White Canvas

Advertising Studio
Literature Case Study
1. Site Location
• Place :
• 3rd Floor, Serene, 106, 4C Cross,
Koramangala Industrial Area, 560 095., 5th
Block, Jayanagar, Bengaluru, Karnataka
560034
• Latitude
• 12.934259N
• Longitude
• 77.614340E
• Altitude
• 920m from sea level
• Climatic Zone
• Tropical Savanna Climate
• Lowest temperature 15 deg. C
• Highest Temperature 35 deg. C
• Location and connectivity from major activity centres
Inferences
• Merits
• Situated near to major- well
known landmarks , hence
gets more exposure
• Situated just 350 m away
from Forum mall and also
has a shop inside the mall
• Demerits
• Does not have any
manufacturing companies
nearby ( for giving
contracts)
• Situated in one of the most
busy areas of the city ; may
be affected by the hurry
and bustle of the area.

White Canvas designs Products and gives contracts to external companies

for manufacturing
Surrounding land use and distances to
nearby areas
The typology of the building is in sync with
the surrounding buildings

Demerit
• Designers may not have a calm/quiet
environment for working
• No option of giving open spaces or achieving
a peaceful space for working; only concealed
spaces are possible

Distances from nearby areas

Spatial Environments
First floor plan

List of Activity Areas

1. Reception / waiting
2.Clnference Room
3.Lockers 6.Accounts 10. Snooze Corner 14. Library
4.Meeting Room 7.Bar/ Pantry 11. Thinking/Ideation Room 15. Gents Washroom
5.Informal Discussion 8.Gaming/Lounge 12. Informal Meeting Area 16. Ladies Washroom
9.Work area 13. Creative Director 17.Paper Cutting Area
Zones
• Private areas of workers are
separated
Circulation Merits
• Client gets a good view through the glass
façade in the southern side as the waiting
• Publics’ Circulation area is situated there.
• Privacy of the workers is not disturbed by
the client’s movement
• Client gets a good idea of the processes
don’t in the studio while moving to the
washroom.

Demerits
• The client has to move a long way to use
the washrooms
• client moves past most of the informal
spaces such as the informal area, gaming/
longue area etc. which may make the
workers uncomfortable
Comparison with standards
Conference Room
• Standard for a meeting room : 17.8 sqm (for 8-12 people

• Dimension of the room given:12.15 sqm ( 8 people)

Inference:
• The room provided is considerably small when compared
with

Ample amount of natural lighting

Glass Façade
Meeting room
• Standards for an ideal space for 4 people: 8.75 sqm

• Provided Space = 7.5 sqm

• Space provided is much smaller than the
standards
• The meeting room is a sort of ‘ container’ like
space
• May have a cosy and congested feeling inside
the room
• The door is openable smoothly ; it hits the
chairs of the clients
Lighting

• Building is oriented in north-east direction

• Windows(glass; not openable) are

provided on north east , north west and
south west sides of the building at almost
equal intervals which lets in a good
amount of natural light .

• The whole south façade of the building is

covered with glass
• Workers on the east side would get
a good amount of natural light
• If the glass façade on the south be
on this side; it would have been
more advantageous.
Natural
Lighting
• These workers would get comparatively
less amount of natural light
• Glare of sunlight from north side may
make them uncomfortable
• Exposure of the whole south
side of the building can bring
about too much heat; thus
making the clients
uncomfortable
Ventilation
No option of giving natural ventilation for
• No Natural Ventilation restrooms
provided ; non- openable
windows
• Fully air- conditioned space

Option of making the

windows openable for
cross ventilation

Predominant wind direction : SW-

NE
Design Concept

• The Design took inspiration from the firm’s name, WHITE CANVAS,
an independent advertising agency. A blank white canvas takes on
the personality of the artist.
• The clean White canvas takes on different Avatars depending on the
artists’ imagination.
Various activity Spaces and functions
The requirement of the client included a
number of closed rooms for meeting/
discussion/ideating etc. These closed spaces
or ‘containers’ were envisaged to be ‘the
Absolut bottle’. The infill wall for each
container defines its character.
Thus, each container has its own personality
depending upon its user and program.
Waste pieces of blockboard, generated from
all the carpentry done at site, were used to
create a surface and left unfinished.
Each container has its own personality
depending upon its user and program.
Waste pieces of blockboard, generated from
all the carpentry done at site, were used to
create a surface and left unfinished.
The containers were placed in the center of
the floor so that light and air from the
windows stayed unhindered. Work areas
happened along the periphery of the space.
Areas between the containers served as
informal breakout spaces.
Plans

First Floor Plan

Sections