Los Angeles, California
How do you differentiate between distinct mega-brands who are now living under one roof? Make a different statement at the point of entry. In the music business, making an impactful first impression is crucial. It sets the tone of the business and communicates a brand’s vibe. And as the old adage goes, you never get a second chance to make a first impression.
When this multinational entertainment and record label conglomerate decided to consolidate its west coast operations, it relocated the different labels and business units into one central downtown Los Angeles location. For the first time, the seven business units that form this conglomerate are under one roof. Located at 777 S. Santa Fe Avenue, a landmark building in the city’s trendy Arts District, the headquarters feature an agile office layout that caters to the unique demands of each business.
Designed by the architecture firm Rockwell Group with restorations handled by architectural firm Rockefeller Kempel Architects, the new headquarters boast state-of-the-art recording studios, artist lounges, custom-designed offices, and murals painted by local artists. The team transformed the 1912 building, into a sleek modern workplace while maintaining its architectural integrity.
The project team brought in Platform by Unisource Solutions to create eye-catching reception desks for three of the unique brands. In an effort to communicate the conglomerate’s edgy, forward-thinking workplace style while expressing each label’s clear-cut culture, we worked closely with Rockwell Group to create budget-conscious, high design reception desks. Our in-house furniture and manufacturing division, the custom-designed, site-specific desks capture the brand voice and make an unforgettable statement.
“The client pushed us to think of nonconventional solutions that would reflect each brand,” said Braun. “We experimented with materiality, colors, and shapes to translate their vision into a reality”.
We kept true to this label’s midcentury modern roots. Using ebonized rift oak, we came-up with an accordion design that creates a sense of movement. The classic silhouette is slightly softened with curved interior edges which help define personal space.
We recreated their vibrant logo, bringing it to three-dimensional life using individually cut and assembled geometric shapes.Wecolor matched to reflect the logo’s colors and used the shapes to resemble concert lights and records stacked on end. A black, high gloss metal frame is reminiscent of vintage vinyl and helps ensure brand consistency across all platforms, including their websites and social media outlets.
To convey this American label’s cutting-edge artist roster and independently-run organization, we conceived of a futuristic design that plays with depth, perspective, and lighting. Using smart LEDs, we created infinity mirrors that draw the viewer in with a mirage of depth, light, and intrigue. The three bays emit a soft light, illuminating the space, providing clients with a memorable Instagram moment. Topped with a white solid surface with rounded edges, the desk creates a hypnotizing, New Age computer effect.
As a result of expressing each brand’s culture and aesthetic, we were able to make a lasting first impression and create an engaging workplace that excites employees and guests alike as they enter.