NELSON Design Book

Portfolio Highlights 2018

Retail

Architecture

Interior Design

Branding

Environmental Graphics

American Girl New York

American Girl challenged us to design their “Store of the Future.” Unique experiences and opportunities to grow the connection between a girl and her doll needed to be added and the iconic brand needed a fresh look for the future.

The all ­new New York flagship at Rockefeller Plaza features several innovative experiences including an expanded American Girl Salon, customizable birthday party experiences in the renowned American Girl Café, a Content Hub showcasing the brand’s educational and entertainment offering, plus, opportunities for girls to be their own doll designers in the new Create Your Own Design Studio.

Retail

Interior Design

Environmental Graphics

T-Mobile Chicago

Eager to make a bold, brand statement and bring “un-carrier� wireless to life at retail, T-Mobile asked FRCH to develop 5 flagship stores in destination locations across the U.S., including on Chicago’s Magnificent Mile.

Innovative and category-shifting, the store provides a platform and voice for the maverick brand, leveraging unique digital experiences and immersive technologies. Incorporating a regional influence into each flagship, the Chicago location incorporates larger-than-life digital billboards that make this T-Mobile experience integral to the locale.

Retail

Interior Design

Ballard Designs Prototype Design

The classic catalog brand, known for timeless European-inspired design, was looking to redefine their in-store experience with their first, true retail prototype in over 15 years. Ballard Designs, a subsidiary of HSN, wanted to take a fresh look at how to engage their customers with an environment that allowed them the freedom to explore, create and inspire. The challenge was to conceive the new retail experience with the goal to create an approachable journey for the user that wants to feel empowered and inspired to decorate her own home. The environment invokes the feel of a timeless home interior, where consumers feel comfortable to explore, engage and play. The space celebrates the endless customization opportunities the brand offers and allows a unique hands-on interaction where the customer truly becomes the designer, celebrating their personal style. Lifestyle vignettes radiate from the brand’s centrally-located Design Studio, to provide a clear point of view on a variety of home furnishing options.

Retail

Architecture

Interior Design

Frontgate Prototype Design

Since its founding in 1991, Frontgate has grown from a mail-order catalog company into one of the country’s leading luxury lifestyle retailers. Armed with the knowledge of their consumer preferences and shopping behavior, Frontgate was looking to grow the brand with a new physical presence that would resonate with this elite consumer. We helped create a 360º expression of the Frontgate brand. The new store shifts the perception from a product-oriented brand to a lifestyle brand by presenting curated collections that create complete living environments. Unique experiences like the in-store Cafe welcome customers and encourage the entertainment lifestyle, while The Design Studio and staff expertise allow the brand to work collaboratively with customers and professional designers to create unique expressions of Frontgate.

Retail

Interior Design

Saks Fifth Avenue Toronto

Saks Fifth Avenue was looking to open their first Canadian flagship within the historic Hudson Bay store, located on Queen Street in Toronto. The challenge was to develop all aspects of store branding, planning, design and merchandising within the existing building consisting of approximately 122,700 square feet on 3 levels. The result was an environment that evokes the aesthetic beauty of emotion and motion, creating a dialogue between human and space through abstract expression. The team was inspired by the drama of the natural environment to create three interweaving design stories — the serene ripple effect of the rain, the rough texture of the forest and the sense of movement during a storm. The space was re-imagined as a gallery-like environment, blurring the line between fashion and art, furniture and fixtures act as art, animating a poetic vision that fosters an elegant, reflective, and elemental experience.

Hospitality

Architecture

Interior Design

Environmental Graphics

Holler & Dash Atlanta

Holler & Dash, a new chef-driven fast casual concept from Cracker Barrel, tasked us with conceptualizing and developing a design strategy that would allow the restaurant to harmonize with local surroundings. Core goals of the program included solidifying the core prototypical design elements and identifying opportunities for flexible localization as new locations were identified. The first location from this partnership opened in August 2017 in West Midtown, Atlanta. The concept invites the community inside with an I-beam and railroad tie inspired front porch that recalls the industrial origins of the adjacent Westside Ironworks foundry.

