Client
Procter & Gamble
Experiencing Brand Everyday
Procter & Gamble Rome
Typology
Corporate Office
Size
11,000 sqm
Services
Interior Design, Experience Design I In collaboration with Kolar Design
Location
Rome, Italy
Year
2007 - 2009
Experiencing Brand Everyday
At the Procter & Gamble (P&G) Rome Office, Winning Together with Passion, Records and Pace is more than a tagline; it’s a lived experience, brought to life through purposeful design. Aidea, in collaboration with U.S. based experiential design studio Kolar Design, seamlessly integrated interior design and Experience Design to transform the workplace
into a space that reflects culture, builds identity, and fosters collaboration. This multidisciplinary effort supports P&G’s global brand vision while celebrating the character of its Italian context. The branding environments system was not just an aesthetic overlay—it was conceived as a strategic layer of communication that complements spatial design.
From interpretive graphics and brand storytelling moments, every touchpoint reinforces clarity, culture, and cohesion. Typography, iconography, and materials were thoughtfully chosen to align with P&G’s global standards and local sensibilities, with text composed to support a diverse and international workforce.
Aidea and Kolar Design collaborated closely with P&G stakeholders from the early design stages—mapping brand touchpoints along the employee journey: arrival, transition, collaboration, and reflection. The resulting system is modular and adaptable, supporting agile work setups and evolving team structures. Graphics were integrated into architectural surfaces to maintain minimalism while enhancing functionality, boosting spatial identity, and enabling flexible communication through writable zones and interactive messaging boards.
Anchored in P&G’s Tour Dialogue—“Walk with me and I’ll show you how we stay in touch with our global consumers and collaborative partners, bringing a unique sense of style and agility to everything we do—removing barriers, executing with excellence, and delivering leading knowledge, innovation, and capabilities”— the space becomes a narrative environment.
Together, Aidea and Kolar Design shaped an office that’s not only highly functional, but visually communicates shared values, strengthens belonging, and enables teams to move with clarity and purpose. This project reflects what’s possible when design becomes a catalyst for connection and purpose. By embedding identity into space, we create more than just an office—we build an environment where teams are empowered, culture is celebrated, and innovation thrives. It’s a reminder that when we design with intent, we don’t just shape environments—we shape how people feel, think, and move within them.
