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SHOWCASE: All That Glitters Is Steel

By Heidi Schwartz

Since its beginnings in 1912, Allsteel Inc. has been known as a solid manufacturer of practical steel filing cabinets and durable office furniture. Rooted in a tradition of strength and reliability, the company established itself by emulating the philosophy of the nation's heartland.

Allsteel earned its first patent as the originator of the lateral file in 1967, and the company began its reign as one of the leading manufacturers of contract furniture. But as the landscape of the traditional workplace shifted to incorporate the latest technological breakthroughs, Allsteel struggled to find its place in the market during the turbulent 1980s.

It wasn't until 1997, when Allsteel was acquired by Muscatine, IA-based HON INDUSTRIES, Inc., that it began not only to rebuild and restore its image, but to reinvent itself. What became the company's end goal was to focus on contract furniture, where aesthetics and function would be considered on par.

Modern, Purposeful Design

Top officials realized it would be ironically inappropriate to request visionary concepts from design professionals housed in outdated accommodations. In keeping with the strategic goals of Allsteel, the recently relocated company set out to find a suitable space. Allsteel wished to conserve green space, so company officials opted to recycle an existing local factory rather than rebuild from scratch. In 1999, the company purchased a vacant 66,000 square foot computer accessories factory from a computer accessories company that was closing its Muscatine operations.

In addition to the re-use of the building, the new facility made other environmentally conscious concessions, so it would operate at maximum energy efficiency. Low e-glazing was added to all windows. Aging HVAC systems were replaced by a high efficiency air quality management system that offered significantly lower energy usage. "Whenever you tear into an old building, you find things nobody anticipates. This wasn't even in good shape for an old manufacturing building," says Bob Marsh, president of Knutson Construction Services of Iowa City. (Daniel G. Clark, "Allsteel Open House," Muscatine Journal, January 12, 2001, www.muscatinejournal.com/archives.) Knutson was the general contractor that handled the renovation project.

Gensler Works Its Magic

Allsteel executives hired Gensler, one of the leading architecture and design firms, to begin the transformation of the building. Inspired by the patchwork of fields surrounding Muscatine, Gensler set out to reflect the new thinking of the company and magnify its revitalized image. Glenn Stelzner, Allsteel's facility manager recalls, "We had lots of meetings up front. The engineers were the first to come in, evaluate the whole building, and determine what could be done."

The goal of the new building would be to create a juxtaposition of robust industrial elements, warm furniture, and dramatic lighting. This visual impression would strengthen the company vision while breaking down traditional hierarchies.

The Physical Space

The headquarters is comprised of four major components:

Working Headquarters. In this portion of the space, all executives and staff members occupy panel based work stations. Collaborative "pods" are scattered throughout to house impromptu small meetings.

Training Center. This component of the facility serves as the regional and national education center for 4,000 Allsteel dealers and sales representatives. Stelzner adds, "this portion of the space takes up more than a quarter of the entire building, and it has been used regularly since it opened. Sessions are currently held here approximately two to three times a week."

Showroom. In addition to the active showroom created by offices outfitted with the company's own furniture, works-in-progress are displayed in a "Concept Silo"-designed to emulate an Iowa grain silo. "It was crucial for the new space to give visibility to products in development," explains Stelzner.

Allsteel Community Center. This common space joins the three functional regions together and serves as an open area for employees and visitors. Reminiscent of a rural farmhouse kitchen, this hub of activity includes "touch down stations" with phones and modems, so visitors can work while waiting.

Innovative And Efficient

Details in the new space are upbeat and contemporary. Visitors approach the building by crossing a 50' pedestrian bridge; at the entrance is a 6' tall sculpture of the company's logo-fabricated out of stainless steel. And instead of disguising or replacing the corrugated steel exterior panels, Gensler elected to paint the surface with striking metallic colors.

In order to prepare employees/ members for the new space, "we provided tours in advance," says Stelzner. "We wanted our employees/members to see where we were headed. The openness and honesty-exposed piping and wiring-astonished them. But by the time they were ready to move in, it wasn't a shock."

The interior also features exposed structural elements, with large diameter lantern towers bringing natural light to the core of the building. Yet, many elements balance stark functionality with the genuine warmth of Gensler's original vision.

The existing concrete floor was kept largely exposed, but it was stained and varnished to suggest plowed soil. And carpet was specially designed and selected to reinterpret an aerial view of the surrounding farm fields.

Outside, the park like setting of the surrounding facility grounds incorporates many large trees preserved specifically to provide shade. The landscaping features prairie grasses, a reflection of the Midwestern work ethic, values, and ecological heritage.

A Vision For Success

Completed in just 10 months, the building has proven to be a successful asset during difficult economic times. In the first year of operations (ending in 2002), Allsteel's corporate accounts rose from 3% of sales to 15%. The company also decreased product life cycles through greater employee/member collaboration and interaction, creating an operational savings of more than 35%.

This new building illustrates Allsteel's commitment to a revolutionary concept. By creating such an environment, the company can now offer a hassle-free, product selection experience to its customers.

Says former company president and current HON INDUSTRIES president Stan Askren, "This project provides a visual testimony of who we are, how we operate, and how we think. Our new headquarters authentically epitomizes Allsteel. It honors our long, successful history, and it affirms our commitment to the local community."

Article compiled by TFM Editor Heidi Schwartz from information provided by Allsteel and Gensler.