Red Bull Headquarters | Johnson Chou

Located in downtown Toronto’s Queen West Art District, the design concept for the two-phase project, Red Bull Music Academy and Red Bull Headquarters, examines the notion of spaces as vessels for transformation – space for both personal transformation and space as a receptacle that captures and records one’s personal development undertaken with Red Bull’s corporate mentorship. Inspired by numerous discussions with the client, the notion of “vessels“ and “transformation” as a metaphor for the design of the project is represented on many conceptual levels, from the smallest detail to the overall space.

The challenge was to create a conceptually compelling and consistent design narrative that evokes and enhances Red Bull’s unique notions of sponsorship or mentorship, as well as the transformation and development of the individual that results from their support, in either the physical sense through sport, or in the creative sense, through music and visual arts.

The Music Academy is one of many venues that encapsulate Red Bull’s corporate mantra of ‘mentorship instead of sponsorship’. The new space is intended to function as a forum for the exchange of ideas, an inspirational hub where knowledge and experience is gained and disseminated, and the participants transformed through the experience. To capture those precious, inspirational moments, the design of the new space features a “Memento Wall”, a two-storey tall wall located within the atrium space upon which are affixed clear acrylic boxes containing collected objects, DVDs, CDs, writings and other ephemera that were inspirational to the participating artists during their time at the Academy. Like time capsules, they record moments in time that were transformative for them, yet they are accessible for others to view in the future. Visible from within the atrium, the box’s contents will draw curiosity within the viewer. The “Memento Wall” is an organic work-in-progress evocative of a brick structure that will be filled over time with the clear boxes.

Where the memento boxes are vessels to capture and preserve the memory of the moments of inspiration, the architectural elements of the space are evocative of vessels created to support the activities within – and their designs are intended to stimulate and engender creativity. Gathering spaces, from enclosed, private rooms to open casual areas for impromptu meetings, were envisioned to provide opportunities for the exchange of ideas. Their forms are also intended to be evocative of the memento box – spaces to share ideas and transformative experiences.