Space makes a statement. It can be good or bad, right or wrong. It is also a physical representation of brand. When people walk into a space, their subconscious is working to take in signals that form an immediate impression of what it's all about. Therefore, the choices our clients make in the design of their workspace communicate who they are. Recognizing that people were misinterpreting their brand - who they are and how they work - Microsoft looked to the physical workplace as part of its strategy to communicate its connected workforce, agility, and entrepreneurialism. Making a dramatic move from promising an office for all, to the new Intelligent Workplace strategy required the integrated efforts of Microsoft's Global Workplace Strategy team, Gensler's Consulting and Architectural teams and Microsoft's Business Leadership. This cross-functional partnership yielded an award-winning workplace, physically describing the culture and mission of Microsoft and its people.