1515 woodward ave

Detroit was the first new LinkedIn site in NAMER in ten years, a move company leaders risked to take advantage of the economic growth and opportunity in the Midwest market.

Similar to Chicago, Detroit has both an iconic and tumultuous history—complete with a tug-o-war between the French and British, a devastating fire, the emergence of the automobile industry, the historic ‘White Flight’ of the 1960s, and an entrepreneurial renaissance of present day.

Made in detroit

Detroit’s national reputation overshadows it’s incredible fabric of diverse makers, innovators, and creators. It was the design team’s responsibility to celebrate what makes Detroit great in alignment with LinkedIn’s mission to create opportunity.

85,000 sq-ft. Dream Team: Architect SmithGroup; Brand/EGD by Gensler Detroit/Chicago and CREO; Furniture and Finishes by One Workplace; GC LS Brinker; Artist Curation by iPaintMyMind.

origins

1515 Woodward Ave was once two entirely separate building addresses: The Grinnell Building (ca. 1908), which historically sold pianos and other musical instruments, and the Sanders Chocolate Building. Both sites had previously remained vacant for nearly four decades despite their prime location on Woodward Ave in the reemerging downtown of Detroit.

The first level is a retail style entry with a pre-reception security kiosk guarding the elevator bank. Employees and visitors then arrive on level two main reception, on the Grinnell Building side, which sits adjacent to the multi-functional All Hands/training/lounge dubbed ‘Ambassador’. Just behind reception is a full service barista bar to welcome guests with caffeinated beverages. Opposite the elevator core on the Sanders Chocolate side, is the café. Unlike larger campuses, this café does not cook in house but hosts a daily catering service from local food vendors in a luxe servery.

At every turn the finishes, custom details, artist commissions and graphics are paying homage to the city’s roots and contributions.

Authentic touch

Pianos being foundational to the Grinnell Brothers empire, our design team gave an abstract nod to the innards of the instrument by cladding the reception with angled, locally sourced wood slats reminiscent of piano strings, as well as a custom reception desk, designed by Yours Truly, that was inspired by piano keys.

The 600+ pound InBug is made up of authentic pistons, a nod to the impactful automobile industry Detroit is best known for, but also a subtle shout to the local NBA team, sporting a custom LinkedIn blue paint color.

The feature wall in the barista bar messages, “We Shall Rise & Grind” mounted atop more locally sourced wood via Woodward Throwbacks, charred to perfection. This messaging is coded in much deeper meaning than a catchy coffee bar expression.

The city’s motto is made up of two Latin phrases: Speramus Melior, meaning, “We hope for better things”, and Resurget Cineribus, meaning, “It will rise from the ashes”. After the great fire of 1805 Detroit has reemerged twice to become the industrial and entrepreneurial magnet it is today.

refined amenities

“elbow room”

When company leadership chose to build a team in Detroit they had humble beginnings in a tight WeWork space for over a year.

Once the first four floors of the campus opened, the growing team could finally stretch their limbs in the new office neighborhoods. Both work floors were equipped with beverage points and S, M, and L conference rooms and Framery phone booths. The fourth floor provided a dim and cozy library corner, and the third floor tucked away a wellness room for meditation.