1 Windmill Lane, Dublin, was once the site of Ireland’s most renowned recording studio, playing host to some of the biggest names in music including The Rolling Stones, David Bowie, Kate Bush, Van Morrison and most famously U2. Now 1WML hosts new occupants who have a similar ambition to produce famous work with powerful collaborations.
At their new address, Core have brought together the deep specialism of nine practices across data, strategy, media, creative, sponsorship, research, investment, tactical and learning into one space – one that is built on the principles of great collaboration.
Their ambition to better bring together the essential disciplines of marketing communications is in perfect sync with the recent demands of global clients. Global CMO of P&G, Marc Pritchard, for example, has called for creative and media to be re-united. “When you see the integrated model, it is very appealing.”
Occupying 24,000 square feet of new space with 270 professionals now on the one floor, the move marks the launch of a five-year plan to transform their proposition to the market.
“This is an iconic address that shares our vision for collaboration and creativity,” says Geoff McGrath, Director of Group Transformation at Core, “Everything in our new space offers a tangible statement of our intent to create a better way, to create better work. Clients are now calling for seamless solutions delivered with a simplified agency structure. Our unique scale, organisational structure - and now our new working environment - ensures that Core is the only brand capable of providing this proposition in the Irish market.”
Core already has a most enviable client roster and currently work with the majority of blue chip clients – both domestically and internationally. The new offices place them in a strategic location in Dublin’s SOBO District (South of Beckett O'Casey) - at the point where the Docklands connects with the city centre and IFSC (International Financial Services Centre). Google, Facebook, Twitter, Airbnb and a host of other multinationals and creative SMEs have flocked to the area, creating an incredibly pioneering creative business community.
Geoff McGrath explains, “Our new proposition is designed around the growing demand for diversity and integration. Our clients may not always require the full combination of our specialisms, and we do anticipate there will be many situations when they will still want to cherry pick our specialist skills. However, when full solutions are the preferred option, our ‘power of one’ approach will allow for us to provide a truly unique offering for them.”
Whilst this modern space has been designed around a new approach to collaboration, Core haven’t forgot the address’s unique heritage. All of the meeting rooms are to be named after the famous albums that were recorded at the address in the studios’ heyday. The final nod to the address’s rich history is housed in Core’s reception. A section of the famous graffiti wall taken from the original Windmill Lane site stands proudly for everyone to see as they walk through our door. U2 fans came from across the world to decorate and write on the wall when the band were recording there.