Nöoma
Customer: WTEC Group
Scope: Consultancy, Curatorship, Concept Design for Positioning, Identity, Architecture, and Product.
Better Together
Created to be a new business unit, Nöoma also started to define a new segment in the furniture market, through the concept of collaborative furniture, developed by R4DESIGN in partnership with the client.
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The WTEC Group already operated in the areas of civil construction equipment and furniture for education. The creation of a business unit focused on the corporate segment was a natural evolution, as it would start to use the high technology available in the manufacturing plant to create products aligned with the company's culture of innovation.
For this challenge, R4DESIGN was called in from the research phase (which included detailed market surveys and visits to trade fairs in the USA and Germany), through the strategic discussion on future positioning, up to the product mix to be developed, in a total work process of 18 months.
The conclusions identified existing space in the market, a subtle nuance in the change of office design that was in an embryonic phase and is now gaining momentum due to the strengthening of mobility and the creative economy: collaborative work.
This paradigm, which already impacts work styles worldwide by offering higher levels of innovation, became the core of the brand, and was crystallized in the positioning with the slogan "better together," starting to direct the brand's creative drive, from graphic and digital expressions to product creation – a process in which R4DESIGN performed the curatorship/management of the mix and even the creation of some lines.
The naming Nöoma (a root word that means "spirit of the time" in Nordic languages) was developed to refer to the brand's spirit of innovation, and it brought with it the "umlauts" (the dots above the 'o'), which became a key visual element in the composition of the identity, working both in the composition of surfaces and in the signature of the graphic materials and the products themselves.
The Nöoma brand attracted instant interest from architects and designers, as well as corporations recognized for innovation, interested in the results provided by the implementation of the collaborative concept in their offices and work environments.
In addition to the positioning and identity construction, R4DESIGN was also responsible for the curatorship of the global portfolio, as well as the design of some of the main product lines, ranging from the identification of opportunities, through technical feasibility and supplier development, and culminating in the creation of the line's naming and visual identity, in a dynamic and integrated process. Learn a little more about the lines below:
NOMAD SYSTEM
The Nomad furniture system was born inspired by the changes in contemporary work habits, where the work routine is dynamic and can happen in diverse spaces through mobility. Thus, the line features an aluminum structural system that allows for various internal configurations such as shelves, benches, tables, whiteboards, videoconferencing supports, among others. Many of these configurations can benefit from the use of casters to become "nomadic" within the office, being transported and reconfigured quickly, according to the needs of the work to be developed.
ESPIRIT SYSTEM
The Espirit furniture system was developed to integrate the storage needs in offices with the creation of flexible point spaces – such as seating and benches – that facilitate integration and stimulate productivity outside of conventional workspaces. For this, the line integrates the steel structure with wooden tops to create comfortable areas for quick-use meetings, with the possibility of also being used as intermediate zoning elements for internal spaces in corporate environments.
LEAF TABLES
The Leaf collaborative table line is inspired by the lightness of nature, with the goal of making work environments visually lighter and more inviting. With a slender design, the Leaf line offers various sizes, combining materials like aluminum and reforestation wood in a product that is flexible in application and finish options.
HUB UPHOLSTERY
Hub means to gather, to group. Based on this concept, the Hub upholstery line was created to meet the need for quick meetings with moderate privacy, reducing the need for confined meeting spaces. The Hub upholstery allows for face-to-face conversations of up to 6 people, occupying a maximum space of 6m² with acoustic privacy through the option of a high backrest and sides.
ATOM MODULAR UPHOLSTERY
The Atom upholstery combines the practicality of modular design with the convenience of electrification integrated into the furniture. Thus, electrified poufs and table modules with retractable outlets can be freely combined with traditional seating modules to create collaborative, lounge, or waiting areas.
Photos: Gabriel Barrella
For this challenge, R4DESIGN was called in from the research phase (which included detailed market surveys and visits to trade fairs in the USA and Germany), through the strategic discussion on future positioning, up to the product mix to be developed, in a total work process of 18 months.
The conclusions identified existing space in the market, a subtle nuance in the change of office design that was in an embryonic phase and is now gaining momentum due to the strengthening of mobility and the creative economy: collaborative work.
This paradigm, which already impacts work styles worldwide by offering higher levels of innovation, became the core of the brand, and was crystallized in the positioning with the slogan "better together," starting to direct the brand's creative drive, from graphic and digital expressions to product creation – a process in which R4DESIGN performed the curatorship/management of the mix and even the creation of some lines.
The naming Nöoma (a root word that means "spirit of the time" in Nordic languages) was developed to refer to the brand's spirit of innovation, and it brought with it the "umlauts" (the dots above the 'o'), which became a key visual element in the composition of the identity, working both in the composition of surfaces and in the signature of the graphic materials and the products themselves.
The Nöoma brand attracted instant interest from architects and designers, as well as corporations recognized for innovation, interested in the results provided by the implementation of the collaborative concept in their offices and work environments.
In addition to the positioning and identity construction, R4DESIGN was also responsible for the curatorship of the global portfolio, as well as the design of some of the main product lines, ranging from the identification of opportunities, through technical feasibility and supplier development, and culminating in the creation of the line's naming and visual identity, in a dynamic and integrated process. Learn a little more about the lines below:
NOMAD SYSTEM
The Nomad furniture system was born inspired by the changes in contemporary work habits, where the work routine is dynamic and can happen in diverse spaces through mobility. Thus, the line features an aluminum structural system that allows for various internal configurations such as shelves, benches, tables, whiteboards, videoconferencing supports, among others. Many of these configurations can benefit from the use of casters to become "nomadic" within the office, being transported and reconfigured quickly, according to the needs of the work to be developed.
ESPIRIT SYSTEM
The Espirit furniture system was developed to integrate the storage needs in offices with the creation of flexible point spaces – such as seating and benches – that facilitate integration and stimulate productivity outside of conventional workspaces. For this, the line integrates the steel structure with wooden tops to create comfortable areas for quick-use meetings, with the possibility of also being used as intermediate zoning elements for internal spaces in corporate environments.
LEAF TABLES
The Leaf collaborative table line is inspired by the lightness of nature, with the goal of making work environments visually lighter and more inviting. With a slender design, the Leaf line offers various sizes, combining materials like aluminum and reforestation wood in a product that is flexible in application and finish options.
HUB UPHOLSTERY
Hub means to gather, to group. Based on this concept, the Hub upholstery line was created to meet the need for quick meetings with moderate privacy, reducing the need for confined meeting spaces. The Hub upholstery allows for face-to-face conversations of up to 6 people, occupying a maximum space of 6m² with acoustic privacy through the option of a high backrest and sides.
ATOM MODULAR UPHOLSTERY
The Atom upholstery combines the practicality of modular design with the convenience of electrification integrated into the furniture. Thus, electrified poufs and table modules with retractable outlets can be freely combined with traditional seating modules to create collaborative, lounge, or waiting areas.
Photos: Gabriel Barrella
