G4 Studios and Offices

The project began in April 2020 with an ambitious timeline and a commitment to making G4’s brand integrity come alive through design. As the world shut down due to the pandemic, Populous and G4 ramped up to create a home for the next generation of the G4 story.

From the outset of this adaptive reuse project, Populous Design Build leveraged its design-led design build project delivery model to establish a reliable path forward focused on brand integration, team collaboration and predictable budgets and schedules. Populous ignited its long-time partnership with Shawmut Design and Construction to create a space that blends a 24/7 broadcast studio, multiverse-ready collaborative workplace and professional gaming environment for an industry-defining new building type.

Throughout the life of the project, Populous intentionally dedicated time to deeply understand the G4 market, its dedicated following and its brand. With early and constant team collaboration, Populous was able to provide Shawmut with the details and context around the importance of G4’s brand integrity. This approach also allowed the team to estimate costs more accurately at every phase.

The G4 headquarters is a modern-day example of reinventing existing infrastructure for its highest and best use. It offers an immersive experience for its fans, visitors and staff, with the organization’s brand engrained in every detail from the spatial geometry and the interior colors to the graphic, bold artwork.

This first-of-its-kind facility was made possible as Populous Design Build broke out of the traditional project delivery model to speak with one voice throughout the entirety of the project, decrease production time and increase the design quality of the renovated space — all while working remotely.