The company plant of Umicore is a city in itself but lacks structural cohesion and coherence. Conix Architects developed a strategy which creates a new and more accessible identity for the company. The strengths and weaknesses of the terrain were determined. Based on this, Conix Architects drew up a master plan. Multiple spatial changes are made: adding a compact tower building with offices, screens, green areas, billboards, signage and route descriptions and the renovation of a number of important industrial buildings. The new office building is the eye-catcher, encapsulating and generating the company’s new identity. It is unrestrained in design in contrast to the monotonous and randomly selected surroundings. The design draws one’s attention, in an emotional response, counter to the existing rational background. The powerful look and feel creates an innovative image, thus modernizing the company. Umicore is ready to face the 21st century as a dynamic and innovating company.