Designing the new 30,000 square-foot office for the National Retail Federation (NRF) in downtown Washington DC, was an opportunity to create a space that reflects the diverse and dynamic nature of the retail industry. As a highly regarded non-profit organization representing the full spectrum of retail—from high-end Madison Avenue boutiques to large-scale retailers like Walmart—the design had to speak to the broad scope of the industry while maintaining a cohesive, innovative atmosphere.
Our creative process began by exploring the contrast between refined elegance and raw, industrial elements—an approach that mirrors the diversity of the retail world. In the lobby, we used rich walnut floors to evoke sophistication and warmth, while the perimeter features imperfectly stained concrete floors, bringing a raw, authentic texture that reflects the variety and character of the retail landscape. This juxtaposition of materials was key to embodying the many facets of the industry in a single cohesive design.
The open layout of the office was central to our vision, symbolizing NRF’s shift toward a more collaborative, forward-thinking approach. We designed an expansive café that is prominently visible from the lobby, creating an inviting space for employees and visitors to gather. This area not only serves as a social hub but also reinforces the organization’s commitment to fostering collaboration and open communication. The office’s mostly open work environment further emphasizes transparency and teamwork, allowing for flexibility and interaction across all levels of the organization.
Ultimately, the design of the NRF’s new office is a reflection of both the variety and innovation at the heart of the retail industry. By blending high-end and raw materials with a focus on openness and collaboration, we created a space that embodies NRF’s forward-looking vision while honoring the rich diversity of the retail world.
Project location: Washington DC
Project size 30,000 SF
Work previously completed by John Jessen as Principal Architect with Architect-of-Record VOA Associates (now Stantec).