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Staples Velocity Lab: Brand Design

Cambridge, Massachusetts

Looking to increase visibility and attract and retain top talent, online retailer, Staples, commissioned Gensler to create a brand design strategy for its new workplace and innovation hub located in Kendall Square, just blocks from MIT. Named for the speed and energy of innovation, the Staples Velocity Lab celebrates the Staples brand and serves as a hub for innovation and creativity. Designed to provide a creative and flexible space conducive to supporting and developing new online technologies, the workplace acts as an active mobility center and encourages multidisciplinary teamwork and the exchange of new ideas. Viewed as an extension of Kendall Square, the space has an informal planning structure and is designed around an innovation lab enriched with communication tools and technology. Large-scale graphics and bold colors showcase the Staples brand, both internally and externally, while combinations of stationary and interactive elements energize the space, creating a truly unique and collaborative work environment.