For their new tech hub in San Francisco, Bloomberg wanted to create a space that embodied their status as an established and innovative technology company. There would be no ping-pong tables, silkscreened inspirational posters, or playroom-inspired solutions. The space had to reflect their status as an established leader amidst all the various tech companies in the Bay Area.
Situated on the 22nd and 23rd floor of the art deco-era 140 New Montgomery building, Iwamoto Scott’s space honors its history yet is also a bespoke environment, modern and sophisticated. Volume was asked to extend the narrative of the space through a visual identity that included wayfinding and environmental graphics. The solution is an instance of “site-specific branding” by taking cues from both the Bloomberg brand and the actual space—in terms of where the office is located (city / neighborhood), the physical architecture (old and new), and the inventive, research-based activities happening in it.