Hospitality

Interior Design

District Fresh Kitchen + Bar Wayzata, Minnesota

The nature of design plays a paramount role in the ultimate dining experience. Chosen elements can make or break a sought after vibe. Keeping this notion in mind, NELSON teammates worked with management at District Fresh Kitchen + Bar to develop a design language that would capture the attention of consumers while differentiating from its competitors. Located in Wayzata, Minnesota, the 4,800 square foot space favors a cozy, high-end residential kitchen with subtle hints of a boutique hotel. Originally intended as a store front, the design team carefully transformed the space into the ideal dining environment, while keeping budget constraints at bay. Various materials were salvaged and repurposed, aiding in the creation of a luxurious look for less. Reclaimed wooden walls add a warm, rustic feel while existing booths were reupholstered. Intricate light fixtures in private dining rooms were salvaged from a NELSON project under demolition, adding to the residential environment. Additionally, paintings by a Minnesota artist adds flair, balancing the design concept while promoting local art. The end result is a blend of residential meets boutique hotel that differentiates the dining of District Fresh Kitchen + Bar from its competitors.

Hospitality

Architecture

W Hotel Philadelphia

As the tallest hotel tower in Philadelphia, this project promises to be a striking presence in the City’s skyline. Hotel guests will experience the unmatched luxury of the W with a Spa and Fitness Center, indoor pool, lobby bar, restaurants, and outdoor terrace. The Element will have a separate sky lobby. The 5th floor will feature the 5,500 SF ballroom with pre-function space, junior ballrooms and a conference center. This project is designed to achieve USGBC LEED Certification.

Master Planning

Architecture

Liberty Center Liberty Township, Ohio

Liberty Center is located at the interchange at I-75 and SR 129, a major East-West connector. The North Cincinnati communities of Liberty Township, Mason, and West Chester that surround Liberty Center are ideally situated at the center of the high growth I-75 corridor that connects Cincinnati and Dayton. Designed to become the premiere mixed-use development in greater Cincinnati, this 1.3 million square foot development, situated on a 64-acre site, includes 75,000 SF of Class A Office, 60,000 SF of restaurant and dining, 150,000 SF of upscale residential, an 80,000 SF Cobb CineBistro, and an AC Marriott. Bracketed by three anchors including the cinema and a 2-level Dillard’s, Liberty Center features approximately 350,000 square feet of multi-level inline specialty retail complimented by an array of vibrant programmed plazas and contemplative garden settings supported by convenient structured and on-grade parking. NELSON’s scope of responsibility includes serving at the Executive Architect for the retail buildings and several parking garages, as well as preparing the leasing documents and coordinating all of the site elements.

Master Planning

Architecture

Interior Design

The Battery Atlanta

Spanning 60 contiguous acres, The Battery Atlanta blends office, residential, retail and entertainment spaces on-site alongside the new Atlanta Braves Stadium. We were tasked with delivering design services that appeal to mixed-use tenants. By communicating continuously with the client and other designers involved in bringing SunTrust Park to life, we were able to assuage conflicting interests, meet program needs, and complement the stadium environment.

Because of the firm’s comprehensive design work for the multiple components of The Battery Atlanta, from the moment visitors enter the project until they reach the new home of the Atlanta Braves, they will be immersed in a comprehensive entertainment experience unlike any other in the Southeast. The Battery Atlanta blends office, residential, retail and entertainment spaces on-site at the new Atlanta Braves Stadium. For the multi-family component, we were tasked with delivering a design solution that appeals to a wide variety residents. The result is an offering of mixed residential options to accommodate any lifestyle. Over 550 residences will occupy the multi-family development, allowing residents to live in the heart of SunTrust Park at The Battery Atlanta. We have created a design that provides three distinct apartment environments with unique designs that react to the site while embracing the various neighborhoods within the project.

