Stepping out of the elevator and into the bright yellow lobby, the string art logo contributes to the palpable energy of the space. The glass front doors contain distraction signage – traditional Greek diner coffee cup graphics that exclaim “We are happy to serve you,” instantly conveying a whimsical sense of humor.

The backdrop to the entire coffee bar in Initiative’s reception area consists of subway tiles and a blue mosaic of the company logo, indicative of New York’s iconic subway stops.

The Keith Haring graffiti-like design sprawls across the expansive ceiling of the reception / coffee bar, immediately affirming the bold tone of the agency. The combination of sheer drapes, wrap-around banquettes, and sleek pendants create a club-like atmosphere for the mostly young staff members meeting throughout the space.

The large floor plate is divided into four distinct neighborhoods. As a solution to way-finding and identification for each zone, TMA proposed using Initiative’s four key marketing words: fast, brave, decisive, and simple.

Like most New York City neighborhoods, each zone has its own park, or in this case a team room equipped with pebbles and soft seating. To further enhance the color-coding of each zone, the room is lined with bold camouflage wallpaper designed by New Yorker Andy Warhol.

Dynamic and interactive, “The Gallery” links the neighborhoods and is an open meeting environment for personnel. The project team, comprised of the architect, sub-consultants, and contractor, created the low-tech, clothes pin design. The ceiling’s large billboard displays over-scaled text with Initiative’s mantra.

“The Pit” primarily serves as a working lunch area; the amphitheater setting resembles a sunken pit. The various shades of green for the cushions, carpet, and garden seating, together with the ivy wall coverings, constitute a park-like atmosphere. Exposed light bulbs are inspired by Broadway marquees. Staff can sit on the steps, at tables, or bar, and grab magazines from the “newstands” that flank “The Pit.”

Inspired by the grandstands that line Herald Square during the Macy’s Thanksgiving Parade, TMA created Initiative’s own “Grandstand” with oversized tiered seating.

This space overlooks Herald Square and can accommodate individual quiet work, group gatherings, and even musical performances. The random oriental rugs that wrap each seat resemble the rugs used by nearby street vendors for their daily prayers, and pay tribute to the many local carpet shops in the neighborhood.

As a more relaxed workspace, the “Beer Garden” has reclining wooden benches reminiscent of the city’s High Line Park. The exposed brick wall reminds employees that “Its Miller time” (one of the firm’s key clients). The pebble floor, garden tables and chairs, and string lights resemble a park like Herald Square Park outside, while the black chandeliers and butcher block counters create a moodier bar setting.

For more highbrow art, one only need to go into the quiet diner booths to sit beside a Renaissance portrait. These booths provide a space for small group meetings and brainstorming sessions.

IPG Initiative

“The vibrant spirit of New York City permeates the new youthful, dynamic, and agile workplace that, like the city itself, buzzes with energy.”