Project: Unilever Design Garage
Location: Karachi, Pakistan
Client: Unilever Pakistan
Interior Design: Studio Subtractive
Design Lead: Tehreem Raees Khan + Ahmed Mian
Contractors: Ikram Mughal Associates
Area: 5500 sq.ft.
Project Completion: March 2023
Photography: Nimr Pervez
Text provided by the Studio Subtractive
Our latest creation at Unilever is a high-tech research and development laboratory launched as “The Design Garage”. With a narrative of a daring, organic and grungy garage situated in an urban setting. The designed space converts into a kaleidoscope of creativity as a workshop towards development and manufacture of consumer products for Unilever Pakistan.
In line with Unilever’s manifesto “to make sustainable living commonplace” the design garage is open to all employees and their industry partners to work, play and create in an endeavor to foster better products and enrich lives. The Design Garage constitutes of a working kitchen, ice-cream development area, product development lab, packaging lab and a replica of a small retail store to test Point of Purchase design.
The garage is an iconic symbol of innovation, that has long been associated with the birth of groundbreaking ideas and the inception of revolutionary products. From Hewlett-Packard to Google, many of the world’s most influential companies started in humble garages. The Unilever Design Garage explores the concept of a research and development laboratory designed as a garage, embracing the spirit of innovation, collaboration, and experimentation.
A garage-turned-laboratory represents more than just a physical space; it embodies a mindset—a commitment to pushing boundaries, challenging norms, and fostering creativity. By embracing the spirit of innovation, such a laboratory cultivates an environment where unconventional ideas are welcomed and nurtured. Unlike traditional R&D settings, which may be constrained by bureaucracy and rigid structures, The Design Garage encourages freedom of thought and exploration.
At Unilever collaboration is not only encouraged but ingrained in its culture. Much like the early days of innovation, engineers would gather in garages to tinker and brainstorm, this space facilitates interdisciplinary collaboration. Scientists, engineers, designers, and entrepreneurs come together, bringing diverse perspectives and expertise to the table. Through open dialogue and shared enthusiasm, they spark new ideas and fuel innovation.
Experimentation lies at the heart of research and development. At The Design Garage, failure is not frowned upon but embraced as an essential part of the innovation process. With a willingness to take risks and learn from mistakes, researchers push the boundaries of what is possible. This culture of experimentation empowers individuals to test bold hypotheses, iterate quickly, and refine their ideas based on real-world feedback, to produce products that matter. While the garage laboratory may evoke images of simplicity and sterility, The Design Garage with its industrial grungy look, is equipped with state-of-the-art technology and tools. From 3D printers to advanced analytics hardware and software, researchers have access to the resources they need to bring their ideas to life. By harnessing technology, they accelerate the pace of innovation and tackle complex challenges with confidence. The incorporation of graffiti art into a garage-based R&D laboratory offers a unique and memorable workspace that inspires creativity and innovation. The vibrant colors and bold designs stimulate the imagination and encourage individuals to explore new ideas and approaches. Graffiti art fosters a sense of identity and community within the laboratory, as individuals connect with the space on a personal and emotional “brand level” represented by the immense diversity of product and human reach of Unilever.
Beyond pure research, the garage laboratory serves as a launchpad for entrepreneurial ventures. Researchers are not only encouraged to develop innovative solutions but also to explore their commercial potential. With support from mentors and industry partners, they navigate the path from concept to market, transforming ideas into viable products and services.
We at Studio Subtractive are grateful to Chairman and CEO Amir Paracha and team Unilever Pakistan for enabling us co-create this wonderful project, and to be part of this unique evolution of rethinking the future of the workplace.