Healthcare

Architecture

Baptist Health Cancer Institute Miami

The Miami Cancer Institute serves as the new front door for Baptist Health South Florida, framing the entrance to its sprawling Kendall campus with its Mediterranean-inspired design, complementing the existing buildings. NELSON provided architect of record services for the project, which was designed by ZGF Architects. The complex of buildings includes the cancer treatment center, a central energy plant, a research building and two parking garages totaling 1,110 cars. The mixed-use occupancy consolidates all its oncological services under one roof, serving both outpatients and inpatients for maximum efficiency of staff and equipment, with added research space. This facility also introduces signature technology platforms to South Florida, such as a proton therapy center.

Repositioning

Architecture

Interior Design

AT&T Tower Minneapolis

Originally part of a design competition, NELSON was retained to provide various services for AT&T Tower located in Minneapolis. The client’s primary focus was to retain current tenants and appeal to a newer, more mobile workforce through innovative design solutions and re-branding. In response, NELSON created an updated plan with various spaces for tenants and visitors to enjoy, including a lobby coffee shop, and communal work and gathering spaces for tenants on separate floors. The lobby atmosphere is made more warm and inviting with a fireplace, choice of comfortable lounge seating, and exposure to ample daylight.

Repositioning

Architecture

Interior Design

4400 North First San Jose—Building Reposition for New Google Office

NELSON transformed a dated, three-story 188,000-sf office building into a vibrant and collaboratively focused modern workspace. Integrated contemporary amenities add value and help attract top talent in the competitive tech market.

Scope included the redesign of the building exterior, including a new strong entry feature and a rooftop deck, and a renovation of the expanded main lobby. The new multi-functional all-hands space includes stadium style seating, casual meeting areas and phone booths, lounge and cafe seating, and bold graphics. Outdoors, employees enjoy an expansive dining area with a bar, various lounge and collaborative seating areas, and a new large fitness and workout area. NELSON designed bright, inviting spaces, repositioning this building to be a smart home for a future tech company. The building was recently purchased by Google.

Repositioning

Interior Design

1250 Broadway New York

NELSON was hired by a European developer that wanted to break into to the New York market. The client purchased a building on the edge of Korea Town (Herald Square) in New York City. The client was looking to reposition the building to attract new technology business as well as place themselves in an emerging neighborhood called Nomad.

NELSON worked to rebrand the building and create an experiential office space tailored to a new generation of office workers. In doing so we created all new public spaces, a new base façade, with a completely new building entry. The project included leasing program with pre-built, base building, and core amenities. The 40-60 million dollar renovation includes one of New York’s more elaborate amenities spaces that supports community, including a variety of lounges for collaborative work and social interaction, 200-person amphitheater for tenant use, a tenant gym, New York’s largest bicycle storage and bicycle access to an office building, private coffee bar, private lounges for impromptu meetings, and a conference center. The building aesthetics bring a mid-century brutalist design back to its roots as well as embellishing it to reflect a new generation of workers.

Showroom

Interior Design

Allsteel Atlanta

Workplace furniture provider, Allsteel, commissioned NELSON to design a new showroom for its Atlanta location.

Consisting of roughly 4,500 SF, they required a space that reflected current office design trends while perfectly representing their new brand direction. Upon entering the showroom, employees and customers are greeted by bold signage and sleek furniture. Creating a more collaborative setting while utilizing a smaller footprint, the space includes a showroom, office area, and client entertainment areas. The client’s furniture is proudly displayed throughout. Additionally, a raised floor with flexible power options allows for multiple furniture arrangements. The final product is a multifunctional showroom that serves various purposes while encompassing the client’s brand.

