Project developer Lingotto took on the task of creating this new city center, the development of the MORE area—a place that offers more than just studying, researching, and living. We were given the opportunity to design the overall experience of this new location, starting with the question of what this area represents, what is the identity of the place? Followed by what the place should accomplish, what are the ingredients that truly make MORE more?

The story of MORE

Thomas More is the namesake of the vibrant heart of the Leiden Bio Science Park, MORE. We have translated his utopian ideals into a more grounded version: together, making the world a little better. MORE identifies, characterizes, and symbolizes the essence of the area, where the synergy between residents, students, the university, and biotech companies is reflected in functions and physical space.

We have translated these characteristics into a visual identity. A design language that closely aligns with the rest of the Science Park, yet tells its own story. A building block that can be widely used, both digitally and physically, flat and dimensional, indoors and outdoors. Thus, MORE became a strong and recognizable brand that communicates the concept to stakeholders and intended audiences.

The total experience

How do we ensure that the identity is also felt on the location itself, how do we create a complete MORE experience? We defined design principles that shaped the public space, such as "from inside to outside," where the outdoor space is not standalone but an extension of the indoor spaces and vice versa. Together with research into the context and user groups, this evolved into several characteristics that the space must offer. MORE is growth, play, discovery, and connection. A garden where people collaborate on growing greenery or display boxes to discover what is happening at the Leiden Bio Science Park—interventions that create the total experience.

MORE is no longer just a word, but a promise of what is to come.

And now

Lingotto is actively developing MORE. To communicate this to the outside world, we designed construction signs for the location, and we are currently working on the website, where all activities and construction projects of MORE will soon be visible.