Clemenger BBDO’s new headquarters falls in line with the agency’s goals. The project was awarded to architecture firm HASSELL at the 2013 INSIDE World Festival of Interiors, which took place in Singapore last October along with the World Architecture Festival.
Clemenger BBDO places a strong focus on creativity, and its new 750 square metre Sydney office stimulates knowledge sharing, aims to promote a culture of inclusiveness, and inspires creative thinking.
“It is a workplace that enables the business to operate at its best, by drawing on diversity to stimulate innovation and new ways of working,” the architects said.
HASSELL added that the project presented an opportunity to develop a concept that enables the business to evolve while fostering its staff and attracts new clients.
“The design approach adapts a hybrid of two relatively individual design attitudes. Raw and industrial warehouse concepts applied to the architecture reflect the company’s wish to convey a workshop-like space. Combined with this is well-crafted interior detailing, articulating Clemenger BBDO’s reputation for integrity, attention to detail and precision of ideas,” the firm said.
The floor plan is an open environment that responds to the company’s needs and aspirations. Both the flexibility of the office and the connectivity between the interior spaces were fundamental to the design.
HASSELL found it necessary to work with the relationship between the ‘workspace’ itself and the 'perimeter’ of the office.
While the previous cellular arrangement of tightly-packed separate offices used to make the exchange of knowledge between creative teams and the wider organisation more difficult, the new interiors were designed to facilitate collaboration and sharing between the different areas and to stimulate the development of innovative ideas.
Built space was intentionally placed in the centre of the floor area and away from the building's edge to allow natural light to flow into the workspace and promote a healthy work environment.
“A diversity of informal settings, at various heights, activates the perimeter catering for different work styles and personalities,” the architects said.
The result was a workplace comprising a mix of quiet spaces, shared work points and informal meeting areas, where the industrial aesthetic reinforces “a hands-on approach to work.”
The project was the winner in the Office category of the 2013 INSIDE Awards, along with three other Australian projects that were recognised in other categories.
The Auckland Art Gallery Toi o Tāmaki (NZ) by Francis-Jones Morehen Thorp fjmt + Archimedia placed first in the Culture category; Parkroyal on Pickering (Singapore) by WOHA took home top honours in the Hotel category; and the Sydney Cruise Terminal by Johnson Pilton Walker Architects received a High Commendation in the Transport category.