Global Design

Posted on August 2, 2024May 20, 2025 by damien

Global Design

the era of customization by Parella

August 2, 2024

"Our mission: to reveal and distill the extra soul emanating from your brand, your DNA and your corporate culture in your living and working spaces."

Our global approach enables us to support brands in the deployment of their identity throughout their real estate project.

Photo of Thibault Poirier

At Samsung

Nicolas Flachot

Global Design Director

The creation of a multi-crea

In March 2023, Parella will regroup its creative teams and create the "Global Design" division.

A strategic ambition to respond to the evolution of its market. Increasingly involved in real estate projects, CEOs, HR Directors and Transformation Directors need to tell the story of their brand, their culture, and embody it within their new spaces.Companies are now looking for much more than functional, efficient workspaces.

Driven by Parella's raison d'être, "more than offices...", Global Design imagines ultra-personalized living spaces where people work. Their all-encompassing approach enables them to support brands in the deployment of their identity throughout their real estate projects.

Comprising a multidisciplinary team, the Global Design division brings together 22 talents:

Architectes Dplg . Interior designers . Space-planners . Decorators . Graphic designers . Visual artists . Object Designers . Motion Designers . Sound Designers . Filmmakers . Web & App Designers . Web Developers...

the genesis of Global Design at Parella

For several years now, companies have been going through a period of profound transformation. This transformation began before the Covid pandemic, was exacerbated during the pandemic and then accelerated sharply afterwards.

Companies must respond to new questions and new societal challenges, such as their social and environmental responsibilities, the return to the office, the workplace experience, the meaning given to each individual in the exercise of their professional activity, the hybridization of work, flex-office, their differentiation...

More than ever, companies need to assert their identity, their raison d'être, and make their offices a new attractive land where it's a pleasure to come, to exchange and to collaborate. The office must embody the company and support the identity, personality and expression of the brand and its products. The company headquarters naturally becomes an additional communication medium. Brands become firmly anchored in living and working spaces.We strongly believe in the power of place, and one of our jobs is to make it a showcase for the brand.

To better respond to this challenge, we decided to bring together Parella's creative teams who were already working on the conception (Design) and personalization (Image & Style) of spaces, in order to offer our customers a unique and comprehensive approach, from the outset and throughout all phases of their real estate project. We work on everything from storytelling and branding to communication media and, of course, the architecture and personalization of spaces.

The Global Design approach

It enables us to imagine, design, create and tell the story of ultra-personalized places that are totally in line with our customers' brands. Our other asset, when it comes to informing and engaging our customers' employees, is our ability to produce all kinds of communication media, for internal and external use, such as podcasts, videos, newsletters, websites, welcome booklets... all in total harmony with our customers' identities.

Offices: a place to live, a place to work

Since the advent of hybrid working and the widespread adoption of telecommuting, people no longer come to the office simply to work; it must become a landmark, an anchor, and an opportunity to socialize more.

Premises must encourage encounters, exchanges and creativity, facilitate collaboration, reinforce a sense of belonging and pride, and provide well-being for its residents.It's a place to come together, to feel part of a meaningful collective adventure... it becomes a place to live, much more than a simple work tool.

from standard to customized

Our first job is to understand the brands we work for, and then to translate their identities within the spaces. Singularity is one of our core values. Our ambition is to tell stories, to create unique, made-to-measure universes and ambiences, with an artisanal and artistic approach.

We pay particular attention to the selection of decorative objects. Some are found at antique fairs, while others are specifically created by artists or craftsmen.

For the Rémy Cointreau Group headquarters, for example, we combined objects from the heritage of the Group's brands with decorative items. The Remy Cointreau Foundation completed the personalization of the premises with a selection of works by artisans it represents.

For Groupe Rocher, we found hundreds of second-hand objects to meet the company's CSR requirements, had a 2.50 m-high custom-made sea beacon modeled and manufactured, and created recycled wood huts for each of the village squares (informal spaces 80 to 100m long).

The impact of Global Design on employer branding

There is indeed an employer brand issue at stake. In fact, the figures from our latest barometer on the evolution of work modes and spaces confirm this: 75% of employees working in offices believe that the premises contribute to their desire to stay with the company, and for 71%, they are an important or decisive criterion for choosing their future company.

