vdaffron print collateral.pdf

Virginia E. Daffron473 Kimberly Avenue • Asheville, NC 28804 • (828) 231-7207 • [email protected]

After relocating to North Carolina in 2005, I was retained by my previous employer, Margulies & Associates (now Margulies Perruzzi Architects) to develop a series of project profiles to serve as an introductory marketing package for prospective clients.

This series of pieces was designed to be printed in small quantities using digital printing technology.

I was responsible for all aspects of the design and execution of this project, including concept development, interviewing clients, developing illustrations, assembling technical data and writing copy.

This package was recognized with a 2006 Best of the Mountains award from the Public Relations Association of Western North Carolina.

PRINTCOLLATERAL

INTRODUCTION

RecognitionConsistently ranked as one of the

most active practices of its kind in the

region, Margulies & Associates has

received recognition for excellence in

client service, design, leadership and

communications from a wide variety of

professional and civic organizations.

Margulies & Associates was included

on the 2006 Zweig Letter Hot Firm List of

the 100 fastest-growing design practices

in the country.

LeadershipThe four principals of Margulies &

Associates–Marc Margulies, AIA, Daniel

P. Perruzzi, Jr., AIA, Janet Morra,

AIA and Andrew J. Dean, AIA– form

a cohesive and experienced team.

Individually, each oversees project

teams serving a variety of clients;

collectively, the group is responsible for

the overall management and strategic

direction of the firm.

The firm’s principals are supported

by senior associates, associates and a

team of administrative professionals.

ServicesFor clients in the corporate, real

estate and institutional communities,

the firm offers a comprehensive range

of architecture and interior design

services:

• Strategic real estate planning

• Site evaluation and feasibility analysis

• Space planning

• Architectural design

• Interior design

• Move management

• Construction coordination

Margulies & Associates is a group of talented architects and interior designers working

collaboratively with clients who value design.

Based in Boston, the 50-person firm is known for its interactive approach, which

incorporates the input of those who will use the space into every aspect of the design.

M A R G U L I E S & A S S O C I A T E S


The Old WayTraditionally, architects have developed

new designs through a series of

meetings with clients, often stretching

over many months. Arriving at the

client’s offices with presentation

boards and rolls of drawings, the

design team presents an array of ideas

and alternatives. After listening to

the clients’ reactions and requests,

the designers retreat to the studio,

returning a week later to repeat the

cycle.

Our WayEarly on in his career, Marc Margulies

recognized that emerging technologies

could be harnessed to eliminate

the back-and-forth dynamic of the

traditional design process.

Marc has been recognized for his

innovative use of new technology to

incorporate the input of those who

will occupy and use the new space into

every phase of the design process. The

practice Marc has built is committed

to providing the benefits of this

collaborative approach.

How it WorksSupported by an evolving array of the

latest technology tools, our designers

facilitate working discussions between

the design team and those who will use

the finished space. As the initial design

emerges, drawings are projected onto

a screen directly from the designers’

laptops. Every member of the client

organization’s team can immediately

see how the finished space will look

and feel, and hundreds of decisions can

be made during a single meeting.

Including a construction manager

in these collaborative sessions can

further streamline the process. As

the team considers, for example, a

particular configuration or material,

the construction manager can explain

the impact of that decision on the

project timeline or budget. Receiving

this immediate feedback can reduce or

eliminate the need for design changes

later in the project schedule.

The Benefits Revisions that once took weeks

or months, with multiple schemes

reviewed and commented upon by

different departments or groups, now

can happen almost instantly.

Combining our clients’ knowledge of

the needs of their own businesses with

the creativity of our designers produces

beautiful, supportive spaces that deliver

functional and strategic business

advantages.

Real Time Revisions

Consensus

DESIGN PROCESS

Designer

Client contact

User groups

Client contact

Designer

Revise

Repeat

Consensus

Traditional Design Process M&A Design Process

A Collaborative Approach

“Your 3-D design program has streamlined the decision-making process for us.”

