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American Family Insurance Gateway to the Enterprise

Madison, WI

The three-story entrance to the American Family Insurance corporate headquarters provides access to corporate offices and provides space for internal and community gatherings. Cincinnati-based firm BHDP was hired to do the preliminary design for the project. PRA was brought on to collaborate with BHDP on branding and corporate standards and act as the Architect of Record.

The project scope includes the addition of technology for messaging and video, informal meeting & collaboration spaces, updating reception areas on two floors, replacement of a convenience/coffee store, expansion and reorganization of security area, conference center upgrades, and a re-designed Human Resources Suite to align with American Family’s approach to HR.

PRA inherited Schematic Design options from BHDP and worked to prepare Design Documents through Construction Documents, while also working collaboratively with BHDP on branding. PRA brought inspired design solutions and helped iterate the design options. One goal of the design was to provide continuity with the existing American Family cafeteria. Because the entrance area is open to the public, American Family wanted the space to remain neutral and white, resulting in a simple neutral palette punctuated with color on furniture and canopies.

Very large video displays were installed throughout the lobby to showcase American Family’s branding and community outreach. The space was designed to be welcoming for the public as well as a place for insurance associates to spend time. Electrochromic glass provides increased comfort and maximizes access to daylight. Elements of biophilic design were incorporated with the addition of green walls with a variety of plants built in.

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