Profica partners with CBRE Design Collective to transform workplace design across Africa
In the ever-evolving world of workplace design and construction, the partnership between Profica and the global CBRE Design Collective has created a formidable force in the African market. This collaboration brings Profica’s deep regional expertise, experienced design teams and full professional services to CBRE’s global network of leading design talent, creating a synergy that is transforming workplace design across the continent.
The CBRE Design Collective is a globally recognised and locally respected design community of over 550 designers, architects and engineers in 19 country hubs, strengthened by the expertise and services across CBRE, the world’s largest real estate services and investment company. On the ground in Africa for over 20 years, the Profica team now forms the African component of the CBRE Design Collective, working closely with the EMEA hub in Madrid.
Profica director Richard de Klerk says, “We’re excited to draw on our extensive experience in Africa as we deliver holistic solutions for clients working with the CBRE teams. We believe forward-thinking workplace design requires aligning with a client’s business goals, culture and ways of working, as well as understanding local opportunities and materials. We can leverage the amazing design talent of our combined teams and deliver on the ground, while maintaining global standards.”
Adapting global standards locally
Reyes Perez Gamarra, Global Client Lead for CBRE Design Collective, says when it comes to designing for global clients with regional needs, this collaboration and cultural understanding is critical. “For global clients looking to expand in the African region, it’s a real advantage to have the Profica team involved. Consistency, quality, and control of design are managed by CBRE. We think globally and apply best practice, but always keep the local culture in mind. Design management and design work as one team—that is the real added value.”
Working with major international clients, Profica ensures that global branding and design standards are preserved while integrating local cultural elements. “Our ability to work as part of the CBRE Design Collective to adapt and localise global design guidelines is a key strength. This approach not only meets the clients’ expectations but also resonates with the local market, making projects both contemporary and culturally relevant,” says de Klerk.
Clients benefit from a Design Centre of Excellence, with the teams applying expertise in the latest design trends and methodologies and embedding sustainable design practice in projects from the outset.
Integrated project management
Profica’s expertise in project management and principal delivery across Africa can further be integrated, providing an end-to-end service for clients. Profica teams have a deep understanding of local regulations, materials, procurement, customs and culture on a country-by-country basis. “Clients benefit from strategic alignment with a single point of contact for design and project management functions, and an agile delivery process that allows us to implement projects with the same methodology throughout a client’s portfolio,” says de Klerk. “We are further able to bring international grade materials and supply chain into African countries to seamlessly implement global requirements.”
“We’ve seen that design and project execution are best delivered as a unified and integrated solution,” adds Perez Gamarra. “We find this results in unity in project vision, accountability with a seamless process through one point of contact, as well as considerable time and cost savings. Through optimised processes, we can reduce time during the design process by as much as 25%.”
An award-winning example
A prime example of this collaborative approach is the award-winning AstraZeneca project in Casablanca, Morocco. Recently recognised in the BEST INTERIORS category at the African Property Investment (API) Awards, the project demonstrates the power of collaboration between international teams and a thoughtful approach to blending global and local influences.
In this project, CBRE Design Collective worked closely with Profica, represented by Sabrine Boudih, to create a workplace that balanced global standards with local cultural nuances. The result was an office space that not only met AstraZeneca’s global standards but also embraced Moroccan cultural elements, creating a unique and inspiring workplace. With an emphasis on sustainability and employee comfort, the design incorporates natural light, green spaces, and traditional motifs to create a harmonious and productive space.
“We had a team of international consultants both on Profica and the client side which helped us understand what we needed to get out of the project,” says Margarita Fernandez, CBRE Design Lead on the project. “It’s not about copy-pasting a design. It’s about thinking intentionally for whom and where we are designing. The space needs to feel practical and unique for the people using it. When done right, the results are not only functional but also deeply inspiring.”
“We worked closely with the Moroccan team to translate their aspirations into the space,” Sabrine Boudih adds. “The global workplace manager wanted local touches, but the local team didn’t want camels everywhere. It was about respecting the Moroccan touch but making it subtle. The storytelling behind the concept design was crucial. It wasn’t just about putting a logo on a purple wall; it was about creating a space that feels inviting and meaningful.”
The redesign introduced better space planning and flexible working spaces, aligning with modern trends in workplace design. Boudih explains, “Creating a space that was comfortable and inviting encouraged the teams to come back into the office after a long period of working from home. Having a space that caters to the evolving ways people work is very important.”
Profica’s collaboration with CBRE Design Collective shows a powerful integration of local expertise and global standards. Their joint ability to tailor solutions that meet the diverse needs of their clients, while pushing the boundaries of innovation and sustainability, is delivering impressive projects across Africa.
