GLOBAL AD AGENCY EXPANDS TO CHICAGO
Chicago, Illinois then vs now
The West Loop Neighborhood in Chicago has a Rich History
Steelcase NEXT moves into mixed use office
“New-urbanist” concept of the 15-minute city
811 West Fulton Market is situated in Chicago’s West Loop neighborhood, a historically industrial area that has transformed entirely over a century. The Fulton Market district was originally a hub for the produce industries and filled with warehouses, cold storage facilities, and factories. Over time, Chicago’s economy shifted from manufacturing to service and technology industries to a bustling commercial and cultural district. This redevelopment has created a dynamic urban neighborhood where residences and essential services are all within a 15-minute walking city
Restaurants formed what has become known internationally as the Randolph Street “Restaurant Row”
West Loop 2024
Mary S. Bartelme Park
NEXT is the New Business in Town
Steelcase NEXT is an independent, global creative advertising agency headquartered in New York with offices in London, Los Angeles, Hong Kong, and soon a new office in Chicago The company is adding an office to the 811 Fulton building located at the gateway to the Fulton Market District in the West Loop.
This seven story building was developed in 2018 and designed by Hartshorne Plunkard Architecture. It offers 64,877 square feet of space and houses a diverse mix of companies. The building was designed with an industrial style vintage charm inspired by the neighborhood it resides in. NEXT will occupy floors six and seven of the building giving its employees beautiful city views and lots of natural light through the large warehouse style windows.
intersection of food, design, commerce, arts & culture
RIVERWALK MILLENNIUM
CONCEPT
The design of NEXT’s Chicago office draws from the structure of colonial newspapers the earliest form of advertising—to create a unique, story-driven workspace. Inspired by old print media, the gridlike layout guides clients and employees through a narrative journey, with zones organized to reflect a beginning, middle and end. This storytelling approach encourages movement and discovery throughout the office, with each area intentionally crafted to inspire creative thought, collaboration, and connection.
The workspace integrates thematic details from historic print media, honoring the art of storytelling and its power to shape culture. Open collaborative spaces, private focus areas, and flexible meeting rooms are interspersed throughout the layout, creating opportunities for individual productivity and team innovation. This design transforms the office into more than a workplace—it becomes a stage for NEXT’s mission, inviting clients and employees alike to engage in the creation of impactful advertising.
KEEPING EVERYONE IN THE LOOP
NEXT is an independent, global creative advertising agency.
Headquartered in New York with offices in London, Los Angeles and Hong Kong.
Coming Soon!
As consumer behaviors shift, NEXT emphasizes meaningful brand experiences that foster emotional connections and loyalty.
NEXT is expanding! A new office will be opening in Chicago, IL and supporting four key clients.
NEXT continues to build upon its legacy of innovating at the intersection of advertising, digital, and brand strategy.
CHICAGO
TYPOGRAPHY
HEADING = RECEPTION
GRABS ATTENTION & SETS THE TONE
LEDE: CLIENT & TEAM MEETING ROOMS
PROVIDES KEY INFORMATION
NUT GRAF = WORK CAFE / RESOURCE ROOM
BUILDS MORE CONTEXT TO THE STORY
BODY = WORKSTATIONS / OFFICES
DELIVERS THE DETAILS
TAIL = HUDDLE, PHONE, LACTATION, & WELLNESS , , , TIES EVERYTHING TOGETHER
KICKER = WILDCARD SPACE
SURPRISE OR BONUS AT THE END OF AN ARTICLE
News stories are organized using the inverted pyramid style, in which information is presented in descending order of importance. The most important information is at the beginning of a story with supportingdetails and background information following
Building NEXT’s Brand Identity
Logo Exploration
The font for NEXT’s logo is bold, chunky, and in an all-caps black typeface, which immediately commands attention, much like a newspaper headline.
This font style conveys strength, reliability, and clarity—qualities associated with traditional print media and journalism. By using this design, the logo subtly references the historical foundation of the advertising industry, rooted in print, while positioning NEXT as a bold leader in creative story-driven advertising.
Slab Stone TILE
Cadre Ribera
Black & White TILE
Marquina
ERGON
Cornerstone Slate Black
Splish Splash
ERGON Slab Stone Moonstone FLOR Splish Splash Teal
Office A
Office B
Office C
Office A features a collaborative setup positionedaround a height-adjustable desk. The configuration supports an executive holding casual meetings at their desk. Convenient closet storage is available for organization.
