Businesses whose success is fuelled by creativity cannot simply wait for inspiration to occasionally strike. Instead, every effort is made to foster a continuous simmering of new ideas some impractical, some unrealistic, some outrageous, but all valuable in stimulating the intellectual momentum that often leads to breakthroughs.
As a major global marketing communications agency, JWT is all about generating and, ultimately, conveying ideas that resonate in the hearts and minds of their clients target audience. Their working culture is accordingly one of fluid, spontaneous collaboration and open expression things which its working environments, in turn, are specifically designed to encourage and support.
The recent redesign and renovation of the firm's 1,680 sq-m Shanghai office shows that there are more ways than one to achieve the requisite "architecture of creativity". Yang Yeo, Chief Creative Officer, JWT Shanghai, explains the initial motives that kicked off the project: On a practical level, the old office had 120-degree office system furniture with partitions, which stopped people from communicating with each other. It compelled you to sit down and stay put. For a creative agency like us, that can be very limiting.
"We were also finding that our people tended to go outside to do their work, to places that were more inspirational. More often than not, they would end up in cafes near the office. That led us to the idea of creating an equally comfortable and inspiring environment right here."