Conference Center
A series of conference rooms, each highlighting a different brand using bold graphics and finishes.
This corporate client reached out to smbw to refresh an existing corporate conference center in the Richmond Headquarters. A corporate entity with many branches, this client wanted conferencing space that allowed for a variety of meeting types and celebrated their different brands and identities. The renovation creates a truly signature experience for staff and visitors and represents the spirit of the company. Working with the Architect of Record, BHDP smbw provided interior design, furniture selection, and environmental graphic design services.
Branded Conference Center
Market: Corporate
Location: Richmond
Size: 6,900 SF
Year Completed: 2020
APPROACH
The transformation of the conference center was emblematic of a broader cultural shift within the organization, marked by a departure from the hierarchical structures of the past towards a more inclusive and transparent leadership model. The original space, referred to as Executive Row, symbolized exclusivity and hierarchy. Through this renovation, leadership hopes to foster a culture of inclusivity and openness and encourage greater integration between leaders and their teams.
Each conference space integrates brand-specific artifacts, imagery, and colors to celebrate the rich tapestry of the organization's brands while creating an engaging and immersive experience for users. By engaging users in a cohesive visual environment reflective of each brand's values and aesthetics, the spaces effectively communicate the diversity and breadth of the organization's portfolio.
