After almost two decades of inspiring passion for design, Corporate Culture has distilled its identity into CULT. Aspirational yet inclusive, this new identity pays tribute to the religion of Design, and announces its first collaboration with Australian Designer Adam Goodrum.
June 18th, 2014
For just over 17 years, Corporate Culture has been bringing the best of international and local designs to Australian and New Zealand shores, through its showrooms in Sydney, Melbourne, Brisbane, Auckland and through its local partners in Perth, Adelaide and Canberra.
The company’s major focus for most of this time has been the corporate office – the name Corporate Culture reflected the mission to provide businesses with products that communicate their identity to clients and staff. At the same time, Corporate Culture were attentive to a broader agenda, to provide the local cognoscenti access to the most important designs of our times, for the home.
As the work/home axis began to shift, Corporate Culture became increasingly aware of a blur in the lines between ‘office’ and ‘home’ designs, and the possibility of a cohabitation between loose furniture and office systems. A less traditional workplace allows room for a more collaborative work ethic to thrive, enhancing a sense of engagement in and with a company.
As BYOD (Bring Your Own Device) and hot desking are becoming common work practices, the importance of a totally free dialogue between both environments is growing: a sleek timber dining table may efficiently – and beautifully – function as a work setting (at the office, or in the home-office); a classic-mid century swivel chair can operate as effectively, communicating an eloquent message of elegance and savvy, in both the living- and board-room, the reception or the study. This segue of domains has opened the field right up, creating exciting options for individual expression at work and at play.
Rhyming with this shift, and in reflection of this new lifestyle dynamic, Corporate Culture has become CULT.
The designs and designers the company represents have always elicited strong emotion, inspired people to dream, created an aura around themselves and the environments they inspire. It is an article of faith for CULT that great design makes life better, that a nurtured environment nourishes not just the eye but the soul. As Harry Bertoia put it, “The urge for good design is the same as the urge to go on living.”
Retiring from the field, Corporate Culture bequeaths almost two decades’ experience to its heir apparent, CULT. The new graphic identity reflects this shift – literally extracted from the existing ID, the word CULT emerges from the very history of Corporate Culture. Asymmetric, upper-case, it speaks to a new confidence in nuance. The showrooms began the shift to an idiomatic colour scheme and product display some time ago, and shall continue on this exciting path to entice and intrigue the visitor. CULT’s values – bringing the best to clients: superior product, on-time delivery, excellence in service – remain exactly the same.
Welcome to the CULT.
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