D.ream, an entertainment company and a restaurant belonging to Dogus Group, decided to move to an office that thoroughly reflected the spirit of the business they had been conducting and asked us to design a 9.000-m2-work area in Besiktas that would provoke the imagination of the employees. It was to be a flexible working environment where employees can socialize and interact, very much in line with contemporary office trends. It had to have a food court and a recreational space, providing an office place where the employees would feel free and become inspired by it. It also had to be innovative and uncommon, and radically depart from the depressing coldness and stiffness of the usual open space plaza offices with their unnatural bright white fluorescent lights. It was to be a living and evolving working place designed for highly mobile employees in need of different working models.

Would it be possible to design an office where the employees would be encouraged to productively dream and be motivated to do even better every day, instead of merely “working”.

We started with the concept of giving the employees the feeling of being “outside” instead of being trapped “inside”.


We thrived to create a “street environment” for the large part of this working place. Therefore, the signs in the D.ream were designed after the street signs. Some of the lighting elements were also derived from the street lamps. The sunlight lightings were crucial to catch the free and inspiring setting.

With its cafés, restaurants and social recreational spaces, D.ream has become a living space far beyond an office.

An industrial style has been preferred to break away from the common office atmosphere. It has been supported with the intentionally undisguised lighting cables, metal ventilation pipes and concrete. Furthermore, the brick walls, high ceiling and interconnecting spaces give the employees and visitors a feeling of being in a loft. Consequently, the employees can feel a sense of working in a private, privileged workplace, or even in their own workshops.

The concrete texture, high ceilings, the gallery space below the skylight have helped us tremendously in creating a space to be inspired and dream for the 300 employees working at D.ream. The designs involving recycled materials give the place a younger and innovative character. With the installation of the foyer and the transparent offices, D.ream has become the “outside” space that initially inspired us.


Furthermore, the use of antique woodwork, aged bricks, metal and concrete hybrids and the paradigm-shifting furniture have finally completed the place’s unique persona. The materials collected from the antique shops gave the space a timeless feeling.

The seats once used in a movie theatre in 1930’s London were installed in the reception hall of D.ream. We also sought to achieve the top level of comfort for the employees when designing the ventilation, heating and lighting.

To sum up, after 240 days, we have finalised the project with 720 team-mates that could organise 2 NBA league and 144.000 man/hour working performance that located in Beşiktaş Büyükhanlı Plaza, D.ream includes many recreational areas such as restaurants, a culinary school and social spaces. At least 300 employees come up with new dreams every day in these areas.

After all, is there a better way to change the world than dreaming?