A fluid space for fluid thinkers.
Client
Key Partners
Fluidity was the inspiration for The Microsoft Loft, situated on the seventh floor of Microsoft’s flagship NYC retail store at 677 Fifth Avenue. The thoughtful integration of natural materials and organic forms coupled with artistic expression, delivers maximized productivity and efficiency for a wide range of programming.
This functional and transformational, multi-use event and meeting space was designed with the intention of supporting Microsoft’s mission to empower every person and every organization on the planet to achieve more.
Great strategy shies away from the camera.
Designing a flexible event space is an exercise in stealth and ingenuity. The Loft had many challenges, including limited storage, lack of freight elevators, poor acoustics and an inability to partition the space. Learning to hide in plain sight, constantly exploring multiplicity of function and engineering portability are the keys to success. Sometimes what you don’t see is the most beautiful design.
Here today, here tomorrow.
In a world of disposable experiential activations it is important to understand that some programs are meant to have longer lifespans. The ability to effortlessly shift between short and long term experiential initiatives uniquely positions our team to apply a continuing wealth of client knowledge across multiple solutions.
Sculpture as experiential marketing.
We needed a big design statement to capture the attention of guests and transport them into a completely unexpected mindset. Breaking from the rectilinear design language of the retail store, elevators doors dramatically unveil the living, breathing embodiment of the space: fluidity, creativity, progress, energy and transformation – all in harmony with technology.
Go ahead, run your hands over it, you know you want to. After all, the space is meant for hands-on.
FUN FACTS:
