New FiDi office designed with collaboration and innovation at its center
NEW YORK, May 15, 2019 /PRNewswire/ -- Leading global experiential advertising agency Momentum Worldwide has relocated its headquarters, signaling a pivotal step in the company's evolution and growth. The new office, in New York City's Financial District, was inspired by Momentum's commitment to collaboration, innovation and the agency's experiential roots. The role of experiences in the new design is a celebration of Momentum's motto: "it's not what brands say, it's what they do that matters."
"With our new office, we had a unique opportunity to reinvent how we work as an agency," said Kevin McNulty, Momentum's President and CMO. "We threw out the rule book, ignored self-imposed limitations and imagined a place that emboldens our ethos of collaboration. We looked at the way traditional office spaces worked, broke it into its distinguishable parts, and reassembled it to inspire creativity and nurture innovation."
To help Momentum turn its vision into a reality, the company enlisted global architecture and design firm Gensler to design the new office with the goal of optimizing collaboration between employees and inspiring them with an innovative experience at every turn.
The new space is a hybrid between the welcoming ambiance of a luxury hotel and the clean, strong lines of a dynamic office. Spanning two floors, Momentum's new headquarters offers multiple "breakout pods," or gathering spaces, with plush couches and booths where people can meet for quick conversations and collaboration. The layout of the space is meant to allow for more "collision moments," or opportunities for colleagues to meet organically, exchange information and inspire creativity. Open environments deliver the highest rates of effectiveness and positive experience when driven by high levels of choice, variety and balance. Evolving the daily experience of Momentum employees was at the forefront of the design strategy and execution.
"Gensler's 2019 Workplace Survey found that providing open work space increases the likelihood of experimenting with new ways of thinking, taking time to reflect, having fun and getting inspired," said Brian Berry, principal and design director at Gensler. "So when Momentum said they wanted to break from the traditional agency model of seating employees by discipline or department, we designed their new space in a 'honeycomb' arrangement that seats employees by title to help inspire greater collaboration and conversation." Momentum sought to align colleagues by forming areas by peer group. This has raised cross-sharing of information, provided opportunities for people in similar roles to find solutions to shared challenges and effectively broken down silos between work streams.
To evaluate the effectiveness of the honeycomb design, Momentum has conducted periodic surveys since settling into the new space. Results show that 83 percent of employees feel the new space improved knowledge sharing and work efficiency, while 87 percent feel more connected to fellow employees since moving.
In addition to the honeycomb seating arrangement, Momentum incorporated several key elements to enhance productivity, creativity and company culture including the Maker Lab, an innovation space and prototype facility designed for experimenting with cutting-edge technology. The lab includes a 3D printer for model making, Microsoft HoloLens wireless headsets and Oculus Go, with a dedicated VR space to preview work prototypes to ensure alignment on the creative process and show clients a realistic preview of the experience prior to going live. The workshop is a large, technology-enabled, highly adaptable space designed to facilitate client briefings, brainstorming and co-creation. Every component has dual functionally to maximize space usage. High rolling worktables, ergonomic flooring and dual conference cameras with a full wall of large-scale interactive screens provide an agile work spaces to facilitate diverse projects.
And, in what would typically have been a corner office, the space has instead been designed as a Mother's Room to accommodate nursing mothers. There is also a VIP Suite for out-of-town colleagues and clients to utilize, and a spacious rooftop terrace overlooking the Statue of Liberty for employees to enjoy in the warmer months.
"The process of designing our new space was not dissimilar to how we create brand experiences for our clients. Whereas in this instance, it was about creating an experience for our people," said David Chamberlain, Momentum's Executive Experience Director. "So we spent quite a lot of time taking their behaviors into consideration and weaving that into our design philosophy. It's led to each and every day being a collaborative, inspiring experience, so we can deliver for ourselves and ultimately our clients."
With its new headquarters based out of New York City's FiDi district, Momentum is positioned at the new center for tech and creative agencies. This strategic location underpins the agency's commitment to innovation and emphasizes the company's role as a leader in experiential advertising.
ABOUT MOMENTUM WORLDWIDE
Momentum Worldwide is the world's first global experiential advertising agency. Built on the simple truth that it's not what brands say, it's what they do that matters, Momentum delivers total brand experiences by blending creativity, technology, strategy, insights and flawless execution. The agency has concurrently been named Best Sports Marketing Agency, Best Experiential Agency, Best Place to Work, Agency of the Year and Most Honored Marketing Agency by multiple outlets and award shows around the world. In 2017, Momentum was awarded Agency of the Year on every continent. Momentum is part of the Interpublic Group of Companies (IPG). momentumww.com and @momentumww
Gensler is a global architecture, design and planning firm with 48 locations and more than 6,000 professionals networked across Asia, Europe, Australia, the Middle East and the Americas. Founded in 1965, the firm serves more than 3,500 active clients in virtually every industry. Gensler designers strive to make the places people live, work and play more inspiring, more resilient and more impactful.