Contract - January/February 2013 - (Page 103)
By Caroline Tiger
Photography by
Michael Moran
As 22squared’s lease on its Atlanta headquarters
was set to expire a few years ago, the company had a
decision to make: move or renovate. Two years prior,
the advertising agency had undergone a major
rebranding, emerging with a new name that
references its post-web 2.0 strategy. 22squared
equals 484, the number of people—the company
deduces—an average person can expect to influence
through friendship.
The agency’s innovative cross-disciplinary
business model was at odds with its previous dark
space, walled-off offices, and segregated
departments. “It was a very old-think space,” says
Richard Macri, design director at the Atlanta office
of Gensler, the design firm of the new 22squared
offices. “It was dead in feeling.”
But its location at the buzzing intersection of
14th and Peachtree Streets, with easy access to
cultural hot spots and public transportation, tipped
the scales toward staying—and handed Gensler a
meaty challenge.
Gensler’s design team shadowed the young
workforce—about 40 percent of the employees are
under 30—and noticed that they were leaving the
office to meet at Starbucks. To increase
collaboration and knowledge-sharing among
workers and departments, Gensler designed an
office that feels like a second home and encourages
random run-ins and meetings that can promote
collaboration and creativity. First, office space was
reduced from three floors to 22,500 square feet on
two, bringing everyone closer together in the
process. Within that new, more efficient footprint,
the design team eliminated most walls and replaced
many of them with glass panels to allow for
intra-agency transparency.
Executives have enclosed offices but most of
the work areas are open collaborative spaces that
sustainable
Gensler
include benching, banquettes, communal tables, and
other meeting space elements that strike a
residential chord. With 70 percent of the remaining
walls coated in a writeable finish, nearly every
square foot is a potential work surface. “Now, two
people walking down the hall can work on something
right there instead of scheduling a meeting to talk
about it,” says Macri. The WiFi-enabled workplace
allows employees to pick up and move to different
areas within minutes without involving IT or
facilities. Networked videoconferencing rooms
facilitate quick telecommunication with coworkers
desks to shelving and task chairs—to furnish
executives’ private offices. “That made a great
statement: The worker bees get all new stuff while
the executives get used stuff,” says Macri.
Flooring is primarily recycled material such as
reclaimed carpet and plastic. The wood floors were
“The project expands determinants of sustainability
by incorporating an immersive, community-driven process.
The wonderfully nuanced compilation of spaces clearly shows that
the users are delighted with the end product.” JURY
in 22squared’s Tampa, Florida office. “Teams come
together and apart effortlessly,” says Mike Grindell,
22squared’s chief administrative officer.
Transparent glass walls also allow plenty of
natural light to reach many workspaces,
contributing to the headquarters’ LEED® Gold for
Commercial Interiors certification. “Today’s
25-year-old is interested in working for a company
that does right as well as it does well,” says Grindell,
explaining why sustainability was a priority.
By reusing some nontraditional furnishings
and building materials, the new office conveys a
message that rethinking what one might consider
mundane is a sustainable strategy. In previous years,
the company had purchased furniture from Pottery
Barn and IKEA to soften the corporate space.
Gensler reused and revamped most of that, painting
a set of espresso-colored Pottery Barn stools in the
agency’s vibrant brand colors and reusing many old
workstation components—from pedestals and
reclaimed from a mid-to-late 1800s-era Atlanta
munitions depot, as well as a middle school in an
Oregon district that happens to be where 22squared
CEO Richard Ward grew up. Every day, he walks
across a floor he may have shot hoops from as a kid.
The sustainable feature Macri likes best is the
wall of undulating strips of recycled wood that
greets people at the elevator. The concept behind it
grew from the answer to a question he often asks
clients at the beginning of a project: “If your
company was a plant or a tree, which would it be?”
22squared replied immediately: During its
rebranding process and development of its
friendship model, 22squared was inspired by the
ironweed, whose interlocking root network makes it
indestructible. Gensler represented that abstractly
with this wall, from which willowy lights grow
skyward and creep across the ceiling. “It allows the
company to tell its story while they’re showing
clients around,” says Macri. Its storytelling
properties help 22squared connect with prospective
talent, new hires, and clients to a visual analogy so
compelling and shareable, it just might go viral. c
contract
Table of Contents for the Digital Edition of Contract - January/February 2013
Contract - January/February 2013
Contents
Editorial
Industry News
Product Briefs: Lighting
Product Focus: Bonaire and Buxom
Designer of the Year
Legend Award
34th annual interiors awards
Large Office
Small Office
Hotel
Restaurant
Healthcare
Education
Public Space
Showroom
Entertainment
Sustainable
Adaptive Reuse
Retail
Student
Designers Select: Tables and Desks
Sources
Ad Index
Public Interest Design
Perspective: Michael Graves on the Lost Art of Drawing
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