Google Cloud Hub

To reinforce Google Cloud’s presence within the innovation ecosystem, we were challenged to temporarily transform an entire floor of Google for Startups in São Paulo into a space embodying the Google Cloud identity, clearly distinguishing it from the other floors. The goal was to create a shared, collaborative environment without permanent constructions, while committing to reuse as much of the existing infrastructure as possible — a premise that reflected the sustainability principles guiding the project.

Our starting point was the understanding that the Hub should not operate as an office, but as a space for gathering and exchange. We developed a light and fluid spatial concept, featuring flexible furniture, suspended installations, and translucent materials that evoke the universe of the cloud. The signage system was designed to be both functional and removable, respecting the temporary nature of the intervention.

The visual strategy also incorporated local references, such as a mural inspired by the song Trem das Onze, by Adoniran Barbosa, bringing a touch of Brazilian identity to an initiative that is part of a global series of brand activations. We also created a modular system of furniture and graphic panels that guide the use of the space and present the startup journey within Google Cloud.

More than creating a space, our work translated a positioning: bringing technology and community closer together through an accessible, temporary — and memorable — experience.