25 August 2008

Brutus, in English!

As promised, the guys at Naked Tokyo have been so kind as to translate the Brutus Magazine article on Naked NY. Thanks, guys!

"The ideas that lead the advertising
industry are born in such a greenhouse" *


Naked Communications is based in the residential loft building in the middle of SoHo. Reflecting its characteristic as the advertising consulting company who is known for progressive marketing strategies, the office is unique and different based on the “house” concept, having two floors. On the lower floor, several people are having brainstorming, and others are meditating, in the ‘greenhouse’ within the building. In the next ‘living room’, other staffs are enjoying video gaming on a couch. On the upper floor where actual work is done, appr 40 people are focusing on working, sitting side by side in front of the long, aligned desks. Because of the philosophy that imagination would be stuck when staff get used to routine, the management shuffles seating at random, which helps free flow of communications amongst staffs. The office environment is considered to prioritise ‘Flexible mindset and unique idea construction’, and it represents peculiar business model of this unique company. Whilst belonging to the advertising industry, Naked neither produces advertising nor functions as a traditional agency, but just generate ideas for clients. If you look at the huge chalkboard in the meeting room, you see their corporate philosophy, ‘Naked Truth 6 clauses’, such as “everything communicates”, “the world of communications is bigger than the world of advertising”, etc.

You will never know what this company is doing by just looking at the office, however, it is certain that such cool working environment helps establish Naked as ‘the agency to watch’ just within three years since the launch of the NY office. By the way, they are looking for new office, as the number of the staff is being increased too quickly.

Brutus Magazine piece

1. ‘Greenhouse’ is the place to think, isolated from noisy working areas.
2. Many signs of generated ideas on the chalkboard in the meeting room.
3. ‘Living Room’ for the people who want to relax and refresh.
4. Bunch of tennis balls used for the event, and polaroid of people.
5. Quite congested working floor due to the increase of staffs.

Brutus Magazine piece

Naked Communications was born in London in 2000, and launched NY office in 2005. Partner Paul Woolmington and Neal Davis are enjoying foosball. They sell media strategy and branding strategy. Recently opened the office in Tokyo. http://www.nakedcomms.com

• Lease
• Location - SoHo
• 2F/3F of five-storied residential building
• Scale – 464 sqm
• Facilities – greenhouses, meeting rooms, etc.
• Built in 1879
• Loft type, renaissance revival design
• With boutique on the ground floor and artists’ SoHo in other floors.

* I can see other agencies that dislike us really hating this headline!

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