{"id":1177,"date":"2015-07-15T14:59:14","date_gmt":"2015-07-15T14:59:14","guid":{"rendered":"http:\/\/www.brabbu.com\/en\/news-events\/?p=1177"},"modified":"2015-07-15T14:59:14","modified_gmt":"2015-07-15T14:59:14","slug":"gensler-with-tom-dixon-received-an-award-for-their-collaboration","status":"publish","type":"post","link":"https:\/\/www.brabbu.com\/en\/news-events\/interior-design\/gensler-with-tom-dixon-received-an-award-for-their-collaboration","title":{"rendered":"Gensler with Tom Dixon received an award for their collaboration"},"content":{"rendered":"\n

Gensler won the award for the\u00a02015 Architectural Record Good Design Is Good Business\u00a0(GDGB).\u00a0The GDGB award recognizes firm-client collaborations that demonstrate design\u2019s positive impact on an organization\u2019s bottom line. This success was evident in Gensler\u2019s design for McCann\u2019s\u00a0Manhattan headquarters, a hub for the world\u2019s largest advertising agency.<\/p>\n

\u201cAll of the winning projects were selected for their unique approach to a particular program and the successful results the designs have had on the clients\u2019 businesses,\u201d said Linda Lentz, senior editor at Architectural Record. \u201cIn the case of McCann, the editorial jury was impressed with Gensler\u2019s beautifully detailed and fresh take on an open plan office for a client that needs to balance the spirit of youth and the expectations of the agency\u2019s powerful clients.\u201d<\/div>\n
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\"Gensler<\/a><\/div>\n
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The Brief<\/strong><\/div>\n
McCann\u2019s 100-year anniversary provided an opportunity to renovate their five-story Manhattan headquarters, challenging the design team to do away with sameness and bring personality back to their workplace.<\/div>\n
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McCann teamed up with Gensler and Tom Dixon. Their goal was to create a workspace inspired by McCann\u2019s new visual identity. This new identity is forward thinking, efficient, dramatic and full of personality. It\u2019s timeless, yet rooted in history. It feels more like home and less like an office.<\/div>\n
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\"Gensler<\/a><\/div>\n
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\"Gensler<\/a><\/div>\n
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The teams worked together to create an open workspace that encourages movement and collaboration. They created a caf\u00e9 and lounge that doubles as an event space. They shed the corporate experience, democratized the views and sunlight, and created a modern workspace that celebrates McCann\u2019s rich history and inspires their future.<\/div>\n
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The Business Case<\/strong><\/div>\n
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Gensler and Tom Dixon studied the agency\u2019s culture, strategies and ambitions to create a useful and beautiful design that supports their growth strategy.<\/div>\n
McCann moved into the new space in early 2013 and later celebrated the recognition received by Advertising Age as the Number One Agency To Watch in 2014.<\/div>\n
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\"Gensler<\/a><\/div>\n
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\u201cInnovation today is inextricably linked with design and has become a decisive advantage in countless industries,\u201d said Brian Berry, principal and design director at Gensler. \u201cWhen working with McCann on their space, we took a non-traditional design approach to facilitate non-traditional thinking. That approach is readily seen through the look and feel of the space and also through tangible business results like their significant headcount and revenue increases.\u201d<\/div>\n
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\"Gensler<\/a><\/div>\n
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\u201cGood design has special powers, and that\u2019s why the re-imagination of 622 Third Avenue was a top priority when I took the position at McCann,\u201d said Linus Karlsson, chief creative officer of global brands at McCann. \u201cArchitecture and the room we operate in can change everything like nothing else. It immediately alters your behavior and how you think about yourself. And even though the result was extraordinary, the basic principles were incredibly simple, and I think that\u2019s the key.\u201d<\/div>\n","protected":false},"excerpt":{"rendered":"

Gensler won the award for the\u00a02015 Architectural Record Good Design Is Good Business\u00a0(GDGB).\u00a0The GDGB award recognizes firm-client collaborations that demonstrate…<\/p>\n","protected":false},"author":2,"featured_media":1183,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[10,25],"tags":[],"_links":{"self":[{"href":"https:\/\/www.brabbu.com\/en\/news-events\/wp-json\/wp\/v2\/posts\/1177"}],"collection":[{"href":"https:\/\/www.brabbu.com\/en\/news-events\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brabbu.com\/en\/news-events\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brabbu.com\/en\/news-events\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brabbu.com\/en\/news-events\/wp-json\/wp\/v2\/comments?post=1177"}],"version-history":[{"count":2,"href":"https:\/\/www.brabbu.com\/en\/news-events\/wp-json\/wp\/v2\/posts\/1177\/revisions"}],"predecessor-version":[{"id":1185,"href":"https:\/\/www.brabbu.com\/en\/news-events\/wp-json\/wp\/v2\/posts\/1177\/revisions\/1185"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.brabbu.com\/en\/news-events\/wp-json\/wp\/v2\/media\/1183"}],"wp:attachment":[{"href":"https:\/\/www.brabbu.com\/en\/news-events\/wp-json\/wp\/v2\/media?parent=1177"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brabbu.com\/en\/news-events\/wp-json\/wp\/v2\/categories?post=1177"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brabbu.com\/en\/news-events\/wp-json\/wp\/v2\/tags?post=1177"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}