Durham, North Carolina

McKinney, a visionary advertising firm, believed that the nature of their physical environment could transform the quality of their ideas. When they asked us to create a new work space that would allow their creative process to flourish, we envisioned an urban microcosm within the shell of a rehabilitated tobacco warehouse where ideas become increasingly public as they develop. The most private workspaces line the periphery while a variety of gathering spaces occur closer to the central public forum - an amphitheater surrounding a three-level ‘branding tower’ with multimedia display - where mature ideas debut. By increasing the number of connections between people and their ideas, their new workplace spurs collaboration and sparks creativity.