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Muscatine, Iowa
Gensler
Photography © Chris Barrett/Hedrich
Blessing
Midwestern values are the heart of
the Allsteel message
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"I
was deeply struck by the humility of the message
throughout the company—one of warmth and community."
— Chee Pearlman, Director,
Chee Company
Architect
Gensler www.gensler.com
Client
Allsteel www.allsteeloffice.com
Key
Player(s)
KJWW Engineering Consultants, and Martin & Whitacre
Surveyors & Engineers (engineers); Knutson Construction
Services (general contractor)
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Program:
Seeking to reestablish a century-old identity separate
from a new parent corporation, this office-furniture manufacturing
company wanted a facility representative of a new company
mission. In addition, the client wished to create a collaborative
work environment that reflects its brand and communicates
design sensitivity to the architecture and design community,
while expanding its existing client base. The company's core
midwestern values—honesty, fairness, and respect—formed a
strong foundation from which to build the new business culture,
but it realized that dramatic innovations were needed to effect
substantive change.
Solution:
The company purchased a 65,000-square-foot abandoned factory
with the intention of uniting its scattered employees (referred
to as "members") into one headquarters facility.
Through signage, office-plan layout, and display, a nonhierarchical
culture evolved that was transparent both to the staff and
to the public while capturing the essence of the new brand
and helping the company establish direction. Since opening
in 2000, the firm has had 364 visits from dealers and potential
end users—compared to 15 in the prior year—and 90 percent
of all such visits resulted in new business. Corporate accounts
have grown from 3 to 15 percent of the company's business
in the past year, and product delivery time has been cut from
24 months to 16 months.
For more images please see the November
2002 issue or Architectural Record.
The Winners: Abercrombie
& Fitch | Allsteel
| Cellular Operations
| Gateshead
Millenium Bridge | Multi-Use
Centre | Paul
Brown Stadium | Texas
Children's Hospital | Toys
"R" Us | Trumpf
Customer & Technology Center | Univ.
of Penn. Dept. of Facilities and Real Estate | Valeo
Electrical Systems
The Finalists:
Arcs
de Seine | Boeing\
Leadership Center | Gasometer
B | Hansen
Construction Office | ING
Direct | KeySpan
Park Stadium | Matha
Stewart Living
Unbuilt Projects:
BMW Event and
Delivery Center | Hollister
Headquarters
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