PRIMEDIA (INTERIORS)
PRIMEDIA
MEDIA OFFICES & STUDIOS
The Paragon Group’s architecture and interior design teams collaborated to transform a vacant commercial building in Sandton into a vibrant creative hub for Primedia, a well-known media group with broadcast and advertising divisions. The design team embraced the industrial base of the building, extending a tradition of transforming such spaces into hubs of creative cultural production. Technical requirements included two advanced radio broadcast studios prominently positioned near the entrance. Floor plates were extended to create additional space around two central atriums, linked via elevator cores, open staircases, bridges and walkways that facilitate vertical and horizontal connections. The office floors were arranged as interconnected ‘neighbourhoods’. Each floor features pause areas along the atrium edges, encouraging relaxation, informal staff interaction and creative exchanges. Exposed beams, raw concrete and the expressive use of materials such as face brick, roof sheeting, steel and glass celebrate the adaptive reuse of the building. HVAC ducts, water pipes and electrical wire conduits were aestheticised and integrated into the design. Transparency and openness were key drivers of the interior layout. Simple, light, minimalist furnishings and fittings offset the expressive materiality of the structure, complemented by a neutral base palette that accentuates Primedia’s branding.
Location: Sandton, South Africa
Size: 9,000 m²
Completion Year: 2023
Sector: Commercial Office