96 interiors+sources may2017 interiorsandsources.com
To celebrate a brand renaissance that resulted in a new name, culture, and workspace, marketing and loyalty analytics company AIMIA recently set out to find and renovate a
flagship office in the Twin Cities. Relocating its corporate
headquarters to the historic Butler Square building in
downtown Minneapolis gave architecture and interior firm
MSR Design the opportunity to help AIMIA redefine its
After an extensive renovation, the resulting open-concept
environment seamlessly blends the best elements of
both contemporary contract and hospitality design.
Traditional cubicles and offices were traded for expansive
collaborative workspaces, meeting tables, and lounge-type
furniture to provide choice and flexibility for employees.
Three different color-coded “neighborhoods” (green, blue,
and purple) provide differentiation and facilitate wayfinding
throughout the office.
A particularly unique feature of AIMIA’s office transformation is the array of flooring products used, including
24 carpet patterns from InterfaceFLOR. In fact, MSR’s
design was so complex that one journeyman was devoted
to navigating the pattern, while the others completed
the installation. However, thanks to the team at Sonus
Interiors, an INSTALL Warranty contractor, the flooring
design was executed with precision, creating zoned workspaces that are welcoming to both clients and employees.
interiors+sources recently spoke with Rachelle
Schoessler Lynn, FASID, CID, LEED Fellow, interior
designer and senior associate at MSR Design, to find
out how this intricate flooring installation helped bring the
AIMIA project together.
interiors+sources: Can you provide a bit of context for
this project in terms of the client’s goals and how
the flooring design came together?
RACHELLE SCHOESSLER LYNN: AIMIA has a very strong
brand. Specifically, we had helped them develop a brand
strategy around space. When they moved to Minneapolis,
they moved into an old warehouse building right in the
heart of downtown. It’s about 50,000 square feet of
space. We changed the work station configuration to
where it’s much more open—no panels at all. It’s a
very open environment, but then we were able to
also integrate different types of spaces for them.
So they have living rooms, they have focus
rooms, they have a quiet library, a beautiful
pantry area where people can hang out, they
have a game area, plus your traditional conference
rooms and meeting areas.
[AIMIA has] very bold colors in their brand.
When we worked on their [previous] suburban
space, because it was a more traditional suburban office,
the first application was solid colors and blocks of color.
So we brought that to this new space, but because they
were moving into an old warehouse building, we layered
By Robert Nieminen | Photography by Brandon Stengel of Farm Kid Studios, courtesy of MSR Design
1. After an extensive renovation, AIMIA's new open-concept environment seamlessly blends office and hospitality design
and uses an array of flooring products. 2.-
4. Three different color-coded “neighborhoods” (green, blue, and purple) provide
differentiation and facilitate wayfinding throughout the office.
5. Texture and visual interest were introduced through inset
carpet tiles that act like area rugs to define spaces.
6. Casual furniture and bold colors help create a welcoming working
environment for employees at AIMIA.
7. Incorporating 24 different types of carpet from InterfaceFLOR, the installation was
a challenge, requiring a journeyman to navigate the pattern, while the others completed the installation.