It’s Life After TBWA/C/D for Binocular Building

From a lobby with an aquatic ambiance to an office designed like a mini-village, the former TBWA/Chiat/Day Binocular Building in Venice, Calif., reflects the diversity of its new tenants: five other Omnicom agencies.
The recently renovated building, marked by the three-story Claes Oldenberg/Coosje van Bruggen binocular sculpture at its entrance, now houses BGM Health Communications, Bernard Hodes Advertising, Ketchum Directory Advertising, FMJ Adcomm and Razorfish. Vacated by TBWA/C/D a little over a year ago, the interior was remodeled to fit the needs of the five specialty agencies.
“This is a highly creative building,” said Joseph Doyle, president of BGM. “We have a lot to live up to following Chiat/Day. Our slogan is, ‘The cure for the common,’ and our surroundings are certainly an eclectic mix.”
The Bernard Hodes office features the village concept, with cafƒ umbrellas, aluminum chairs and tables and a private “treehouse,” where employees can relax. Ketchum, meanwhile, “wanted to play off being at the beach,” said vice president Scott Lewis–thus its sandy-colored carpeting and a blue-and-green color scheme.
FMJ’s offices feature exposed ceilings and metal accents. “We tried to set an environment that fosters thinking out of the box,” said president Steve Johnson. Web design and interactive service firm Razorfish has a glass-walled conference room, the “Aquarium,” rising two stories up behind the binoculars.
Overall, the landmark building projects an image of being “creative and forward,” said Bob Brown, senior vice president at BGM.