When what we invent, imagine and create are our primary products, it is important to create an environment that fosters imagination and exploration. One great, but frequently overlooked, method of pumping up agency creativity is workspace redesign.
Much research has been done into the impact that color, lighting, furnishings, materials, music, collaborative space and flexible workstations can have on creativity. Sure, an office redesign can cost some money -- and certainly it can be a time-eater. Work is inevitably interrupted, people are uprooted, and everyone becomes emotional (even if they hide it). But the end result can be a fresh creative outlook and additional productivity… if you do it right. For all of those “creatives” (or wanna-be creatives) out there, it’s also a fun project. We get excited just writing about it!
Doing it right means involving everyone in the agency -- yes, even the accounting guy whose idea of decor involves a floor-mounted putting green; and the punk-artiste designer whose cubicle displays only shades of black, gray, and a bit of silver. Everyone needs to feel “at home” in their home away from home. And some people are going to be resistant to change.
A major caveat: those who have lived through multiple downsizings always shudder when they hear the words, “We’re going to be making some changes to the office layout.” In their minds, they hear: “We’re going to take away your window view and put you into a broom closet with a card table and a bare bulb overhead.” So, make sure your office redesign has buy-in from EVERYONE.
The key is taking their input and then tying all the “homes” together into a cohesive whole. Have a meeting (growl at this all you want, but it’s necessary) or spend a lunch hour/after hours gathering taking notes and getting ideas together. It’s important to have a “little bit” of everyone involved in the process. If everyone has some “soul” invested in making the office a better creative place, you’d better believe that your creative work will have more soul… and substance.
Brand It and They Will Come…
Your first priority should be linking the redesign to your agency brand. How does the revision of your workspace support your style, approach to marketing and creative output? Are you known for hip, funky, cutting edge work? Shouldn’t your space reflect that style? Are you more corporate, with a roster of similar clients? Make your offices reflect your brand. But, that doesn’t mean your workspaces dedicated to creativity have to be boring and buttoned-down.
Know What You Will Need
When you have an idea of your brand style, next comes the hardware: the desks, tables, chairs, walls, and fixtures that form the skeleton that supports everything else. That ideal skeleton has changed in the last ten years. Technology is evolving continually, and the advent of wireless inter/intranet is helping to solve some of the “spaghetti look” associated with wiring issues. But you still have to plan space according to who uses what equipment, and where. The easier and more convenient you make general access to printers, copiers, and other equipment, the happier everyone will be.
Louis Quatorze Doesn’t Live Here Anymore…
As with every other area of design, furniture and interior design is cyclical. For those of you who have clung to “That ‘70s” ambience replete with ferns hanging in the windows… or that ‘80s look with faux “important piece” furniture and brass bric-a-brac… well, that’s too bad! Gone are the overly ornate credenzas and banquette-style boardroom tables and their accompanying carved scrollwork, along with the busy, bright, multi-color tapestry and bold floral patterns. What’s “new” right now, and has been for the past few years, is late 1950s-early 1960s-style furniture, or “mid-century modern” -- clean, sleek and uncluttered, with low, flowing lines, Eames chairs, and boomerang tables. Quality period originals are going up in price like a ‘60s muscle car, thanks to outlets like eBay, but less costly reproductions are available.
But be true to yourself: every agency has its own brand, and unique style. Today’s agency workspaces range from the Zen of subdued hues and a palette of quiet earth tones, to punchy colors and industrial fixtures. Mixing furnishings for an eclectic, surprising visual environment is a fun way to provide sensory stimulation and a mindset that is open to diversity. The goal is to match your brand style, while providing areas that encourage collaboration and creative stimulation as well as personal “quiet zones” for mulling over concepts.
Back to Nature (Or Not)
As so many of us work long hours and longer days, we see precious little of the natural world that surrounds us. Natural or faux natural fibers, colors, and textural, organic materials are “in.” Colors found in nature, like warm browns, taupes, sunshine yellows, sky blue and moss green can help bring some “reality” to the office virtual reality. Or bring some nature into the office by accenting with a rock, slate, or wood wall. If that seems too odd or impractical, use furniture that mimics natural shapes and colors, or some type of small indoor fountain/water object. Live plants are a surprisingly inexpensive option (as long as you have a “green thumb” on payroll; otherwise count on hiring a plant service to keep the greenery healthy and non-jungle-like). Remember -- nature feeds the creative in all of us. But balance more organic notes with brighter, stimulating colors, especially in collaborative work zones and creative offices. Color can be unexpected, surprising -- and can help to inspire fresh, energetic thinking.
Color Is Not Gone, But Used Differently
Painting walls deep colors is really popular (thanks to HGTV makeover shows and home decorating magazines), and you might consider ditching any wallpaper… especially in the reception area. Wallpaper is very subjective, and many people find it fussy and oppressive -- especially people under 35. Use bold colors to accent, not cover, spaces. A small wall or partial wall might be painted a contrasting bright color to enliven a space. Apply the basic design rules used in layouts to decorating -- a balance of positive to negative space, selective use of dominant colors, careful placement of accessories with an eye to composition, etc.
“Rest” Rooms
Minimalist design styles emphasize space and “zen” colors, aimed at relaxation and mentally clearing the decks. However, if your agency style is bolder and employs vivid colors, remember to incorporate softer-hued walls to “rest” the eyes.
We creative types tend to be gatherers and hoarders. And a lot of that “gathering” tends to multiply upon our walls. Then again, some of us grew up in an era when your office wasn’t decorated unless every inch of wall-space had something hung on it. Well, it’s time to rethink that decorating strategy -- fast! Remember, even creative eyes need a place to rest undisturbed. An unadorned wall can be a visual blank slate, a perfect backdrop for imagining that next great idea.
Light Your Fire
Lighting can serve both as a decorative element and as a primary environmental consideration. Studies have shown that light can have a huge effect on employee productivity and energy levels. Natural light is especially important, so try to offer public areas and collaborative spaces with windows or skylights. Other lighting considerations include good task lighting to reduce eyestrain; natural lighting in production areas to help with color-balancing in computer design; and lighting that is environmentally friendly and energy-efficient.
User-friendly Niches for Everyone’s “Stuff”
Clutter is a fact of life in most smaller offices, even those who have drastically cut paper output. Plan for clutter, and see it disappear. The design catalogs, from Pottery Barn to OfficeMax, are filled with storage ideas to control the paper dragon. Attractive groupings of organizer bins, creative clip systems and wall mounted storage units are just a few of the options out there. Make sure everyone who needs storage gets it, and you’ll have a much neater -- and happier -- office space.
Don’t forget to leave a little bit of room for “favorite stuff.” Everyone has little objects or photos or pieces of art they’re attached to. Give each employee room to personalize their space. You can also have a rotating “feature” display in the reception area for “fresh stuff” your creatives (or not-so-creatives) enjoy or are working on, including personal artwork.
A new, more streamlined look really lends itself to a design-friendly environment. Artwork looks better on a wall that isn’t draped with busy fabric and heavy frames. The mind works better when it can roam open space and see nature even in indoor objects. And when you redesign the office, plan a little “wiggle room” that allows you to change displays or hang new art to keep things new and more creative. The right workspace design can even attract better, more creative recruits who will help your creativity even more than the right lighting and wall colors
Workspace redesign is one way to help generate creativity, but it can only help where the established culture also encourages risk-taking and supports innovation and “fearless” ideas. A kicky workspace is just window-dressing if ideas are squashed before they can germinate. Consider overhauling your workspace -- and perhaps your culture, too -- for greater creative.
