Features

Practice Profile: E2

July 29, 2010

Sydney-based design studio E2 is busy building an impressive portfolio, with past projects including the Qantas Service Centre of Excellence.

Clients come to E2 when they know they want something a little different. E2 is more than a design consultancy, it is a team made up not only of interior designers and architects, but also researchers, innovators, strategists and producers who collaborate throughout the entire design process. Designers and strategists sit in one open plan space where there are no walls or hierarchy and they all take turns in making tea! E2 is making its mark in the world of design by offering hybrid solutions that fall between architectural environment and brand experience for its clients. In fact, many clients will contact the studio when they are looking for a one-stop design shop, or when they need a new solution for their marketplace. As a result, E2’s work is often category challenging or represents a distinct shift in design process for the client; however, E2 prides itself on the ability to create inspirational spaces while maintaining excellent value per square metre.

“Clients call us when they know they want something a little different,” says joint director Robbie Robertson and that is exactly what they get.

E2 was co-founded by Robbie Roberts and Alex Ritchie who, having worked together in the UK, saw the possibility of a design studio that could become a one-stop shop for every client. The studio opened its doors for business in September 2007, forming the first multidisciplinary design consultancy of its kind in Australia. Success followed and in the second year of business the studio took home the B&T Experiential Agency of the Year award.

Since its inception, E2 has worked more than 178 different projects and has evolved into a specialist consultancy that is in demand internationally. Just a couple of years ago E2 consisted of two people driving around in a Smart Car, but it has now developed into a company employing 15 staff in Sydney, Melbourne, Singapore, Beijing and Abu Dhabi working on multiple multimillion-dollar contracts.

Winning the $12 million contract to design the Qantas Service Centre in Sydney was a milestone in E2’s evolution, raising the studio’s profile both nationally and internationally. Other projects include the fitout for Singleton Ogilvy Mather (SOM), a challenging work that involved the integration of all the SOM companies over six levels, completing briefs for the Australian Government in Jakarta, a China Telecom exhibition design for the 2010 tradeshow in Shanghai and evolving flagship stores for Virgin Mobile, Tarocash and Vodafone. Recently it even designed a pop-up pub for Victoria Bitter.

The versatility and commitment to excellence that the designers at E2 commit to every project is paying dividends at this early juncture of the company’s career and with so much success under its belt it’s easy to see a bright future for this design company.

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