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Anticipating the needs of the future workforce, leading online tire distributor SimpleTire tapped award-winning design firm NELSON Worldwide to bring their new Philadelphia Experience Center to life. NELSON provided master planning, interior design, digital experience development, and environmental graphic design in collaboration with Windward Engineers and Consultants who served as MEP Engineer and lighting designer.

During the pandemic, SimpleTire transitioned to a fully remote work schedule and adopted a talent-first approach to hiring, regardless of location. Today, the company is one of the fastest-growing in the tire industry, with employees coming into the office only on a need-to basis. To make the in-person moments count, The SimpleTire leadership team placed an emphasis on hospitality and creating an immersive environment for their guests and partners. Customization, innovation, and a forward-thinking approach were the central themes behind NELSON’s concept. The design team navigated a challenging structural layout and requirements to infuse the 5,000 sq. ft. space with a sleek and sophisticated character, inviting employees and visitors alike to immerse themselves in a personalized and hospitality-focused experience.

A darkened hallway with a band of immersive digital screens creates a dramatic first impression. Perforated metal panels reference tire treads, and color-changing lights add to the moody ambiance. Visitors are urged to take a moment to familiarize themselves with SimpleTire’s latest endeavors and a visitor-specific agenda summarized across interactive screens. The lighting and dynamic content can be easily swapped out remotely in a matter of minutes and tailored depending on the visitor, reflecting SimpleTire’s partner-centric business ethos.

The moody passage wraps around the corner and opens up into a bright and refreshing gathering area. Abstract lighting features provide a modern and sophisticated touch. Accents in SimpleTire’s signature orange and various seating options entice employees and visitors to decompress before heading into the tech-forward Innovation Room. The space offers a movie theater-like visual and sensory experience and is equipped with a 100 sq. ft. LED wall, and all-black furniture, flooring, ceilings, and walls. Visible from the street level, an illuminated canopy doubles as a signature architectural feature. Tracking cameras, high-end microphones, and fine-tuned acoustics further enhance the cinematic experience and provide digital equity for employees and partners who are participating remotely. Two glass operable partitions open up to connect the showcase with the lounge and bar area, allowing the team to open up the space for larger events and meetings.

Beyond the showcase room, a secondary meeting space is a stark contrast. It has a bright and fresh aesthetic and is equipped with race car-inspired bucket-seat conference chairs, which set the stage for high-energy meetings while providing another nod to the team’s passion for all things automotive.

The design features six unassigned desks available for use when needed. The height-adjustable desks are equipped with ergonomic task chairs and handy personal storage compartments. The open, collaborative area accommodates a diverse range of workstyles with soft seating, conference tables, benches, and bar-style areas where visitors can perch, stand, or lean. Environmental graphics within this space celebrate employees and can be switched out to highlight teammates’ achievements. Two huddle rooms are also available for internal meetings and collaboration.

Subtle nods to the tire industry include rubber flooring in back-of-the-house areas and semi-rounded shapes incorporated throughout the space. The design team made a conscious effort to prioritize ergonomic furniture and avoided the use of any vinyl flooring, opting to refresh and maintain the original wood instead.

Completed in less than a year from kick-off, SimpleTire’s new Philadelphia office showcases the company’s passion for the automotive industry and their partners. Embracing the transformative and slightly rebellious nature of motorheads, the new space redefines the modern workplace. Placing an emphasis on experience and supporting the fast-changing needs of employees, partners, and guests alike, the innovative design is an investment in SimpleTire’s commitment to a spirited and forward-thinking business approach rooted in inclusivity and collaboration.

Design: NELSON Worldwide
Photography: Courtesy of NELSON Worldwide