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Not only are there no offices, but there are no workstations either in this commercial fitout for Australia's largest communications company.
With increasing demand for tangible measures of difference in the competitor market, organisations are realising that workplace design is vital to presenting a unified brand message.
The brand image is a unique expression of the corporations energy, commitment and personality profile.
This was certainly the case when George Patterson decided to move back into the heart of the Sydney city CBD away from North Sydney.
WHO teamed with interior designer Marc Marin and Bovis Lend Lease to create and implement the relocation and transformation.
GP's brief was clear and simple -- "find a solution that signals significant evolution ie a major step forward "
WHO has created a space that is powerful, interactive, creative and youthful.
Technology advances have played a big part in freeing up the staff to create as they move around eg wireless telephones. The concept of everyone sitting on one long table highlights the depth of commitment for "cultural change" accepted by GP senior management.
Creativity is at the heart of the advertising industry and the design solutions provided a highly dynamic and creative envirornment to stimulate the creative juices in GP.
Organisations use a variety of design elements to convey corporate messages – mission statements, logos and corporate brochures are often considered essential elements to the communications mix . . . And then there's the building. Building design is vital to present a unified brand message and corporate image – it is also increasingly being used to express an organisation's energy and personality. Corporations, particularly within the communications sector, are embracing this trend, highlighted most recently through the fitout for Australia's largest communications company, George Patterson Bates.
Like an increasing number of Australian corporations, George Patterson Bates continues to recognise the importance and value of their personality and brand, and are dedicated to servicing, maintaining and most importantly, reinvigorating these valuable assets.
Patts' latest move, back to the CBD at 35 Clarence Street, signifies their continuing development in the provision of leading-edge communication, through a refreshing design approach to the ‘officeless' office.
The brief by Patts was clear – to find a solution that signalled significant evolution, a major step forward. To create a space that's dynamic, interactive, creative and youthful; modern, up beat, leading edge, funky, and savvy professionalism. The result – delivered in less than six months – included a Japanese-inspired brainstorming room, chill out spaces, six cafes, a gym, and dramatic white interiors linked by a giant ‘lava lamp' staircase.
The new design ‘pushes the boundaries' of the modern workplace, traditional offices and cubicles (including those for senior management) are replaced by long workbenches. The dramatic workplace design also includes lounging window seats throughout each floor of the 5,400 square metre office.
"The critical success factor was understanding and interpreting the brief, transforming it from ideas about ‘the look' into actual, functional space that communicated the personality, profile and brand image of Patts," said Graeme Hadenham, WHO. "Providing a powerful but clean and simple solution formed the strategy in promoting these less tangible assets.
"Self expression is becoming increasingly important is all aspects of lifestyle. It follows that in the business environment team members and potential clients will be attracted to personalities that they believe complement their own goals and objectives. Interior architecture is an excellent tool for turning the image of an organisation into a tangible working asset. Since most people rely on their visual and kinaesthetic senses to process information, so interior architecture is effective in communicating the personality profile of an organisation – which in today's highly competitive market is often a key differentiator and therefore an important business tool."
The latest technology is integrated into the design, wireless telephones and state-of-the-art computer hardware allows team members to move around freely, gathering to work as it suits their need and mood. Add to that white leather, highly polished flooring and massive video banks, and the result is a lively environment that truly reflects the culture and spontaneous creativity that emerges at George Patterson Bates.
"The real success of this design has come from the enthusiasm by all staff to embrace the new design and work with it," said Elliot. "It was all about blurring the edges between traditional workplace and leisure environments to capture the power and the passion that is George Patterson Bates."
In the new premises, client meetings are held on separate floors to the workpoints and the lift may only be used when travelling more than two floors, to encourage people to move around. The glass-encased suspended staircase connecting these spaces is both a key design element and a centrepiece to help build a sense of community among employees as they activate the workplace.
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