Expressing Brand Through Architecture: The Largest ArtMorph Installation at ROE Visual HQ

ROE Visual’s headquarters lobby has been transformed with the largest ArtMorph Grande installation to date by CECOCECO. The installation features two expansive ArtMorph Grande walls spanning over 100 square meters, establishing a powerful visual presence at the heart of the space.

Design Context: Redefining the Role of the Corporate Lobby

ROE Visual is a globally leading LED display manufacturer, with offices and subsidiaries across multiple regions worldwide. Headquartered in Shenzhen, the company’s lobby serves as the primary point of contact for employees, partners, and visiting clients—setting the tone for how the brand is experienced from the moment one enters the building.

In recent years, expectations around the workplace have evolved. Spaces are increasingly shaped by experience and atmosphere. For ROE Visual, rooted in display innovation, this shift pointed toward a new approach to how the lobby could express the brand through space.

Reframing the Lobby as a Brand Experience

As part of its workplace renovation, ROE Visual sought to update the lobby to better represent the company’s professional identity, technological foundation, and international business presence.

Two full-height walls were identified as the primary visual surfaces of the space. These walls needed to maintain harmony with the lobby’s modern and minimal interior style while functioning as digital display carriers for welcome messages, brand visuals, and seasonal content. 

Choosing a Technology That Becomes Part of the Architecture

With the role of the lobby clearly defined, the design process turned to how visual content could be woven into the space. Rather than introducing a conventional screen, ArtMorph was applied as an architectural surface that could support communication while preserving the lobby’s modern style.

The design approach therefore focused on material expression first. A white oak pattern paired with a dot-based world map texture. The world map, when activated with light content, offers a visual way to present ROE Visual’s international business footprint, while the pixel-like dot structure provides a subtle reference to the core technology behind LED displays.

This solution not only fits into the lobby’s modern and minimal design palette but also supports the functional requirements of the feature walls. The light oak tone reinforces spatial coherence and introduces a warm, professional character to the workplace, delivering a unified visual language that blends material expression with meaningful brand storytelling.

Designing for Daily Operation and Spatial Integration

As the main arrival space at ROE Visual’s Shenzhen headquarters, the lobby is in constant use throughout the day—supporting the daily flow of employees, partners, and visiting clients. The ArtMorph feature walls were therefore conceived to operate in step with the rhythm of the space.

The installation responds naturally to these changing conditions. Automated operation allows the display to follow the daily schedule of the workplace, while brightness adjusts in response to ambient light, ensuring content remains clear without dominating the space. This approach supports both visual comfort and energy efficiency, aligning the installation with the practical realities of a working headquarters.

At the same time, the design was tailored to the specific spatial conditions of the lobby itself. A series of customized installation solutions was applied to accommodate the existing architectural structure, allowing the ArtMorph surfaces to be integrated into the space.

Transforming the Lobby Into an Experiential Brand Space

Today, the ArtMorph installation stands as a defining element of the ROE Visual Shenzhen workspace. Through its integration of architectural texture and dynamic light effects, the lobby becomes a brand-centric entry experience that presents ROE Visual’s identity with clarity and intention.