If a company wants its employees to identify with its brand and feel committed to it, they need to be immersed in its corporate culture, its products, its colors, every time they come to the office.

Space is also a competitive advantage for 56% of company managers.

In addition to employees, we also need to think about visitors, suppliers, partners and customers.It's all about the overall storytelling of the brand.

We help companies to make their employees' daily lives more pleasant, to attract talent and retain their best people.

This requires listening to the customer

Undoubtedly, yes. This requires a genuine ability to listen to the customer on the one hand, and time on the other. It's essential to understand the customer, its history, its brand, its culture, its identity, its products, but also its ambitions and projects.

We strive to co-construct with our customers, as systematically as possible in a collaborative and participative approach with managers and employees alike.

Whenever possible, we take the time to immerse ourselves in the customer's world. For example, we went to La Gacilly for Groupe Rocher, and spent time at the various addresses of Groupe Rémy Cointreau before embarking on the design of the spaces.

Offices for your talents

Posted on July 31, 2024May 19, 2025 by charlotte

offices for your talents

A LEVER FOR RECRUITMENT AND RETENTION

July 31, 2024

Recruiting and retaining talent are key HR challenges.

The job market is tight, and talent is demanding.
They have a choice, and their expectations are changing. All talent management processes generate significant costs for companies.

Provalliance project by Parella

Recruitment, training, integration...

What levers can companies use to face up to this challenge?

75%

of employees say that the layout of their work space plays a key role in their desire to stay with the company.

58%

of employees consider a company's premises to be an important criterion when choosing a job. (Barometer Parella Group x CSA 2022).

A solution for every situation

At Rémy Cointreau, the new head office has been designed to facilitate the introduction of new ways of working. The project was co-constructed with employees. We set up various participative workshops for each stage of the project: study of specific needs, design of the plans, drafting of the life rules charter.

Offices as a performance driver

Offices are a performance driver when they meet business needs. Indeed, when workspaces are designed with business uses in mind, they meet the needs of employees. Hence the importance of dimensioning spaces and their equipment at the design stage: number of workstations, types of seating (high, low, armchairs, benches), standing tables, meeting rooms of different sizes...

In the age of telecommuting, corporate offices are first and foremost a place for socializing. They are the foundation of collaboration and collective intelligence. Thus, meeting rooms equipped for hybrid exchange between present and remote employees, and brainstorming rooms designed to encourage creativity and collaboration, have become essential.

The right size of office space and the degree of partitioning are also key performance drivers. It provides good working conditions and encourages serendipity.

Interview Business Immo

Posted on June 12, 2024May 19, 2025 by Sixtine Epitalon

Interview Business Immo

June 12, 2024

"We are not subject to real estate market cycles.

Parella has positioned the end-user at the heart of its business model.

Through its three divisions - Real Estate Services, Workspace and People & Transformation - the 200-strong company intends to pursue its international expansion over the coming years.

Michael Kaplan and Olivier Neuman, two of the company's partners, shed some light on the subject.

Olivier Neuman

Associate

Michael Kaplan

Associate

"This positioning enables us to address most corporate real estate issues without any conflict of interest. Today, 70% of our customers are tenants, while the remaining 30% are owner-users. Over the years, we have built up our expertise in three main areas.

Michael Kaplan, Partner

What is Parella's current position?

Michael Kaplan /

First of all, we're celebrating our 15th anniversary this year, which is no mean feat. Since our creation, we have remained true to our credo: to advise only the end-user. This is what all our associates have in common. Even though we come from a variety of backgrounds (architect, broker, management consultant, ex-lawyer, etc.), what we have in common is that we have all worked for international brokers, and that in the end, we have chosen our camp - that of the end-user.

This positioning enables us to support most corporate real estate issues without any conflict of interest. Today, 70% of our customers are tenants, while the remaining 30% are owner-users. Over the years, we have built up our expertise around three main "universes of expertise".

Olivier Neuman /

To provide real added value to a real estate project, we need to have a 360° vision, so that our multi-disciplinary teams can work together. This is our top priority.

Could you explain these 3 "business worlds" to us?

