June 25, 2019

Text: Jesse Dorris

Spector Group Puts “Head, Heart, and Hustle” Into New Rauxa Flagship

A Gus Design Group sofa and Herman Miller armchairs join West Elm tables in the town hall area, beneath linear fixtures by Kayla. Photography by Garrett Rowland.

Creating a new home for a marketing agency known for its creativity (Vans, Verizon, and more than 20 other brands are clients) takes more than just a few good ideas. It takes head, heart, and hustle. Luckily, those three attributes form the tagline of Rauxa, the nation’s largest female-owned agency, which had the good idea to hire Spector Group for the job.

The custom reception desk joins Baltic birch plywood with Caesarstone 4004 raw concrete; the wall behind features inset slices of images of the graffiti on the walls of Rauxa’s previous space. Photography by Garrett Rowland.

The firm’s new digs—50,000 square feet on the 43rd and 44th floors of New York City’s Brookfield Place—are organized around the three keys. “The collaborate ‘head’ spaces,” says Spector Group design director Jessica Mann-Amato, are sprinkled with meeting and teaming rooms. The café-town hall space is the “heart,” where regular events and celebrations are held. And the “hustle” all happens in open studio work spaces, envisioned as monochromatic blank canvas-style areas enlivened with greenery.

Geiger sofas, Herman Miller chairs, and Arcade Legend carpet tiles by Bentley Mills define an open breakout collaboration zone. Photography by Garrett Rowland.

It’s a big move up, but to remember where they came from, Rauxa took photos of the graffiti that covered the walls in the company’s previous location, then inset the images into plywood across the new space’s reception and corridor walls. “It’s an homage to their history and culture that we creatively interpreted into the new space,” Mann-Amato says. It’s also a clear example to another of Rauxa’s maxims: bold results.

Keep scrolling for more images from the project >

Nooks within open studio areas become workspaces thanks to sofas by Coalesse, a West Elm table, and a Lyndley pendant by Hudson Valley Lighting. Photography by Garrett Rowland.
NAME GLO manufactured the neon signs that shine above Herman Miller tables and chairs; behind, the cafe’s Panasphere Canyon Holzfaeller Oak woodgrain laminate cabinets are by Corporate Woodworking. Photography by Garrett Rowland.
A phone room features a table and chair by Allermuir; the open workstations and task chairs are Herman Miller. Photography by Garrett Rowland.
The stairwell connecting the 43rd and 44th floors features polished concrete treads, plywood walls, and handrails of glass and metal; the chairs are by Source International. Photography by Garrett Rowland.

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