{"id":77082,"date":"2025-11-11T08:00:45","date_gmt":"2025-11-11T13:00:45","guid":{"rendered":"https:\/\/www.workdesign.com\/?p=77082"},"modified":"2025-10-15T13:06:40","modified_gmt":"2025-10-15T17:06:40","slug":"designing-for-connection-inside-dutch-bros-playful-purpose-driven-hq-by-corgan","status":"publish","type":"post","link":"https:\/\/www.workdesign.com\/2025\/11\/designing-for-connection-inside-dutch-bros-playful-purpose-driven-hq-by-corgan\/","title":{"rendered":"Designing for Connection: Inside Dutch Bros\u2019 Playful, Purpose-Driven HQ by Corgan"},"content":{"rendered":"<h2 data-start=\"1236\" data-end=\"1465\">Vibrant, hands-on, and unmistakably <a href=\"https:\/\/www.dutchbros.com\/\" target=\"_blank\" rel=\"noopener\">Dutch Bros<\/a>\u2014<a href=\"https:\/\/www.corgan.com\/\" target=\"_blank\" rel=\"noopener\">Corgan\u2019s<\/a> design for the coffee brand\u2019s new Tempe office transforms corporate life into a culture-driven experience where energy and authenticity thrive.<\/h2>\n<div style=\"width: 325px; padding: 10px; margin: 5px 10px 5px 0px; float: left; border-top-width: 4px; border-right-width: 4px; border-bottom-width: 4px; border-left: 4px; border-color: black; border-style: solid;\">\n<h3><span style=\"color: #000000;\">Project Snapshot:<\/span><\/h3>\n<ul>\n<li>Design Firm: <a href=\"https:\/\/www.corgan.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Corgan<\/span><\/a><\/li>\n<li><span style=\"color: #ff0000;\"><span style=\"color: #000000;\">Client: <a href=\"https:\/\/www.dutchbros.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Dutch Bros<\/span><\/a><\/span><\/span><\/li>\n<li><span style=\"color: #ff0000;\"><span style=\"color: #000000;\">Completion Date: February 28, 2025<\/span><\/span><\/li>\n<li>Location: <span style=\"font-weight: 400;\">Tempe, Arizona, United States<\/span><\/li>\n<li><span style=\"color: #ff0000;\"><span style=\"color: #000000;\">Size: <\/span><\/span><span style=\"font-weight: 400;\">140,000 sq ft<\/span><\/li>\n<\/ul>\n<\/div>\n<h2><span style=\"color: #000000;\">Overview<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When popular coffee chain Dutch Bros set out to support its rapid growth and expand corporate functions beyond its headquarters in Grants Pass, Oregon, it tapped Corgan to help reimagine its 140,000 SF office space in Tempe, Arizona. The goal was to create an environment that would <em>foster connection, energy and ignite a sense of purpose<\/em> for the Dutch Bros team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Early on, employees expressed a desire for a space that felt energizing and distinctly \u201cDutch Bros.\u201d This feedback, paired with targeted research and a brand audit, led the design teams to create a <em>vibrant, immersive environment<\/em> that reflects the evolution of the brand since its founding in 1992. The design prioritizes experience and storytelling, inviting employees and guests alike into a space that feels both <em>purposeful and playful.<\/em><\/span><\/p>\n<figure id=\"attachment_77088\" aria-describedby=\"caption-attachment-77088\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-77088\" src=\"https:\/\/www.workdesign.com\/wp-content\/uploads\/2025\/10\/Credit_Corgan_DutchBrosPhoenix_021-scaled-e1760545171377.jpg\" alt=\"\" width=\"1000\" height=\"661\" \/><figcaption id=\"caption-attachment-77088\" class=\"wp-caption-text\">Inviting lounges and social spaces including fully stocked coffee bars are dotted throughout the office for team members to recharge.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">A <em>neutral material palette<\/em> layered with bold, immersive moments tells the story of the brand while staying true to its mission of being fun-loving, mind-blowing company that makes a massive difference one cup at a time.<\/span><\/p>\n<h2><span style=\"color: #000000;\">Project Details &amp; Challenges<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Rather than focusing solely on operational needs, the design team at Corgan led an in-depth brand audit with Dutch Bros to ensure that the new office environment would authentically reflect the <em>company\u2019s identity, values, and culture.<\/em> The pre-planning phase involved incorporating input from key stakeholders through a series of interviews and facilitated sessions that established project objectives and guiding principles.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The entry sequence begins with a \u201chype tunnel\u201d to energize employees. The <em>bold, high-energy<\/em> corridor is layered with dynamic digital displays, brand graphics, and signage for a fully immersive experience. A wrapped logo design leads visitors from the entrance through to the main lobby, serving as both <em>wayfinding and a visual narrative<\/em> of the brand\u2019s journey forward.