In today’s Building of the Day tour, Archtober viewed the new offices of iHeart Media in Midtown. Designed by Architecture + Information (A+I) in association with creative consultants Beneville Studios, the space houses the corporate headquarters of iHeart Media over three floors. From A+I, Todd Stodolski, Senior Associate; Tony Moon, Architect; and Jara Mira, Project Manager, joined Michael Beneville, Founder and Principal, and Kyle Hoy, Design Manager at Beneville Studios, to lead the tour.
First, Beneville and the A+I team gave an overview of iHeart Media’s history and the context for the new office. iHeart Media is the largest radio station owner in the United States. iHeart’s predecessor, Clear Channel Communications, was founded in San Antonio in 1972 and expanded over the next 30 years to include not only radio stations but other forms of mass media assets, notably billboards and live concerts. Beneville described CEO Bob Pittman’s deep faith in radio as a medium, and his belief that, were radio invented today, it would be seen as a groundbreaking technology. It was this belief that led Pittman to rebrand Clear Channel as iHeartMedia in 2014.
iHeartMedia (Center for Architecture)
A+I and Beneville Studios were tasked with creating a flexible, open office space that would convey the excitement of working for and with iHeartMedia. Moreover, the design themes used in the headquarters would be copied at iHeart corporate and broadcasting offices throughout the country, meaning elements had to feel as natural in Peoria or Phoenix as in New York. And the most important directive for the 75,000-square-foot space came from Pittman: “I want visitors to walk through the door and say, ‘Who the #*%! are these people?’ and I want them to get it within five seconds.’”
The main entrance, on the middle floor of three, amply fulfills his vision. In the corridor leading from the elevator to the offices, motion sensors trigger lights in iHeart’s colors of red and white, and speakers play randomly chosen live content from iHeart’s stations across the country. An average office entrance it is not.
iHeartMedia (Center for Architecture)
The barrage of audio-visual information continues inside. The heart of the space is a cut connecting all three levels around a massive screen which plays footage from iHeart events and seating steps. This space is used to present office-wide policies to all New York employees, but has also host mini-concerts from the likes of Alicia Keys. Behind this light, airy space is the dark, intense Promotional Porthole, a conference room with screens and other fixtures that play video and sound as well as emit fragrances.
The three floors of the office all house different parts of the iHeart staff. The top floor is for employees of the audio-visual groups, the middle floor is for Clear Channel Outdoor Holdings, one of the country’s largest owners of billboards and hoardings, and the bottom floor contains boardrooms and executive offices. The offices are bright and airy, primarily white with flashes of red and blue. The previous offices were very traditional, and there was some concern about the transition to a new space. The main feedback the designers have received is that they could have gone even further in replacing individual glassed-in and cubicle offices with open plan meeting spaces and “phone booth” meeting pods. Many initiatives at iHeartMedia involve multiple teams, and having a common space to meet is essential. Additionally, market managers from across the country meet with executives in New York once a month, so there is a strong ebb and flow in the office population, requiring spaces that can grow or shrink as needed. Within this complex context, A+I and Beneville Studios have conveyed in spatial terms the excitement iHeartMedia generates across its many media platforms.
Join us tomorrow at 56 Leonard Street.
iheartMedia (Center for Architecture)