The expansion of the company and the move to the new U-House
Innovation, strategy, and personality are just some of the ingredients that define Uniting Group: a creative agency made up of five units (All, KIWI, Flu, aBit, Freshhh), each specializing in communication and marketing.
The group’s exponential growth quickly brought three key issues to light:
This led to the decision to look for a new office and to entrust Workitect with the realization of the project.
Project
Design, Change Management & Construction
Location
Viale Piero e Alberto Pirelli 10, Milan
SQM
780 sqm
The new headquarters was chosen within BiM - Bicocca Incontra Milano - a major urban regeneration project in the heart of Bicocca, located to the previous offices.
At that point, we were asked to carry out a feasibility study to shape their needs and estimate the economic impact.
Once the floor plan was defined and the budget approved, we moved on to developing the preliminary design.
From the very beginning, Uniting expressed the desire to actively involve people in the process: it was not enough to design functional spaces - they had to feel truly theirs.
Alongside the design phase, we therefore organized a workshop session - called the Workplace Café - during which a representative from each team (referred to as an “ambassador”) voiced the needs and requirements of the entire company population.
From this process, two specific requests were incorporated into the new offices: a space to recharge energy and a multifunctional area to host recordings and presentations when needed. This is how the Nap Room and the Demo Room came to life.
The Nap Room was conceived as a decompression space designed for relaxation and creative stimulation. A cozy environment, characterized by armchairs and curtains to enhance intimacy - a bubble to unplug and then return to work refreshed.
The Demo Room, on the other hand, meets the need for a multifunctional space where content can be produced and brainstorming sessions can take place. It was positioned adjacent to the Board Room - the room dedicated to formal meetings - allowing the two spaces to be joined via a folding wall. This way, the areas can merge and accommodate more than 20 people.
The new Uniting home was designed and built as a comfortable place capable of fostering a strong sense of community. Starting from the initial requests - creating spaces that convey calm and well-being - our team delivered functional, welcoming environments that truly represent the group.
The large Open Space features shared bench desks and lockers for personal belongings. Most of the team works here, using a desk-sharing system that allows workstations to be booked daily.
At the center of the space, we placed a glass cube: a team room that hosts the creative department and represents the beating heart of the company. Transparent walls encourage constant interaction with the outside, while tilting desks on wheels allow the room to be easily reconfigured during brainstorming sessions.
The reception area, conceptually inspired by the aesthetics of a newsstand, is set within a metal structure. Behind the counter, mounted high, a large screen displays information about the company and the projects carried out for group clients.
To address the need for a quiet place dedicated to focused activities, we also included a Library.
Phone booths and pods are distributed throughout the office, allowing calls and informal meetings to take place without disturbing others - or being disturbed.
All office spaces were designed with sustainability in mind, making extensive use of recycled materials. In the break area, for example, Gees Recycling panels were used, made from waste materials that were reclaimed and compressed.
The ambassadors involved in the Workplace Café continued to play an important role even after the construction phase was completed.
They were invited to take part in a creative contest to decide the naming of the different areas and, together with them, we worked on defining the rules for using the spaces, following a co-creation approach.
Once approved by the HR team, the new guidelines were shared with the entire company population through an online session.
Finally, the last step of the project: the inauguration, titled by Uniting “Celebrate the Change”. An engaging and well-attended evening with food trucks, music, and performances, during which the ambassadors acted as guides, accompanying colleagues—divided into small groups—on a discovery tour of the U-House.
Our team also took an active role, presenting the project to the entire team gathered in plenary through a video composed of clips from famous films, retracing the project’s key milestones.
The Uniting journey placed people at its core, involving them at every stage of ideation and execution so they could feel an integral part of the change. Because, in the end, an office is not just made of walls and desks: it is made of the people who inhabit it, the stories built within it, and the desire to return there every day.
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