<\/span><\/p>\n<figure id=\"attachment_77089\" aria-describedby=\"caption-attachment-77089\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-77089\" src=\"https:\/\/www.workdesign.com\/wp-content\/uploads\/2025\/10\/Credit_Corgan_DutchBrosPhoenix_002-scaled-e1760545360961.jpg\" alt=\"\" width=\"1000\" height=\"667\" \/><figcaption id=\"caption-attachment-77089\" class=\"wp-caption-text\">The immersive experience begins with a \u201chype tunnel\u201d that ignites enthusiasm from the moment employees enter the office.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">A unique design feature that required special attention was the incorporation of the brand\u2019s iconic <em>windmill<\/em> \u2014 a symbol deeply tied to founding brothers\u2019 heritage. To modernize the emblem, the team developed a large, illuminated windmill centerpiece in the lobby lounge complete with cartoon illustrations and positive messaging. This element <em>anchors<\/em> the space and connects employees and guests to the company\u2019s roots.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><em>Graffiti-style murals<\/em> created in collaboration with local artists and Dutch Bros team members capture the creative pulse of the brand. One wall includes playful references to fan-favorite drink flavors like \u201cGummy Bear,\u201d \u201cFire Lizard\u201d and \u201cLaser Cat,\u201d further embedding the brand\u2019s culture into the physical space. Another custom wall covering \u2014 made from handwritten employee notes collected during a company retreat \u2014 highlights the genuine care and passion behind the company culture and serves as a constant reminder of the <em>\u201cwhy\u201d<\/em> behind the brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A <em>full-scale mock retail storefront<\/em> grounds the office in the customer experience. Designed to mirror a real location, the space allows corporate teams to interact with signage, displays and operational layouts exactly as customers and shop crews do. The <em>immersive environment<\/em> goes beyond aesthetics to provide a <em>dynamic, hands-on<\/em> opportunity to test new ideas, create mock campaigns and ensure consistency across all touchpoints.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Designing spaces for authentic interaction was a key priority, leading to the strategic placement of <em>lounges and social zones<\/em> throughout the office. The \u201cRadiate Kindness Lounge,\u201d inspired by one of Dutch Bros\u2019 core values, offers a tranquil environment for employees to recharge, while fostering a <em>culture of positivity.<\/em> Recreational amenities like a pickleball court and a functional arcade were added to support team building and relaxation.\u00a0<\/span><\/p>\n<div id='gallery-1' class='gallery galleryid-77082 gallery-columns-2 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.workdesign.com\/2025\/11\/designing-for-connection-inside-dutch-bros-playful-purpose-driven-hq-by-corgan\/credit_corgan_dutchbrosphoenix_008\/'><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"667\" src=\"https:\/\/www.workdesign.com\/wp-content\/uploads\/2025\/10\/Credit_Corgan_DutchBrosPhoenix_008-scaled-e1760545943160.jpg\" class=\"attachment-full size-full\" alt=\"\" aria-describedby=\"gallery-1-77092\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-77092'>\n\t\t\t\tThe \u201cRadiate Kindness Lounge\u201d embodies Dutch Bros\u2019 core value of spreading positivity.\n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.workdesign.com\/2025\/11\/designing-for-connection-inside-dutch-bros-playful-purpose-driven-hq-by-corgan\/credit_corgan_dutchbrosphoenix_003\/'><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"667\" src=\"https:\/\/www.workdesign.com\/wp-content\/uploads\/2025\/10\/Credit_Corgan_DutchBrosPhoenix_003-scaled-e1760545952198.jpg\" class=\"attachment-full size-full\" alt=\"\" aria-describedby=\"gallery-1-77091\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-77091'>\n\t\t\t\tServing up fun \u2014 a full-sized pickleball court provides a refreshing way for team members to break away from their desks.\n\t\t\t\t<\/figcaption><\/figure>\n\t\t<\/div>\n\n<p><span style=\"font-weight: 400;\">No Dutch Bros space would be complete without a place to refuel. Multiple fully operational <em>coffee bars<\/em> are thoughtfully placed throughout the office, giving employees easy access to their favorite drinks and to connect with others. Every employee is trained to make drinks from the menu, keeping a shared understanding and reinforcing the shared culture of the brand.