Gaetano Pesce's Designs for TBWA\Chiat\Day
TBWA\Chiat\Day was a leading force in advertising in the 1990s and had an important role in shaping popular culture. Designing the agency's office in Manhattan was Gaetano Pesce's focus from 1993 to 1996 when the 50,000 square foot project was completed. Founder Jay Chait charged Pesce with creating a "virtual office"—a creative, collaborative space where employees would enter the office, leave their belongings in a locker and check out a laptop and cordless phone for the day.
Every detail of the brightly colored space and all of the furnishings were designed by the artist including silicon conference tables, slightly off-kilter office chairs, and a window to the IT department framed by a giant pair of red lips. Most notably, there were no assigned desks, and employees were encouraged to work where they felt comfortable. The concept was controversial, with one employee recalling, "I can remember coming back from a presentation and being unable to find my creative department for two days". In 1998 the company relocated and the office was destroyed. Only a handful of pieces survived including these locker doors. Hand-painted for the space in 1995, each door is a unique, independent work.