Workplace Experience
Systematizing Story at Coinbase NYC
Client
Coinbase
Challenge
Coinbase wanted to establish a flagship presence in New York City and create a destination that reinforces their reputation as the most recognized brand in Fintech. The space required going beyond beautiful workplace design (c/o Studios Architecture) to create a digital experience ecosystem capable of articulating both expertise, culture and knowledge as well as digital wayfinding and landmarking.
Opportunity
Design a coherent system of digital experiences from the informational to the expressive for Coinbase’s New York Hub. Establish the content and storytelling framework, wayfinding and spatial logic, AV and software infrastructure, architectural integrations, and long-term operational model to create an exceptional guest experience.
Audience Impact
# Avg Daily Visitors
400
Spatial Impact
Square Footage
48,000 Sq ft, 2 Floors
Company Size
# Employees
4,300 FTEs
An Experience Architecture
The New York Hub is a journey through zones of digital experience—informational, artistic and sensorial. Each zone carries its own audience priority, content type, and interaction behavior, but all are unified by a single storytelling framework and content management backbone. Defining this digital architecture—the logic of how content moves through space, adapts to context, and how different audiences encounter it—was the core design challenge.
“Data Blocks” content types, templates and modules
“Data Blocks” conceptual motion study
Connected digital canvases across scales, aspect ratios and locations
Digital content experience architecture
A Systems-Driven Design Concept
The Data Blocks design system is based on units of content that range from the artistic to the informational, pre-rendered to real-time. Each block works within a scalable visual system — blocks with the boldest themes and stories occupy a full unit of screen real estate and duration, while more transient information is scaled down in size and time. In this way, we developed a hierarchy between space, story and time throughout the workplace.
Designed to Scale
From the outset, the experience design system was meant to be a foundation for global scalability — not a standalone deliverable. The Data Blocks design systems and underlying technical architecture was designed to accommodate storytelling changes, evolving brand content priorities, and additional workplace locations. As the company and its communications evolve, the experience does too. It’s built to change.
In collaboration with Coinbase brand team and DIA
In collaboration with Coinbase brand team and DIA
In collaboration with Coinbase brand team and DIA
Going Global
The Data Blocks system featured several real-time modules that showcase coin data, transactions, adoptions and geographical relationships—all to reinforce Coinbase’s role in the global economy.
