Creating a Brand-Centric Workspace Entry Experience: ROE Visual Lobby
Installation Time: 2025.10
Texture: White Oak with Dot-Based World Map
Product Quantity: 390 ArtMorph Grande Panels + 49 ArtMorph Grande Mini Panels
ROE Visual sought to renovate the lobby of its Shenzhen workspace to create a space that reflects the company’s global presence, technological innovation, and professional brand identity. As the first touchpoint for employees, partners, and visitors, the lobby plays a central role in shaping the overall impression of the workplace.
In the renovation brief, the two main lobby walls were identified as key feature surfaces. They needed to remain consistent with the overall interior style while also functioning as display carriers for corporate content, welcome messages, and other visual communication.
Design Concept and Texture Selection
ROE Visual selected ArtMorph Grande as the design solution. The design concept focused on creating a lobby environment where aesthetics, brand expression, and functional display requirements coexist seamlessly.
CECOCECO team designed a white oak texture combined with a dot-based world map pattern. Using the world map texture together with dynamic light effects, the installation presents ROE Visual’s international business footprint, while the pixel-like dot structure subtle reference to the core technology behind LED displays. The light oak tone aligns with the overall interior design and adds warmth to the space, creating an atmosphere that is both professional and welcoming.
This texture selection not only fits naturally into the interior design but also supports the functional needs of the feature walls. The surfaces can present digital content such as welcome messages, brand visuals, and seasonal greetings, delivering a unified visual language that blends material expression with meaningful brand storytelling.
The installation consists of 390 ArtMorph Grande panels and 49 ArtMorph Grande Mini panels, forming two full-height feature walls with a combined installed dimension of 22.5 meters by 5 meters. The effective ArtMorph area is 104.375 m², making this project the largest ArtMorph installation to date by active display coverage. The ArtMorph Mini panels were used to fill dimensional gaps and complete the overall height.
Implementation
The technical execution of this project leveraged ArtMorph’s modular design, installation adaptability, and intelligent control capabilities. Several challenges in the built environment required custom solutions.
Energy-efficient and intelligent control system
The installation operates with a timed power-control system, enabling automatic on/off behavior without manual intervention. In addition, a light-sensing control feature is being integrated to allow the display brightness to adjust based on ambient lighting—enhancing energy efficiency and maintaining an optimal visual experience throughout the day.
Customized installation for diverse architectural conditions
- Elevator button integration: ArtMorph was adapted to accommodate visible elevator controls installed directly on thesurface.
- Custom inner-corner connector plates: Custom curved connector components were fabricated to seamlessly join panels at the interior corner, ensuring visual continuity.
- Correcting wall unevenness: The wall section between the two elevators is not perfectly straight, so custom connector plates and dedicated mapping adjustments were used to correct the irregularity.
Testimonials
"The lobby of ROE building is the most exquisite lobby I've ever been, not simply because I stand within it, but because it truly deserves that recognition. The wall designed with ArtMorph evokes passion, inspires tranquility, and instills hope - an immersive emotional experience shaped through ArtMorph’s spatial narratives. More than an architectural element, Artmorph is the storyteller for the space, transforming the intelligent wall into an emotional conductor.
I am so proud and grateful to CECOCECO team for creating this beautiful piece for ROE, and I have full confidence in CECOCECO’s long-term growth and continued success."
Grace Guo
Chief Strategy Officer
ROE Visual
"Our workday begins with the inspiring Artmorph wall in our lobby, which offers a warm greeting and sets an energized, inspiring tone for the day ahead to all ROE members and visiting clients. Everyone loves it! Big thanks to the Cecoceco team for their excellent work on the mask and content design. It has been refined again and again, and the results are truly amazing and beyond expectations."
Glory Gao
Product Director
ROE Visual
