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NEWPORT BEACH, CA—Locally based interior architecture firm H. Hendy Associates has completed the construction of Monster Energy's new headquarters building at 1010 Railroad St. in Corona, CA. The firm designed the workspace to bring the energy-drink manufacturer's extreme-sports-focused “unleash the beast” brand to life.
The project is a six-story, 140,000-square-foot building with 500 workstations and 175 private offices to accommodate growth. While they declined to reveal total construction costs for the project, H. Hendy's founding principal Heidi Hendy and senior designer Todd Shumaker tell GlobeSt.com that it originally began in a smaller, three-story building in the same complex. During the design phase, Monster Energy realized it would need more space to achieve its goals for the headquarters.
“We came in kind of late in the game and took the design to the new building,” Hendy says, adding that the project took nearly two years to complete because of the transition to the new building.
“Monster Energy has a very strong brand image and culture, and there's a lifestyle that goes with that,” says Shumaker. “The headquarters is heavily branded throughout, but it also has a lifestyle vibe about it. In their spare time, a lot of their employees do many of the activities that the athletes they sponsor do, like BMX, surfing, snowboarding and other extreme sports. We were told, 'Make our space bad-ass.' ”
Features in the building include “skid marks” created by motocross racers who were let loose on the empty floors of the offices to race through the interior. The marks on the concrete-slab floors were meant to add “action” to the space. Also, Monster's lounge for visiting athletes features 12 x-ray boxes where Monster athletes can showcase x-rays of the broken bones that they have earned competing in their extreme sports. In addition, Monster's lumber-and-steel “drink bunker” was designed to look like a vault in order to convey that the testing area within holds exciting secret recipes that cannot yet be revealed. Also, the kitchen area and conference rooms contain colorful backsplash tiles made by Art of Board, a company that collects broken skateboards from pro athletes and kids across the country to create the tile-like surfaces.
Hendy used a variety of materials and methods to convey the “bad-ass” image Monster desired, including hot-rolled steel, reclaimed wood, acoustical material to alter and muffle sound, LED lighting and lots of angled structures. The end result was meant to both motivate and appeal to the younger generation that makes up Monster's workforce, says Shumaker. “This is who they're trying to attract and retain, so they wanted a more youthful, awesome, dynamic space to reflect that vibe.”
As GlobeSt.com reported in March, H. Hendy, along with Coastal Pacific Construction Inc., won a SPIRE Award this year for Superior Performance in Tenant Improvements for Goodman Birtcher North America's headquarters inIrvine. The award was presented to Heidi Hendy and Felicia Hyde of H. Hendy, and to Gary Mason and Kevin Eddy, Sr. of Coastal Pacific Construction. The project also won the Leadership Award for an Innovative Project at CoreNet's 2013 REmmy Awards in November 2013.
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Carrie Rossenfeld
Carrie Rossenfeld is a reporter for the San Diego and Orange County markets on GlobeSt.com and a contributor to Real Estate Forum. She was a trade-magazine and newsletter editor in New York City before moving to Southern California to become a freelance writer and editor for magazines, books and websites. Rossenfeld has written extensively on topics including commercial real estate, running a medical practice, intellectual-property licensing and giftware. She has edited books about profiting from real estate and has ghostwritten a book about starting a home-based business.
