Connecting brand and place while accommodating rapid growth

Tough Mudder,
Brooklyn

Having consolidated its staff into one location, Tough Mudder sought to create a space that would accommodate its rapid growth while creating a branded and collaborative environment that enhance its dynamic team culture. 

The Tough Mudder brand is featured throughout this space by utilising simple, authentic materials and references the “rugged” nature of the Tough Mudder product experience in both smooth and rough treatments. Design highlights include wall coverings that mimic corten steel, a boardroom wall with cone-shaped black foam surface tiles for acoustic control and battered door frames, all serving as reminders of the obstacles conquered and achievements earned on the Tough Mudder course.

Connecting brand and place while accommodating rapid growth section
Informal café, lounges and both open and enclosed meeting areas are incorporated to serve as easy access to Tough Mudder staff for alternate work areas, impromptu meetings and causal collision.

Informal café, lounges and both open and enclosed meeting areas are incorporated to serve as easy access to Tough Mudder staff for alternate work areas, impromptu meetings and causal collision.

Connecting brand and place while accommodating rapid growth section
Connecting brand and place while accommodating rapid growth section
Connecting brand and place while accommodating rapid growth section

M Moser brought to life the envisioned raw and industrial aesthetic by leaving open ceilings in most areas and incorporating industrial light fixtures such as jelly jars. Costs were contained through the creative use of materials. Repurposed wood and cement cinder blocks were constructed into a meeting room table, tattooed with Tough Mudder’s logo and participant autographs.

Informal café, lounges and both open and enclosed meeting areas are incorporated to serve as easy access to staff for alternate work areas, impromptu meetings and causal collision.

Connecting brand and place while accommodating rapid growth section
Connecting brand and place while accommodating rapid growth section
Connecting brand and place while accommodating rapid growth section
  • Status Completed
  • Area 35,000 sq-f
  • Completion date 2014
  • Location Brooklyn, NY
  • Photographer Eric Laignel
  • Award Tough Mudder project recognized as a 2015 IFMA Awards for Excellence Nominee.

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