Embodying the company’s mission of sharing joy, the new office invites visitors into the Jellycat universe.
Acclaimed interdisciplinary design firm, HGA, announced the completion of Jellycat’s North American headquarters’ expansion, located in the TractorWorks Building in the North Loop neighborhood of Minneapolis, Minnesota. A celebration of the toy company’s brand, the expanded office is playful and luxurious, nearly tripling the size of the former office space.
Jellycat set out to expand their office to showcase their brand and mission of “Sharing Joy,” to visitors and employees alike. HGA worked closely with the team at Jellycat and JL Commercial Services in creating a welcoming space and a playground-like experience that features Jellycat’s plush toys throughout the office.
“The time taken by HGA in the early planning phases, along with visioning sessions, ensured the team was aligned with what Jellycat was seeking for this creative expansion,” said Danell Gibbins, president of Jellycat.
With a partnership that began in 2020, HGA first worked with the UK-based toy company in designing their original office in the TractorWorks Building. In 2023, Jellycat again called on HGA to design the 14,000-square foot expansion of their office, creating an abundance of opportunities to add space for collaboration and to place their product on display, in a variety of unique ways.
Jessica LeGare, founder of JL Commercial Services, said of the partnership, “HGA began with an interactive process to fully understand the needs and desires of the Jellycat team. This collaboration paved the way to create a space that truly embodies the brand and culture of Jellycat and provides value to the TractorWorks community.”
Upon arrival at the fifth-floor, visitors can view the vibrant office from the elevator, through a full glass wall and entrance. Greeted by a large lightbox and a lobby featuring warm and soft upholstered furniture and plush carpeting, Jellycat toys lounge, scattered throughout. A palette of pastel pinks, blues, and turquoise invokes a sense of childlike play and curiosity. Guided through the space with a series of display niches lining the main pathway, the company’s purpose is visible to all. Each storefront-like display has a different personality to accommodate the variety of plush toys and the lobby’s lightbox can be updated to feature new product imagery.
Adding to the inviting, warm feeling of the Jellycat universe is carefully curated, upholstered furniture selections that create a sculptural playground for the toys. Employee collaboration spaces are dispersed throughout, including seating nooks off the main pathway and open areas with couches and technology for meetings and entertainment. Conference rooms with plush toy-lined shelves along the walls and private meeting rooms are available for employees seeking a more secluded workspace. A full kitchen and bar seating area offers additional collaboration space and opportunities for spontaneous employee interaction.
“The design evokes a world of imagination and creativity, with amenities and spaces for productive collaboration that allow the team to come together in a meaningful way,” said David Little, principal with HGA. “We enjoyed partnering with the Jellycat and the JLCS team in the design of this unique, lively office space.”
In addition to David Little, the HGA team included interior designer, Carmen Cordova.
HGA partnered with project manager, JL Commercial Services; general contractor, Gardner Builders; furniture vendor iSpace Environments; and art and branding consultant, Art Partners Group.