Doblin's business is based on "innovation". So, how do you house employees whose job is to help companies like GE, Apple, Citicorp and Target evolve? Create an office space that's always changing. Larry Keeley, president of the management consulting firm, calls the design a "machine for team thinking.'' Central to that vision is the reception area, which serves multiple and changing roles. It's an oversized space with an elegant collection of simple furnishings-a thin metal reception desk, a few comfortable chairs and a table. Although a typical reception area is designed as a transitional “waiting” space, Doblin wanted an active space that could also be used for a variety of business events and meetings. Here, Gensler created a comfortable place for clients and staff to mix and overlap. But the area can also turn into an active business forum. To create separate spaces for presentations, meetings and social gatherings, sumptuous sliding drapery can be drawn to section off parts of the space for varying degrees of privacy. Every aspect of the design in this area reinforces the idea of a warm and friendly environment. The reception desk doubles as a greeting or host station for events — a place where an employee can welcome guests, help them with coats and bags, and offer a beverage or snack.