Brand Muscle Shows Its Flexibility Continued...
Wide Open Spaces
Large windows, natural light, and an open feel provided
opportunities for flexibility in terms of space maximization.
Still, Skuggen was determined to incorporate as many
work stations as she could without compromising the
feeling that had initially attracted everyone. “We
wanted everyone to feel like it was home—a nice
space. We were lucky, and that’s how we felt.”
Because the previous tenants left the work midway
through (but had already paid for the materials),
much of the initial interior work was already in place.
Carpet, lighting, and storage were already installed,
but paint and wallpaper were only partially done.
“One wall may have been painted; there may have
been a little bit of wallpaper up,” says Skuggen,
“and everyone seemed fine with it. Personally,
I was slightly horrified, because I wasn’t sold
on the color scheme. Fortunately, it looked really
nice when it was properly finished.”
Skuggen and Brand Muscle’s VP of finance,
Kathy Heflin, opted for a furniture based solution
to create the right kind of atmosphere for the company’s
growing employee base. Encouraged by Alexander to
use furniture as a way to solve problems with privacy,
productivity, and growth, Skuggen was impressed with
The HON Company’s Initiate® panel and desk
system.
“Among all the furniture options available,
this was the best solution, because it provided furniture
for every aspect of the office, from breakroom to
boardroom,” Skuggen says. Still, she was skeptical
about incorporating cubicles throughout, since the
panel heights could compromise the natural light they
found so desirable. With the assistance of designer
Johnna Walter of OM Workspace (Brand Muscle’s
HON dealer), the team created an open plan that would
optimize the space without blocking the windows.
Another appealing aspect of the work stations was
their ability to handle Brand Muscle’s electrical
and data needs. Skuggen says, “Because of the
nature of our company, the integration of technology
is especially important.”
Due to the proprietary nature of the work done for
some Brand Muscle clients, it was important to make
sure the work station solution could accommodate certain
privacy issues. “We have clients from vertical
markets who don’t want their advertising information
on display for others in the industry to see. This
is particularly true when it comes to the material
that comes out of the printers or when customer service
representatives are on the phone with competing clients,”
Skuggen explains.
The solution was to establish separate print areas
for different clients. For client service representatives,
the decision was made to use greater panel heights
for the cubicles; some were also given slightly elongated
spaces. The flexibility of the system allowed Brand
Muscle to respect its clients’ needs without
compromising the design of the space.
Skuggen notes, “We have not yet encountered
a situation where a client will ask to see our space
and our layout beforehand, although a few potential
clients have requested tours. Two clients who have
actually made that provision have taken our word,
and we have been true to it. We know they will come
to visit at some point—they all do.”
Still Growing
Just recently, Brand Muscle experienced yet another
growth spike, prompting the acquisition of additional
square footage downstairs in a space that adjoins
the original. This third space is being planned, and
the furniture is already ordered. “We’ve
got all of the elements that we have up here, except
the main kitchen is on this floor. This larger kitchen
will serve as a central meeting place and encourage
interaction,” Skuggen says.
Light years away from incubator warehouse space
in Boston, Brand Muscle’s new Ohio digs continue
to bring satisfaction and enjoyment to the people
who work there every day. Visitors to the space frequently
comment on the positive energy they experience there,
and employees have demonstrated better productivity
rates due to improvements in morale.
“When you feel you’re worthy of a nice
working environment—going from a makeshift card
table to a nicely outfitted work area with storage
and real furniture—it helps,” Skuggen
observes.
Throughout the ranks, appreciation for the new space
has yet to diminish. Instead, the enthusiasm continues
to grow. Skuggen says, “Every day, Phil and
I say, ‘We love this space. It’s beautiful
without being pretentious. It’s us—upbeat,
modern, and fun.’”
Project Information:
Project: Brand Muscle, Inc. Location:
Beachwood, OH. Type of Project: Renovation.
Function of Facility: Technology Based Marketing.
Developer: Duke Realty. In House Project
Management Team: Philip Alexander, Kathy Heflin,
Bonnie Skuggen, Slava Baturin. Designer:
Johnna Walter, OM Workspace. Square Footage:
20,000. Timetable: February 2004.
Product Information (all from The HON Company):
Panels: Initiate in Gemini warm beige fabric
with charcoal paint trim. Work Stations:
Initiate Beigestone laminate with charcoal T-mold
edge. Desking: 10500 Series in natural maple
and black laminate. Personal Storage: Efficiency
pedestals in charcoal. Seating: 4080 M3 wood
back stack seating in natural maple, access/iron,
with black frame; 7800 Series task seating in crepe/black
with black frame. Tables: 61000 Series training
tables with patterned graphite laminate, black paint,
and T-mold; Conference tables with patterned graphite
laminate.
This article was based on an interview with Skuggen.
For more information on this project, send an e-mail
to her at bskuggen@brandmuscle.com.
To share your space planning challenges,
e-mail to schwartz@groupc.com.
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