture of ambiguity led us even further, brutality, we largely used simple plywood and rawplaying with brutal volumes and broken lines that metal plates. In opposition to this intentionalrefuse verticality and horizontality. We built up simplicity of space layouts, walls and floors werethis language through a formal dynamism of covered with playful graphic works, stemmingarchitectural elements and the primitive, almost from Red Bull’s culture and developed by the Sidgeological simplicity of the whole. The space thus Lee Amsterdam team.created questions our usual perspectives andmarks. In order to strengthen the material RED BULL hEaDqUaRtERs - 26 - The Dive

chapter 3:Craftsmen and Successful projects come first and foremost from supplier. The studio has showed us that it is great craftsmen and builders; fortunately, we had possible to make plywood literally come alive, some of the greatest in Holland working on this creating the most complex geometric shapes with project. Steven Somogyi, project manager. it. Beyond technical skills, this project requiredbuilders intelligence and sensitivity to understand our Therefore, we insist on paying a very special architectural metaphor and sometimes to capture tribute to Fiction Factory, the manufacturing it beyond our expectations. We also want to studio that made this project possible. In line thank Joravision for keeping a safe guard on the with traditional Dutch workmanship, Fiction overall production process.A brilliant manufacturer Factory was more of a partner to us than a mere

SKINbONES RED BULL hEaDqUaRtERs - 31 -

RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 32 - - 33 -

chapter 4:Rebel The street and extreme sports cultures are some rooms. We also wished to highlight Red illustrated in Red Bull’s ethic, characterized by a Bull’s universe of play and sport performances, will to perform and not to respect rules. In instead of simply expressing the rebel side of the collaboration with Sid Lee Amsterdam’s graphic company. For example, a karting track snakes onculture designers, the Sid Lee Architecture team chose to the wall and floor of a resting room and a trompe express this philosophy trough a ubiquitous l’oeil features a show stage with its massive graphic covering of vertical and horizontal speakers in a supposedly quiet room. In the surfaces: ceilings, walls, floors—and even managers’ offices, BMX riders or skateboarders furniture! Thus, graffiti are all over the walls in are jumping across walls!and graphic work

Management office Management office Sound clashQuiet room Quiet room Management office RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 36 - - 37 -

These performance-driven graffiti show up in the most exuberant expression in the restroom. Inspired by Red Bull’s “Holy Shit list”, the list of the craziest things we wish to do, a ceiling, wall and floor mosaic mimics a Renaissance fresco, with a determined blasphemous approach.RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 38 - - 39 -

chapter 5:A multipurpose As much a working area as a place to experiment into a party room. The benches in the resting arts and sports, Red Bull Amsterdam’s room can be used as seats or storing elements. In headquarters were bound to offer a double the same spirit, walls can be used in different function: work and play. Everything is ways. They are blackboards to write on, projectionspace multipurpose here! The modular furniture in the screens with built-in TV sets, and even exhibition common room forms various seats, but can also walls! be piled up to turn the place from a playgroundwork and play

To impose in space a pervasive dialogue between a playful and rebel culture and a raw environment, we scattered around several hints as structural elements, pieces of furniture and other artifacts of all types. Thus, the triangle geometry that shapes the space morphology (from walls to the glass vault, through industrial trusses across the bays) appears in the resting room modular furniture and the floating tube lightings. RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 42 - - 43 -Flex space

RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 44 - - 45 -Flex space (mezzanine)

Wits and company spiritWe did not create this multipurpose space just to express Red Bull’s cultural ambivalence. Our idea wasalso to convey the idea of resourcefulness, which is so much part of those that Red Bull supports, whoknow how to build a BMX ramp with three little wooden pieces or who change a city into an urban“parkour”. Red Bull’s interior space was designed in the same spirit: a bench will disappear to give birthto a storing area; a wall shelf will open like a giant drawer to unveil a wardrobe…And this ability to adapt to all kinds of situations also reveals itself in a talent for taking over a place.Any mountain cliff can be an improvised ski run, any banister will become a skateboard rail. We alludedto this remarkable adaptability by naming the various building areas: “The landing” for the main hall,“The crashroom” for the resting room, “The dive” for the restaurant… RED BULL hEaDqUaRtERs - 46 -

chapter 6:Architectural plans In summary: surfAce AreA:sections and Building Total surface area: 9 420 sq.ft.elevations Public area: 3058 sq.ft. Private area: 6362 sq.ft. Mezzanine: 870 sq.ft.Technical aspects of projetc cApAcities: Staff number: 60 employees QuAntities: Management offices: 6 Closed offices: 13

ground floorno scale RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 50 - - 51 -

mezzanine floorno scale RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 52 - - 53 -

interior elevationno scale RED BULL hEaDqUaRtERs RED BULL hEaDqUaRtERs - 54 - - 55 -

CreditsArchitecturAl design locAl Architect (permits)Sid Lee Architecture Kamstra Architecten BNA75, Queen Street, Suite 1500, herengracht 11 1441 ev purmerendMontreal (Québec) ir. ing. Paul KamstraH3C 2N6 Canada + 31 02 99 41 45 55514-282-6834sidleearchitecture.com generAl contrActor: Jora Vision B.V.BrAnding And grAphic design De Maessloot 2B 2231 PX RijnsburgSid Lee Amsterdam +31 71 40 26 747Gerard Doustraat 72-80, 1072VVAmsterdam, Netherlands photos:+31 20 66 23 030 Ewout Huiberssidlee.com +31 62 95 94 778 ewout.tvBuilders: professionAl construction studioFiction Factory1033 NX Amsterdam+31 20 63 52 424fictionfactory.nlfurniture2D&WEgelantiersgracht 2171015 RK Amsterdam+ 31 02 06 38 31 072DenW.nl

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SID LEE ARCHITECTURE | Red Bull HQ

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SID LEE ARCHITECTURE | Red Bull HQ — Document Transcript