Like a florist in February, American Greetings’ new Crocker Park headquarters is decked out in red roses. They’re emblazoned on the stone façade, upholstered in red, floral-patterned furniture and crafted into rose-shaped light fixtures. As the corporate logo since 1961, the symbol of love, passion and connection among people unites the 110-year-old company’s past with its new beginning. After two years of construction, the $150 million Creative Studios, which houses 1,700 employees, opened in September. We got an insider’s look and discovered there’s a lot more blossoming here.
Potty breaks: Trips to the loo never looked so good. Each of the building’s 21 bathrooms features a signature Cleveland mural based on city neighborhoods and landmarks such as the West Side Market, Squire’s Castle and East Fourth Street. American Greetings writers and artists used the city for inspiration, collaborating on works such as floor-to-ceiling, postcard-style murals of Olmsted Falls and Gordon Square. “Once everything started coming back in and we saw how great these are, the team knew that the murals were going to be a hit,” says art director Justin Raines. In fact, smaller prints of the murals are available in the company’s associates-only store with proceeds donated to United Way.
Color wonders: The lounges and sections of the building are color-coded as a guide (the west wing is decked out in the American Greetings’ signature red, for example). In addition, employees and local artists created 17 3-D wall designs, such as a sculptural montage of whitewashed, musical instruments jutting from a corridor, to act as inspiration and creative landmarks. “If someone tells you to meet them next to the Care Bears chair, you’ll have no doubt you’re in the right spot,” says Michelle Parkinson, alternative studios editorial manager.
Game theory: Designed by architectural firm CallisonRTKL, the five-story headquarters centers around a 27,500-square-foot courtyard on the third level. Featuring covered, heated sidewalks, exterior cafeteria seating and outdoor games such as giant Jenga, the space ensures no associate is too far from fresh air. “One of our guiding design principles for the Creative Studios was to maximize natural light for associates,” says Arthur Cernoia, director of corporate services. “We immediately fell in love with [the concept].” Constructed with Cleveland’s winters in mind, the area was flooded several times during construction to ensure proper drainage and its ability to handle the weight of snow and ice.
