Dentsu

The Starting Point

Over a five-year period, we accompanied the media agency Dentsu through the development of its new workplace concept, from the planning and design to the realization and relocation to the new premises at a total of four locations.

The Challenge

From the start of the project, it was clear that the company needed to reinvent itself in terms of space and rethink its work environment with a sustainable concept in mind. Among other things, the focus was on the company's network concept, which had to be strengthened and reinterpreted for the space.

Our Solution

Through interviews with management, we were able to better understand this strategic idea and develop a collective future focus for the working world. In specific employee workshops, we gained a deeper insight into Dentsu's work culture, which we then analyzed and discussed. We also created joint communication maps, developed initial concepts and visions, and examined and planned ways of working and work processes. Throughout the project, various teams continued to develop concepts for the area. Among other things, a housekeeping guideline was developed for the new collaboration in the new locations.

With the results of the workshops and interviews, we formulated our concrete terms of reference for the planning and the office concept. These took into account, on the one hand, how employees should work in the future and which areas of the company need to be more effectively linked or more flexibly designed. On the other hand, key points on identity, authenticity and innovative thinking factored into the requirements.

Analog and digital were also to be woven into the interior design. The abstract results of the analysis were the cornerstone for the subsequent planning of the new office space. The fact that Dentsu is a shared and interconnected network also had to be reflected in its future workspaces.

Flexibility and quick changeability were required. Closed and fixed offices were to be deliberately avoided, but a completely open structure also seemed unsuitable due to the team structures. In the end, the solution is an open, but simultaneously small-scale structure that is in harmony with values such as transparency, individuality, networking and creativity resulting from the collaborative work style.