When R/GA founder, chairman and CEO Bob Greenberg was traveling for a week, staffers took it upon themselves to create a tribute video for him saying goodbye to 350 West 39th Street – the agency's headquarters for the last 30 years.
The shop, which moved into its New York City office in June 1985, is relocating to 450 West 33rd Street in the New Year, and after decades of "really great memories in the building," R/GA wanted its long-time home to be remembered, said Chloe Gottlieb, senior VP-exec creative director, New York.
R/GA made two videos for Mr. Greenberg: one of staffers talking about their memories of the building – from security personnel to executives, and another that gives a virtual reality tour of the entire space so it will never be forgotten.
While the videos were created to surprise Mr. Greenberg, they mean a lot to all R/GA employees, many of whom have met their spouses and best friends and have created award-winning work in the building, said Ms. Gottlieb.
"In so many ways, the building and the space became a big part of our culture and who we are," she added.
The neighborhood of its headquarters was a little "seedy" when the agency first moved in, but the atmosphere helped keep the agency tough and hardworking, said Ms. Gottlieb. R/GA's new office, she said, will help foster a more collaborative environment because staff members will go from being spread across four buildings on 39th Street to one on 33rd St.