Natural Intelligence10,000 sqm
Natural Intelligence, a global intent marketing company, enlisted RD&A to design their 10,000 square meter office spanning three floors in the ToHa Tower, Tel Aviv's business center. The project was inspired by indie pop, a genre that is popular yet independent, similar to the company's focus on driving high-value customer acquisition for leading brands. The design language was based on the indie pop music's mood and attitude, album covers, and culture, translated through materiality, lighting, custom carpentry, art, and graphics. The jagged and nonlinear context of the ToHa Tower influenced the design, emphasizing geometry through different materials and furniture items that follow abrupt angles. A deconstructivist approach is reflected in the broken down ceilings, floors, and objects throughout the space.