Wellington Agency Unveils 'Strategic Blanket Fort', Claims New Approach to Ideation Involves More Pillows Than Ever
WELLINGTON — In what is being described as a ‘bold rethinking of traditional creative ecosystems’, Finch & Gavel, a mid-sized independent agency in Te Aro, has replaced its open-plan office with what senior leadership is calling a 'fully immersive strategic blanket fort'.
The fort, which took three days to construct using 74 IKEA throws, an entire existing stock of Otago woollen surplus, and what interns described as 'way too many bulldog clips', is being hailed internally as a breakthrough in 'collaborative seclusion'. According to agency founder Lyle Gavel, the structure represents a radical shift towards 'tactile thinking environments, gently lit by fairy lights and the collective trauma of Q1 pitches'.
“We’re done with sterile ideation booths and sticky whiteboards,” said Gavel, peeking out from beneath a crocheted corner labelled ‘Strategy Nook’. “We wanted a space that truly incubates ideas. It’s hard to think outside the box when you’re literally sitting in one. Also, Trevor from accounts got trapped in a beanbag during our last workshop, and legally speaking, this was the cheaper solution.”
Internal comms now take place via notes passed under the fort flaps, and no digital devices are allowed in unless they fit inside a miniature knit pouch hand-sewn by the agency’s Culture & Wellness Committee. One client, a regional oat milk startup, reportedly has not noticed any difference since October.
The fort will remain in place until either revenue goes up or someone finally admits they’re allergic to mohair.
The fort, which took three days to construct using 74 IKEA throws, an entire existing stock of Otago woollen surplus, and what interns described as 'way too many bulldog clips', is being hailed internally as a breakthrough in 'collaborative seclusion'. According to agency founder Lyle Gavel, the structure represents a radical shift towards 'tactile thinking environments, gently lit by fairy lights and the collective trauma of Q1 pitches'.
“We’re done with sterile ideation booths and sticky whiteboards,” said Gavel, peeking out from beneath a crocheted corner labelled ‘Strategy Nook’. “We wanted a space that truly incubates ideas. It’s hard to think outside the box when you’re literally sitting in one. Also, Trevor from accounts got trapped in a beanbag during our last workshop, and legally speaking, this was the cheaper solution.”
Internal comms now take place via notes passed under the fort flaps, and no digital devices are allowed in unless they fit inside a miniature knit pouch hand-sewn by the agency’s Culture & Wellness Committee. One client, a regional oat milk startup, reportedly has not noticed any difference since October.
The fort will remain in place until either revenue goes up or someone finally admits they’re allergic to mohair.