A Dream Factory Woven Through Children's Eyes

Dexter is a prominent maternal and infant care brand in China. Driven by the philosophy of "tender professionalism", the brand's primary focus is on the infant and child care sector. Dexter has developed a range of customized solutions for Chinese babies, steadily cementing its position as a leading domestic brand in the maternal and infant care industry.

1F: Lobby (180 m²) & Workshop (6,606 m²); 2F: E-Commerce Shipping (6,786 m²); 3F: Workshop (6,500 m²) & Cafeteria (286 m²); 4F: Lip Balm Production (6,786 m²); 5F: Sky Garden (3,000 m²) & Office (3,786 m²).

Dexter established its Dream Factory in Tongling, encompassing an area of around 34,000 square meters, with a total investment of 530 million RMB. The facility has introduced state-of-the-art production lines and automated equipment, ensuring that the production environment complies with the Level 100,000 GMP standard. The Dream Factory is designed to serve as a global showcase for sustainable and efficient production while also providing customers with an opportunity to immerse themselves in the brand's culture.

As the inaugural integrated production facility for the industry-leading maternal and infant care brand, the Factory's design stems from Dexter's core values of "tender professionalism", reflecting its unique industry positioning. With E Studio at the helm, the aim is to incorporate the company's commitment to excellence in technology and human-centric design, weaving a brand-conscious, modern-era factory complex for work, production, and living. This is envisioned through the perspective of children, embracing a brand perception that resonates with today's discerning consumers.

Pond of the Skies

The entrance hall's design takes inspiration from the distinctive moments in infant care. It captures the image of bubbles gently surrounding babies during their bath, evoking a feeling of relaxation and tenderness that visitors can naturally connect with the experience of caring for infants.

The entrance hall combines a circular dome with rectangular elements. Hanging gracefully in mid-air, these rectangular planks, set against soft lighting, form a totemic presence that symbolizes protective embrace, mirroring how Dexter provides natural, safe, and effective products for the comprehensive care of infants' delicate skin.

Lobby

Dexter's signature sky blue is complemented by a minimalistic blend of blue and white, aiming to inspire trust and evoke visitors' memories of their infant care experiences. The external facade, light blue mosaics, and reflective white bubble patterns all engage with visitors, leaving a lasting brand impression.

Courtyard: Parent-Child Paradise

Passing through the Pond, elevators grant entry to a Courtyard nestled beneath the open sky and surrounded by a profusion of flowers, crafting a welcoming parent-child paradise. The aim is to improve the daily experiences of factory employees in an environment that departs from traditional, confining industrial settings, all while embodying Dexter's fundamental principles of 'With Love & Care' in the lives of each organization member.

The concept steers clear of the restrictions of traditional gardens, striving for simpler forms that embrace boundless imagination, much like the spontaneous and daring drawings of children.

Lunar Archipelago

Children perceive the world in their own charming and vibrant ways. The Courtyard resembles a playground, infused with the imaginative, hand-drawn style of carefree children. Circular and arched shapes prevail throughout the landscape, intertwining to convey the idea of parent-child bonding and connectivity.

Children's playtime needs to be safe and supervised. The Courtyard's landscaping places a strong emphasis on accessibility and safety, offering a spacious, level area for babies to enjoy unrestricted play. Hills, floral expanses, and designated camping areas enhance the variety of landscape features and visual experiences within this secure zone.

Dunes

The Dream Factory not only serves as a showcase for a sustainable and eco-friendly future but also adds to the aesthetic appeal of the workplace, providing visitors with a more enjoyable and immersive tour experience.

Bonfire Party

Employee-Centric Workspaces

Office spaces are thoughtfully arranged around the Courtyard, fostering a natural, relaxed, and inviting environment where employees can work and thrive, catering to their individual needs. Walls have been replaced with glass partitions, providing users with an open and expansive view of the surrounding landscape.

CEO's Office

The CEO's office is located in the northeast corner of the courtyard, where a harmonious blend of openness and privacy prevails. The seamless transition between indoor and outdoor spaces, coupled with the picturesque courtyard landscape, extends the office space into a natural and inviting setting, creating an environment that is both aesthetically pleasing and welcoming. The office design preserves the brand's maternal and infant characteristics, employing a warm color palette to ensure that users can work in a comfortable and relaxed atmosphere.

Bar

A semi-private tea space is created using half-height wooden partitions, birthing an open and transparent office layout. The factory also includes a cafeteria and a restaurant, offering a cozy and welcoming dining space for both employees and visitors.

Workshop

Dexter's modernized workshop is equipped with 14 sets of coolant mixers and 10 fully automated packaging production lines. The entire production environment meets the Level 100,000 GMP standard.

E Studio consistently explores strategies and solutions that resonate with the brand's identity, erasing the clichéd perception of a dull factory while redefining the model of a modern-era factory. The Dream Factory epitomizes Dexter's commitment to nature, employees, and society, with a mission to set the standard for excellence in the industry.

Client
Dexter

Location
Tongling, Anhui

Area
34,000 m²

Completion Date
2023.09

Design Firm
E Studio

Lead Designer
Fan, Junjian
Zhou, Xuanzhuo
Liu, Reychan

Design Team
Xu, Meng
Huang, Chenxi
Wang, Xiaoxi
Ma, Jiarong
Wang, Yuda

FF&E
E Studio Materials Innovation
Zhou, Jing
Deng, Changyi

Lighting Design
Moke Lighting

Photographer
鲁哈哈

Suppliers
VOXFLOR
英国曼涂
双欧瓷砖
LEJU
时屿软装
厚朴

Construction
深圳北辰装饰