The art of transforming the actual workplace into a ‘wow’ experience that draws employees back, showcases the company story, and engages guests and partners requires design and planning that fuse form with function; that evolves to meet the changing needs of employees and clients and that is human-centric at its core. It utilizes the physical space as well as the technology inside to allow the workforce to connect, engage with and inspire each other, creating a culture-driven workplace. Barco is running a series of interviews with Key Opinion Leaders about market trends on Workplace Visualization. This is the latest interview in the series with Emily Webster, Creative Leader at ESI Design, an NBBJ studio.
This philosophy of creating engaging spaces is core to New York-based experience design studio, ESI Design (an NBBJ studio). Their starting point when working on any project is to consider the audience first. How will audiences use and interact in the space and then balance that with the stories they will want to see. Emily Webster, Creative Leader at ESI Design, part of the wider NBBJ business, leads teams to thoughtfully design spaces that tell a company’s story through their brand, mission, and unique culture. From business development to project installation, she views buildings as multi-use platforms that should adapt over time as the needs of the space or the people inside change. As Emily puts it, “things that aren’t the same all the time are more interesting”. Technology has a huge part, especially in today’s work environment where the boundaries between virtual and in-real-life continue to fuse. Ever changing media content and how it is displayed needs to work well, be seamlessly integrated, intelligent, and inspirational.
“We don’t start from the technology; we start from the people. It’s important for the human experience that media content has a clear purpose, otherwise it quickly becomes advertising” explains Webster. “Our clients desire culture-driven workplaces. Meaning, one that prides culture, connection, and interactive experiences between people over technology or optimizing floor plates with cubicles.”
Emerging workplace trends
Currently, she sees three main, emerging trends amongst corporate customers: the need for the workplace to embody brand, enhance health and establish a sense of place. Embody brand means providing ways for the company to showcase their story in real-time for employees and customers. Stories about innovation, mission, impact, and scale allow the space to express the brand voice. Companies want the office experience to look current, feel innovative, and for the environment itself to speak with an authentic brand voice that’s not too overpowering. This does not mean logos and corporate speak, this is more about company differentiations. What makes your company unique? Why is the work important? How is it inspiring? Expressing stories like these helps to differentiate a company in the minds of employees, clients, and communities.
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