A well-designed office space motivates employees and conveys the appropriate image to clients and customers – key ingredients to help a company prosper. Birmingham-based Hoffman Media has found the right place to achieve those objectives. The special-interest magazine and book publisher purchased a building in downtown Birmingham that is being transformed into its new headquarters.

Williams Blackstock Architects and the construction firm Robins & Morton have begun an interior renovation of the property at 2323 Second Avenue North, formerly the law office of Waldrep, Stewart and Kendrick. The existing building was demolished to the exterior wall to allow for a complete interior redesign. Plans for the two-story building include the addition of video and photography production studios, test kitchens and office space. Target date for completion is August 2022.

“The design of the interior provides a beautiful blend of brand reflection with highly functioning media space to support their creative efforts,” explains John Beason, who is recognized as an interior design leader at Williams Blackstock.  “An existing spiral staircase and skylight serve as a central visual axis while providing open access between floors.  The layout of the overall floor plan prioritizes spaces that support all their printed and digital media efforts, which includes a sewing studio, 12 recipe development stations, filming and photography studios.” 

The interior consists of approximately 20,000 square feet with predominately exposed stained concrete and patterned modular carpet tile for flooring, paint and decorative tile for walls, painted decorative wood base and trim and a good balance of both painted exposed and finished ceiling types.

Beason describes the office space as very efficiently designed to provide a “hybrid” approach where employees work from home and at the office.  Most employees will not have a dedicated office or workstation.  Strategic integration of technology and lighting throughout the building is key to the functional success of the space. The interior is being designed to support all of the company’s printed and digital media efforts that will result in a facility that is versatile, highly efficient and that supports their highly collaborative creative efforts, adds Beason, who believes this, along with the unique design features incorporated into the space, will attract and retain top talent to continue to grow their business.

Hoffman Media specializes in publications targeted to the women’s market. Founded in 1983 and renamed Hoffman Media in 1998, the company is the No. 70 largest private firm in Birmingham and is the No. 4 of the top women-owned businesses, based on total revenue in 2012, according to the Birmingham Business Journal’s List. Victoria, Cooking with Paula Deen and Taste of the South are among the magazines published by Hoffman Media.

“Thoughtful application of color and pattern on construction materials and furniture will be seen throughout the building which speak to their media efforts which focus on the interests of women,” Beason says. “The interior purposely departs from the look of historical mundane office space.  This approach is not new to the commercial office industry, but is very relevant to the aesthetic success of Hoffman Media.” 

*Article Written by Jessica Armstrong and Images Courtesy of Williams Blackstock