–Steve Andrews, CFO, Carat Interactive

Designers

User groups

Client contact

Executives

Construction manager

Consulting engineers

Spanning a variety of industries, our

client list reflects the caliber of the

organizations that have entrusted

Margulies & Associates with design

projects over many years:

• 501 Boylston Street

• Akamai Technologies

• Allaire / Macromedia

• AMB / Campanelli

• Analog Devices

• athenahealth

• Barefoot Books

• Bayer Healthcare Diagnostics

• Bay Networks

• Baystate Financial

• Berkshire Financial

• Blue Cross Blue Shield of MA

• Boston Coach

• Bracebridge Capital

• Brigham & Women’s Hospital

• Brown University

• Bullhorn

• Caffé Paradiso

• Candlewick Press

• Candlewood Suites Hotels

• Carat Interactive

• Ciba Corning Diagnostics

• Citizens Bank

• Citizen’s Energy Corp.

• Cognex

• Coyle Company

• Crosspoint Associates

• Davis Companies

• Digital Equipment Corp.

• Epiphany

• Equity Office Properties

• eSecLending

• Evergreen Solar

• Fidelity Investments

• First Marblehead

• Fleet Bank

• Forrester Research

• Four Cambridge Center

• Gaston & Snow

• Gillette

• Gloucester Street Cigar Co.

• Gomez Advisors

• Greenberg, Seronick &

O’Leary

• Greenpoints

• Grove Bank

• Growth Company

• Gutierrez Company

• Harvard Medical School

• Hinckley Allen & Snyder

• Holcim Ltd.

• Intercontinental

• International Place

• JAFCO Ventures

• K Capital

• Ken’s Foods

• Liberty Mutual

• Lois Paul & Partners

• Lowell Connector Park

• Lucent Technologies / Bell

Labs

• Maric, Inc.

• Massachusetts General

Hospital

• MCI

• MFS

• Mirick O’Connell

Above: The Blue Cross Blue Shield of MA Quincy Member Services Center, which represents a portion of the more one million square feet of office space the firm has designed for this client.

• National Development

• New England Financial

• Nordblom

• Northland Investment

• Nuvera Fuel Cells

• OneBeacon Insurance

• Open Market

• Osram Sylvania

• Oxford Bioscience

• Palmer & Dodge

• Partners Healthcare

• Payton Construction

• Permabit

• Pioneer Investments

• Racepoint

• RCW Mirus

• Robinson & Cole

• RSA Security

• Salem, Saxon & Nielson

• Scudder, Stevens & Clark

• Sapient

• Sherin & Lodgen

• State Room

• Sterling Bank

• StorageNetworks

• TFA Leo Burnett

• The Body Shop

• Tishman Construction

• Tufts Healthcare

• TYCO Healthcare

• US Trust

CLIENTS

Companies and Institutions We Serve



Oxford Bioscience Partners Boston, MA

This successful bioscience investment

firm thrives on transparency, openness

and collaboration.

Flooding the interior of the firm’s

new Back Bay office suite with light and

views seems obvious now, but when

Oxford first saw the space it was a

warren of drywalled private offices and

corridors.

The new interior architecture suits

Oxford’s personality and philosophy,

while capitalizing on the location’s most

compelling features.

Gregory L. Brown, VP of Operations

for building manager Hines, comments,

“I show this space often to give an idea

about how an attractive interior can be

built on a reasonable budget.”

DESIGN CHALLENGE

DESIGN STRATEGY:

Visual ize in 3-D

To help the partners at Oxford visualize the relationships

created by the proposed design, Margulies designers

translated the two-dimensional plan into a 3-D view.

Using laptop computers with projectors, the design team

took the Oxford executives on a tour of the new space

before a single wall had been built.

Margulies’ 3-D technology allows the viewer to change

the angle of the view and to rotate the floorplan a full

360 degrees, providing an opportunity to experience the

preliminary design from any perspective.

With a much clearer understanding of the look

and feel of the space than a flat floor plan

could convey, Oxford’s leadership

was able to make critical

decisions about office

configurations and

adjacencies.

preliminary design from any perspective.

With a much clearer understanding of the look

and feel of the space than a flat floor plan

could convey, Oxford’s leadership

was able to make critical

Partner offices enjoy tremendous views, but share them with staff and visitors alike.

A curving reception desk mimics the flowing lines of the office plan.