Michael Kaplan /

There's the Real Estate Services division, which covers not only real estate appraisal, but also real estate strategy and assistance with property searches and transactions: taking on leases, renegotiating leases, selling and buying real estate assets, CPI, Vefa, Befa.

Olivier Neuman /

In 2023, this real estate consultancy division had its best year since our creation! In the Île-de-France region, we are close to 80,000 sq.m. of space transacted by our end-user customers.

While the macroeconomic context is not favorable...

Olivier Neuman /

We are not subject to real estate market cycles. Whether they are growing or not, our customers are always faced with real estate choices and challenges: renegotiating a lease, relocating, downsizing or upsizing, buying a site, selling it, upgrading technical equipment, adopting new ways of working... Parella Group provides solutions to a wide variety of issues.

Michael Kaplan /

Our business is not subject to the dynamics of any particular real estate sub-market. Whether our customers position themselves in La Défense or the center of Paris, it makes no difference to our teams, who are not geographically sectorized and do not engage in rental marketing.

Rising interest rates, which have a major impact on investment volumes, do not affect us, as we do not engage in capital marketing. On the other hand, as Olivier says, our end-user customers always have issues to deal with, such as lease expiry dates drawing nearer, changes in headcount that have an upward or downward impact on floor space requirements, and discussions on the sharing of individual workstations, etc.

What are your customers' expectations today?

Olivier Neuman /

Most of our customers are redefining their post-Covid real estate strategy to take account of the impact of teleworking. In particular, they are looking at the right mix of flex office options to be implemented, the steps to be taken to strengthen collaboration and cohesion within their teams, the impact of digital technology on physical and digital workspaces, and their location and attractiveness.

Overall, they are therefore moving towards a reduction in floor space for the same number of employees. The creation of collaborative spaces is another strong trend. It's a case-by-case approach. We're very agile.

What are your other two "universes"?

Michael Kaplan /

There's the Workspace division, in which you'll find an interior design studio, a technical design office for all trades, which we've beefed up enormously in recent years, and a project management team for construction and interior design projects. This division is often involved in the continuity of a project in the real estate division, but also in stand-alone assignments. Mainly for offices, but increasingly for retail and hotel-restaurant projects.

We also act as project manager, as in the case of Total Energies' The Link tower in La Défense, or as prime contractor or general contractor for design & build, as in the case of Samsung's new headquarters in Saint-Ouen.

The People & Transformation team is made up of consultants from management consultancies and the transformation departments of major groups.

In a context where projects are increasingly focused on people and collective action, this team supports change, facilitates social dialogue and deploys original, high-impact communication tools. Listening, co-creation, communication, onboarding, gamification, training and coaching hold no secrets for them.

How much of your business comes from the Paris region?

Michael Kaplan /

In France, we generate 70% of our business in the Île-de-France region and 30% in the rest of the country. The proportion of regional business is growing steadily. Internationally, around ten years ago we created a global network with partners sharing the same 100% user-dedicated positioning: Exis Global.

Since 2019, with the support of our financial partner (the Qualium Investissement investment fund), we have bought out a number of our European partners. As a result, we now have our own offices in Madrid, Milan, Berlin, Luxembourg, the Netherlands, London and Brussels.

How does Publicis' leasehold interest in Gecina's Mondo illustrate your business model?

Michael Kaplan /

Publicis was looking for a consultancy that was both expert and objective, able to mobilize in a short space of time and implement its recommendations.

Olivier Neuman /

Publicis' strategic thinking had already begun before we started working together. The company was planning to consolidate several sites and was looking for a new building adapted to the deployment of new ways of working; a building that would be more central and more in line with its environmental strategy. We helped Publicis with a multi-dimensional analysis of different buildings, scenario modeling and negotiations.

For Mondo, in the 17th arrondissement of Paris, we carried out spatial and technical analyses, studied the overall cost of the operation and negotiated all the rental conditions with Gecina. Today, we are continuing to work with Publicis on the Mondo development.

What are Parella Group's objectives for the coming years?

Michael Kaplan /

We want to continue our internationalization - which means strengthening our range of businesses in certain countries. We want to bring new associates on board. We want to continue to grow while remaining agile, listening to our customers' expectations and challenges, because that's the key to our business.

