Brand development does not mean a mere display of company’s new logos and slogans in the marquees and reception rooms of the offices. It means designing the offices and projecting the product profile through their corporate culture.
Nothing exemplifies the newly emerging corporate environment than the office of the liquor major Radico Khaitan Limited located on Mathura Road in New Delhi.
They have designed their office to go well with their product — the high-end liquor. Since high quality liquor is associated with luxury, it is only natural that the vast expanse of their 25,000 square feet office space should also represent that spirit.
The office sprawls over four floors. The building looks like an extra large villa with a glass façade. You know what to expect inside the office the moment you step into the reception room. You can see the company’s brands placed in an ingenious manner. There are dummy bottles circulating in steel caskets behind the reception counter. The counter itself is flanked by cascading water.
When you enter the main office you are delighted to see a spacious working area. The red textured walls of the chic meeting rooms are decorated with glamorous photographs of Katrina Kaif and Shahrukh Khan. Both of them are the brand ambassadors for Radico Khaitan. You cannot help noticing the zebra-printed upholstery and chic lamps in the rooms.
The most impressive area of the Radico Khaitan’s office is its top floor. It houses the offices of the chairman and his son and managing director Abhishek Khaitan. The whole floor has been crafted like a lounge, which appears to have come straight out of a classy coffee table book. The reception area has a wood and steel counter with an attractively designed glass table and black leather seats.
The top floor has a beautifully landscaped water body, a state-of-the-art gym that has every gizmo to keep you fit, a café for the employees and a trendy personalized dining area with a dedicated service staff in attendance. The pastel color at this floor emanates a relaxing feel. The other areas of the office are painted with vibrant colors and imagery that synchronize with their brands.
Lalit Khaitan, chairman of Radico Khaitan Limited said, "Branding isn't about re-energizing a company with a new logo and slogan. It means communicating a corporate culture from the inside out. The integration of branding into a corporate facility design sends a clear, concise message about the company's values, business, and employees. Our corporate office has been able to achieve the same. The main features that were kept in mind while designing the office were the approach to this location, openness, transparency and comfort."