Through our longstanding collaboration with SOHO China, anySCALE was commissioned to design 3Q, the client’s innovative coworking brand. Conceived as a fun, relaxed, and welcoming environment, 3Q brings together users from a wide spectrum of professional backgrounds within a distinctly informal yet thoughtfully designed setting.
anySCALE was responsible for the design of a comprehensive range of spaces—including private offices, lounges, kitchens, and shared facilities. A youthful sense of playfulness was deliberately introduced into the interiors, ultimately becoming a defining element of the overall 3Q identity.
The conceptual foundation was established during early discussions with Zhang Xin, SOHO’s CEO, who summarized her vision for the brand’s corporate identity in three simple words: hip, warm, and easy.
Systematizing Design to Meet Ambitious Timelines
To meet strict rollout schedules, the design team translated this vision into a clear and adaptable system. Key elements of the SOHO 3Q corporate identity—such as furniture, materials, wallpapers, posters, and meeting room layouts—were standardized and organized into a modular framework.
Under the direction of senior designer Simon Berg, a comprehensive CI library was developed, allowing these components to be seamlessly integrated into CAD drawings. “Obviously there were adaptations,” Simon explains, “but the principle remained the same. These design systems—ranging from furniture types to wallpaper and poster selections—enabled us to work efficiently and quickly.”
One prominent example of this approach was the meeting room concept. Six distinct design themes were developed, each defined by a specific color code. Every theme included a curated palette of wallpapers, rugs, posters, furniture, lighting, and accessories. Many of these elements were custom-made, adding an additional layer of character and individuality to the overall design language.
“To keep the spaces fresh and vibrant, we started using wallpaper far more extensively than in previous projects,” explains Andreas Thomczyk, Partner of anySCALE. “We soon realized that designing our own wallpapers was the most effective solution.” Tight timelines made overseas production impractical, so custom designs were developed in-house and printed locally.
The same strategy was applied to furnishings. “In China, it’s relatively easy to produce custom-made furniture,” Simon adds, “so we developed a bespoke furniture library as well.” This integrated, system-based approach ensured consistency, speed, and flexibility across all 3Q locations—while preserving the playful and distinctive identity of the brand.
