Commercially minded
Issue 36 - Nov 07

Reuters, the global information company, is renowned for journalistic integrity and fine reporting. Most of Reuters biggest sales are informational to financial services and corporate clients, a fact which led to a recent strategic decision in Singapore to align real estate and facilities management with business strategy.

Until recently, Reuters divided it’s regional headquarters between a small sales office in Singapore’s central business district (CBD) and it’s main campus in
Singapore’s leafy green Science Park, some distance from it the city centre. However when the new commercially suitable One Raffles Quay became a
magnet for all the international investment banks, Reuters saw an opportunity to get closer to its clients and showcase its brand and capabilities. Situated in
the middle of the CBD, Reuters new front-end office boasts a custom training and development centre (the Reuters Academy), sophisticated product demonstration
facilities, top class furniture and state-of-the-art display technology. All this has been designed and realised with the specific goal of showing its biggest clients, the financial institutions next door, what the organisation has to offer.



Edward Haddad, ASEAN Managing Director, Reuters, explains that there were a number of motivations for the move. Following acquisitions and internal developments, a range of new capabilities are now coming online, products specifically targeting clients in the financial services industry. “We wanted a space that could project the proper image of what we do as an organisation, how important we think we are in terms of helping the financial services community operate globally,” Haddad reveals. He was personally involved at the front end
of the project, scouting and securing the location and personally getting involved with the designer selection and briefing.

a branded location
The move to a high profile location was a significant investment. Charles Tan, Regional Property Manager- Asia, Reuters is keen to point out that the goal was not just renovation. The facilities team had “to deliver a collaborative, productive and branded environment that is aligned with the business operations and future growth plans.”

To really wow customers requires more than being easy to get to. Taking inspiration from Reuters in London and New York, the team decided that the best way for the new office to do this was to showcase Reuters capabilities direct to their key customers: by screening live financial data and the latest news and development from across the globe. Reuters specifically targeted a building in a central location with a high percentage of financial clients, with a view to installing displays both on the façade and within the lobby and lift cars. This aspect was not just an afterthought, says Tan: “it was part and parcel of renting the space, of both the negotiation and the consideration.”

The installation of the US$1.8 mil exterior screens required close partnership with the building’s landlord and months of negotiation to get government approval.
David Martin, General Manager, Raffles Quay Asset Management (landlord for One Raffles Quay), describes how: “the ticker display was originally conceived as a
simple, traditional LED ticker, but Reuters were keen to give Singapore something more.” Having gone through lengthy discussions and the government approvals
process, it seems that the effort is paying dividends for both the landlord and tenant. “Reuters is an excellent fit with the overall positioning of One Raffles Quay,
and the display is a striking and stylish addition to the streetscape, helping to make One Raffles Quay even more of a landmark in the CBD,” says Martin.

planning for success
To get the maximum value out of their investment, Reuters were keen to get to take stakeholders opinions into account before the design phase of the project.
Chiew Hwa Koo, Facilities Manager, Reuters, was tasked with a space and facilities requirements data collection mission, to discover what people wanted for
the new space. A qualitative survey was carried out, “not just of our sales staff but also the training staff, senior management, facility management and of course,
our customers.” After four weeks of face-to-face and telephone interviews the key findings were that both clients and staff needed a space: “more conducive to
their needs, and supportive of the tasks they needed to accomplish.”

The results and findings of this initial consultation formed part of the brief which was then send to a number of designers. Wilson Lee, Managing Director, D’
Perception recalls that the brief literally arrived on his desk with a bang. “The brief was extremely detailed, more then 100 pages compared to the two or three pages we normally receive.” Lee had been fortunate to work with Reuters on past projects. This acquaintance Reuters brand and vision, coupled with the
ability to consolidate the stakeholder requirements into his design, enabled him to create the winning proposal for the space.

a radical result
Unlike the science park building which houses the backoffice operations, or the previous sales office which was designed along traditional lines, little space is devoted to general office desking. Instead, sales staff work on a hotdesking basis to allow flexibility and mobility and the client facing areas are given priority. Thinking again about first impressions, the reception and main conference areas are positioned to take advantage of the impressive sea view. Here no expense was spared in creating an inviting environment reminiscent of a high class bar or restaurant. Guests are greeted by a white, Italian marble floor, flowing custom-lit art-glass panels and three sets of gigantic LCD screens prominently featuring Reuters TV and financial products. A good portion of this space converts to entertainment areas and behind the reception is a state of the art open
lounge with a gourmet coffee bar and a glass fronted refrigerators displaying an assortment of beverages, including rows of French champagne. Reuters real-time
news and publications are strategically placed on coffee tables and in display racks. Leading down to more meeting rooms and the highly soundproof demountable lecture room, is a corridor adorned with 42 inch LCD screens flashing breathtaking pictures taken by Reuters. These are mounted at standing height, fixed to every column. Wireless terminals are used by sales staff to
give on the spot demonstrations of Reuters products and are easily accessible from the lounge and entertainment areas. Other meeting rooms are set up for more formal demonstrations allowing staff to give hands on presentations with real-time financial information and trading terminals projected onto walls and screens. Even the demo rooms have external mini-LCD screens showing
the room booking status.

While emphasising the view where possible, the remaining wall space is used to further promote and celebrate another of Reuters strengths: photojournalism.
Koo worked with the photo desks, graphics and interior designers to enlarge startling yet captivating images from the world over. Everything from children huddled under a bridge at the moment the tsunami engulfed everything around them to moments of sporting glory and firework spectaculars enliven the walls. As Tan explains, “Anywhere you stand in the facility you cannot miss a branding element of Reuters in one shape or another.” Not a corner was wasted in this gleaming new fit out. In fact, as the designer, Lee notes, the space is completely
curvilinear, sharp corners are deliberately removed to create a welcoming environment. In the open plan office area internal meeting rooms cluster around a central core, allowing staff and clients to enjoy the view.

reactions
Having been responsible for the staff relocation process from the old sales office to the new location, Helen Lim, Team Leader, Facilities Management for Reuters One Raffles Quay office is pleased to say that “the feedback has been positive and staff are excited and enthusiastic to work here.” She also notes that the unique design and use of space is appreciated by clients. Another achievement of the office is its profile amongst the support staff at the main Science Park campus, many of whom think longingly of the office’s central location, sea views and ultramodern style.



Haddad, who deals with the highest level of clients, says that the investment is already paying dividends. The external displays have already caused a stir in the financial community in Singapore’s CBD, he says, noting that it has become a point of discussion, mentioned to him even by strangers who discover he works
for Reuters. The internal fit-out and space usage has also made its mark. “We’ve had a couple of customers say: “if you’re redesigning your office, you’ve got to go
take a look at the Reuters office,” Haddad says. Not only has it been said, he continues: “We had someone in from HSBC the other day, literally taking us up on that opportunity.” RFP

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