17 Jul 2019

Hay Que Ver La Matriz

New creative heart of Madrid by Superunion Madrid is inspired by the Spanish capital’s heritage.

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.