Edelman, the world’s largest independent PR firm with 67 locations, wanted a high energy, collaborative space with unique branding for its Canadian headquarters.
Objectives:
- Unique branding/ Canadian presence
- Enhance profitability, retention, recruiting
- Inspirational contemporary space
- Multipurpose functionality
- Enhance collaboration
Function:
- Boutique hotel style Reception, memorabilia on library shelves, powerful wall murals, Patio — unique branding
- Toronto landscape murals (Nelson French), ice hut photos (Richard Johnson), subway stop meeting rooms — Canadian presence
- Reception/ Cafe/ Patio axis ideal for client receptions, seminars, working lunches, staff training and socializing — multipurpose
- Open plan/ breakouts/ Cafe + Patio enhance collaboration, build community of Edelman
- Branding in Reception, strong graphics, vibrant colours, Patio, loft-style open plan provide inspiring, hip space enhance retention, recruiting
Aesthetics:
- Unexpected boutique hotel Reception with fireplace + loft-style space in standard office tower — welcoming, hip space
- Creative branding — bookshelves display icons from PR world: aqua rotary phone, typewriter, Brownie Hawkeye camera, books on groundbreaking artists. Classic furniture pieces (Saarinen, Wegner, Jacobsen, Platter) establish quality
- Super-scaled wall graphics with vibrant colours define neighbourhoods, provide energy
- Landscape murals in plan and elevation, transparent boxes (meeting rooms) manipulate perspectives, provide creative layering
- Extension of murals to adjacent corridors increases visual size of meeting rooms
- Colour palette aligned throughout, including Patio
- Lime green, leaf patterned Patio “walls” establish scale, create virtual forest
Innovation:
- Black and white Toronto landscape photos super-scaled and colour washed to create striking wall murals
- Leaf pattern “Camouflage” fabric from Finland creates scale, virtual forest, withstands wind and temperatures to -35 C, first corporate use in North America
- Boutique hotel Reception a unique defining first impression for clients and staff alike
Accessibility/ Sustainability:
- Polished concrete floors — healthier indoor environment
- Internal chair lift to Patio
- Coco chairs made from 100% recycled materials
- Access to views, lighting relies heavily on ambient and daylight
- Tectum panels of renewable wood fiber
- Inscape workstations: pre-consumer (53%), post-consumer (10%) materials, manufactured locally
- Occupancy sensors
- Eco fireplace clean burning, no venting required