Bloomberg Anywhere Login

Bloomberg

Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.

Company

Financial Products

Enterprise Products

Media

Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000

Communications

Industry Products

Media Services

Follow Us

http://www.businessweek.com/stories/2002-11-03/a-down-home-office

Magazine

A Down-Home Office


ALLSTEEL HQ

Muscatine, Iowa

Client Allsteel

Architect Gensler, Chicago

Building Type Manufacturer's corporate offices

Allsteel's Iowa facility uses lots of concrete to convey Midwestern basic values

Photo by Hedrich Blessing

Allsteel Inc. wanted to stress the brand's down-to-earth Midwestern values: warmth, modesty, and authenticity. So the office-furniture maker bought an abandoned 65,000-square-foot factory and decked it out with fireplaces, along with plenty of exposed concrete floors and ductwork. Working areas use the company's own furniture to serve as an "active showroom." Even the CEO sits in an Allsteel cubicle.

Business clients like it. After a year, corporate accounts have soared from a negligible 3% of sales to 15%. Thanks to stronger brand equity, Allsteel was able to raise its prices by 4%--at a time when most companies in the U.S. are cutting them. The new headquarters has generated closer collaboration among employees and has shortened the time for product development.


LIMITED-TIME OFFER SUBSCRIBE NOW
 
blog comments powered by Disqus