Weyco Group HQ Fosters Product Development and Creativity

The redesign and expansion reflects vibrant products and culture

Fueling a long-term growth plan, global footwear company Weyco Group aimed to update their workplace to better foster creativity and collaboration while accommodating the need for functionality and flexibility.

National interdisciplinary design firm HGA was brought in to lead Weyco Group’s office redesign and expansion. Weyco employs over 200 people and is known for designing, marketing, and distributing Florsheim, Stacy Adams, Nunn Bush, BOGS, and Rafters. The renovation needed to cultivate creativity, elevate the product development process, and reflect the company’s diverse product lines, people, and culture.

The Design, Marketing, and Product Development departments now occupy a space that inspires, allowing them to take product innovation to the next level while the footwear industry experiences a seismic shift in customer buying habits. The project includes a redesigned lobby and entry, a central hospitality space connected to four brand rooms, a communicating stair, a partial buildout of the second floor as a daylit space, and a variety of collaboration areas.

Throughout the design process, Weyco maintained their dedication to collaboration with investments in technology and audiovisual upgrades which has allowed teams to seamlessly continue client meetings. In newly-designed brand rooms, teams hold meetings surrounded by collections, and can easily show buyers an array of products. They also designed collaborative spaces for employees, bringing together teams in imaginative ways.

Throughout the pandemic, virtual meetings make it possible for Weyco to stay connected to their customers. The new technology integrated into showrooms and conference rooms create the next best environment to being in-person. The additions of the specialized cameras, increased lighting, and strategically placed microphones have allowed Weyco’s products to be shown and explained in a very professional way.

New centrally located brand showrooms virtually host wholesale and retail customers. Each room represents the experiential qualities of an individual brand but connects to other rooms through repetition of materials. A central hospitality space was designed to serve all brand rooms and is being used as a quiet space until in-person meetings occur.

Weyco’s legacy and rich, authentic brand history are reflected in elements throughout the headquarters, including wall graphics and lighted retail displays featuring shoe collections. In the new office, through strategic design, Weyco creatives can manipulate natural light, which is important in viewing product colors and materials.

The installation of floor-to-ceiling windows on the second floor brings in daylight and expansive views of the surrounding community. The teams can utilize a variety of spaces, from formal to informal and small to large, allowing for flexibility. The workstations support both heads-down work and one-on-one meetings, while adjacent pin-up areas with wall-to-wall magnetic boards promote team ideation. The workshop, materials library, and brand-specific storage support the process in the pin-up rooms nearby.

Weyco’s expansion and renovation is an integral part of its growth. Every element of the redesign - from fabrics to architectural detailing - was inspired by the company’s products, people, and culture. This daylit environment, infused with technology, has enabled growth and established a new benchmark for collaborative workplaces.