A Workspace Designed for Creativity

When Dan Wieden realized that the advertising agency he had co-founded in 1983 had outgrown the building in downtown Portland, Oregon, that had always been its home, he saw an opportunity not only to find a new location that would accommodate the companys rapid growth but also to transform the entire work environment.

Thats why he set out to find a location and to create a workspace that would inspire employees to be more creative. Wieden then found the ideal building, a 90-year-old structure with lots of character and possibilities. After working closely with Weiden and his staff to determine the type of space the company needed, the architect for the project recommended tearing out the core of the building and installing a six-story atrium designed to attract people and to provide them a comfortable place to meet informally to discuss ideas or to solve problems.

The design of employees workspaces depends on what they actually do. Although much of the workspace is open, employees who need privacy can reserve one of five closed workrooms scattered throughout the six-story building.

One of Wiedens boldest creative moves was to invite the Portland Institute for Contemporary Art (PICA), an organization whose mission is to promote the works of up-and-coming contemporary artists, to share the agencys workspace. The idea is that having artists roam about the building might enhance the creativity of the agencys employees. The artwork that decorates the space includes unusually shaped clay pots and a six-foot wooden beaver.

Creativity usually is a noisy, somewhat chaotic process, and Wieden+Kennedys headquarters reflects that. Wieden enjoys seeing groups of employees sitting around the central plaza or on the couches in the quad areas discussing ideas and having fun. If you can get people to stop thinking about making ads and start thinking about making pieces of communication, then something fresh is apt to arrive, he says.

1. Can a work environment enhance or limit employees ability to do their jobs? Explain and describe an example.

2. How do Wieden+Kennedys location and layout contribute to the companys ability to satisfy its clients and maintain a competitive edge?