Architecture, design, and strategy firm Nelson has outlined a new strategy to complement its ongoing aggressive expansion. The firm has grown its footprint with the acquisition of 15 firms over the last five years. The company now comprises more than 25 offices and more than 1,100 employees. Nelson will break down its new strategy into four tiers:
• Work: experiences centered on work-life ranging from corporate office towers to coworking environments
• Serve: spaces dedicated to serving communities
• Play: environments where consumers experience brands, whether through dining, shopping, or exploration
• Thrive: the convergence of numerous human experiences
The firm will also brand its retail-focused practice areas including specialty retail design, large format, department stores, restaurants, and entertainment.
“This organizational strategy has been 20 years in the making, signaling an exciting era for our company to utilize cross-functional teams, spanning innovation to implementation services to collaboratively influence the dynamic nature of brand experiences,” says John “Ozzie” Nelson Jr., chairman and co-CEO of Nelson.
“Consumers are expecting something much different from brands today than in the past. Through this new organizational strategy, we are saying to current and future clients, and the broader market in general, that a very nuanced blending of expertise is needed to build experiences that truly transcend environments, and both inspire and engage consumers,” adds Nelson co-CEO Jim Tippmann.
