Consulting Client Newark
Sector: Corporate
Size: 23,660 sf
Location(s): Newark, NJ
Newark Reimagined: brandx Merges Industrial Heritage with Modern Innovation
brandx’s recent project for this consulting client in Newark embraces the rich industrial history of the city and reflects on its modern spirit. As New Jersey’s largest city, Newark represents entrepreneurship, resilience, and diversity — qualities that have inspired and shaped this project. Historically, Newark was a railroad hub, playing a critical role in the transportation of goods and people, which contributed significantly to its industrial growth. This deep connection to the railroad era is woven throughout the design and creates cohesion with Ironside Newark, a former freight warehouse and now the home for the client’s unified New Jersey workplace.
Signage that Tells a Story: Bridging the City's History with Its Evolving Identity
Incorporating elements that speak to the city's heritage, the space features glass film designs that subtly reference the railroad tracks in simple linear paths. The signage throughout the space, created as clean organic shapes and finished in brass, was thoughtfully developed to complement the interior design as well as nod to the industrial past of the city and building site.
The mission and values of the company are incorporated in a unique way; a tone-on-tone dimensional wall subtly displays these values, creating a complementary contrast to the vibrant, colorful mural on the opposite side.
Another thoughtful detail added to the space is the inclusion of small messages and icons scattered throughout, serving as 'easter eggs.' These elements are designed to educate users about Newark’s culture and historical facts while also highlighting specific landmarks of relevance that complement the overall storytelling.
Bridging Newark’s Culture and the Office Experience: Art that Connects Community and Workspace
The design integrates local artistry, reinforcing Newark’s cultural vitality and providing a platform for local artists to contribute to the space. brandx collaborated with two talented local artists, Gera Luz and Simone Bailey Campbell, to bring unique artistic expressions to the project. Gera Luz developed an original interactive wall, located in both the reception area and pantry, made from rotating plaques with artistic interventions. This engaging piece invites visitors to add their own creative touch by rotating the plaques, ensuring the artwork continuously evolves and displays an infinite variety of images. This interaction creates a dynamic, tactile experience for all who engage with it. In addition, Gera Luz also developed an impactful mural in the pantry, which resonates with the sculptural nature of the interactive wall. Simone Bailey Campbell developed a mural for the "quiet car" — an intimate sitting area designed for work, collaboration, or gathering, which simulates the interior of a train car, further deepening the connection to the city’s railroad legacy.
To further enhance the connection to the community, brandx curated additional spaces filled with art and photography from local artists. These pieces help break down the boundaries of traditional office space, connecting the interior to Newark’s cultural landscape and celebrating the city’s diversity and creative spirit.
Photography: Mike Van Tassell, Carolina Madrigal