© Business Immo for the writing of the article.

THE UNYCK HOUSE

Posted on May 24, 2024May 19, 2025 by Sixtine Epitalon

THE UNYCK HOUSE

New home for top executives

May 24, 2024

A few weeks ago, Maison Unyck opened its doors on rue du Faubourg Saint-Honoré to welcome its community of leaders.

On the 8th floor, with views over the rooftops of Paris, these spaces invite you to let go and get inspired.

"Managers, never alone again".

Living spaces imagined, designed and built by Parella to embody the Unyck promise: "Managers, never alone again".

When you walk through the doors of Maison Unyck, you might think you were in an apartment. Yet this is where the most beautiful transformations take place. Because Unyck is not a traditional consulting firm, the company wanted to mark this break with the past in its premises.

In order to offer an environment conducive to exchange and confidence, the layout has been designed to make customers feel at home.

To achieve this, Unyck has adopted the codes of "as at home". No offices as we know them, but an apartment rich in warm, antique objects.

A dining table where we can discuss the most strategic subjects over tea, a library where everyone can help themselves, becoming a player in the place... Proximity is the key word. Customers feel at home at Unyck.

Conclusion

Creating the right conditions for successful support requires a place where change can take place. The Maison Unyck was designed with this in mind.

Active Design

Posted on May 6, 2024May 19, 2025 by Sixtine Epitalon

Active Design

Environment, health or pleasure : how does active design engage employees?

May 6, 2024

In the run-up to the Olympic Games, some of our customers are wondering about the benefits of Active Design in their workspaces, a method that encourages people to act naturally.

While this practice has been commonplace on our streets for some years now, as a way of combating sedentary lifestyles, it is now taking root on the premises of some companies.

Can it, beyond mobility, move the lines and instill new, more virtuous practices?

For the environment, health or just for fun, how can premises help to carry the environmental commitments, QWL or values of organizations, while taking care of their employees?

Eric Vermande, Image and Style Director and Diane Mendes, People & Transformation Manager, took an interest in the subject.

Éric Vermande

Image & Style Director

Diane Mendes

People & Transformation Manager

Active Design, the path to new uses (at full speed)

Who hasn't preferred to climb the stairs in the metro rather than take the escalator, seduced by a playful, colorful or interactive challenge? These messages of calories burned, rewarding or educational, even if they make us smile, urge us to act.

Active Design will be able to accompany companies' key messages on a day-to-day basis. It can help all organizations in their practices. CSR implementation, for example. Active Design can help in this direction.

Beyond this, we can imagine pathways contributing to well-being (QCVT), instilling values (employer branding), or new ways of working (flex-office). Active Design is really about the natural adoption of practices whatever they may be.

To combat sedentary lifestyles, Active Design has mainly developed around solutions encouraging sport. However, although athletics tracks are appearing in corridors, their role is to create routes, designed to activate employees in a natural way.

However, the aim is not to get them to run around in suits and arrive at meetings with wet shirts. Physical activity is one of the levers, but not the only one. Brain activity is just as important.

Induce to act, from path to experience, everything has to be created

The notion of a journey is important to create an experience and initiate new habits.

This journey must be self-supporting and desirable.

Every user must be able to use it at any time of day, without explanation.

Everything is done to induce and create an incentive environment that will become part of everyday life. The message is positive, educational, consistent with values and rewarding for those who follow it.

Create a new playground where employees can play together

We start with values and semantics. We move away from calorie counting to play with employees, projecting them into a dynamic.

Graphic design is a real lever : explicit or implicit, it creates flows. Paths with active and directional phases... Beyond physical exertion, the important thing is to encourage contact with as many people as possible.

Posters, signage, frescoes, hijacking of objects, all avenues can be explored: following a blue thread that guides towards activities, for example. Or the misappropriation of objects, where you don't see the same message depending on how you're positioned (sitting, standing), to encourage open-mindedness.
It's also important to work on branding to create a sense of belonging.

While the use of color helps to create a desire for discovery, the ideal is to create itineraries that integrate naturally into the space.

Induce a perennial positioning as well as a more ephemeral perception of events.

Steps to long-term commitment

A habit is created after 21 days. In addition, studies carried out by cities show the importance of thinking in terms of evolutionary paths, to avoid abandoning the practice once the discovery phase is over.

