Created on behalf of Scottish Enterprise by Aim, District 10 is an initial stepping stone incubator building towards realising a larger creative district village. The design comprises an office space aimed at creative media companies, and constructed from shipping containers in line with the modular construction ethos developed for District 10.
The brand name conveys cargo, transport or modular construction likened to a crating stamp. Externally, the building’s brand aesthetic origins link to the 1990s game Tetris. Each elevation is a game screen with pixelated shapes. This pixelation is carried through internally and on all branding and marketing material.
The spaces within the building have been designed to retain the industrial aesthetic of the containers, whilst creating a vibrant space that is comfortable and practical for users. Bold pixelated colour and pattern are used in communal areas to create a strong visual identity and unmistakable character for the building throughout.
“Aim’s industrial aesthetic has been applied to the building in its entirety creating an innovative and inspiring interior befitting of its past and present use.” - Isla Robb - Scottish Enterprise
“Aim have created a visually striking building that will be the cornerstone for future modular development in this significant part of Dundee’s Waterfront development.’’ - Peter Noad - Scottish Enterprise