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The chemistry of creativity : Space is freed up in the creative lounge by accomodating the bar, wine rack, library, trophy case and even some seating on the walls. Andrew calls the foosball table at the centre of the room "the heart of the agency". -
The chemistry of creativity : The boardroom's test-tube table won the agency a Silver Loerie. The test tubes, which look like pixels from above, form the FoxP2 logo. -
The chemistry of creativity : Spacial designer Rotem Shachar wanted to retain a sense of openness, so utilised glass space dividers with varying degrees of transparency in her design. -
The chemistry of creativity : Celebrating the unattractive - a special room, which emits a luminous green "radioactive" glow, was designed for the photocopy machines and printers. -
The chemistry of creativity : The view was one of the reasons FoxP2 chose to rent he space in the Lifestyle on Kloof centre in Cape Town. The Astroturf links the working environment to outside where the team often conducts informal meetings or brainstorms. -
The chemistry of creativity : Spacial designer Rotem Shachar was the creative alchemist behind the design of FoxP2's new offices. -
The chemistry of creativity : The laboratory concept is expressed in even the finest detail, such as this intravenous drip that waters the plants.
PHOTOS: Andrew Whitehouse | WORDS: Alma Viviers
WARNING: Prolonged exposure to cool office design may result in turning green with workplace envy. Please continue reading with caution.
I can picture it: pale androgynous lab technicians bent over microscopes in the clinical white and glass cubicles, a mad scientist frenetically scribbling formulas on the glass dividers with elaborate experiments bubbling away in the background.
But FoxP2 is not that kind of laboratory. For this top-ranking creative agency, brand mutations, design experimentations and cracking the code to effective communications are the order of the day.
The unusual name FoxP2 is an acronym for the Forkhead Box Protein P2 gene, dubbed the creativity gene by scientists. “When we started out we felt that the only thing that really set us apart from the competition was our creativity and work,” Creative Director Andrew Whitehouse explains. “That’s why the name was so important – it gave us something to live up to everyday.”
And boy, does the agency live-up to it. FoxP2 has received many accolades and awards and most recently came out tops in the individual agency rankings at the 2009 Loerie Awards: the agency scooped eight Loeries including a coveted Grand Prix in the relatively new category of architecture and interior design for its own office space. The category recognises physical spaces that are utilised to express or enhance a brand’s values.
Alchemy of form
Spatial designer Rotem Shachar was responsible for FoxP2’s alchemy of form, function and fun, which continually reminds staff and clients of the agency’s culture of creativity. Rotem, a former Art Director, has an intimate understanding of the inner workings of an ad agency and the FoxP2 brand since she is married to Andrew. Quite coincidentally, they won the Grand Prix on the night of their first wedding anniversary – fitting indeed for this creative duo.
Rotem also designed FoxP2’s previous lab-like office space, which had been outgrown due to expansion. The visual language inherited from the agency name and logo translated into a new three-dimensional environment. “The theme of a retro sci-fi laboratory was quite obvious. But I wanted to apply it in a more subtle way,” Rotem recalls.
So beakers replace drinking glasses, beautiful conical separators are used as alcohol dispensers, plants are watered by intravenous drips and services such as air-conditioning are exposed. More subtly, the spatial divisions and workstations were designed to resemble clone-like cubicles that create the illusion of continuing endlessly. Small details such as the drawer handles and warning labels reference the typical science lab aesthetic.
Award winning design
One of the most unconventional features of the design is the unique test-tube boardroom table, which was also awarded a Silver Loerie in the 3D and Environmental Design category for architectural and interior design. “After looking at many references and visiting UCT’s science laboratories, I realised that test tubes read like pixels when seen from above,” says Rotem. “So essentially, you can use them in a grid to create a pixelated image.”
Great idea, but getting it right was a labour of love for Rotem and carpenter Sven Grimmelikhuijsen of Svencraft, who had to cut the grid three times before achieving the right density of test tubes. Working with clear resin also presented an unexpected challenge but the result has turned out to be an immediate talking point when clients sit down in the boardroom for the first time. “Your creativity is evident in your work and credentials but clients – especially new ones – like to see that you’re really living it on every level,” says Andrew.“
Another reason why Andrew wanted this type of office space is because he firmly believes we are all, to an extent, products of our environment. “We are affected by our surroundings so if you are working in a stunning space such as this, it is bound to have a positive impact.”
• FOXP2: 021 424 4802, www.foxp2.com
• Rotem Shachar: 082 777 7820
