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Reception room

February 4, 2022

Case Study: Venture Investors


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Venture Investors is a Madison-based venture capital firm that works closely with some of the nation’s leading researchers and clinicians with whom they help drive the future of healthcare. Strang partnered with them to create a new 1,435 SF office space that provides a subtle, yet impactful first impression.


Venture Investors’ goal was to “wow” investors, clients, and other users of the space. Additionally, the office desired a professional, modern, and clean working environment. With our help, the existing tenant space was reworked and refreshed to include tasteful and deliberate design details that leave a lasting impact.
Office area
Reception desk


Strang’s main project challenge was working within the parameters of a small space with natural lighting only on one side of the space. Feature elements in the space had to purposefully serve as both visually impactful and functional—every detail needed to count.

A primary example of the interplay between form and function was the L-shaped form that wraps from the office walls to above the reception desk. While aesthetically being the main form giver of the space, it also serves functionally as the doorways into the offices. This required our design team to custom design both the doors and door frames so that the doorways visually appear to be a seamless part of the overall L-shaped form. We continued this feature throughout the office creating a visual rhythm as you move deeper into the space. This design element maximized the use of the space and provided a functional solution to the goal of a subtle yet impactful design.

Another design solution was increasing access to natural daylighting to help open up the space and provide a more engaging first impression. Our design team, placed floor-to-ceiling butt-glazed glass with minimally sized perimeter mullions at the office walls and the wall between the suite and common corridor. These panels allowed the natural light deeper into the space, creating an open and inviting feel to the space.



Another key objective for this space was creating a dialogue between each separate design element. Offices traditionally aren’t visible from the main building corridor, but this office suite offers a contiguous view into the space from the corridor. This design choice blurs the line between the common area and the suite, creating a compelling and inviting visual form. The relationship from the corridor to the suite is parallel to the rhythm of the wooden door feature installation, complimenting the desk to the door, and the outside to the inside. The wooden L-shaped ceiling feature runs in a continuous line to the custom doors, further enticing visitors into the office. Again, these combined features draw visitors in and invite them to explore deeper.

The front entry desk design mirrors the ceiling waterfall effect, forging a strong dialogue between the desk down low and the large feature above. Like the doors, a desk is a necessary element to any office reception desk, but with our purposeful design, it blended seamlessly into its environment and added a dramatic effect. Overall, this design showcases a rhythmic syncopation of visual features in a highly functional space.



At 1,435 SF, this office packs quite the punch into every square foot. Maximizing the space while keeping the design clean, modern, and open, meant every detail was designed with the purpose to make an impact on users. The rhythm and flow of the user’s experience and visuals were considered from before they even step into the space. Often the simplest forms can be deceiving—but like this project, it takes a clear design point of view and understanding of the space to achieve both function and beauty within simplicity.

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