Shaping international
skylines

Diadem’s global implementation experience gave Citibank an ideal partner to design and deliver the new façade, which would “fade to grey” and animate as the viewer moved by without moving parts.

Diadem’s integrated services model ensured the building met the brand’s requirements through a simple, subtle, and inexpensive solution that took advantage of the surrounding area’s opportunities, combined with a colour palette that interpreted the Citi blue wave.

In addition, City engaged Diadem to deliver sky signs, low-level signs and interior signage in cooperation with local planners and the chosen interior designer, Hola Projects.

South Korea’s glamourous Cheongdam-dong street is part of Seoul’s famous Gangnam precinct – a mecca for luxury brands such as Prada, Burberry and Vera Wang.

Set among this luxurious strip is a small, old, brown brick building owned by Citibank. This was the ideal opportunity to present the brand to the city’s growing population of wealthy young professionals. The new location would need to embody the street’s style and sophistication through clean lines, minimalist design and crafted branding.

To achieve this, Diadem was engaged to assist Citibank with the façade design. Working with Citibank’s local, regional and global stakeholders ensured stewardship of the Citibank brand.

The design accentuates the height of the building using vertical lines. Stone and patterning continue from the roof to the pavement to visually “extend” the building’s height. The five-level architectural footprint is reimagined as design detail in a grid pattern, embellished with vertical blades across the entire façade. Each blade varies in dimension, set in and out from the façade in an alternate grid pattern to the footprint underneath. This creates movement, interest and a presence that draws the eye to the brand above.