A comfortable boardroom seats up to twenty.

Light, color and sophisticated materials create a relaxed, yet elegant environment.

“From the initial interview through the entire design and build-out process, including some last minute

finishes and changes, Margulies proved themselves to be entirely reliable,

competent, technically savvy and extremely creative.

They listened carefully to our needs during the initial design phase and

responded with a layout that perfectly summarizes the culture we promote

within our firm.

I was in charge of the process, and the Margulies team’s professional, yet

personable, demeanor made the entire project a pleasure.

During construction, Margulies was consistently on top of things,

participating in weekly meetings with me, the project coordinator and the

contractor.

Oxford’s space is regularly shown off by the building management, who

consider this space to be the most beautiful in the building.”

–Kathleen Moeckel, Partner

Above: The layout of Oxford’s space invites movement, promoting Oxford’s goal of forging unique and productive alliances between the companies and technologies it funds.

Completion: 2003

Size: 15,000 square feet

Client: Oxford Bioscience Partners

Principal: Marc Margulies, AIA

Construction Manager: Structuretone

MEP/FP: SEi Companies

Lighting Consultant: Reflex Lighting

Photos: Warren Patterson

PROJECT SUMMARY

Views of the main reception area on the building’s fourth floor. Internet terminals, a variety of seating options and private telephone booths invite clients and visitors to make themselves at home.

Forrester Research’s collaborative

culture has been critical to the

technology consulting firm’s success.

In its new headquarters, Forrester

sought an interior architectural design

to embody and foster the company’s

distinctive way of working.

In the 125,000 square foot facility,

there are no private offices. Teams

work in open areas called “pods,”

which can be easily reconfigured

in response to client and project

requirements.

Meeting areas, telephone booths and

pods radiate from the main lobby via

circulation paths and interconnecting

staircases.


Forrester Research Cambridge, MA

DESIGN CHALLENGE

DESIGNING FOR COLLABORATION

Our client’s goal of enhancing collaboration through the design of the company’s headquarters offices is integrated into every aspect of Forrester’s space. In this design, circulation spaces take on new functions. As shown at

1 , small alcoves, thoughtfully appointed, set the stage for productive informal gatherings. Walking from one department to another invites discovery, as glass-fronted meeting rooms provide a glimpse of the many industries and trends tracked by Forrester Research. Unique features of the floorplan ( 2 ) include the workspace pods, shown in

light green, which house teams of up to 10 staffers; quiet work areas, shown in

blue, for focused writing and small group work; and the ample conference and

training rooms, shown in orange.

Fully-equipped training rooms ( 3 ) make hosting frequent client information seminars and staff training sessions simple. The company cafeteria ( 4 ) provides additional opportunities for interaction and collaboration between staff members.

2

3

4

1

Above: Forrester’s open, collaborative environment, featuring supportive systems furniture, indirect lighting and views over Cambridge, MA.

Left: Conference rooms are fully connected to the office networks, and feature extensive presentation capabilities.

Since leading the project

team for the design and

construction of Forrester’s

headquarters, Jean

Baranowski has continued

to call on Margulies &

Associates for the design of

offices in San Francisco, CA,

Foster City, CA, Dallas, TX

and Amsterdam.

“After interviewing

several architecture firms

for the design of our

Cambridge offices, we felt

very comfortable selecting

Margulies & Associates. We

all responded well to the energy and

enthusiasm of the Margulies team, and

we were intrigued by the firm’s use

of technology to enhance the design

process.

Seeing the space take shape on the

computer screen as we are talking

really works for me. As the floor

plan unfolds, I am able to immediately

identify changes and modifications to

the design.

I remember designing our

Amsterdam office on a plane with

Marc. When we landed in Boston,

many of the important decisions had

been made.

One of the best features of

our headquarters space has been

its flexibility. Over the years, our

business has grown and

changed in response to our

clients’ needs, and the space

has supported these changes

without requiring additional

construction.

It’s interesting to see how

professionals who are new to

Forrester adjust to working in

our collaborative environment.

All of the features we designed

to provide privacy when it

is needed–like the phone

closets, team meeting spaces

and conversation nooks–have

really functioned in the ways

we intended.

