Creating a new home for a marketing agency known for its creativity (Vans, Verizon, and more than 20 other brands are clients) takes more than just a few good ideas. It takes head, heart, and hustle. Luckily, those three attributes form the tagline of Rauxa, the nation’s largest female-owned agency, which had the good idea to hire Spector Group for the job.
The firm’s new digs—50,000 square feet on the 43rd and 44th floors of New York City’s Brookfield Place—are organized around the three keys. “The collaborate ‘head’ spaces,” says Spector Group design director Jessica Mann-Amato, are sprinkled with meeting and teaming rooms. The café-town hall space is the “heart,” where regular events and celebrations are held. And the “hustle” all happens in open studio work spaces, envisioned as monochromatic blank canvas-style areas enlivened with greenery.
It’s a big move up, but to remember where they came from, Rauxa took photos of the graffiti that covered the walls in the company’s previous location, then inset the images into plywood across the new space’s reception and corridor walls. “It’s an homage to their history and culture that we creatively interpreted into the new space,” Mann-Amato says. It’s also a clear example to another of Rauxa’s maxims: bold results.