Originally published in Interiors & Sources

01/01/2011

Brand Expansion

Charged with creating a vibrant space for a team of marketing experts, HOK Chicago designed a distinct and memorable look for Millward Brown’s office relocation.

By Robert Nieminen

 
  • /Portals/3/images/magazine/2011/0111/I_0111_Web_PE_01.jpg

    Bold graphics enliven the predominately monochromatic, 71,000-square-foot space and reinforce Millward Brown’s corporate brand. View larger

  • /Portals/3/images/magazine/2011/0111/I_0111_Web_PE_02.jpg

    Bold graphics enliven the predominately monochromatic, 71,000-square-foot space and reinforce Millward Brown’s corporate brand. View larger

  • /Portals/3/images/magazine/2011/0111/I_0111_Web_PE_03.jpg

    The concept of automotive movement is seen in the graphics and finishes used throughout the space. View larger

  • /Portals/3/images/magazine/2011/0111/I_0111_Web_PE_04.jpg

    Cost savings were achieved through the reuse of existing plumbing, heat pumps and ceiling system and grid. View larger

  • /Portals/3/images/magazine/2011/0111/I_0111_Web_PE_05.jpg

    The black-and-white palette is punctuated with colorful accents introduced through the artwork, carpeting and furniture forms. View larger

  • /Portals/3/images/magazine/2011/0111/I_0111_Web_PE_06.jpg

    Amenities such as a conference center, community gathering space and employee living room cater to a close-knit culture. View larger

  • /Portals/3/images/magazine/2011/0111/I_0111_Web_PE_07.jpg

    The dynamic space seamlessly integrates formal work areas with casual and collaborative spaces. View larger

  • /Portals/3/images/magazine/2011/0111/I_0111_Web_PE_08.jpg

    An open floor plan with private office at the core provides natural light and exterior views for all staff. View larger

  • /Portals/3/images/magazine/2011/0111/I_0111_Web_PE_09.jpg

    View larger

SOURCES | CONTACT

When a client's mission statement reads like a page out of a marketing textbook, it's a safe assumption that branding will play a significant role in the programming phase of the project—and any proposed designs should have impact and make a lasting impression. Such was the case with Millward Brown, part of media giant WPP, a firm that recently enlisted the help of HOK for its corporate relocation to the Chicago suburb of Lisle, IL.

As a company that aims "to provide research-based consultancy to help marketers successfully manage their brands, optimize the return on their media and communications investments, and create value for their businesses, employees and shareholders," it's understandable that the firm would seek for its own offices an image that is both distinct and memorable—which the project team at HOK Chicago executed with both precision and purpose.

HOK's first priority was to engage in the pre-design and real estate search process through producing test "fit plans" and evaluations of alternative buildings under consideration to determine which would best accommodate the client's objectives in terms of design opportunities and infrastructure. After a property was selected, the primary project goal was to create a 71,000-square-foot workplace that reflected the firm's culture, and would attract and retain the creative talent on which the company's reputation is based. HOK's scope of work also included the design of Millward Brown's new Midwest Data Center.

"Our goal was to design a space for Millward Brown that was youthful, with bright color and bold graphics and also to create a connection to their downtown Chicago location," says Tom Polucci, group vice president and director of interior design at HOK Chicago. "The building is along the expressway, the conduit between the two offices. We created a concept celebrating automotive movement, as seen in the graphics and finishes used throughout the space."

HOK designed a dynamic, forward looking environment that seamlessly integrates formal work areas with casual and collaborative spaces. An open floor plan that locates workstations at the perimeter and private offices at the core provides deep penetration of natural light and exterior views for all staff. The color palette is basically black-and-white with colorful accents introduced through the art program, carpeting and furniture forms. Bold graphics, including oversized treatments of the Millward Brown logo, enliven the predominantly monochromatic space and reinforce the corporate brand. Amenities such as a conference center, community gathering space and employee living room cater to the company's close-knit and interactive culture.

The business case for HOK's design of the Millward Brown space involved some impressive cost-savings moves: the new offices feature reuse of 90 percent of existing plumbing, 80 percent of the existing heat pumps and 75 percent of the existing ceiling system and grid. Through careful placement of full-height elements, the design solution avoided the costs associated with rework of existing systems and allowed these dollars to be allocated toward design elements of visual interest and functional improvement.

 

SOURCES:
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CEILING/LIGHTING

Armstrong

Artemide

Elliptipar

Energie Lighting

Focal Point

Fontana Arte

Lucifer Lighting

Williams


FLOORING

Armstrong

Interface

Lees

Lonseal

Roppe


FURNITURE

Bernhardt

Davis

Geiger

Harter

Herman Miller

Jane Hamley Wells

Keilhauer

Nevins

Office Specialty

Stylex

Vitra


SURFACES

Arpa

Chemetal

Octolam

Pionite

Zodiaq


WALLS

CUSTOM GRAPHICS

Applied Image Inc.


GLASS FILM

Avery Graphics


METALLIC PAINT

Wolf Gordon


PAINT

Benjamin Moore

Pittsburgh Paint


WRAPPED PANELS

Carnegie/Xorel


WRITABLE SURFACES

Egan Visual


WALLCOVERING

Maharam

Wolf Gordon


reflective wall detail

Reflexite


CONTACT:
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CLIENT

MILWARD BROWN
3333 Warrenville Rd, Ste 400
Lisle, IL 60532

PROJECT TEAM

HOK-Chicago
60 East Van Buren Street, 14th Floor
Chicago, IL 60605
(312) 782-1000

Tom Polucci, Director of Interior Design
Craig Pierson, Project Manager
Dan Hartmann
Mike McKeown
Natalie Banaszak
Alyssa Simon

PHOTOGRAPHER
Kate Joyce © HedrichBlessing

 


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Visit our website today to learn about the design flexibility of a Morton building and the endless possibilities of partnering with our designBUILD team.


Wood construction is both cost and energy efficient. Check out Morton Buildings and our designBUILD team online today to discover all the benefits of post-frame construction.


When choosing a metal-clad building for your next construction project, consider Morton Buildings, Inc., and their designBUILD team, we’ll make your dream a reality.

We Can Help You Reduce Energy by 30%

Our mission is to help our customers manage their buildings' energy costs, improve reliability, and enhance performance while having a positive impact on the environment.
CLICK HERE to find out how.

Add highly responsive multi-zone comfort to any building project, in any climate. Our CITY MULTI H2i R2- and Y-Series VRF systems give you flexibility to fit the needs of any building. Enjoy 100% heating capacity at 0°F outdoor ambient, and 85% heating capacity at -13°F outdoor ambient.  For more information, log on to www.mitsubishipro.com

 
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