fabric’s Jordan MacDonald and Sean Carter of Carter Hales Design Lab recently sat down with Scribe Communications to dive into their creative visions behind Assembly and the brand-new Carter Hales HQ!
The full article is available here, with an excerpt included below.
In the article, the author writes:
From the outset, fabric, in collaboration with development partner Hudson Projects, focused on developing Assembly as a microcosm of Strathcona, paying tribute to the neighbourhood, and designing to enhance the lives of both residents and neighbours. Their project moniker, The whole is greater than the sum of its parts, was adopted from Aristotle. Assembly has two stories of courtyard-facing residences above creative commercial spaces on the ground floor, and features six uses: creative production, retail, restaurant, office, market residential and non-market residential, all within one city block.
One of the visions for Assembly was seamless integration between working and living spaces, reflected in the neon “Live Together, Work Together” sign hanging in Assembly’s commercial courtyard. “The goal was for the community of workspaces and living spaces to be one breathing organism,” said MacDonald. “The workspaces are very intentionally connected to the rest of the building, acting as a vital connection for the community. And people who live above have the opportunity to work below.”
Nowhere is this symbiotic relationship better showcased than through the recently completed Carter Hales Design Lab, a 1,400 SF ground floor commercial space and the award-winning creative agency’s new headquarters. Visually stunning, the ground floor features a modular work space and display wall that looks more like a contemporary art gallery than an office. The intimate, open-style mezzanine is equipped with workstations, perfect for both deep work and collaboration. After hours, the studio is activated as a gallery, SMoMa, which features local artists to reinforce the celebration of art and design in the community.
We spoke with Carter Hales Design Director and Principal, Sean Carter, about the company’s vision for the space. Carter said that their goal was to “embrace boldness in the design, the same way [they] encourage clients to embrace boldness in their work.” This approach is apparent in design details that include a minimalist ground floor and a bright kitchen stone – one that even the manufacturer said hadn’t sold in over 20 years.
The physical space also fosters collaboration and client engagement. As Carter mentioned, “after 5 years of remote work, we realized there’s a palpable vibrancy that comes from working in the same space. Until moving into Assembly, we didn’t realize how much we missed the in-person collaboration. We’re excited to be starting a new chapter of business in this studio.
This realization came as a surprise, since Carter Hales wasn’t actively looking for a physical space, but Assembly’s unique commercial design piqued their interest. “We saw the plans and recognized the uniqueness of the design, and were intrigued by the creativity that this space could inspire. Assembly has created a framework to encourage creative expression in businesses and tenants. The space is a blank canvas where you can apply whatever you want, as long as you want to be creative.
There are still a few commercial opportunities available at Assembly. Visit www.Assemblystrathcona.com for more information on the available office space. Carter Hales is looking forward to connecting with these future tenants with whom they can share the creative bond!
Photography Credit: Ed White