Meredith McCarthy’s “Brand is the New Black” was featured in the Summer 2017 issue of the Design Museum Foundation’s Design Museum Magazine. In the article, McCarthy uses two Sasaki projects, Havas /Arnold Worldwide and OSRAM Americas, as case studies to illustrate the importance of designing “brand” into every aspect of the workplace.
She discusses how the Sasaki team “designed with light” for OSRAM, the world’s largest developer of lighting systems, by creating “rays”—paths of activity and communal, collaborative spaces—that emanate outward from the center of the office. Likewise, the team that designed Havas/Arnold’s World HQ in Boston’s Downtown Crossing integrated the brand’s collaborative nature into the workplace by breaking down the traditional office structure into an open floorplan organized around a central stair.
McCarthy ends her feature with a caveat: “Brand is not a new workplace design fad. It’s not a trend that will be replaced when the next big thing comes along. And brand cannot simply be a color, a logo, a product, or a decorating style. It is not an afterthought.”
Read the article in full here.