Grupo Modelo

Interior Architecture Award Submission

Grupo Modelo brews beer in Mexico and exports product internationally. In order to be centrally located, the company recently moved its U.S. headquarters to Chicago. While recognizing the need for obvious branding elements, management also wanted the new office to feel like a beach, a more subtle aspect of their brand.

The space’s overall simplicity subtly references a beach setting. Full height glazed partitions at office fronts extend natural light into interior spaces. Stepping off the elevator, visitors find brightly illuminated panels displaying each of Grupo Modelo’s beer brands as well as an oversized etched logo on the frameless glass entry doors. The beach theme is achieved by introducing light neutral colors and subtle hints of water, sand and sea creatures within upholstery, glass and light fixtures.

The most challenging requirement was the need to integrate an entertainment space that was not disruptive to the work environment. Pivoting glass panels between the reception and boardroom expand an informal bar, but secured doors at the perimeter maintain the privacy of the office environment.

The design of Grupo Modelo’s U.S. headquarters captures both the literal and figurative elements of their branding strategy, while also providing a great place to visit or work.

Architect
Eastlake Studio
Consultants
  • Alvine and Associates
General contractor
Interior Construction Group
Location
Chicago, Illinois
Category
Commercial