Intent Media by JIDK

Entirely open, non-hierarchical workspaces will not work for every company. Between company culture and differing job functions, nature of industry and spatial limitations, a flattened approach to workspaces can only truly work for companies that have already embraced a non-hierarchical work style in everything from their core values to daily work functions.

And in a climate of trendy, colorful, coworking-inspired spaces, designers face a challenge in creating a delicate balance between open/inclusive/playful and functional/personal/above-and-beyond.

Located near Hudson Square in New York City, the new Intent Media offices, designed by JIDK, are a great reflection of the company’s achievement as a five-year winner of Best Place to Work by Crain’s New York Business.

Spread across part of an existing building’s ninth floor and all of the 10th, the new offices are open, inclusive and playful – but in a personal way that moves past trendy.

“Intent Media wanted a true open office, but they also wanted everyone to be heard,” said Thomas Juncher, founder of JIDK. “They wanted to maintain a start-up feel, but for a company that has a solid identity and has been around for awhile. The suggestions from employees became our light brief that we worked from.”

Beneath a skylight, visitors and employees enter the new 25,000 square foot space through a reception and waiting lounge. Through a short hallway of meeting rooms, an open workspace with phone booths and additional meeting rooms leads to an expansive “canteen” space – something JIDK tries to build into as many of its projects as possible.

“In New York City, there are lots of great food options anywhere you go, said Mr. Juncher. “But if you go out to lunch, it becomes a very singular activity, and not a social function. The focal point of the day is often where the food is, and something like a canteen – it’s an enjoyable way to gather.”

Alongside full café and gathering features, the canteen sports a stage, projector, and a set of bright blue steps that acts as tiered seating. The tables are also set on casters for easy reconfiguration.

Visitors will notice right away a love of dogs at Intent Media. While some progressive workplaces across the country welcome employee’s dogs into the office, Intent Media takes this amenity to a new level.

“Dogs have a very special place at the company,” said Mr. Juncher.

In addition to canine-inspired artwork sprinkled on walls and pillows, a large inflatable Koons-esque balloon dog gives reference to the company’s dog friendly policy. And the seemingly random nomenclature used for meeting and phone rooms are actually the names of employees’ dogs.

Employees climb a large birch staircase up to the main workspace on the 10th floor, designed to accommodate the CEO’s preference for management sitting alongside staff. There, every employee, including all c-suite members, works in the same size height-adjustable workstation (5-foot by 30-inches).

“If you play with the density, you can create a nucleus of programming activity,” noted Mr. Juncher. “As an example, the noise levels of some teams, like sales, don’t fit well near developer teams. And we worked buffers into the space between workstations and lounge areas.”

Away from their desks, Intent Media team members can use phone rooms and meeting rooms of all sizes, a standup meeting room, a lounge, lockers, three additional coffee kitchens hidden throughout the space, and cozy diner booths with reclaimed wood tops/surfaces.

“The stand-up room is a room lacking chairs and covered in floor-to-ceiling whiteboards, meant for intense war room-like collaborative sessions.”

A long hall leads away from the primary working grounds to connect with an auxiliary wing full of lounge spaces, conference rooms, an additional pantry, and access to a work-friendly roof deck with a beer garden that was requested by employees.

The second level also includes a large space able to take many shapes – lounge, game room, yoga studio – with sweeping views of the Hudson and lower Manhattan, large sofas, bean bag chairs, ping pong table and yoga accessories. This inclusive space, which the former tenant had used as a single expansive corner office with private bathroom, underscores Intent Media’s dedication to inclusivity and equality.

JIDK and Intent Media studied aesthetic options carefully, eventually making choices that reflect its culture and mission.

JIDK proposed a few areas with full bursts of color spread thoughtfully throughout the space, while leaving the base of the building somewhat raw, honest and exposed. The poppy color palette signals a playful attitude while also aiding wayfinding. Primary work zones use shades of blue, while breakout spaces for creativity and collaboration are colored with orange and red carpeting. Tertiary zones, including the yoga studio/game room, have purple carpeting, meant to encourage active work. The office also features several spray art murals created by employees.

“A lot of the success of a design relies on a having a great client,” said Mr. Juncher. “Intent Media is a very modern company – and their employees are their product, so it was easy to work with them.”