Spirit of Detroit

The city grid is a “wheel and spoke” layout, with the “Point of Origin” defining the epicenter. We used this pattern to tell the story of connection.

The first two floors feature the combination of the LinkedIn brand and their relationship to Detroit and the historical building they now occupy. The workplace floors each represent key aspects of the city character.

Initial concepts of the entry floor explored the Point of Origin pattern as digital display that could respond to different stimuli.

Different representations of the pattern continue onto the second floor behind the reception and as felt panels in the barista area.

Over 600 pistons were sourced from a local manufacturer to make the LinkedIn logo to represent the Detroit office as part of the Motor City, built on hard work and precision.

Early model sketch vs. final design.

800 pounds of blue tinted metal.

Initial drawings planned to use charred wood laser cut to show the swirls of coffee.

The phrase “Resurget Cineribus“ on the city seal, meaning "It will rise from the ashes," was written after the fire of 1805. This motto holds deep meaning to the city on the verge of another resurgence.

The previous tenant of this historic building was a local famous chocolate maker. The café hangout has fun little illustrations that reflect this heritage, like these classic bumpy cakes which are also a reference to Henry Ford’s assembly line.

The third floor features Detroit’s transportation. Everyone knows the automobile history, so we also mixed it up by exploring lesser known artifacts like the ferries along the river and the iconic streets.

The elevator lobby introduces the theme of each floor with an installation locally manufactured items. These car grills were all from Detroit built car companies.

Phrases that spark energy for employees always relate back to the theme of the floor.

The fourth floor features the world famous music history of Motown and the birth of techno, but also a few hidden gems only a real Detroiter would know.

Each conference room gets a privacy graphic, but doesn’t lose any style…

… and an illustration opposite of the video conference camera to show off the unique naming system.

Happy clients.