A New Identity for the Future
We are excited to announce that Design Partnership Australia has rebranded and is now known as COOOP! As we continue our international expansion, this new focus represents our commitment to innovation and forward-thinking design.
A Legacy of Excellence
With a rich history in South Africa and a strong reputation within the architectural and design community, Design Partnership has always been at the forefront of creativity and expertise. Founded in 1997, the firm expanded its footprint to Australia in 2016, and by 2023, our portfolio included notable projects across Australia and Dubai. However, with this growth came the realization that it was time for a fresh identity—one that would capture our evolving vision and aspirations.
Why COOOP?
As we opened our new office in Dubai, we knew it was essential not to repeat the same challenges we faced when entering the Australian market. We needed a name that resonated globally, stood out in the digital age, and reflected our collaborative spirit. In an exclusive interview, Callie van der Merwe, the visionary behind this transformation, explained the rationale: "We wanted a name that cuts through the clutter, something distinct that could not be confused with any other design company."
Embracing the Future.
Now headquartered in Sydney, Australia, the COOOP team is infused with fresh energy and a renewed sense of purpose. "It’s like the artist formerly known as Prince," Van der Merwe quipped, emphasizing the departure from our previous identity. The name Design Partnership, while significant, consisted of two generic terms that didn’t perform well in the modern, SEO-driven world.
A Unique and Strategic Identity.
"There are dozens of Design Partnerships worldwide, with five derivatives in Australia alone," Van der Merwe explained. This made it difficult to establish the same level of recognition and impact that Design Partnership South Africa achieved and is still achieving. With COOOP, we’ve created a unique identity that captures our innovative approach and distinguishes us in the global market.
Our Strategic Vision.
At COOOP, we apply human behavioural insights to design and curate highly successful social spaces within the built environment. Our strategic design approaches Design-for-Behaviour and EnviroHacking remain at the core of our work. "We wanted a name that reflected our desire to collaborate and co-create with others. Hence, CO-OP became COOOP," Van der Merwe added.
The official launch of COOOP represents an amalgamation of companies, including Design Partnership Australia, Archi-tex and EA Consulting Pvt Ltd. Together with Dubai Managing partner Marcus Wilkins, the expansion into this territory also afforded Australian senior associates Roberto Zambri and Calvin Janse van Vuuren to step in as decision makers and partners.Â
We invite you to be a part of our exciting new chapter.
Follow us on Instagram, LinkedIn, Facebook, and YouTube, explore our website, and see how COOOP is redefining the future of design.
COOOP.Co | Visit: www.cooop.co
Mail us at info@cooop.co for more information or to work and collaborate with us.
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