Bringing Mike’s Hard Lemonade Home: Designing a Branded HQ in the Heart of Chicago
Mark Anthony Brands wanted to establish a dedicated space in Chicago that could serve as a cultural anchor for its U.S. team and elevate the presence of its leading product line, Mike’s Hard Lemonade. The company needed to combine creative expression with operational efficiency, while also ensuring flexibility for different workstyles and maintaining privacy where needed. With limited square footage, the challenge was to balance visibility, light, and brand-forward storytelling with real workplace function and team focus.
geniant helped define a space strategy that treated brand as infrastructure. We oriented teams to capture daylight through two dramatic 80-foot-long skylights and used demountable glazed partitions to preserve transparency while enabling acoustic and visual privacy. geniant designed key visual moments for the product brand to shine, from subtle millwork accents to curated product displays woven into the flow of the office. The UX of the space supported both collaboration and head-down work, with lounge zones, Coalesse seating, and Herman Miller workstations tuned to team preferences. geniant ensured that the space delivered on both daily usability and long-term identity value, with flexibility baked in for future growth and brand evolution.