- Step 1: Understanding the objectives and challenges. The first step is to identify the objectives. You don't do active design for active design's sake. Are we creating one or more pathways? Are we going to act on CSR, values, QWL?

- Step 2: Analysis of uses and employee needs. We need to adapt to the audience and the corporate culture in order to raise awareness as effectively as possible.

This requires an understanding of what affects them. In the same way as for an employee journey, we're going to look at habits. As experts in space planning, the Parella Group teams analyze the sequencing of the day, needs and movements. This enables us to create active, directional phases. It's important to think things through carefully, to avoid over-solicitation, which would be counter-productive.

But also perhaps to identify those uses which could be diverted, and to give meaning to them, by involving employees in dynamic, unifying and playful workshops.

- Step 3: Phase of use and evolution. Experimentation could be a first step to understanding the maturity peak and seeing how employees react.

Depending on the challenges and needs detected, managerial support will enable employees to allow themselves more playful moments. The course can also be punctuated with activities (sports coaching, for example).

It is also possible to bring the courses to life in line with important events for the company.

We can also imagine a change of color for Breast Cancer Week. Or a launch with the Olympic Games.

Scalable for lasting change

It must be easy and inexpensive to set up and take down courses, so as to be able to offer new experiences that adapt to the different maturity levels of users.

Relying on change management specialists enables us to create evolving courses that anchor change in the corporate world over the long term.

La Bonne Bulle® (The Good Bubble)

Posted on April 17, 2024May 7, 2025 by Sixtine Epitalon

La Bonne Bulle® (The Good Bubble)

a game for flexible workspaces

April 17, 2024

Playing music or taking a call at your workstation in a shared space: acceptable or not?

Beware: the melody of hybrid workspaces is not always the melody of happiness.

What if all it took was to co-construct and define, together, the rules of life in your workspaces?

La Bonne Bulle® session

Parella

Matthis Petrovick

Expert Parella Valuation

Discover "La Bonne Bulle®", a game designed and developed by Parella to provide companies with a playful way of learning about flexible workspaces and building new rules for living in them.

Gamification is a powerful lever for transformation. Co-constructing one's own rules of life in the workspace in a playful way with one's colleagues ensures a much greater sense of ownership.

"La Bonne Bulle" is a workshop offered as part of the Parella Academy® training catalog.

Discover the page dedicated to the game in the first edition of our Office Paper.

Real estate trends 2024

Posted on April 11, 2024May 7, 2025 by damien

Real estate trends 2024

What companies need to anticipate

April 11, 2024

The commercial real estate market is undergoing radical change. Between changing working patterns, environmental demands and economic fluctuations, companies need to adapt to stay competitive. Here are the main trends to watch in 2024.

Flexibility is the watchword

The traditional model of long-term leases is gradually giving way to more adaptable solutions, such as flexible leases, coworking spaces and flex office. Companies are looking for solutions that enable them to adjust their floor space in line with their growth and the needs of their employees. This flexibility is accompanied by an increase in demand for shorter contracts and shared services, offering companies greater flexibility.

Sustainable real estate and the impact of telecommuting

With the French Climate and Resilience Act and carbon neutrality objectives, companies must integrate ecological criteria into their real estate strategy. Certified buildings (HQE, BREEAM, LEED) and eco-responsible developments are becoming a must. The optimization of energy consumption, the use of sustainable materials and green technologies are now key factors in the valuation of real estate assets.

The spread of telecommuting is prompting companies to rethink the design of their workspaces. Offices need to be more collaborative, modular and focused on employee well-being. Demand for coworking spaces and third places is exploding, offering an alternative to traditional offices. The new design solutions incorporate relaxation areas, green spaces and facilities to promote creativity and employee well-being.

Rising costs and their impact on decision-making

With rising interest rates and inflation, companies need to optimize their real estate strategy to cut costs. Renegotiating leases and optimizing floor space are becoming strategic levers. What's more, companies are turning to hybrid solutions, combining physical presence and remote working, to keep their fixed costs under control.

How to negotiate a commercial lease in 2024?

