Located on a university research campus in Western Michigan, the hub of industrial design, this corporate design center for a global consumer products manufacturer was created to house 100+ designers, and to give way to unexpected imagination. The flexible design is supported by a central “main street” – where the design team explored wood as a way to delight and inspire. Natural daylight pours in, and the architectural details are simple, embodying the spirit of design, but allowing a neutrality for innovation and the creation of new products. Designed for collaboration – with innovation labs and huddle rooms – it’s all about supporting connections between multiple disciplines. The design team worked with university stakeholders, the state of Michigan, the city of Kalamazoo, Southwest Michigan First, and Western Michigan University, finding inspiration in the idea of “craft". The facility has brought diverse designers, all in support of design-led strategy that drives innovation.