Location: Cincinnati, OH, United States
Completion date: 2015
White Design Studio
The Brand Experience asked us to design and fabricate a suite of branding features to help their client, 84.51º, educate different audiences on what they do and why it matters. Our solution was to design a series of features that build off each other as audiences flow through the building—first in the street level lobby, up the elevators and finally when arriving at the 9th floor sky lobby. Through interactive pieces, murals and a large suspended sculpture, we designed a system that successfully embodies the client’s objective of using complex data to reveal relevant customer patterns for stronger relationships.
Gensler's design of 84:51° headquarters is raw and stark. The street level lobby was the perfect location to introduce viewers to the iconic "digital dust" we used to symbolize the incredible amount of shopping data that 84:51° collects on their client's customers through loyalty shopping cards.
The sky lobby on the 9th floor opens out on three story canyons that cut through the lower floors—a perfect setting for our hanging focal feature. At first glance, the sculpture depicts the pieces of data as chaos but upon closer inspection—from two designated locations in the space—we can clearly read the words "Customer 1st" and "Loyalty" — the two tenants of 84:51°'s insight. The sculpture helps visitors, customers, vendors and employees alike, understand the why, how and what of 84:51° in a way that is fun and memorable.
We worked with The Brand Experience and 84:51° to identify the locations and individual messaging for each feature. Once concepts were approved, we were contracted to bring each concept to life assembling the required team of consultants, fabricators, and installers to assist us. We also produced all of the finished art for each piece.
Our measure of success for our designs is for our features to illustratively tell a customer's story in a way that is meaningful and appropriate. Our work brings spaces to life and informs all audiences to understand what makes each customer unique and why their work is important.