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• W2766161176 abstract "Abercrombie and Fitch Headquarters WM There are several reasons I like this project. As a work environment it’s extremely human. You look at this and say, “Boy, I would really want to work here.” Image-wise, there is a strong match between architecture and corporate identity. And there are some very nice architectural features you don’t normally find in office buildings. I also think there’s a strong connection with the landscape. It makes, in summary, a very nice work environment. ASL Unfortunately, the most common office environment are cubicles. They’re anonymous and conventional, and there’s nothing to like about them. They come from a confused idea of efficiency at work, As a clothing company, Abercrombie & Fitch emphasizes a hip, fun feeling and a healthy, outdoor lifestyle. When the company set out to create a new headquarters for itself they wanted a place that would reflect these values. They also wanted a place that employees would feel lucky arriving at each morning. And they wanted a work environment that embodied flexibility, communication, and fun—qualities they hoped would lure talent from such urban centers as New York and San Francisco to a quieter, more conserv- ative part of the country. Eventually, these concerns coalesced into a single question in the mind of the company’s CEO Mike Jeffries: “If Abercrombie & Fitch were a place, what would it be?” How does the image of a leading clothing manufacturer translate into building and site design? For Anderson Architects, it meant approaching the headquarters project as if creating a scene in a movie—one where it is possible to leave the everyday world behind and enter a wholly Abercrombie and Fitch experience. Creating a sense of place through corporate branding: the idea, while it might make some squirm, can have powerful results. In this case it led to a playful corporate campus in the woods near New Albany, Ohio. Site Design as Narrative According to the New York architecture firm’s principal, Ross Anderson, establishing a sense of context was the first important goal of the project. In its marketing, AF curbs disappear, and discreet signage points out site-specific street names, such as “Smith’s Mill Road” after an old sawmill on the property. The road twists, forcing cars to slow down. Then it passes over a bridge into a series of small parking lots carefully screened from view. From here, visitors must continue on foot—first across a boardwalk that perches above wetlands, then through a relatively narrow gap in the trees that provides an intimate entry point to the campus itself. The extended entry sequence provides a contemplative tour that helps establish an image of the company in the mind of visitors. By the time they actually encounter a building there can be no doubt they have departed one realm and entered another. At Home in the Forest The narrative of youth and fitness continues when one arrives at the main campus buildings. The built area is designed as a street that winds through the trees. Among precedents for such a design, Anderson points to Charles Moore and William Turnbull’s Kresge College at the University of California at Santa Cruz. As one continues, the path widens and narrows, creating opportunities for intimacy and for larger gatherings. The intent was to demand continued interaction with the site, and between the people who work there. Part of this strategy was to create outdoor spaces that would be inviting at all times of the year. Several outdoor fireplaces, which are supposed to remain lit during cold weather, help create this atmosphere. The largest and most memorable fireplace is located in a covered outdoor room. This space, which is also dominated by a monumental chandelier, provides a truly theatrical setting for large gatherings. The campus has several other notable landmarks, delib- erately distinguished from the common shed forms of the main work buildings. Perhaps most noticeable is a “tree- house” containing a conference room, located at the widest Top: Site plan shows how buildings cluster along an internal street. Bottom: View of the dining barn at the east end of the campus. Images courtesy of Anderson Architects. Abercrombie and Fitch Headquarters" @default.
• W2766161176 created "2017-11-10" @default.
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• W2766161176 date "2004-04-01" @default.
• W2766161176 modified "2023-09-23" @default.
• W2766161176 title "Abercrombie and Fitch Headquarters [EDRA / Places Awards, 2003 -- Design] - eScholarship" @default.
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