McKinney, a visionary advertising firm, believed the quality of their physical environment would elevate the caliber of the ideas generated. The design envisioned an urban microcosm within the shell of a rehabilitated tobacco warehouse, where ideas become increasingly public as they come to fruition. The most private workspaces line the periphery of the office’s three floors, while a variety of meeting spaces are clustered around a central amphitheater that overlooks a three-level, multimedia ‘branding tower’ where mature ideas debut. Employees, who circulate around the branding tower many times each day, see other work in the office as clients catch glimpses of McKinney’s creative engine at work. By increasing the connections between people and their ideas, this new workplace spurs collaboration, accelerates creativity and allows the creative process to flourish. McKinney credits the firm’s increased leadership in digital and integrated communication to their office design.
Durham, North Carolina
63,000 sf renovation