Keeping it simple

Understated and elegant, the interiors of Barclays' new regional headquarters make their mark in the detail.

UK-headquartered, with an office in Dubai, Rareform Branding promises to create extraordinary expressions of visual and verbal language that stop people in their tracks. "For us, it's all about arresting attention and engaging people in the very idea of our clients' businesses," says the company's website.

Perhaps not the kind of creativity that one would associate with a bank, but when Barclays needed interiors for its new regional headquarters and retail banking branches in Emaar Square, Downtown Dubai, it called on the services of Rareform's Dubai branch.

The initial brief was for 10,000m² of space extending across four floors of offices, as well as Premier and Barclays retail branches on the ground floor.

One challenge with a project of such scope and size was keeping up with the rapid growth of the business, which continued unabated as the project unfolded, noted Guy Willis, design director, Rareform Branding Dubai.

"A staff matrix was provided at an early stage but due to the expanding nature of the business, over what was a significant development period, there was a certain amount of flex and variation in staff numbers over the course of the project," he noted.

While the finished product is characterised by its simplicity, quality is the resounding theme that runs throughout. Understated, elegant, practical and affordable are the fundamental concepts that Willis worked around to create a space that sets itself apart by not trying too hard.

"A lot of projects are over detailed for the sake of it, when keeping things simple has always been my motto. There are no superfluous or frivolous details within the project. All elements are there for a reason," he maintained.

"God is in the details, they say, and I'd like to think we provide clean, logical solutions to any client's brief. The quality is in the details. It doesn't need any big design statements - the wow factor comes from the juxtaposition of materials and considered detailing."

In keeping with the understated elegance of the project, Willis worked with a muted colour palette for fixed elements and injected splashes of colour and life into the mix with loose furnishings, fresh flower displays, accessories and unique artwork.

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