Newell Rubbermaid

With locations all over the globe, Newell Rubbermaid is leveraging technology to connect on a nationwide and international level. The goal of the project is to design a state-of-the-art Customer Innovation Hub & Spoke strategy, experience, and environment that reflects the future of Newell Rubbermaid's brand identity and culture. The proposed design develops a personalized and meaningful environment that evokes trust and innovative freedom with the customer, creating an experience to solicit informative customer insights. Enriching the environment with appropriate technology to leverage collaborative success is accomplished by truly integrating technology within the interior architecture of each location. Creating a customer experience system with flexible programming at the hub, and personalized programming for specific client cultures at the spokes is key to the success of the Customer Innovation Center. The design provides flexible spaces where sensitive business matters that require privacy are a step away from the collaborative spaces. Flexible and upgradeable systems that allow for future relevancy are embedded in the design. Developing transparency into Newell Rubbermaid’s inner workings and capabilities to enable maximum growth is the strategy behind this global project. The design team was charged with designing a state-of-the-art Customer Innovation Hub & Spoke strategy. A central hub location, Atlanta, GA, consisting of 4,288 sq/ft serves as the core for incoming and outgoing information via integrated technology. The spoke locations, including Huntersville, NC at 4,246 sq/ft, Minneapolis, MN at 10,332 sq/ft which also includes an office component, Bentonville, AK at 7,580 sq/ft, Smyrna, GA at 7,044 sq/ft, and London at 750 sq/ft, communicate with the hub location to simulate a customer’s buying experience. The different locations are able to connect to each other virtually to review results and improve the customer experience.

The design team provided full design services to include visioning, programming, space planning, concept development, schematic design, design development, furniture, fixtures & equipment selection and specification, full integration with the audio/visual consultant, and provided a design intent graphic package to highlight Newell Rubbermaid’s brand identity. The project team worked to develop comprehensive construction documents, and managed detailed coordination throughout the construction process. Dye Lab tile adds texture and visual excitement to the open and flexible space. The end result is a dynamic, collaborative and technology-enabled space that provides great customer insight and experience, and a healthy working environment for its employees.

Perkins+Will practices making sustainable choices for each and every project. While the Newell Rubbermaid Collaborative Growth Lab is not LEED certified, there are many elements in the space that contribute to a healthy workplace. Large windows circling the space bring in an abundance of daylighting. At the "Central Hub" of the space, the collaborative/teaming areas are separated by movable felt divider panels. The panels allow for various degrees of connectivity to the Reveal and Debrief areas allowing for maximum flexibility. This flexibility creates better work environments for the employees, depending on their needs at the time.


Atlanta, Georgia, USA

Design Firm

Perkins + Will


  • Small Office
  • Collection


    Products Used

    dye lab


    2016 Design Award Category Winner