Mid-Century Modern Flexibility at Edelman’s LA office

Gensler infused functionality and flexibility in the mid-century modern design of Edelman‘s new Los Angeles office.

Edelman Los Angeles is a new destination for staff and clients that flexes between office functions, meetings, and industry events. Designed by Gensler, the uniquely planned space supports the choice and well-being of Edelman employees while building client relationships through a hybrid work and play environment that resembles a mid-century modern lounge more than a corporate office.  

The firm’s strategic relocation to a new home in Hollywood positions them in the heart of the entertainment district, near clients and within walking distance to numerous amenities. Situated within the Columbia Square mixed-use development, the design of Edelman Los Angeles’ was inspired by the history of the campus, which was home to Hollywood’s first movie studio in the 1930s. Programmed with a “front of house” co-working cafe on the ground level and a “backstage” floor with a more traditional office layout, the design equally celebrates the most visible, high-traffic areas and those that are behind-the-scenes support. 

The lively, ground level café was modeled around the idea of a social network in physical space, with elements designed-in to host influencer and creator communities with opportunities for in-house lifestyle content creation. Beyond co-working, the café is a space for gathering, with flexible features that allow the cafe setting to flip to host town hall meetings or large events. Prioritizing every inch for multiple functions, the terrazzo coffee counter easily converts to a bar and extra furniture can be stored within hidden closets. An terrace that leads into the café provides additional seating for work and events. 

Upstairs, scaffolding-like trim around the conference room doorways references the iconic Hollywood sign visible out the windows. EDELMAN is spelled out in abstract letters backward, mimicking the sign’s construction from behind. Furnishings include an eclectic mix of new and reclaimed pieces, with warm lighting and walnut shelving enhancing the retro vibe. The project combines hospitality and workplace design thoughtfully, balancing the features and branding with the functionality of each floor.    

Project Planning

Designing Edelman’s Los Angeles workplace on two floors was akin to designing two different projects. Working closely with local Edelman executives, the lower level was designed to be outward-facing, and draw in clients, many of which are influencers and figures in the entertainment industry, with informal meeting spaces and areas to shoot video and record podcasts. A stage, production space with a cyclorama, and a post-production editing suite are additional perks of the space that can be activated and enjoyed by visiting clients, talent, and production crews. 

Upstairs, the workspace area was designed to fulfill all the needs of a modern media agency. There are free-address desks for hybrid staff to use daily, meeting rooms, a casual lounge area, and numerous single occupancy phone rooms—a necessity at the buzzing communications firm, providing a quiet space for calls with appropriate lighting and acoustics for video. 

“Edelman Los Angeles speaks to the humanity of the firm. Staff can work fluidly throughout the day, moving from free address seating to the lower-level co-working café and its adjacent courtyard,” said Todd Heiser, Managing Director of Gensler Chicago.

The new space expresses the future of media agencies by maximizing flexibility and creating distinctive spaces for different tasks and entertainment that clients can share in using and enjoying.

Project Details

Los Angeles leadership requested that the design speak to the creative spirit of the agency  and its clients, promote sustainability initiatives, and reference the area’s historic influence in film and the entertainment industry. Envisioned as a 1960s Hollywood lounge, the new furniture is mixed in with vintage pieces, including a boardroom table, chairs, and accessories, adding warmth and patina to the new workplace. The practice is in line with the companywide ESG strategy that frequently reuses and rehabilitates furniture. 

Keeping the two floors and their varying functions in mind, the first-floor café is subtly branded, with Edelman appearing in neon script and an antique portrait of founder Daniel J. Edelman nodding to the PR giant. The firm’s official logo appears upstairs above the reception area with pops of blue interspersed, signaling the active media agency’s workplace floor. 

“Each Edelman office around the world taps into its geography through its design, emphasizing the individuality of the locations that make up the global firm. No two offices look the same.” said Lena Kitson, Principal and Account Manager at Gensler. “We work closely with leadership to ensure functionality, flexibility, and the most sustainable design is successfully achieved, while infusing each space with brand presence and local flavor.”

Products 

Concrete Collaborative – Pacifica, Alabaster Pomelo Mix

ShawContract – Dye Lab Tile 5T041 Carpet Tile

Virginia Tile Company – Solid, Cotto, Basalt, Sky Mosaic

Virginia Tile Company – Fayenza, Coral

FeltRight – Ash, Sage

Cosentino – Dekton Kovik

Armstrong Ceiling Solutions – TECTUM Ceiling Panels

MDC Interior Solutions – Woodland European Walnut

Knoll – k. stand™ Height-Adjustable Tables

Overall Project Results

This relocation allowed for more flexibility and openness in the workplace, but initially, there was some apprehension for staff  who felt they were losing privacy and the ability to have personal space. Grappling with the challenge of how to allow for personalization without too much clutter, the design team created customized display bookshelves opposite of the desks for staff to add artwork, designed objects, and even record collections. This solution celebrates the individuals collectively in a visually organized way that was in line with the retro aesthetic of the space.  

While the change from uniform setting with individually assigned desks to primarily free address seating was daunting for some employees, we hear nothing but positive feedback about the abundance of different settings for employees to choose to work from throughout their day. In giving up owned space, they gained a larger variety of settings to help support their work and neurological needs. Presence of different work mode settings, posture options, along with biophilic elements helps reinforce that this is an inclusive workplace for all. 

Contributors:

GC: Structure Tone (STO Building Group) and BCCI Construction

MEP Engineers: AMA Group

Furniture Dealer: Corporate Concepts

Lighting Designer: Reed Burkett Lighting Design (RBLD)

Signage vendor: Site Enhancement Services (SES)

A/V vendor: AVISPL

Design

Todd Heiser

Lena Kitson 

Zak Helmick

Francia Flores

Michael Parlett 

Yissa Renteria

Riley King (include?)

Photography

© Ryan Gobuty, Design by Gensler

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