WPP La Matriz building (Madrid)
La Matriz is a creative campus located in the old and emblematic headquarters of Telefónica located at Ríos Rosas street in Madrid. So far, it is the largest European campus of WPP advertising group. The campus acts as a creative hub for the city from which WPP wants to transform the communications sector, concentrating all disciplines under one roof, providing innovation, strategy, technology and creativity.
Superunion, one of the WPP group agencies, designed the brand and corporate identity of La Matriz as well as its signage.
Signes took over as well the production and instalation of all the interior signage of the building and the parking lot. The design of Superunion was very unique and implied a challenge for the technical team of Signes to carry out the complex elements of industrial design.
The result of this project is an absolutely innovative and appealing signage design, where unusual materials such as handcrafted ceramics were used.