Luxembourg, 2022.


As the global health crisis changed everything, the developers at ICN pondered upon people "coming back to work". Leaving the home office behind required better comfort and convenience for employees. Hence the creation of “Printzipal”, a new office building in Luxembourg City, designed by M3 architects. Here’s the story of a presentation film by Panoptikon.

Designed for user comfort, low environmental impact and high-quality spaces

Printzipal boasts an impressive set of amenities attested by leading industry certifications: WELL Gold for human wellness, plus BREEAM Excellent and DGNB Gold standards for a sustainable built environment. A new, well-adapted office that takes into consideration the change of paradigm.

Deliverables: A bigger story
A year-long exciting project with ICN had just started. The commission included several images and two marketing films: a teaser and a longer presentation film. We were also asked to design the interiors and arrange the forecourt. We aimed to create iconic views and tell the bigger story of Printzipal.

First the 3D model, then design decisions
We produced a thorough exploration of the project with a full 3D universe and curated camera angles that formed the framework for stills and animations. Interior and landscape design additionally provided substance with furniture, materials, finishes, and vegetal elements.

Interior design with a focus on outcomes

Concept: interior-exterior flow & unity
The ICN developers required easy transitions from inside to the outside, with amazing sliding glass walls, airy spaces for social distancing, and exciting facilities.

We adopted those design pillars and pictured an ideal outcome. Our concept was of unity, with coherent materials and shapes both inside and out. Aesthetically related references and products helped us communicate the flow and avoid monotony. We picked visually similar interior and exterior light fixtures, selected floorings that ensure interior-exterior continuity, and a lamellar ceiling that connected rooms with one single gesture. Seamless transitions and harmonious interiors have been our vital outcomes for a dynamic experience.

The Plaza, perfect for social interaction
We designed the Plaza as a friendly setting for working in the fresh air and reuniting with teammates. There’s fixed or mobile furniture and plenty of shading. The pavement channels movement and marks the sitting spots. End-users can opt between time alone on a chair, or lunch with colleagues on the extra-large benches.

The Lobby, a signature spot of the brand
The lobby was designed to add value to the “Printzipal” brand and set the standard for the rest of the world-class building. It would create a memorable user experience, with the sculptural spiral staircase and the lush green wall that makes a vertical accent and encapsulates the project’s green performance mission.

Story: last day of working at home, first day of going to the new office
The first frames put Printzipal in a broader context: the film followed a CEO character as he left the clutter of his home office and returned to the real office after a bike ride across scenic views of Luxembourg.

Then we built anticipation and enthusiasm by showing a high-class office building. Small narratives and new characters showcase Printzipal’s top features: the majestic entrance, those stylish workstations, the Barista corner, the in-house gym, and the auditorium. The evening, a business gathering on a spectacular rooftop terrace.

Film production & postproduction
Integrating footage into 3D
We hired actors to help combine live characters with 3D animations and bring everything to life. Lighting, perspective, and field depth were resolved by a virtual effects crew in postproduction, with a 270° green screen. We streamlined the integration of footage with 3D elements and closed the film with a motion graphics explainer, pointing out why Printzipal sets the benchmark for the future of working.

Location shooting, a matter of finesse
Filming on location in Luxembourg, after transporting the crew, equipment, actors, and styling elements, added authenticity and consistency to the story. Considering that we had produced the 3D model beforehand, we significantly cut the costs of this stage.

The coordination skills of our experienced project manager had been essential: bad weather forecasts required constant checking updates and cross-referencing with flights and accommodations to find a less cloudy week.

A sharper experience with sound design
We added a deeper layer of perception with sound design that sustained the story’s emotional side. Microphones captured the sound of Luxembourg’s public transport, it’s human and non-human inhabitants. We touched a sensuous dimension that made the film more believable.

A message of moving forward
Our interior design, visuals, and film will carry marketing benefits to Printzipal throughout its lifecycle. But we’ve also contributed to this greater theme – bringing people back to work in their familiar environment. Two years of numbness and uncertainty had been too long. By focusing on the actual end-users, we now feel like having adhered to the extraordinary will and grit of moving forward with courage and resilience.