Office B offers compact and functional workspace, with integrated storage
The seating has been selected with the guests and executive ergonomic needs in mind,
Office C is designed to meet the daily needs of an executive. This layout offers ample storage, whiteboard, and pin-up space. The generous work surface accommodates large printouts for review and editing, while the guest seating ensures a welcoming space for collaboration.
BEGINNING
MIDDLE
END
This section depicts the spatial journey of the office, structured like a story within a newspaper. The “Beginning” introduces the Client Presentation Room, setting the stage for storytelling and engagement. The “Middle” unfolds with dynamic spaces like the Work Café and Monumental Staircase, representing collaboration and movement between departments. The “End” concludes with focused zones such as the Creative Team Workstations and Team Meeting Rooms, where ideas are finalized and marketing packages come together.
DESIGN PRINCIPLES
ME+WE
Combines collaborative and individual spaces.
FIXED TO FLUID
Zones create opportunities for employees adapt and collaborate in various ways using modular, movable and multi-use furniture.
OPEN + ENCLOSED
This type of environment blends open collaborative spaces with thoughtfully designed enclosed areas which promotes teamwork and individual focus.
BRAIDING
Specific areas offer technology and acoustics to support remote and side-by-side work.
BETWEEN SPACE
RECEPTION CEILING
BETACALCO MICRO QUAD II
9’-6” A.F.F
OPEN EXPOSED 10’-0” A.F.F
GRID PANEL
8’-8” A.F.F
8’-8” A.F.F LED PANEL
WOOD PANEL
8’-8” A.F.F
8’-0”
RECEPTION
The Reception serves as the Headline of the office, welcoming clients with a newspaper-inspired design that reflects NEXT’s identity as creative storytellers Rotating digital screens showcase completed projects, while the nearby Client Celebration Area honors campaigns with engaging displays and comfortable seating.
Natural
Cherry Wood
ERGON
Slab Stone
Moonstone
TILE BAR
Cadre Ribera Black & White Polished Mosaic
TILE BAR
Santo Charcoal
Black Matte
Porcelain
Mosaic
PHILLIP
COALESSE
CLIENT PRESENTATION ROOM
The Client Presentation Room is the Lede of the “NEXTers” story, connecting NEXT’s global offices and teams with integrated technology. The room includes a flexible wall system that provides tackable surfaces and a large whiteboard for notes.
www.nextchicago.org
SONNEMAN LIGHTING
Cubix LED Chandeleir
WAC LIGHTING Cappe Pendant
WAC LIGHTING
Rockabilly Pendant
WAC LIGHTING Chapeau Flush Mount
WAC LIGHTING Tightrope Pendant
Slab Acoustic Ceiling Baffle
WAC LIGHTING Trick Box Pendant
TURF
WORK CAFE
The Work Café represents the Nut Graf of the story, serving as a hub where “NEXTers” gather to socialize and work. Designed with inclusivity in mind, it offers more choices, opportunities for privacy, and a broader range of seating options
STEELCASE
Natural
Cherry Wood
ERGON
Slab Stone
STEELCASE
Black Walnut
ANZEA
Skywriting Glam Glam
SHERWIN WILLIAMS
Black Magic
The Work Café extends beneath the monumental staircase offers a flexible space for working, socializing, and gatherings. It’s designed for meals, town hall updates, guest speakers, and campaign launches, with stackable seating and counters for catered meals and accessible displays.
BOLIA
WORK CAFE
This third section of the Work Café also serves as adjacent seating for the Celebration Area. It fosters a sense of community, trust, and shared purpose. The main goal of this space is to provide space for focus, collaboration, and relationshipbuilding. Its flexible design allows it to adapt to dual purposes as needed.
PLAN
Natural
Cherry Wood
GRAVITY
DIGITAL WALLS
Word Wall
FLOR
Lilting Grey
BERNHEART TEXTILES
Fresca Night
VICCARBE Aleta Chair
VICCARBE Burin Table
ORANGEBOX Aspect Chair
LEBATEX Wanderer
LEBATEX
Abbot Storm
At NEXT, the Team Meeting Rooms are designed for brainstorming sessions, supporting 4 to 8 people. With a loungestyle setup, they include flexible seating, a large digital monitor, whiteboards, and pinup space Acoustical privacy is prioritized while maintaining visual transparency in the space.
BOLIA Grab Pouf
WEST ELM Boardwalk Table
STEELCASE Flex Board Chart
WEST ELM Belle Sectional
This view shows two of the creative team workstations, where employees have storage for personal belongings. The design provides ample space for teams to manage large printouts, view each other’s monitors, and store product or material samples in the drawers to the right.
STEELCASE
EDITION COMING SOON!
