Australian based Bates Smart was approached to design a new modern work environment for CHE Proximity, part of the Clemenger Group. One aspect that makes CHE Proximity unique as an agency, is that they have an ‘in-house data analytics team which drives the generation of intelligent, data-solutions’. This unique aspect is focused around the agency philosophy of ‘Creative Intelligence’.
Bates Smart were asked to create a design that is modern and simple, that conveys technology, movement, activity, and an element of agency surprise. The new office space spreads over two levels, 8 & 9, with an area of 1,880 m², and a 120 m² of south facing terrace.
The heart and epicentre of the agency consists of the Reception, Hub and Bar, all united in one large area with a view of the landscaped external terrace. Designed as a social hub, the space is utilized for meetings, presentations, staff gatherings, and client entertainment. A new staircase connects the Reception / Hub on level 9 to smaller staff area on level 8.
The lower level workspace was broken down into ‘district neighbourhoods with a feel and identity that gently modulates between key team zones without restricting expansion and contraction of teams’. The modern design encourages staff collaboration and connectivity between groups, while respects the unique needs and identities of the varied departments.
Design: Bates Smart
Client: CHE Proximity
Details: Workplace for advertising agency
Location: South Yarra, Melbourne, Australia
Area: 1,880 m² over 2 floors + 120 m² terrace
Completion: November 2013
*All images and information courtesy of Bates Smart.