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The relocation project for Sydney research firm Inside Story represents a dynamic example of how interior architecture can be powerful in communicating the core essence and market positioning of a client's business, while using human, individual qualities, rather than showroom aesthetics, per se.
The core essence of the brief for Arii Smits + Associates by client Inside Story required the development of an environment that provided an optimum platform for sound commercial decision making, while strongly endorsing "outside the square" input and solutions, by both staff and clients.
Smits out to interpret the client's highly cooperative team-oriented work culture, investment in human relationships, and need for a high degree of discipline, as key to the success of the new environment.
These values are strongly led by Liane Ringham CEO, Inside Story, throughout the business. The accommodation therefore needed to become a coherent component of these values.
Since client groups include Qantas, CBA and Telstra, a very dynamic workplace needed to be created - one that was clearly one step ahead of the client's work environment. Inside Story provides leading edge research and knowledge management expertise and practices a highly contemporary work culture. As a result, the client requested "ultra modern designs", while wanting to endorse the relationships between staff and clients, and between staff members.
The new accommodation site is Pinnacle House in CBD Sydney - an imposing late Victorian warehouse, with considerable historic significance for the early works of architects Sheering and Hennessey - a firm which contributed much to the character of Victorian and Edwardian Sydney. The building has scientific significance as one of only about 6 Victorian warehouses which survived with a structural system using cast iron columns, and its aesthetic significance is therefore often seen as a fine example of the Victorian Free Classical style. The site also housed Australian landmark companies such as Gordon & Gotch and Mauri Bros & Thompson, for which the building served as principal offices.
So while leading, contemporary design aspects and individual, human elements were major considerations, the Heritage Building had to be treated with respect and integrity. At the same time, it was critical to avoid "red tape", for project management expediency.
Arii Smits + Associates and the client decided early on that the individual, human element depended on high comfort qualities for both staff and clients. This is because the research industry cannot be bound to standard working hours, with considerable research, analysis and briefings taking place in the evening. At the same time, the industry - to be successful - requires high levels of creativity and concentration, at those times. A solution was found in simulating the comfort qualities traditionally associated with "the home" to encourage relaxation and allow for creative input when energy levels are traditionally low, while retaining highly professional qualities to optimize concentration, and communicate the company's industry positioning.
To further support comfort and productivity by both staff and clients, the use of light and space were focal points in the design, while the need for quiet, separate areas - when confidentiality and concentration were important - needed to be taken into account. As a result, the complete space was not developed as open plan - people needed spaces to be together, but also an environment in which to analyze data and reports.
"The new accommodation represents a creative, collaborative effort by both Arii Smits + Associates and Inside Story, where the objective of communicating our company strengths in innovation, professionalism and a strong team culture has been very successfully achieved and received", Liane Ringham CEO, Inside Story - research and knowledge management.
These qualities needed to apply to functional areas such as an open style café area, to replace the existing kitchen, and with its main purpose staff and client interaction. This also included special facility rooms for group discussions - so a Group room and Viewing room. The viewing room required a one way mirror, sound proofing, and a tiered 3 level theatre, to aid viewing ability. The large reception area needed to also function as a workstation, with security entry into the other components of the office to be implemented from here.
The client boardroom makes the client the core focus for this environment. A meeting room was to be attached to the boardroom, so market research group discussions could be held here, in the future. Partitioned offices for key positions in the company were requested, with a view to refiguration, as expansion required it.
The solution developed by Arii Smits & Associates is a business environment open to clients and staff in a controlled manner, to reinforce the relationship between company and client. Clients can see from reception through to the very core of the office. The use of the classic, cast iron columns stand in striking contrast to the bold, modern colors that are used to communicate energy and creativity. Clean design lines reinforce clarity of mind by their simplicity, and a sense of trust is provided by the transparency. The building's heritage and scientific qualities, such as the cast iron columns, are also used to underpin the company's experience and credibility.
An equally important client consideration for the design and project management was the commercial return on investment of the site. The complete floor consists of four strata units. The consideration had to be made that if the client would like to sell one or more of the units going forward, this needed to be possible without interrupting the overall unity of the design. As a result, the design solution needed to work as a whole, cohesive environment, in its current form, or on a smaller or larger scale.
This project is also an interesting case study in the value of solid project management methodology, driven by the Quality Assurance process. According to Arii Smits + Associates this leveraged the relationship between the company and client throughout the project, by helping to achieve timelines and delivery on budget. For example, the project milestones were determined at the outset of initial client discussions, providing all parties with tangible and measurable gateways for progress along the way.
This enabled delivery according to the predetermined time table: client brief submission on June 28 2002, with vacant possession taking place on July 21 2003, and installment of staff by September 1. Client de-briefing of the project took place last Friday August 29.
The distinctive environment that has been created is a public showcase for Inside Story's understanding of staff and customer relationships, and itself as a corporate, commercial entity.
The result is an environment that is aesthetic, practical and distinctive, but most importantly one that works for staff and clients, which by association underpins the company's overall corporate identity.
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