Marketing Lab701 Washington Avenue
Minneapolis, MN 55401
Design Achievement - This office relocation respects the guidelines and character of a historically registered warehouse property while providing an environment that inspires and energizes a creative workforce. The center of the space is devoted to gathering – meeting, eating, and playing – while open bench style workstations occupy the perimeter and allow for impassioned collaboration to take place. This lower horizon along the periphery of the space enhances visibility and allows daylight to stream through the soaring warehouse windows and permeate the entire suite. Balancing acoustics and work style variations, enclosed meeting rooms are distributed throughout to accommodate both focused and collaborative work. Within the work zone, custom screens form “enclaves” for each team—providing visual separation, pin-up space and areas for creative expression. An abundance of color, a unique collection of artifacts and commissioned art, and the client's love of mid-century modern furnishings were thoughtfully considered. Bold graphics and a subtle incorporation of the firm’s logo and “lab” identity further convey the culture and personality of the firm. The result is a dynamic work setting that reflects the historic character of the warehouse while providing a refreshed and hip environment that allows creativity to thrive.
Scope Summary - This project created a 10,000 SF office environment for an advertising and promotions firm within a warehouse building included on the National Register of Historic Places. Reflecting Marketing Lab’s high-energy, high-interaction, and family-like culture, the new office design strips away many of the partition barriers that characterized their previous location in favor of even greater openness. The office features bench style work stations, balanced with a mix of huddle rooms and meeting rooms, as well as an all-office meeting/dining hub. Designers celebrated the historic details of the original building – the wood flooring, exposed brick, and exposed wood columns and ceiling – and enhanced them whenever possible. DLR Group provided full interior design services, including quantitative and qualitative programming, schematic design, and design development, furniture selections, specification and procurement assistance, selection of finishes, construction documents, project management, construction administration, signage, graphics and branding.