Gensler – the leading global architecture and design consultancy – was appointed by Edelman, the world’s largest independent PR agency, to design a new office space as part of a relocation that would bring together three companies and three cultures under one roof.

Gensler’s brief was to design a powerfully evocative and highly productive working environment that would reduce costs, increase productivity, unite a geographically fragmented workforce and define a new cultural personality and work ethos. Further still, another acute challenge faced by Gensler was how to integrate three very different, dynamic and culturally strong-minded brands into working alongside one another.

Prior to Edelman’s relocation in June cross-brand synergies were not being exploited and staff were limited to working at assigned desks with no collaborative spaces and little opportunity for socialising or knowledge sharing.

The solution – billed as the ‘office of the future’ by the FT (5th November 2008)– is a sprawling 38,000 sq ft, single floor plate located in Victoria. A powerful new unifying culture of ‘inside media’ envelops the space, drawing inspiration from the world of print and digital media and defines the space for the revolutionary ‘conversation age.’

Staff work in an open-plan ‘Velcro’ like environment which is capable of supporting change. In-depth consultations with suppliers produced a unique variable density desking system that caters for 260 and can accommodate a further 110 people overnight at no extra cost. This flexibility permits rapid alignment of resources, people, technology and systems giving Edelman a competitive advantage within the marketplace.

An aggressive filing audit, a dramatic reduction in ‘owned’ space and a strict policy of every space having at least two functions, permitted the design team to include almost the entire wish list of collaborative spaces on the floor. Staff have much more choice in how and where to work and are encouraged to get away from their desks as much as possible.

Desk sharing, corridors that double as breakout areas, a reception that doubles as a coffee shop, directors’ offices doubling as meeting rooms, filing requirements reduced by 40% - the overarching philosophy thoughout the entire design process was one of reducing cost, maximing space, increasing efficiency and boosting productivity.

The new world of work. Edelman’s ‘Velcro’ working environment

To help break down cultural barriers and open up communication channels, the traditional reception area is substituted for a gallery, bistro bar, meeting area and a floor to ceiling reference library, which now serves as a ‘creative-hub’ of the company. Knowledge sharing and socialising is also encouraged with a free breakfast served to all staff every morning and, come 5 o’clock on Thursdays, the library is transformed into a fully stocked bar.

Edelman’s three conference rooms can be transformed into one large entertaining space, eliminating the need for outside venue hire. This dual functionality differentiates Edelman from the competition and the space is currently hosting an average two events a week, including clients’ own.

Teams and individuals preserve their own identity and creativity though branded meeting rooms and their own choice of screen fabric. To enhance exposure to natural light in meeting rooms and desk areas, directors’ offices are located in the heart of the office. The conference rooms and the reception area are purposely located at opposite ends of the building providing clear circulation paths around the office perimeter, offering visitors an insight to the vibrancy and scale of the business.

Six months on and the direct and tangible results are evident. Robert Phillips, Edelman CEO says. “Our win rate on cross-practice pitches has gone up by 30% in four months because people haven’t sat in silos. Staff churn is tracking 20% below this time last year and sick days are all but a thing of the past. Another measurement is our quality of life survey… where we’ve seen probably a 50-60% jump in approval ratings.”

By considering the relocation as an opportunity for holistic change, Edelman’s new office has successfully unified many distinctive brands, strengthened its position within the industry, defined a new identity for the company and, most importantly, created a high performance environment in which staff love to work.

Email: rory_scott@gensler.com