13 Nov 2019

Hay Que Ver La Matriz

Mark Read, CEO of WPP, opens new creative heart of Madrid designed by Superunion Madrid.

La Matriz, the new WPP Campus in Madrid, brings together 3,000 people across 20 agencies under one roof. La Matriz brand, created by our Madrid team, is inspired by the Spanish capital’s heritage and its local culture.

The name – La Matriz, or ‘Matrix’ in Spanish, is evolved from the ancient Roman name for the city, ‘Matrice’. The identity designed as a juxtaposition of elements of traditional Spanish tile street signs with a mid-century Brutalist language of the campus building. Created in a true matrix form, the brand is in a constant motion, ever evolving and transforming as a true expression of a new, collaborative way of working.

Custom-made tiles and a raw concrete fabric of the building form an extensive wayfinding system, with a 2.5 metre logo suspended from the industrial ceiling positioning La Matrix brand centre stage.

Image credit: WPP

“Building a WPP campus in the heart of Madrid offers something unique: it allows us to be closer to our clients and provides a creative hub for both the city and our people. La Matriz has been specifically designed to inspire greater creativity, encourage closer collaboration and attract the very best talent in our industry. This significant investment is a sign of our commitment to Spain, to serving the Spanish business community and to providing our people with the best working environment.”