Allsteel's mission was to reestablish its century-old identity separate from its new parent corporation, under which it had operated for two years largely anonymously. To fulfill this mission, the office-furniture manufacturing company worked with architect Gensler to acquire a 65,000-square-foot abandoned factory and transform it into a facility in which to unite all of its employees.

The manufacturing company wanted to create a collaborative work environment that reflected the brand and communicated design sensitivity to the architecture and design community, while expanding the existing client base. The jury felt they had succeeded: "This is a space that is the kind of hearth and center of the company, literally and figuratively."

Gensler's scope was intentionally broad for this project, given that the client deemed architectural renovation, brand development, and signage to be necessary elements of the company's desired evolution. Gensler helped Allsteel uncover key attributes that could be reflected in design solutions through the factory renovation, such as an open-plan design to eliminate existing office hierarchy.

The project results include:
• Operational savings of 35+ percent for items such as energy use and staff hours due to a single company location
• Return on initial investment of 25 percent in an economy marked by recession
• Through customer visits, the corporate-accounts business increased from 3 percent to 15 percent of total sales
• In the first full year of occupancy, price realization increased 4 percent due to stronger brand equity
• A new product-introduction cycle was compressed through increased staff collaboration, resulting in more frequent and more timely product launches
• Member morale and "great place to work" environment has contributed to staff recruitment and retention.

The jury was "deeply struck by the humility of the entire messaging throughout the company, one of warmth, community, and a communal space. It's as if you're in a big outdoor park when you walk in because it's so light." They also noted the "lack of hierarchy that was expressed by this company in its architecture."

Copyright 2002 The American Institute of Architects. All rights reserved.