SOM developed the new private wealth management centers for UBS in Chicago, Atlanta, and Houston in response to the global financial firm’s implementation of a new business strategy. The project was an exercise in branding, a key component of UBS’s campaign.
To embody the firm’s far-reaching power as well as the intimacy of the client-advisor rapport, SOM established a consistent identity for the three new locations, while creating distinctive designs for individual facilities. In preparation for the project, the SOM team researched and analyzed the performance of the New York UBS office located at 299 Park Avenue. Using this site as a point of departure, designers proposed variations on a model that became the prototype for future UBS facilities throughout the United States.
SOM’s design is comprised of two separate components: customer-focused areas where advisors interact with clients, and trading zones where the firm’s operations are managed. Customer-focused areas reinforce UBS’s public image with welcoming light-filled entryways, while a network of closed meeting spaces indicate the security and confidentiality of the firm’s private wealth management services. Sleek glass and marble finishes reflect UBS’s position within the investment industry, and superior materials echo the firm’s commitment to quality.
For UBS’s operational areas, SOM refined the facility by creating a unique series of small trading pods divided by full-height partitions. These partitions can be repositioned over time, allowing for flexibility and future growth. The materials chosen for each location also take into account sustainability issues by minimizing waste and making use of local resources.
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