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RTKL Forms New Design StudioRTKL Forms New Design Studio

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Posted: 06/02/09 01:43pm  Reply with quote
RTKL Forms New Design Studio

RTKL Forms New Design Studio
June 2, 2009

Design firm RTKL has formed a new design studio that adds a strategic component to its traditional offerings of architectural services and interior and graphic design. The studio- which will be based in Los Angeles, Washington D.C., and Chicago-made the shift in response to the commercial market's attraction to brand-focused and experienced-based environments. "Our clients have always understood the importance of brand," says RTKL vice president Katie Sprague, who heads up the Los Angeles studio, "but they have always been a little baffled on how best to translate brand equity into a built environment. Our group specializes in turning an intangible into bricks and mortar."

Thom McKay, who brings two decades of experience in marketing and communications, will direct the Washington D.C. studio. "Because we approach our work not as a branding firm but as environmental designers who understand both the complexity of brand and the built environment, we think differently," McKay says. "Our clients are looking for ways to connect with their customers, so we focus on touchpoints-those elements and experiences that help consumers connect with a place or a product."

RTKL believes that its history as a multi-disciplined design firm and ability to work across multiple platforms are the perfect complements to the new strategic strategy. "As hospitals become more like hotels, and the workplace becomes more like home, we can use the firm's specific experience in a multitude of project types-resorts and spas, retail and entertainment, workplace, print and media design-as a way of creating focused environments that incorporate the best thinking from different places and apply them in fresh and exciting ways," Sprague notes.
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