Designing to Infuse Cultural Vibrancy with Brand identity: TDCX

Zyeta

Short description

Harmonizing Vision and Culture: Crafting an Experiential Workspace for TDCX

Scale Faster, Perform Better, Go Further being the core values of the brand TDCX, our aim at Zyeta was to create a space for TDCX's employees with an experiential value helping them grow exponentially, be more productive and thrive better. In the process, TDCX, a transformative digital service firm, was also thus able to offer an unmatched customer experience to their clients.

With a space that speaks of a people-first approach, this space is one of Zyeta's path-breaking projects, redefining the work and workplace dynamics.


Design Ideology: An Intertwining of Identities

Businesses can strategically strengthen their brand identity in new regional markets through design, as it drives the brand's visual and experiential value. Thus, drawing parallels between the regional cultural sensibilities and the brand vision can aid in enhancing the brand identity and employee experience thereby building the client experience. This was indeed our first approach toward TDCX.

TDCX is a digital transformation company with a fast-paced business model involving third-party entities. The vision was thus to use design to balance the varied user base and business processes, while also setting a strong base for the global brand to launch its first presence in the regional Indian market. Thus, to balance the brand's existing image with the vibrancy of the Indian culture, the design focused on critical regionalism. The design involved deriving concepts from regional heritage and translating them into the modern context. While the spaces have been planned as per the WELL design standards, utmost importance is given to employee experience through employee engagement spaces.

Moreover, the entire floor plate was studied to carve out the spaces accordingly, considering optimum use of the views, and spatial and technical requirements. The overall circulation patterns are thus derived from the accessibility and space planning methodologies used in Mughal Charbagh gardens. Immense attention has been paid to sustainability and innovation through an environment-conscious design. This includes heat analysis, use of low carbon impact materials, environmentally friendly finishes, and the use of locally sourced materials.

Thus, our core initiative involved amalgamating traditional art and culture into the modern context through critical regionalism. quirky graphics, sustainable materials, smart technology, and resilient workplace strategies.


Key Highlights

Design Distilled: Orchestrating Zones Inspired by Mughal Charbagh Gardens
Inspired by the planning of Mughal Charbagh gardens, the spatial layout is a symphony of intentional zoning. These thoughtfully designed areas harmoniously divide into public, common, and secured zones, facilitating accessibility while discreetly delineating vital domains from general circulation spaces.

Community Nexus: Where Adaptation Meets Productivity
At the heart of the design lies a commitment to a community-oriented, activity-based ethos. Akin to a choreographed performance, this environment seamlessly accommodates TDCX's adaptive business model catering to a diverse spectrum of user groups. The spaces not only enhance productivity but foster a sense of interconnectedness.

Sustainable Fusion: Communal Identity Woven Through Design
Crafting a vibrant narrative, the workspace becomes a canvas where regional identity fuses seamlessly with design ingenuity. The conscientious selection of locally sourced, eco-conscious materials merges with the infusion of regional art, graphics, and biophilic elements. This fusion creates an ambiance that not only resonates with communal camaraderie but also aligns with the enduring commitment to sustainability.


Workplace Experience

As you step into the world of TDCX, a profound sense of well-being envelops you. A symphony of wellness is orchestrated by the interplay of vibrant colors, textured brick walls, and the soft caress of ambient lighting within the central lobby.

Venturing further, you're embraced by a dynamic community. Energized individuals collaboratively engage, fostering interactions that are as vibrant as they are productive. This collective synergy forms the cornerstone of a space that breeds belonging.

The gaze upon the serene touchdown space, adorned with fresh biophilia, provides a tranquil respite from the bustling energy of the central lobby. Here, a moment of disconnection is found, allowing introspection amid the prevailing dynamism. Additionally, the central lobby artfully aligns you with the workspace's central axis, guiding you through a succession of zones embellished with captivating local art and graphics, immersing you in the rich tapestry of regional sensibilities.

As you gradually journey away from the central core, the marriage of local essence and design sophistication unfolds. Boardrooms don a sophisticated and chic demeanor while retaining the distinctive regional character. This harmony is captured through brick-clad walls, drapery, and the Kolam-inspired art gracing glass partitions.

This space, nestled in a harmonious blend of resilient design techniques, regional influences, human-centric design ideologies, and an unwavering commitment to sustainability, transcends the realm of a mere workspace. It emerges as a nexus for contemplation, collaboration, concentration, and seamless communication.


All in All

In the ever-evolving landscape of design, the journey undertaken to shape the experiential workspace for TDCX stands as an embodiment of a harmonious union between vision and culture. The design ideology is a demonstration of the strategic leverage of design in fortifying brand identity in new regional markets. By interweaving the nuanced threads of regional sensibilities with the overarching brand vision, a powerful narrative emerged, transcending mere design to become an immersive experience.