Over the years our model of

how our space should support our

business has evolved, and Margulies

has continued to refine the concept.

But when visitors step into our lobby

and exclaim, “What a wonderful

space!” I know that the design is

enduring the test of time beautifully.”

CONVERSATION with our client: Jean Baranowski, Director of Corporate Services

Completion: 2001



Construction Manager: Skanska USA

MEP/FP: BR+A Consulting Engineers

Systems furniture: Knoll Currents

Art: Joyce Zavorskas

Lighting: Reflex Lighting


PROJECT SUMMARY

The Coyle Company develops secure

estate plans to protect family assets for

future generations. As the firm grew,

president Janet Coyle envisioned an

elegant space designed to provide a

comfortable and private environment

for discussing clients’ wealth planning

goals and objectives.

To make the small office suite

distinctive, the design team used

unexpected materials, such as the

reception area’s copper-clad ceiling

suspended above a honed marble

floor. Slabs of the same marble top the

boardroom credenza.

In addition to the interior

architectural design, Margulies &

Associates selected accessories and

appointments to complete the look.

This design has received Buildings

magazine’s 2006 Project Innovations

recognition.


The Coyle Company Waltham, MA

DESIGN CHALLENGE

Top: The warm hues of the unusual copper reception area ceiling set the tone for the sophisticated space. The reflective qualities of this material also maximize the natural illumination from the adjacent building atrium.Above: The glass wall of the boardroom features panels of crinkled fabric encased in resin, a decorative treatment that offers privacy while introducing textural interest into the room.

1 2

3 4

1: Warm woods, contemporary fabrics and an accent wall of red create a relaxed atmosphere in the office of the company’s President.

2: The palette of classic neutrals enlivened by varying textures and rich accent colors is established in the reception area.

3: Indirect lighting fixtures are suspended at an angle to increase visual interest in the open office area.

4: A small meeting room featuring original art and comfortable seating is the perfect setting for confidential financial discussions.

5: (Shown opposite) Colors from the office are intensified in the kitchen and break area.

1

2

3

4

5

Unlike some

of Margulies

& Associates’

clients, The

Coyle Company

is not a large

enterprise. With

a staff of 12, this group of consultants

develops strategies to preserve

wealth for future generations of high-

net-worth clients’ families. While

the services the Coyle Company

provides are highly technical, they are

also very personal.

Janet Coyle comments, “We

started off by describing a feel that

we were looking for. The design

team translated that concept into a

reality. We found them to be very

creative, and yet practical. As much

as we wanted our offices to be

distinctive, the space still needed to

work for our business.

Marc Margulies provided a lot of

guidance early on in the project,

when we were deciding how much

space to take. He determined the

proper size for the offices and

sketched the basic layout. Marc also

toured various office suites with me

and helped me think through the

pros and cons of each space.

After the real estate decisions

were finalized, our project manager,

Jennifer Latto stepped in and became

our main point of contact. We were

more than happy with Jennifer’s

hands-on, proactive style. Since

her expertise encompasses both

architecture and interior design,

having one person to coordinate

every aspect of the project made

things so much easier for us.

Some of Jennifer’s design ideas

pushed us a bit further than we

would have gone on our own. For

example, I was a little nervous about

the intensity of some of the paint

colors she selected. But, in the end,

her taste and judgment proved to

be right on target. I see now that we

needed those splashes of color and

the texture of some of the bolder

fabrics to complement the neutrals in

the palette.

Both Jennifer and Marc were

very easy to deal with. They were

accessible by email and phone, and

they both know how to get things

done. I felt that we received the full

benefit of their different strengths at

the appropriate times in the project.

The other key element to the

success of this project was the great

attention to detail demonstrated by

the design team and executed by

the contractor. The quality of the

workmanship throughout our new

space is superb, and it really shows

the unique materials, colors and

furnishings to their best advantage.

On the whole, I really don’t think

the project could have gone any

better.

I feel very proud to welcome

clients to our elegant and

contemporary new space.”