Coworking Space

Architecture

Interior Design

Regus 747 Third Avenue New York

This building is three stories with 21,540 USF. 747 Third Avenue in New York City is the flagship center for Regus in the Americas. The concept behind this center is to create a light, open feeling, while still offering privacy and a flexible working environment for Regus clients. The intriguing monumental stair and active media walls invite guests into the 1st floor lounge. Strategically placed planters and focal lighting act as natural dividers between spaces and the different zones of the space. High design is combined with natural elements to create a sleek modern, and yet welcoming space. The lounge areas house cutting-edge furniture while soft seating is plentiful and inviting. With its sweeping views and bold, contrasting colors this center is sure to draw in passersby.

Financial

Interior Design

Winslow Capital Management Minneapolis

Winslow Capital Management, a premier growth equity investment firm using a forward-looking approach to growing their clients’ investments, retained NELSON to design its new office to better reflect their workplace standards and the needs of their employees. Guests enter the 25,000 SF office through a large reception area, conveying a sense of prestige to visitors. The client facing area of the floor is located adjacent to reception and includes a series of conference rooms. The staff area of the floor consists of universal sized offices, an open plan desking area, huddle rooms, and a centrally located, large, multi-purpose staff conference room that easily transitions from meetings to a lunchroom. The design aesthetic is a neutral palette of white, gray, and beige which emphasizes the existing architecture, high ceilings, and art collection.

Financial

Interior Design

Welsh Carson Anderson Stowe New York

Welsh Carson Anderson Stowe, one of the oldest established equity firms in New York, had been housed in a traditional office space since 1980. The management determined that the firm did not need to be in a 300,000 plus square foot office with all the staff “shuttered” into private offices. After reviewing NELSON’s private equity portfolio, they requested a very open, transparent space, silo-free with a large kitchen and separate and private conference center. NELSON’s design achieved a nearly 50% reduction in square footage per employee.

Legal

Interior Design

Husch Blackwell Chicago

Husch Blackwell, a well-known litigation and business law firm, looked to NELSON for an updated office space.

We provided a variety of services to transform the 22nd floor into an open space, deviating from the typical legal environment. Coordinating with leadership, the team devised a plan to capture their overall vision. Looking to create a space that would allow for natural collaboration, Husch Blackwell sought open workstations and full glass office fronts. Due to the sensitive nature for the firm’s work, acoustic privacy was a priority. To ensure privacy in the design, we brought in ARUP and ESD to assist with acoustic review and calculations. The space includes a variety of collaborative spaces and breakout rooms, giving staff the flexibility to work where and how they want. Additionally, the area was designed to accommodate future growth while creating heads-down spaces within a more fun and inviting environment. The new open office layout serves as a test run for Husch Blackwell’s other offices and overall business model.

Corporate Workplace

Interior Design

Branding

ECMC Minneapolis

The Education Credit Management Corporation Group, a nonprofit organization providing student loan support, wanted a new workplace that would better reflect its brand values and commitment to its employees. Their new space boasts a reduction in overall office count of approximately 75 percent and increased collaboration space types by 30 percent. A single large employee hub, which seats 200 people, has the best views of the city and is directly adjacent to the 3,500 SF rooftop deck. Vertical circulation connects each floor and promotes impromptu collaboration and wellness. Creating flexibility was also key to the design. This was achieved by utilizing an architectural wall system for all offices, as well as creating a single size universal office and workstation. The result is a contemporary, flexible working environment that provides space in which to grow, with a 30 percent reduction of square footage from their previous space.

Corporate Workplace

Interior Design

Boston Consulting Group Atlanta

Boston Consulting Group (BCG), a global management consulting firm with 16,000 employees worldwide, wished to create a new, localized BCG administration center that would serve the entire firm from a centralized location in the northern hemisphere. The design of the facility was built around a strong set of core corporate values, with the end goal of creating a familial, home-like atmosphere. NELSON conducted conversations, research, programming, and visioning sessions to understand the company’s priorities for the project. BCG’s focus on loyalty, gratitude, tradition, and perseverance surfaced as the most important of the company’s values to inspire the space. The client described their culture as a work family that is compassionate and committed to providing the best possible work product. Their inclusive and accepting culture needed a space that felt less corporate, and more comfortable like a home. The office space is open and light-filled. The color palette is warm and inviting. The design allows for individual comfort and personalization through advanced ergonomics to nurture the employee base and ensure that extended hours spent in the office are comfortable and productive. Most important, employees have a choice of work setting, from heads-down to huddle space and larger collaboration areas. With flexibility and a strong feeling of community and collegiality, BCG’s new work environment capture the spirit of the company.

