WHEN CREATIVE DIRECTOR ROBERT VALENTINE APPROACHED MR TO DESIGN HIS GRAPHIC DESIGN FIRM’S NEW OFFICE SPACE IN CHELSEA, THE OPEN PLAN WORKSPACE WAS A NEW CONCEPT. THE FACT THAT THE FIRM’S WORK INCLUDED STRATEGIC BRAND POSITIONING, ADVERTISING AND DESIGN, PHOTOGRAPHY, ART DIRECTION AND PRODUCTION, MEANT THAT WHAT WAS CONSIDERED CONVENTIONAL OFFICE DESIGN, WOULD NOT WORK FOR THEM. THE CLIENT AND ARCHITECT SET OUT ON A COLLABORATION TO CREATE A SPACE THAT WOULD.

THE ANSWER WAS A TO DIVIDE THE 6000 SQ FT FORMER INDUSTRIAL SPACE, INTO SEPARATE AREAS FOR EACH OF THE FIRM’S OPERATIONS, BUT TO ALSO CREATE COMMUNAL AREAS. THE CENTER RECTANGLE OF THE FLOOR PLAN WAS LEFT OPEN, AS A CONVERTIBLE SPACE, WHICH WOULD BE USED REGULARLY, AS A PHOTO STUDIO. AT ONE END, A FLOATING STRUCTURE WITH TRANSLUCENT SLIDING DOORS AND CORRUGATED METAL SIDES, INSPIRED BY CONSTRUCTION SITE TRAILERS, SERVED AS A CONFERENCE ROOM. THE NORTH PERIMETER WAS DEDICATED TO RECEPTION, PRIVATE OFFICE CABINS FOR ACCOUNTING, AND A ROLLING, HIGH-DENSITY STORAGE SYSTEM IN BRIGHT RED. THE SOUTH PERIMETER INCLUDED THE PRINCIPAL’S OFFICE, A COMMUNAL DESIGN STUDIO WITH WORKSTATIONS BUILT FROM INDUSTRIAL SHOP BENCH COMPONENTS, A PRODUCTION AREA, A MOCKUP AREA WITH A LAYOUT TABLE AND A WALL OF STORAGE AND SHELVING (ALSO IN RED), AND A LUNCH AREA WITH AN ANTIQUE PINE PICNIC TABLE. SEPARATING THESE FROM THE CENTRAL PHOTO STUDIO SPACE WAS A SIX-FOOT WALL BUILT FROM RAILROAD TIES. UTILITARIAN FURNITURE AND FURNISHINGS FROM INDUSTRIAL SUPPLY CATALOGS WAS USED FOR THE OFFICE, IN KEEPING WITH THE RAW, MACHINE-LIKE FEELING.

PHOTOS: MARTYN THOMPSON