CONSUMER GOODS
A consumer goods organization’s workplace is increasingly expected to be a conduit to its consumers with engaging touchpoints bridging the gap between internal and external experiences. Companies are beginning to seek out design expertise that begins with workplace design services and then digs deeper — making sustainability commitments outwardly visible, telling comprehensive brand stories, and putting the product development process on full display.
Knoll Chicago Showroom, Chicago
01
All-in-one real estate can blend product innovation with consumer engagement.
Consumer goods real estate is moving toward the development of holistic experience centers. These all-in-one sites blend workplace, research, and product showcasing. Experience centers help brands better understand their target audiences and provide consumers with a peek behind the curtain to learn how their favorite products are made.
02
Sustainable products will continue to attract consumers.
A concerted movement is underway to decarbonize as many products as possible, inclusive of the supply chains and workplaces that produce them. Among consumers searching for ways to positively impact the environment through their spending decisions, companies that commit to net zero real estate and workplaces will get high marks.
03
Consumer goods companies are now competing for tech talent.
The acceleration of e-commerce has consumer goods companies competing for talent that understands and can create virtual experiences — typically the domain of technology companies. Facilitating equitable experiences for workers with different styles, skillsets, and preferences will be top of mind for companies seeking to ramp up quickly as new talent pours in.
04
The workplace will continue to morph.
Consumer goods companies are constantly searching for new ways to engage customers, both in person and across various social media platforms. One growing trend in the industry is to use the office to create fully integrated, high-tech broadcast spaces that can generate engagement and set unique stages for product stories straight from consumers.
05
Real estate will continue to support a brand’s mission and purpose.
There is an increase in demand for curated spaces that celebrate a brand’s heritage and history, while also reflecting on the future of the business. Within consumer goods, such spaces serve a dual role, reinforcing a company’s mission among its workers while also conveying it to consumers.
“Real estate’s new source of value is that it is the platform outside of the home for experiences beyond the virtual.”
—World Economic Forum article by Gensler Co-CEO Diane Hoskins
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More consumer goods workers would prefer to be in the office full time than in any other industry.
Spin Master
Toronto, Ontario
The Canadian children’s entertainment company Spin Master partnered with Gensler Toronto to create a refined, creative workspace for its entertainment division. While other office floors leaned into Spin Master’s playful image, the entertainment division wanted a sophisticated work environment...
Limited Brands, Inc.
New York, New York
This 400,000-square-foot workspace for Limited Brands consolidates five offices, unifying staff under the design concept of “workplace as a stage” for showcasing the company’s brand. The dynamic concept of being on- and-off stage is reflected in dark/light finishes, accented throughout the space...
Campari Group North American Headquarters
New York, New York
Relocating its North American headquarters from San Francisco to New York City, Campari Group enlisted Gensler to create an inspirational workplace in the heart of Midtown Manhattan. The design reimagines Campari’s Italian heritage through the lens of NYC, featuring unique hospitality-inspired...
Francesca Poma-Murialdo
Consumer Goods Leader, Design Director, Principal
Francesca is an energetic and passionate designer with a human-centric design philosophy that embodies people’s first culture, to create memorable spaces. Her innovative...
Don Ricker
Strategy Director
Don is a Strategy Director for Gensler’s Detroit office. He leads workplace transformation with key strengths in organizational and workplace strategy, design, and change...
Chris VanderWeyden
Design Resilience Leader, Senior Sustainability Specialist
Located in the Gensler New York office, Chris is a Global Design Resilience Leader for the firm’s Consumer Goods practice and has a great passion for delivering resilient...
