Design that works

 

Status: Realised
Area: 1539m2
Year: 2020
Location: Athens, Greece

Throughout the history of the area, the campus housing the project of UPFIELD has evolved into an industrial landmark, as it had been the hub for several renowned industrial companies. Initially, it was home to KERAMEIKOS, a pottery company renowned also for its educational contribution to many potters and decorative painters. Evidence of its legacy still graces the exterior, including the iconic bull emblem reminiscent of the ancient Athenian cemetery of Kerameikos. ELAIS – a greek olive producing company- succeeded KERAMEIKOS. Nowadays, UPFIELD is an international company that has incorporated in its family the historic olive oil industry.

The Upfield project was initially a design proposal aimed at revitalizing and enhancing the company's workspace. However, it evolved into a strategic design and planning proposal since we acknowledged the rich historical backdrop of the company. This became a design goal, as we considered it essential to preserve all the layers of industrial history that are written on the campus and, simultaneously, embody them within our contemporary intervention.

To accomplish this objective, we tried to integrate existing elements with cultural significance (ceramic traces, wood carving ornaments with reference to the Byzantine tradition, etc) or pre-existing infrastructure (unused buildings, empty spaces, etc) into a cohesive master plan that construct a both well-connected, narrative concept and program. Consequently, we developed a campus program that combines improving workspaces, highlighting the industrial heritage, and incorporating contemporary, interactive, branding activities into the company's offerings. 

In addition to the industrial production line, the program would include the following:

The transformation of the ELAIS founder's residence, known as the Villa, into a Museum. The museum would feature exhibition spaces showcasing the company's archives from its founding to nowadays, displaying a timeline of their history and product line; geology rooms presenting the agricultural process of the olive trees; a gift shop to enhance the visitors’ experience. The renovation of an existing, abandoned building and the relocation of the Officesthere, along with design adjustments. The establishment of the multi-functional collective Kitchen, which functions as a dining area for night-shift employees and as a workshop space for sampling and tasting to promote the company's products.

At the same time, it is suggested a comprehensive treatment of the surrounding space that unites the Offices and the Villa with educational gardens. This initiative reflects the company's commitment to engaging with the public and fostering community interaction.