- Article by Online Editor
- Photography by Nicole England
- Designer HASSELL
The new Sydney office for advertising and marketing agency Clemenger BBDO facilitates a culture of inclusiveness, stimulates knowledge sharing and inspires creative thinking. The new workplace presented the opportunity to develop a concept that enables the business to evolve, foster its staff and attract new clients.
The design approach adapts a hybrid of two relatively individual design attitudes. Raw and industrial concepts were applied to the architecture to reflect Clemenger BBDO’s desire to convey a workshop-like space. Combined with this was an honest approach to interior detailing, articulating the firm’s reputation for integrity and attention to detail.
Fundamental to the design was to also establish an open-plan environment that responds to the needs and aspirations of the business. The key areas of investigation that were critical to the interior strategy were the dialogue between the ‘workspace’ and the ‘perimeter’.
The existing cellular arrangement of enclosed offices inhibited the exchange of knowledge between creative teams and the wider organisation. With this in mind, the planes that constitute the physical office space – walls, floor, ceiling, and work surfaces – were reconstructed as new devices, to facilitate collaboration and stimulate ideation.
Built space architecture was intentionally displaced away from the building perimeter to encourage natural light penetration and promote a healthy work environment. A diversity of informal settings were activated around the perimeter to cater for a variety of work styles and personalities.
The solution creates a mix of quiet spaces, shared work points and informal meeting areas throughout the workspace. Clean lines represent clarity of an idea, while an industrial aesthetic reinforces a hands-on approach to work.