Corporate Workplace

Interior Design

Wells Blue Bunny Ice Cream Minneapolis

NELSON was commissioned by Wells Blue Bunny to provide interior design services for their new 8,900 SF location in Minneapolis. The client wished for a highly-branded environment that would inspire creativity and flexibility for their marketing, sales, and analytics and strategy teams. The design gives nod to nostalgic elements that are reminiscent of a small-town ice cream parlor. Exposed concrete and modern lighting create a contemporary feel in an otherwise traditional setting. A variety of spaces were included to provide the team with both private and opens spaces for meetings and collaboration.

Corporate Workplace

Architecture

Interior Design

The Bloc New York

The Bloc retained NELSON and Foz Design for interior design services, with the goal of consolidating their workforce into one unified location. The client, a healthcare-focused advertising agency, desired a space that takes advantage of breathtaking views of New York Harbor to help foster an inspiring atmosphere for its creative staff. Working seamlessly with Foz Design, NELSON chose a selection of finishes that represents the nature of the client’s brand while speaking to the warm design concept. An open office floor plan, surrounded by enclosed meeting spaces creates transparency and a sense of camaraderie between employees. Bench-style seating allows for impromptu meetings and gatherings while large windows, located along the perimeter of the office, draw in natural light infiltration. A mixture of warm lighting and lustrous, industrial finishes creates a unique feel. The end result is an award-worthy project that accurately captures the client’s end goals while providing employees with a quality new space.

Non-Profit

Interior Design

Arbor Philanthropy Minneapolis

Arbor Philanthropy, a non-profit philanthropic group of organizations that services the private wealth of a prominent real estate developer, enlisted the services of NELSON to provide interior design services for its 8,000 SF office location in downtown Minneapolis. In creating a unique and welcoming space for both guests and clients alike, the NELSON Team envisioned a warm design concept complete with family heirlooms, adding to the client’s desired residential feel. Capturing a modern approach to design, the space is open with collaboration rooms for impromptu meetings. Glass front offices add a sense of transparency while allowing natural light to infiltrate the space’s interiors. A customized reception area with a reclaimed wooden ceiling makes guests feel as though they’re at home. Additionally, the space includes a library, break room, and meditating phone rooms for private conversations and meetings. The completed space is a culmination of the client’s needs -- a place that pays homage to Arbor Philanthropy’s founders while providing guests and employees with a warm and welcoming environment.

Tech & Media

Interior Design

Environmental Graphics

Engineering

Confidential Technology Client Seattle & Multiple US Locations

NELSON has been providing on-call design services for this company’s field offices around the United States since 2007. MEP Engineering was incorporated into our portfolio of services in 2008, allowing the team to realize process efficiencies where we provide both design and MEP services for a particular project. As we established our account delivery team over the years and learned more about the company and their real estate team, a true partnership was formed, resulting in a mutual respect and a collective goal of growing design and brand without increasing cost.

Tech & Media

Interior Design

Workplace Services

Consulting

Confidential Technology Client San Jose

Ten years ago, NELSON Consulting Services was selected to provide CAD, CAFM, and Space Management services for this client’s 7 Million SF San Jose Campus. By quickly establishing ourselves as a trusted and valued partner through our commitment to service excellence, measurable results, accountability for data quality, and leadership in technology innovation, we now support the client’s entire global portfolio of over 24 Million SF. We have also extended our service offerings into providing 3D floor plan renderings to support interactive wayfinding kiosks and MEPF As-built services for more efficient lifecycle Facility Management. Key to their success in delivering a thriving and valued workplace to their employees is having trusted and timely information to make strategic and day-to-day decisions. NELSON’s Consulting Services team is dedicated to delivering this valued information by providing best in class space management services and always staying “one step ahead” of our client’s needs and expectations.

