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Independent agency kwpx renovated the NOVA Cinema, originally known as a saucy place for many first dates, into its snazzy office.
Perfectly reflecting the office is its location on the iconic Rundle Street in Adelaide's city centre - a vibrant and eclectic area that breathes historic charm with modern sophistication.
Rundle Street, with kwpx staff on the office balcony.
The cinema was part of Rundle Street East’s re-development by the Maras Group in 1993.
But when the cinema stopped operating in 2016, kwpx took the building over and designed it in partnership between the building owner, Maras Group - no architect’s turtlenecks were creased in the making of this space.
Street view of kwpx.
Dru Mincher kwpx's head of growth told AdNews: "One large asset of the building are the 20-odd stairs leading up to our office from the street — a hangover from the cinema days.
"We regularly use the stairwell space to host exhibitions for local artists, photographers, and creative people in general.
"We’re still lobbying the powers-that-be for a popcorn machine though."
The entrance stairway.
Mincher: "Since working with Adelaide Fringe Festival we’ve registered our stairs as a venue and flung open the doors to the public.
"Encouraging our own creative staff to contribute to the aesthetic with their own work is a big functional goal for us. It needs to feel like creative people work here."
And up the entrance stairs is the office foyer.
Office foyer.
The end goal of moving into this office space was to modernise the agency’s atmosphere - moving from a kind of kooky building in the West End of the city to a more utilitarian and central location in the East End.
Mincher: "The aesthetic was monotone everything to begin with, but with the agency’s re-branding in 2022, we’ve sought to bring in a bit of personality through the graphics and soft furnishing."
Office foyer.
Behind the foyer is the office's meeting rooms and break out spaces which are all named after iconic Australian films.
Outside a few boardrooms - one named after 1994 romance/comedy Muriel's Wedding and 1994 musical The Adventures of Priscilla, Queen of the Desert.
Inside a boardroom.
Inside kwpx's main boardroom called The Castle.
Awards collection inbetween the meeting rooms.
Mincher said: "The cinema operated two large theatres and so removing these left us with a cavernous space.
"Essentially we lofted a new level into the space.
"The loft features a large open plan floor plate comfortably divided into our business’ core departments of brand, digital, and media."
Stairs from foyer to staff desks.
Stairs from foyer to staff desks.
Mincher: "The floorplate is anything but fixed. We just moved people around for the third time in two years.
"But this latest configuration feels right.
"We’ve got complimentary skills all sharing the same space and a logical, physical 'flow' for projects jumping across desks from account managers to project managers, creatives, production, and out the door.
Overview of staff desks, open plan, organised by department.
Mincher: "The perennial challenge is integration between the different departments—but that’s what we have downstairs for."
"With its formal and informal meeting spaces and two excellent stairwells to encourage everyone’s step count and create opportunity for people to bump into each other and overhear conversations about shared clients."
Office coffee station.
Staff on office balcony.
Mincher: "A favoured space is the agency balcony that has seen a multitude of events over the years.
"During Fringe season, the balcony is a weekly feature as we invite clients and other guests over to view the festivities in Rundle street whilst enjoying a few drinks and things.
"It is also a great place to simply go absorb some rays on a sunny day."
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