GROUPM / LEVEL 11, North Sydney 2012

2013 Interior Design Excellence Awards (IDEA) Shortlist

Garage door angledMission Control roomJoinery benchBoardroom Phonebooth The Bold Collective | GroupM/Level 11 Breakout
Kitchen Workstation






GroupM are a branch of the global media agency, WPP. We worked on a number of WPP/GroupM brands at their Sydney headquarters at 65 Berry Street, North Sydney. GroupM was situated on Level 11, also housing brands M and Xaxis. It was important for us to provide each floor its own identity whilst working with the same traditional floor plate at 65 Berry Street.

Starting with a graffiti garage door at the arrival point, you immediately get the sense that this office belongs to a young, edgy company. To your left hand side is the waiting area and to the right is the communal breakout area, giving a refreshing sense of operational transparency.

A polished concrete path draws you through the space and large directional arrows are embedded into the nearby carpeted floors, suggesting dynamic movement throughout the space. Follow the path, and it will lead you in a parallelogram around the core of the building. Open workplace to your right and communal facilities on your left. The overall feel is industrial and open, yet still providing warmth and a textural environment with strong attention to detail.

The ceiling grid has been removed in the communal areas, exposing blackened services and adding to the industrial aesthetic. A large communal table adjacent to the kitchen is stencilled with black letters spelling ‘ELEVEN’ and large metal light fittings highlight it from overhead. Yellow ceramic tiles on a 45 degree angle brighten the kitchen and caged lights reflect their warm light off the glossy tiled surface. Standing proud next to the garage door at the arrival point is a yellow phone booth, providing a moment of hush for a private phone call.

Configurable meeting rooms with sliding doors allow the boardroom and meeting rooms to open entirely, providing control over privacy and size of meetings. As well, there are a range of smaller fixed size meeting rooms to chose from. The client asked for a data/trade room where we took a futuristic approach and provided the Mission Control room: a bar style work bench, blue LED lighting, blackened walls and large screens for viewing data.

Finally, partitionless workstations throughout the work space break tradition to create a communal work bench and allow for team collaboration, which is a key aspect of GroupM

 “I wanted to express how pleased the group have been with The Bold Collective throughout the design and management of all groupm offices in Berry St. They have been creative in their thinking, consulted all management of the group throughout the process whilst being mindful of the cost restraints we have with the renovations.”
John Steedman
Groupm CEO 

The Bold Collective | GroupM | Plan

The Bold Collective | GroupM | Elevation

The Bold Collective | GroupM | Perspective