Workplace
Last night I watched the documentary Workplace.
Workplace tracks the design and construction of the new New York headquarters for R/GA, and explores the combination of digital and physical space as the future context of work.
The film’s opening feels familiar, in which an ambitious brief from the client (Rob Greenberg, founder of R/GA) results in an idea sketch from the architect (Norman Foster, name partner of Foster + Partners) that is met with gasps and deep concerns by the lower-downs.
“It looks like Times Square!”
“Would YOU want to work there?”
But the rest is also familiar, in which a forward-reaching idea is realized through the efforts of creative people with shared interests and immense talents.
The best parts of the storytelling come from interviews with the project stakeholders about their concerns and desires for the new office.
These are contextualized by comments from peers and architectural historians who widen the view into a discussion of the past, present and future of office design.
Workplace fits right in with Gary Hustwit’s other films, which include Helvetica (about the ubiquitous typeface), Objectified (about art, design and industrial manufacturing) and Urbanized (about the planning and design of cities).
Despite being made before the pandemic, the insight about the need for flexible working arrangements for creative industries holds up remarkably well.
That said, one hopes that the great expense put into construction pays a return for R/GA. I read somewhere that they decided to reduce their footprint in the building (5 Manhattan West) as a result of COVID lockdowns.
For those looking for a love story or power struggle between creative giants, it’s not that. The film is centered on the project and its wider cast of participants, though both Greenberg and Foster show up and their initial meeting at the beginning of the project is gratifying.
The end is inspiring. As the new office opens, the staff comes to work and is completely justified in seeing themselves in a new context, as the digital marketing world’s foremost strategists, creatives, technologists and makers.
And richly appreciated by their employer.
Although the focus is on the employee experience, one is left understanding that the client experience too will be newer, better and more-productive.
Greenberg’s invitation at the closing of the film is for everyone to learn from R/GA’s experience and try to take it even further, wherever their workplace may be.
Please watch this film!
