Page 74 - Adnews Nov-Dec 2022

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Cheers. And with a chandelier that makes everyone smile, this office has a noticeable heritage with a modern twist.
Frank Morabito, executive creative director and partner at Spinach Advertising, took on another executive role as lead designer of the office design along with input from other Spinach people to completely refresh the sterile space.
“The original office was a neglected open plan 600 sqm space with stained ceiling tiles, you know, the type you see at the dentist,” Morabito said.
“But it had a 40 metre frontage of full height windows with great natural light. As real estate agents say - plenty of potential.
“I climbed up a ladder, stuck my head in the ceiling and discovered another metre of ceiling space.
“So, we ripped out the hideous ceiling grid, exposed the internal roof structure, painted it black, and created a very sharp, contem- porary space to play with.”
Functionally, Spinach’s office is digitally specced up for maxi- mal flexible.
For example, the lounge bar has
Initiative, Surry Hills, Sydney (pictured left).
Thinkerbell, Redfern (top left).
Hulsbosch, North Sydney (bottom left).
large monitors and full AV systems that doubles as a brilliant presentation space for internal and external presentations, agency functions, guest speaker sessions and even a space that clients request to use for their own team presentations.
“The lounge bar is everything we hoped it would be,” Morabito said.
“Whether it’s meeting over a coffee, eating lunch, watching some- thing on the screens, or enjoying a drink after work, the space truly brings people together.”
A central home
Global media agency Initiative was the last of its holding group to move into the shared IPG Mediabrands building overlooking Prince Alfred Park, next to Central Station in Sydney’s CBD.
Only moving just two streets over, the whole Sydney Mediabrands group with over 500 employees is in one office. The benefit? Seamless collaboration across the holding group.
Elyse Foley, Initiative national head of employee experience, said: “In our old office, when working with certain Mediabrands’ units my team would travel to the shared office.
“Now all they have to do is walk downstairs and their partners are right there, so the move has made collaboration so much easier.”
Carolyn Maloney, Initiative head of people and culture, said: “People want face to face meetings instead of virtual, a shared building makes communication and getting to solutions much faster.
“It’s also important to rebuild relationships within the group since people were working remotely for quite some period of time. At the end of the day clients want a holistic solution, Mediabrands under one roof provides that.”
As the last tenant in the building, Initiative holds the top agency floor, just below the penthouse which houses the building’s shared meeting space and large kitchen.
Aesthetically, Initiative’s office is very open and light, providing staff with plenty of space to collaborate and enjoy the agency’s culture in an environment that is inspiring.
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