In a new headquarters at Key Tower in downtown Cleveland, NYSE-listed real estate company Forest City found an opportunity to show off the design elements central to the real estate it acquires, owns and manages in the commercial and residential markets.
Forest City wanted to increase collaboration and promote social interaction among associates and executives, while still providing secure, privacy-centered moments when quiet is needed. To accomplish this, architecture and design firm Vocon crafted a workplace strategy establishing an open office with distinct neighborhoods, connected by both “pocket parks” and neighborhood centers.
At 110,000 square feet, the new headquarters is spread across two stories and reduces Forest City’s footprint by 40% compared to its previous office.
On the lower level, a double-height reception, bar and conference center feels airy and luminous under a thoughtfully-designed lighted ceiling. Lower and upper levels connect via an open, central stair.
“We wanted that central space to be a place where the entire firm could gather for announcements or celebrations,” said Bob Porter, studio director at Vocon, in an officeinsight interview. “We designed the stairway with that in mind – to be open so that you could see past and through it to the bar.”
Vocon introduced an activity-based planning model that reflects the same “work/live/play” balance Forest City aims to develop in its real estate projects.
In a strong departure from its previous office, Forest City wanted to make better use of its space, and so Vocon brought in more third places that also act as social hubs for people to work and interact in. Each floor features 1800 – 2000 square foot of common space areas for both planned and impromptu collaboration.
Forest City staff can top into a variety of experiences into throughout the workday, with designated locations to host certain task types. A simplified navigation between departments allows for easier travel to and from spaces within each neighborhood.
The new offices are composed entirely of assigned open workstations, including for all executives – a significant change from Forest City’s previous offices featuring 90% enclosed private offices. Associate workstations have a 6×8 foot U-shape design, while executives enjoy an extended, but still open workstation.
“They wanted to bring executives into the mix in the open plan, but they have a little more space and more visual privacy,” said Lindsay Kovach, project designer at Vocon.
Forest City also embraced a distributed leadership model, versus a consolidated leadership model, so that the executives were spread throughout the six floors, rather than consolidated into one area. In this approach, executives need to travel to meet and talk to one another, and they have more interaction with their surrounding associates.
Workstations were reduced in size and created within a larger change management effort, with much back-and-forth between designers and client and the creation of a mock-up of four different workstation designs.
“The main challenge was to foster collaboration and move into a big open plan,” said Mr. Porter. “Then, the next set of issues arises when the client says they’re okay with open plan, but don’t necessarily want to be thrown into a sea of open workstations. So how do we begin to create spaces that drop into the floorplate that give people opportunities to move away from their workstations?”
The offices include one meeting, huddle or privacy room for every 8-10 employees. Secluded areas all have glass fronts, but are tucked away, around corners for added privacy.
“And where you do you put these rooms?” Mr. Porter continued. “Our studies show that if you’re more than 35-40 feet away from a privacy space, you don’t use it. We have to figure out how to put these spaces in the right spots.”
If a meeting requires space for anything bigger than 12 people, staff need to go to the reception floor, which has larger conference rooms.
“And finally, we needed to design the space to promote cheerful interaction.”
In addition to including more casual third places than Forest City’s previous offices had, the real estate company also decided to include a full bar in the office. Embracing those types of spaces were part of a larger cultural shift happening within Forest City, centered around “placing responsibility for the design of the offices with future leaders of the company to integrate new and traditional approaches to work space.”
“For a big corporation like that to take on amenity spaces like a bar, it’s a big adjustment,” said Mr. Porter.
Forest City welcomed a newer aesthetic with bright, open, modern spaces.
“We came up with a score of modern, clean spaces, but then worked to temper that down a bit to meet something warmer and more casual,” said Ms. Kovach. “That blending of the two – strong, modern architecture and a casual, youthful vibe – became the offices’ main design language.”
While extensive change management plans were in place once its new headquarters were complete, Forest City leadership noted that the new workspace was naturally working for their staff. After working in the new space for six months, Forest City staff reported that giving up private offices was made back tenfold in its new activity-based workspaces.
AIA Ohio recently announced the winners of its 2018 AIA Ohio Awards, and Vocon earned an award for its workplace strategy and interior design work at Forest City – a job well done!