OBJECTIVE + STRATEGY

Objective: to create an inviting and functional space for creators for content creation, live-streaming, and events.

Strategy: translate the TikTok brand into physical touchpoints, layer in local artists for mural installations, and ensure flexibility within the floor plan and use cases for each room.

Outcome: a comfortable yet high-powered space, inclusive of an immersive entry vestibule, mural-covered hallways, colorful green room, and well-equipped production studio and editing suite that reflects the TikTok brand and encourages content creation at every turn.

Awards: SCDF 2021 Award for Interior Architecture with Gensler

An inner-connecting hallway showcases custom brand-inspired murals: a series of painted walls/floor/ceiling inspired by SMPTE color bars, layered with brand shapes and a continuous LED light channel.

A custom production studio with changeable curtains, a flexible overhead grid, a windowed editing suite, and equipment galore is available for bookings.

In the green room, two opposing seating areas with upholstered banquettes are adorned with painted, organic murals, carrying through paint colors from the hallway and introducing a calmer color palette. Hand-picked furniture pieces, custom light fixtures, and a built-in bar create a bespoke yet comfortable atmosphere for creators.

A mega brand moment right at the entry promotes organic content creation in a fully immersive “Razzmatazz” (TikTok’s brand pink) room, complete with a logo moment exploding into neon squiggles, a color-changing oculus ceiling, and a massive mirrored door that opens for hosting flexibility.

Custom millwork encases a media station, equipped with gaming devices, video conferencing capabilities, and a stellar sound system for day-to-day use and parties alike.