Tech & Media

Interior Design

The Archer Group Wilmington, Delaware

For The Archer Group, an advertising company located in Wilmington, Delaware, their new workspace would need to create a company identity that transitioned them away from a start-up company towards an established firm that was experiencing rapid growth. While the client opted to remain in the same neighborhood, they relocated to a building down the street that would accommodate growth and facilitate an open and collaborative environment. The 28,000 SF space opens with a reception area that features a reclaimed wood wall that illuminates The Archer Group name in LED strip lights. Continuing through the space, a large boardroom contains many custom details including the conference room table that was designed by a local mill worker. Integrated technology allows employees to conduct virtual meetings and trainings with the flip of a switch. Smaller collaboration and team rooms can be found throughout the space that also seamlessly mix technology along with the client’s brand colors, providing a unique take on the reclaimed wood wall. An interconnected stair joins the two floors of the space anchored on either side with a bar and fully stocked kitchen. “The Bar,” offers various casual seating arrangements, a fully stocked bar, and games for employees to enjoy throughout the day. A smaller coffee bar provides counter-height seating perfect for impromptu gatherings and collaboration.

Tech & Media

Interior Design

Gogo Chicago

Gogo, the world leader of in-flight connectivity, and a pioneer in wireless in-flight digital entertainment solutions, hired NELSON to plan and design their new corporate headquarters in Chicago and its expanded business aviation facility in Broomfield, Colorado. In one of the City of Chicago’s largest moves to date, Gogo’s more than 730 employees and contractors now occupy 225,200 SF over four floors. Gogo sought a design solution that allows for aggressive growth and flexibility, while considering new ways of working in a collaborative space. The design team established a unified program inclusive of workplace guidelines and standards applicable to Gogo’s workplace requirements. Together, the collective team was enabled to make informed and thoughtful decisions throughout the design process. The final architectural design now better engages lab solutions and positively impacts productivity with improved adjacency. Also reflected is the promotion of the Gogo brand, expansion into additional domestic and international markets, improved quality of service, and evolution of customer usage and needs. Areas of work for both locations include: corporate office space, executive headquarters space, labs, shield rooms, customer demo rooms, and event space. Space types, also at each location, include: connector/town center, café training, food vending service, conference, scrum rooms (agile process), open collaborative, prayer rooms, respite rooms, and interior offices (full glass office fronts).

Tech & Media

Interior Design

Confidential Technology Client San Francisco

Just as technology is constantly evolving, the client’s workplace environments must evolve and be flexible to meet the demands and needs of their work force. The Piscataway location is one such environment that this client is focusing on as Information Technology (IT) hub. As with all of their workspaces, the employee experience is front and foremost in the design. In this Technology hub, the basis for the design was to roll out their Activity Based Workplace Guidelines.

They challenged NELSON to utilize the guidelines while pushing the envelope to create an exciting environment that fosters casual interactions and spontaneous collaborations connecting employees while simultaneously meeting their business objectives. The NELSON design team worked with the client in developing new test fit plans, design options showcasing the Arrive and Connect Work Zones and materials options. The design concept was to blur the lines between residential & corporate workplace, provide a variety of technically enhanced workspace types allowing teams to interact with others around the world. While trying to minimize construction, existing closed spaces became more transparent by adding glazing. A unique offering to the Piscataway location is the DOJO Training area. It offers a variety of work and support spaces including groupings of sit/stand stations with Click Share capable monitors, open conference room, enclosed lounge space and large open pantry whose dual function serves as a town hall area.

Scott Hierlinger FIIDA, LEED AP ID+C

Managing Principal Vice President of Interior Design 612.370.1581 SHierlinger @ NELSONonline.com