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duluth trading company new office

Duluth Trading Company Headquarters

Mount Horeb, WI

Duluth Trading Company wished to explore three design goals for their new headquarters: consolidate, collaborate, and brand. Previous workspaces were spread across multiple locations negatively impacting productivity, decreasing important “face time” collaboration, and limiting exchange of organizational culture. Plunkett Raysich Architects, LLP (PRA) responded with a solution holistically addressing those design goals by housing administration, creative, sales, and product development teams in an adaptable new 5-story 108,000sf Headquarters on an urban site in Mt. Horeb, Wisconsin.

Flexible meeting space supporting change and a variety of workstyles is provided throughout floors 1-3, augmented with multiple “employee zones” customized to represent the culture of different workgroups.  Each space is defined by wood armatures allowing for borrowed light and inspirational views.  These multi-functional spaces are located adjacent to circulation areas to aid wayfinding and allow easy reconfiguration to support agile work. 

The top floor, “The Canteen,” acts as both a conference center and an agile workspace with multiple meeting rooms and large multi-purpose space featuring stunning views into state parkland. Multiple workstyles are accommodated throughout.  Leather upholstery recalls certain products and reclaimed Douglas Fir bearing the marks of the hand that shaped it, zinc, polished concrete, black steel, board-formed concrete, and neutral color palette create a branded backdrop to feature Duluth’s products and their creative ads.  Lobby visitors are greeted by a stunning mix of materials, the company story, and the work of a local artisan:  A metal sculpture of Duluth’s mascot, the “Angry Beaver.”

The Duluth Trading Company Headquarters’ provides support for evolving workstyles and has exceeded company expectations to consolidate staff, provide branded collaboration space, and live the brand.

The new headquarters was awarded the WEDA 2018 CEDA Business Retention & Expansion

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