Duluth Trading Company wished to explore three design goals: consolidate, collaborate, and brand. Previous workspaces were spread across multiple campuses negatively impacting productivity and decreasing important “face time” collaboration. Plunkett Raysich Architects, LLP (PRA) responded with a solution holistically addressing those design goals by housing administration, creative, sales, and product development teams in a new 5-story 108,000sf Headquarters on an urban site in Mt. Horeb, Wisconsin.
To facilitate collaboration, "employee zones" are located adjacent to the main stairs providing flexible meetings, and floors 1-3 contain workstations to promote focused teamwork. Each space features drink stations prompting casual employee interactions and a stronger company culture. Visually, glass walls create an open and connected environment. The integration of sunlight further enhances collaboration, inspiration and productivity as each floor showcases stunning expansive views to filter in natural sunlight that's shared by all.
Encompassing Duluth’s brand and long-standing history was vital for the new space. The fourth floor has multiple meeting rooms and a large work area named after Duluth's first product "The Canteen." Materially, reclaimed Douglas Fir wood is used bearing the marks of the hand that made it and zinc metal, polished concrete, black steel, board form concrete, and neutral color palette create a backdrop for Duluth’s products and their creative ads, which serves as artwork for the building and further branding. The upholstery is also inspired by their clothing and leather used in products. Lastly, a commissioned local artist created a metal sculpture of Duluth's mascot the Angry Beaver that resides in the lobby. Overall, this project brings the people together under one brand cultivating a collaborative and cohesive company culture.