CONVERSATION with our client: Janet Coyle, President

Completion: 2005


Client: The Coyle Company


Project Manager: Jennifer Latto, NCIDQ

Construction Manager: Execuspace Construction

MEP/FP: AHA Engineers

Furniture Dealer: Peabody Office Furniture

Lighting Consultant: Boston Light Source

Carpet: Designweave, Pinnacle

Artwork: Boston Art


PROJECT SUMMARY5

When health insurer BCBSMA

purchased this 1980’s-era office building

in 2004, the property didn’t come

close to meeting current standards for

workspace design and accessibility.

Bringing this patient back to health

required a complete renovation of the

building and site, including a new 1,300-

car parking structure, on-site childcare

center and cafeteria.

In addition to meeting its associates’

business needs, BCBSMA was

also committed to reducing the

environmental impact of the renovation

project and the building’s ongoing

operation. The project is expected to

receive LEED certification.The original building atrium extended the full height of the structure, but its narrow footprint made such a tall space feel awkward. The new design divided the vertical area into a more comfortable three-story entry hall, with two-story gathering areas on floors four and six above.


Blue Cross Blue Shield of Massachusetts Quincy, MA

DESIGN CHALLENGE

1

2

3

4

5

1: BCBSMA’s mandate to provide comfortable, supportive workspace for its associates drove the renovation project.

2: Training rooms feature complete audiovisual and presentation capabilities, as well as views of the Neponset River.

3: The employee cafeteria, a necessary amenity in the building’s suburban setting, features light wood cabinetry with black granite and brushed stainless steel accents. Specialty track lighting provides plenty of illumination, along with a touch of fun, above serving areas.

4: Furnishings in this informal kitchen accommodate the needs of BCBSMA’s diverse workforce.

5: Thoughtfully-designed building signage, wide corridors and ample indirect lighting assist associates and visitors in finding their way.

OCCUPANCY

Total ............................................... 1,555

Workstations ................................. 1,450

Offices ................................................. 105

Ratio ................................................. 70:30

Conference facility .......................... 288

Training facility ................................ 150

Video conference ............................... 7

Child-care center ...............................90

PARKING

Garage parking .................. 1,350 spaces

Surface parking .......................46 spaces

CAFETERIA

Seats .................................................... 270

Transactions per day (avg.) ......... 3,000

FURNISHINGS

Dealers ................ Office Environments

Corporate Interiors

Systems furniture ....................Haworth

Causeway, Unigroup

7’x7’, 7’x12’

Office furniture .............................Metro

Carpet ........................................ Interface

Pivoting polymer panels ............. 3Form

Indirect office lighting .............. Peerless

CORPORATE REAL ESTATE INFORMATION

Completion: 2006


Owner: BCBSMA

Principal: Janet Morra, AIA

Construction Manager: Macomber Builders

MEP/FP: SEi Companies

Structural: Souza True & Partners

Geotechnical: Haley & Aldrich

Civil: Judith Nitsch Engineering

Landscape: Brown, Richardson & Rowe

Food Service: Clevenger Frable LaVallee

Building Envelope: Simpson Gumpertz & Heger

LEED: Richard Moore, AIA, LEED

Audiovisual: Ear-Relevant Sounds

Elevator: Lerch Bates

Hardware: Campbell McCabe

Acoustic: Cavanaugh Tocci; Acentech


PROJECT SUMMARY

“Over a million square feet and eight years

into our relationship, this is still the team

I’d choose again tomorrow.”

– Lawrence HealeyDirector, Real Estate Design & Construction

1

2

3

4

5

6

7

8

1 Reception

2 Entrance from garage

3 Cafeteria

4 Kitchen and loading dock

5 Building services

6 HR department

7 IT

8 Childcare center

LEED

Level ......................Certified (expected)

Status .................. Preparing submission

OPERATIONS

New windows ....Low E Clear Glass C

HVAC, office space .............1,200 tons

Closed cell tower

Water-cooled VAV rooftop units

HVAC, critical loads ............... 300 tons

Open cell tower

Heat exchanger ....................... 200 tons

Electrical capacity ............... 5,000 amps

UPS ..........................375 KVA (Liebert)

Critical/standby loads ............. 800 KW

Life safety loads ....................... 400 KW

Life safety system .................Caterpillar

Security ......... Software House C-Cure

Controls ............................Invensys ENE

Wiring ..............................................Cat 6

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