Slack's headquarters are located in San Francisco’s South of Market district. On the ground floor of the building, there's a 2,000 sq. ft. space zoned for retail. Slack called us to help them figure out what to do with it.

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Slack caters to a broad range of users, from scrappy entrepreneurs to buttoned-up enterprise professionals. Our goal was to create an environment where both novice and seasoned users could interact with Slack comfortably. We developed a series of educational modules that accommodated individuals with diverse backgrounds, allowing them to explore the various aspects of Slack.

Incorporating the speech bubble and lozenge shapes from Pentagram’s branding, we seamlessly integrated them into the entrance design. Our intention was to veer away from the typical tech store ambiance, opting instead for a human and approachable atmosphere that resonates with Slack's identity. This was achieved by employing warm, natural materials throughout the space. The central focal point, our help desk known as The Empath Bar, featured a ⌘K symbol—the keyboard shortcut for Slack's universal search function. We designed learning modules in various sizes to cater to distinct topics and audiences. And to accommodate different types of gatherings, we introduced a flexible system of interchangeable furniture pieces, dressed in brand-adjacent colors to avoid from being too on the nose. Lastly, we dedicated an area for the sale of collaboration-related merchandise and custom Slack swag.

The slack office frontage
We didn't want this to feel like an Apple Store or a tech store in general. We wanted it to feel human and approachable, just like Slack.

We developed a program of education modules that would enable people with different backgrounds to explore different aspects of Slack, and we created a system of comfortable, modular furniture pieces to accommodate different types of gatherings .

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