Posted on April 10, 2024May 7, 2025 by damien

negotiate your lease

How to negotiate a commercial lease in 2024?

April 10, 2024

In an economic context marked by rising interest rates, changing work patterns and new business expectations, negotiating a commercial lease is becoming a strategic challenge. In 2024, companies must anticipate these changes to obtain more flexible and advantageous conditions. Here are the key points to bear in mind.

Greater flexibility in commercial leases

The traditional 3/6/9 lease model is increasingly being called into question. Companies are looking for solutions adapted to their activity and to economic uncertainty. Negotiations must incorporate a number of levers, such as lease duration and termination conditions, adaptability of space, or shared offices.

Needs fluctuate more rapidly than ever before, and so shorter leases, early exit clauses, the possibility of extending surface areas or coworking offices are emerging options that facilitate not only the rapid growth of companies and the consequent impact on their offices, but also unforeseen events that reduce budgets.

But it's also important to keep a close eye on rent review conditions, and on less visible factors such as building energy performance, to avoid unpleasant surprises.

Securing your commercial lease: essential clauses and new obligations to anticipate

A good negotiation is based on a careful analysis of the contract. Certain points are essential to prevent exorbitant hidden costs, whether due to excessive rent increases, charges that should fall to the lessor, or renovations to bring the property up to standard. It is therefore essential to analyze the rent and its indexation, as well as the breakdown of charges, works and maintenance obligations.

With regulatory changes, companies need to pay close attention to environmental and contractual obligations:
-The Climate and Resilience Act: check that the building complies with new energy standards and that the lessor is committed to environmental improvements.
-Green Lease: Certain clauses impose commitments in terms of energy management and sustainable development.
-Compliance with new safety and accessibility standards: Check obligations relating to public access and health regulations.

Effective negotiation: best practices

To optimize your commercial lease, it's essential to prepare the discussion with the lessor - by conducting a market study to compare to compare competing offers and determine whether the proposed conditions are advantageous, by anticipating future needs and thus foreseeing the company's evolution and ensuring that the lease will be able to meet them. It's also a good idea to enlist the help of an expert: a legal advisor or real estate specialist can provide a strategic perspective and identify any areas of concern.

How does well-being at work boost productivity and talent retention?

Posted on April 5, 2024May 7, 2025 by charlotte

well-being at work?

How does well-being at work boost productivity and talent retention?

April 5, 2024

In a world where innovation and competitiveness are essential, well-being at work should not be a mere option.

We have made it a priority, convinced that a healthy and fulfilling environment is the key to a successful and sustainable company. We firmly believe that a happy employee is a committed employee.

Well-being boosts motivation and productivity

Well-being at work is not just about stress reduction or flexible working hours. It's a global commitment to providing our employees with an environment where they feel good, listened to and valued. A caring environment reduces absenteeism and prevents burnout. Fulfilled employees are naturally more involved and committed. This translates into communicative energy, better quality of work and greater capacity for innovation. A climate of trust and respect fosters harmonious working relationships and fluid collaboration, essential for moving forward together.

Retaining talent through personal development

Attracting top talent is great. Keeping them over the long term is even better. We are convinced that a happy employee is a loyal employee. A stimulating, well-balanced working environment enables everyone to flourish and look to the future with confidence. The opportunity to develop professionally, acquire new skills and maintain a good work-life balance all contribute to this fulfillment.

Investing in the well-being of our teams is not just a question of goodwill, it's a genuine corporate strategy. By cultivating a positive dynamic, we strengthen our performance and our collective success.

Global Design

the era of customization by Parella

The Global Design approach

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offices for your talents

A LEVER FOR RECRUITMENT AND RETENTION

Recruitment, training, integration...

A solution for every situation

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Interview Business Immo

Interview Business Immo

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THE UNYCK HOUSE

New home for top executives

Conclusion

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Active Design

Environment, health or pleasure : how does active design engage employees?

Scalable for lasting change

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La Bonne Bulle® (The Good Bubble)

a game for flexible workspaces

You may also like...

Real estate trends 2024

What companies need to anticipate

You may also like...

negotiate your lease

How to negotiate a commercial lease in 2024?

You may also like...

well-being at work?

How does well-being at work boost productivity and talent retention?

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More than offices...

Address

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