The structure questions traditional design and is based on the cubes of the BBC logo. The progressive arrangement of the cubes signals the brand’s evolution with an immediate visual impact. The lack of symmetry challenges the eye, and the brain has to work harder to process the information allowing visitors to pause for a longer look. 

The three consecutive screens along the outside of the cubes work together, and separately, to present an artistic presentation in their own right. They attract attention and question their construct. The creative presentation on these screens can be clever, witty and suitable for the big screen, emphasising film production abilities.

There is innovation in terms of natural light and shadow which change the fluid environment and atmosphere during the day with its different spaces. In order to make the most out of these elements, some of walls are transparent and others have sea views.