The architectural project of the Dubai Hub for Made in Italy by the Lococo studio

The Italiacamp Dubai Hub for Made in Italy, at the fourth floor of the Dubai World Trade Center covers an area of 2,000 m2.

The rooms have been redesigned in order to make the hub functional to the needs of Italiacamp, thanks to a renovation work carried out by Lococo studio started in 2022 and completed in April 2023.

The hub is split in two areas: the first one dedicated to business activities and the second one dedicated to education programs. In each area visitors will find offices and conference rooms (which can be set up both as event rooms and as classrooms) running around the central area of the entrance. Both the entrances of the areas, with the reception hall, are characterized by linear shapes and the use of colour. Starting from here, the path for visitors of the hub develops circularly along the perimeter of the floor, connecting all the rooms characterized by glass walls.

The use of monochromatic materials in the flooring and on the wall finishes creates an idea of an elegant environment, strengthened by the presence of glass surfaces. These surfaces, which divide the office boxes from the corridors, let the light entering from the large external windows to illuminate all the rooms in a natural way. The use of different floors (carpet and linoleum) draw a mapping of the common and offices spaces, while the furnishing elements – freestanding, armchairs and colored pouffes – identify the different functional areas.

The hub presents large environments for coworking activities. In the area dedicated to education programs, six conference rooms can host education courses and events with the opportunity to customize the spaces using sliding panels that make the environments flexible and adaptable to different needs.

The offices spaces are fully windowed and different sized in order to host single or multiple workstations with small lounges or meeting tables.

The furnishings are minimal, characterized by the white color and linear geometries. This visual setting matches the brand image of Italiacamp, characterized by the institutional tone of voice and by the enhancement of the white spaces between the red and green elements of the logo. It also responds to the aim of facilitating co-branding activities with the companies that will be hosted in the business center making them able to customize the workspaces in order to maintain their identity even in a shared space.