Collaborate and Listen

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New downtown Greenville FerebeeLane office provides the growing creative firm with open work areas, ability to keep up to date with social trends

A basketball hoop, cornhole, and Razor scooters are a few elements in the new second-floor, 8,155-square-foot FerebeeLane office overlooking ONE City Plaza that suggest the multidisciplinary brand communications firm doesn’t take itself too seriously. 

Multiple open collaborative work spaces, a social listening room with five screens, whiteboard walls, and an entire side of the office dedicated to visual production would indicate, however, just how serious the firm is about the branding, public relations, and marketing work it does for international clients such as Le Creuset, Blackberry Farm, and Microban. 

FerebeeLane moved in October to its new space at 3 N. Laurens St. from its office of many years in the Countybank building at 201 W. McBee Ave. and is still customizing the space for their particular needs. Currently, there is workspace for 25 employees with the ability to double that as the company grows. 

“About two years ago, when it was clear we were outgrowing our old offices, we decided that our next space wasn’t just going to be a place for our team to work,” says Matt Ferebee, partner and director of creative strategy. “We wanted it to be part of who we are and integrated into the way we work. We obviously knew we wanted it to foster and facilitate agency creativity but without distracting from careful strategy and planning. We also needed it to be comfortable for our team, while being welcoming to our wide range of clients.”  

Given the firm’s extensive needs, it was important the space be versatile enough to promote creativity within the staff while also serving as a professional meeting place. 

“We made a list of things that were most important to us when we started looking for a new office,” says Josh Lane, partner and director of account strategy. 

“At the top of that list, of course, was an environment that was conducive to the sort of collaborative work we do. That was a must. The next few priorities were a mix of practical conveniences — like easy parking — and the sort of cultural wants like being near great restaurants, bars, and coffee shops. The end result checks all those boxes: It’s inspiring, open space that backs up to a parking deck and is upstairs from some of the best coffee and food in town.”  

“Additionally, we wanted the new office to help us attract talent from major markets across the country, while being flexible as we continue to grow,” Ferebee says. “These diverse expectations drove our entire process, from finding the right real estate to our architecture, up fit, interiors, and technology. It was admittedly a tall order that resulted in countless property tours, site visits, and hours and hours of design and construction work. But at the end of the day, it’s what got us exactly where we needed to be.”  

The space is configured into a few distinct components to meet the various needs. A street-level gallery area serves as both an entrance to the agency and a small venue for pop-up collaborations with clients and friends. At the top of the stairs, a large kitchen with a waterfall countertop island divides the space in two: To the left is an open workspace that houses pods of desks, open gathering spaces, conference rooms, and a social listening room, and to the right is a completely flexible studio space able to host photography and video shoots.  

“We’re a culture-focused brand agency that helps our clients tell their story through smart strategies and campaigns,” Lane says. “I can’t think of a better place for FerebeeLane than in the epicenter of our community’s downtown culture, in the heart of Greenville’s own remarkable story.”

 

Photos by Will Crooks

 

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