The document summarizes design proposals for refreshing spaces within Volkswagen's corporate headquarters to reflect the company's direction of being simple, human, and cool. The proposals include a MAX lounge area featuring an interactive digital timeline and canopy, a boardroom with a VW mosaic wall and interactive conference table, and a CMO office with privacy zones, a video wall, and finishes drawing on VW's brand DNA. The designs aim to engage visitors through digital experiences while evoking Volkswagen's heritage.

1. Prepared by STUDIO MERAZ + And Then What Creative for Deutsch LA
VW REFRESH

2. OBJECTIVE
A design refresh of specific spaces within the Volkswagen
corporate headquarters in Herndon, VA.
Our aim is to create spaces which exemplify and reflect the
direction of Volkswagen: Simple. Human. Cool.

3. Cool!Human.Simple.
VW REFRESH

4. DESIGN DIRECTION
Considering Volkswagen’s heritage and driven by the
philosophy that all experiences within an environment
are significant, we developed a forward-thinking narrative
and a series of engaging spaces within Volkswagen’s
Corporate Headquarters.
These moments will captivate the audience on multiple
sensorial levels. From materials and colors that evoke the
Volkswagen DNA, to interactive digital experiences, we
have enabled visitors to seamlessly connect with the
Volkswagen brand in both the physical to the virtual realm.

5. MAX LOUNGE VIBE
Our idea is to create a powerful first impression for the
visitor that expresses beauty in a simple, yet interactive
way.
The semi-enclosure which embraces MAX, not only
serves to elevate and punctuate his silhouette, but also
invites the visitor to engage with an interactive digital
timeline. The overhead shell acts as a digital backdrop
showcasing dynamic content from the past, present and
future.
Various uses can be acheived to match the needs for
corporate, media or consumer events.

6. MAX LOUNGE
/ Modern enclosure to showcase MAX
/ Digital canopy showcasing dynamic content
/ Interactive digital bands present VW’s history and future
/ Seating for visitors to pause or for impromptu meetings
/ Forms, finishes and visuals influenced by VW heritage and lifestyle

7. VW LOGO INTERPRETED
INTO INTERIOR SURFACE
DIGITAL VIDEO WALL WRAPS
OVER ENCLOSURE
DIGITAL BAND SHOWCASING
THE FUTURE VW LIFESTYLE
INTERACTIVE DIGITAL TIMELINE

8. MAX LOUNGE

9. MAX LOUNGE

10. MATERIALS & FINISHES

11. BOARDROOM VIBE
For the Boardroom we created an enclosure that has a
dynamic presence and invites a curiosity.
As one approaches the boardroom, the Volkswagen
brand emerges from a mosaic of Volkswagen vehicle
forms. The mosaic is created by a relief imprint in white
concrete. This area features soft seating and can be
used for small gatherings, meeting prep or a relaxing
break.
The Conference Table is a kinetic piece with interactive
conferencing capabilities to interface with the digital
video wall.

12. THE BOARDROOM
/ Soft seating gathering area
/ VW mosaic relief wall
/ Aluminum clad exterior surfaces
/ Floor-to-ceiling glass entryway

13. BRUSHED ALUMINUM SKIN
OVERLAPS ENTRANCE
VW MOSAIC WALL SURFACESOFT SEATING AREA

14. THE BOARDROOM INTELLIGENT INTERIOR
/ Conference table interacts with digital video wall - video conferencing compatible
/ Conference table is constructed from cast aluminum, machined Corian, and edge lit glass
/ Wall surface are clad with Macadamia wood and machined corian seating elements
/ Central lighting element corresponds to conference table and is made of powder-coated
perforated metal

15. INTERACTIVE CONFERENCE
TABLE ARMATURE
DIGITAL MEDIA WALL MACADAMIA WOOD
CORIAN SEATING
SURFACE
GLASS AND CAST ALUMINUM

16. MATERIALS & FINISHES

17. CMO OFFICE VIBE
For the CMO’s office we considered the notions of
privacy and accessibility.
From the approach and arrival, different views are
framed to enable semi-private and private zones dur-
ing the workday. Proximity of the CMO’s assistant played
a critical part in the arrangement of the space to foster
greater dialogue and collaboration.
Form language and materiality takes clues from the
overall design strategy - our interpretation of
Volkswagen’s brand DNA. The overall space is
redefined by a deconstruction of the formal work
environment revealing a new kind of work space.

18. CMO WORK SPACE
/ Digital video wall for presentations and collaborations
/ Multi-use seating area
/ Total wall storage solution
/ Forms, finishes and visuals influenced by VW heritage and lifestyle

19. TOTAL WALL STORAGE
ROLLED ALUMINUM
BEAM TREATMENT
VOLKSWAGEN FOLDABLE
‘BIK.E’ ELECTRIC BICYCLE
RETRACTABLE PRIVACY PANEL
CMO’S WORK SURFACE
ASSISTANTS WORK SURFACE
GRAPHIC APPLICATION
TRANSPARENT PARTITION
SURFACE GRAPHIC
EMBOSSED SURFACE INFLUENCED
BY VW VEHICLE SURFACE
DIGITAL VIDEO WALL

20. CMO WORK SPACE

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PHONE 323.963.3393
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And Then What Creative