\u00a0<\/span><\/p>\n<h2><span style=\"color: #000000;\">Key Products<em>\u00a0<\/em><\/span><\/h2>\n<div class=\"sc-columns third clearfix\">\n<div class=\"col\"><a href=\"https:\/\/www.allermuir.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Allermuir<\/span><\/a><\/div>\n<div class=\"col\"><a href=\"https:\/\/www.allsteeloffice.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Allsteel<\/span><\/a><\/div>\n<div class=\"col\"><a href=\"https:\/\/hightower.design\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Hightower<\/span><\/a><\/div>\n<\/div>\n<h2><span style=\"color: #000000;\">Overall Project Results<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cCombining thoughtful design with the power of the Dutch Bros brand, our new HQ has become more than just a workplace,\u201d Jess Elmquist, Chief People Officer of Dutch Bros said.<\/span> <span style=\"font-weight: 400;\">\u201cIt\u2019s where energy, creativity, and teamwork come to life.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Behind the eye-catching design, the <em>adaptable office layout<\/em> can easily accommodate expanding teams and shifting workflows. A thoughtful mix of <em>open and enclosed<\/em> areas ensures the environment supports both focused work and dynamic collaboration. With a variety of strategically planned zones, employees can optimize their individual functions and collaborate with teams more effectively. Convenient conference rooms also provide privacy when needed.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-77096\" src=\"https:\/\/www.workdesign.com\/wp-content\/uploads\/2025\/10\/Credit_Corgan_DutchBrosPhoenix_012-scaled-e1760546172695.jpg\" alt=\"\" width=\"1000\" height=\"667\" \/><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cThe feedback has been incredible,\u201d Elmquist said. \u201cOur teams love the positive energy, vibrant design, and spaces that spark connection, allowing them to do their best work.\u201d<\/span><\/p><\/blockquote>\n<p><span style=\"color: #ff0000;\"><strong><span style=\"color: #000000;\">Main Contributors:<\/span><br \/>\n<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Architect\/Designer &#8211; <em>Corgan<\/em><\/span><\/p>\n<p><span style=\"font-weight: 400;\">General Contractor &#8211; <em>Wespac Construction<\/em><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furniture &#8211; <em>Forward Tilt, LLC<\/em><\/span><\/p>\n<p><span style=\"font-weight: 400;\">MEP &#8211; <em>IMEG Corp.\u00a0<\/em><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Structural &#8211; <em>PK Associates, LLC<\/em><\/span><\/p>\n<p><span style=\"color: #ff0000;\"><strong><span style=\"color: #000000;\">Meet the Design Team<\/span><br \/>\n<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.linkedin.com\/in\/jenn-consentino\/\" target=\"_blank\" rel=\"noopener\">Jenn Consentino<\/a>, <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.linkedin.com\/in\/karah-tennyson-97489835\/\" target=\"_blank\" rel=\"noopener\">Karah Tennyson<\/a>,\u00a0<\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.linkedin.com\/in\/rikki-panza-ncidq-b69ab8120\/\" target=\"_blank\" rel=\"noopener\">Rikki Panza<\/a>, <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.linkedin.com\/in\/laceylujano\/\" target=\"_blank\" rel=\"noopener\">Lacey Lujano<\/a>, &amp;\u00a0<\/span><a href=\"https:\/\/www.linkedin.com\/in\/dani-franklin-ncidq-iida-255a48115\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Dani Franklin<\/span><\/a><\/p>\n<p><span style=\"color: #000000;\"><strong>Photography<\/strong><\/span><\/p>\n<p>Corgan<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vibrant, hands-on, and unmistakably Dutch Bros\u2014Corgan\u2019s design for the coffee brand\u2019s new Tempe office transforms corporate life into a culture-driven experience where energy and authenticity thrive.<\/p>\n","protected":false},"author":2274,"featured_media":77084,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[344],"tags":[20895,839,832,31779,833,26903,31782,31776,31781,20889,31780,31777,31778,31783,30108],"class_list":{"0":"post-77082","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-projects","8":"tag-allermuir","9":"tag-allsteel","10":"tag-arizona","11":"tag-company-identity","12":"tag-corgan","13":"tag-culture-driven-workplace","14":"tag-culture-of-positivity","15":"tag-dutch-bros","16":"tag-graffiti-style-murals","17":"tag-hightower","18":"tag-hype-tunnel","19":"tag-immersive-environment","20":"tag-neutral-material-palette","21":"tag-pickleball-court","22":"tag-social-zones"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.9 (Yoast SEO v26.5) - 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