MAGIC Architects

The challenge:

In 2018, Christophe Sechehaye managed a small team of architects in Namur.

In a competitive market, the founder and his team were increasingly frustrated by the generic housing projects ordered by their customers that offered very little space for creativity. The mission we were entrusted was to uncover what lies at the heart of their architectural ethos, to more effectively attract customers eager to design and build unusual projects fully aligned with their identity, expertise, and excellence.

What transpired:

By modelling what this group of architects truly excels at, we came to the realization that their most meaningful realizations all bear the same characteristic: the completed space is always hidden or closed off from the outside. The true nature, character and atmosphere of the architectural project is only fully revealed when one enters the space itself.

What transpired is that from a young age, the founder has always been fascinated by magicians and illusionists. Their techniques, such as diverting people’s attention, playing with light, creating a discovery process and theatrical effects are all integral to how their architectural projects are conceived and brought to life. Their excellence lies in staging experiences that amaze and surprise by harnessing the art and skills of the illusionist.

The result:

By revealing this unconscious facet of their identity, Sechehaye Architects rebranded as MAGIC architects. This group of talented young architects now stands out in the market thanks to a unique positioning that attracts clients eager to develop highly distinctive architectural projects, in perfect resonance with what MAGIC architects is so skilled at delivering.