This marketing agency has a new owner, a new name—inspired by London, England’s Camden Town, a district renowned for its alternative scene—and, now, a new look to reflect its revamped identity. The mandate given to Inside Studio was clear: make it raw, binary, original, multifunctional and inviting. Located in the Mile End neighbourhood, the square space was used to its maximum potential. Closed offices were grouped together in a central black block with abundant windows, allowing light to flood into the spaces. This placement creates a natural division in the room and establishes several common areas. In each of the closed offices hangs a poster of an artist who incarnated the Camden spirit, such as Amy Winehouse, Frida Kahlo and Jimmy Hendrix. The industrial-looking kitchen would be the envy of many a professional restaurant chef. Everything is uncluttered and in balance, each function well defined, with every aspect designed to stimulate creativity. This complete transformation resulted in a raw-looking, compact space that perfectly reflects the energy of the agency’s new culture. Its success earned the Office Space, 5,000 to 20,000 sq. ft. award for Inside Studio.