AXA grande arche.

In 2017, AXA has many empty floors in its part of the Grande Arche (6 out of 12), and the marketing argument “the cheapest^m2 in La Défense” does not support the principle of value creation. archimage won the tender to work on the tower’s marketing positioning and marketing materials. By proposing a “Grande Arche Alive” brand platform, the agency is betting on making the product AND the message more dynamic. A redesigned reception area, shared meeting and service areas, invigorating elevator exits (yellow,…), redesigned floors, decompartmentalized (slightly), a modernized atmosphere and a more positive tone of communication.