Lowe Campbell Ewald Headquarters

A creative space for a creative company. Advertising agency, Lowe Campbell Ewald, has breathed new life into a 100-year old building, setting a precedent for re-purposing long vacant Detroit buildings, shining the light on historic preservation and anchoring the creative sector’s place as a strong economic engine for Detroit.

In 2012, advertising agency Lowe Campbell Ewald examined several options for relocating their corporate headquarters before falling in love with the “bones” of the former J.L. Hudson Co. warehouse connected to Ford Field in downtown Detroit, Michigan.

The J.L. Hudson Co. warehouse building dates back to the 1920s. It features a combination of multiple structural systems (due to several additions over time) with clay tile and board-formed concrete and steel deck ceilings - all which were called out to be exposed in Lowe Campbell Ewald’s new design. The scope of work included five full floors of open office space, new mechanical and electrical systems and a sophisticated computer room with dedicated UPS, HVAC and backup generator. A five-story atrium, unlike any in Detroit, was carved from the upper four floors under a previous contract and serves as a key architectural feature.

Bench furniture configurations and minimal fixed rooms were selected by Lowe Campbell Ewald to create a more open and collaborative office environment. The design also makes creative use of recycled materials including wooden pallets, 500 locally salvaged wood doors sliced up into slatted partition pods, and electrical conduits used as room dividers. The space features other sustainable solutions including reclaimed barn wood from Michigan, counters made of concrete, and chairs with recycled content and environmentally friendly fabrics.

The office features highly unique finishes. Brass press plates dating back to an age before digital print production adorn the lobby’s ceiling. Each plate features a vintage Lowe Campbell Ewald advertisement from the 1950s to the 1980s and strengthens their personal identity with their new space.

A four-story LED screen with the ability to add customized messaging and imagery provides visual impact. Neumann/Smith designed the screen to fill the height of the atrium and create a “WOW” factor. The 42-foot high display screen engages visitors and employees from the third floor atrium, which is designed as tiered platforms for personal and company gatherings. Additionally, the company’s brand immersion area includes a series of multi-touch interactive screens. LED lighting, new bathrooms, kitchenettes, and highly designed “pitch rooms” enhance the environment.

Electrical design and construction was also a significant component. Unique lighting fixtures were created in high impact areas that incorporate recycled fluorescent tubing. Task lighting featured in open office areas was selected for its sleekness and energy saving qualities.