A desire to provide Instagram-able locations … create moments that inspire creativity and collaboration – not quiet … and offer opportunities for employees to “waste time” together.
What in the name of the modern work world is going on here?
Unilever CEO Herrish Patel, celebrating the ribbon-cutting of the consumer packaging giant’s new North American headquarters in Hoboken Thursday, said it’s all about creating the perfect fit for today – and tomorrow.
While it’s easy to measure Unilever’s move from Englewood Cliffs to Hoboken in the approximately 15 miles that separate the two North Jersey municipalities, Patel prefers to do it a different way: By culture change.
The new office, spectacularly brought to life by SJP Properties, should be measured by more than just its 111,000 square-feet of space over three floors of 111 River Street.
For Patel, the move to Hoboken is all about creating a workspace that not only recognizes the hybrid nature of the workforce but also inspires employees to lift a company that already serves 95% of the country to new heights.
Patel broke it down this way.
“There’s three things that fundamentally shape a CPG company,” he said.
“First, it’s your ability to innovate, innovate and innovate – we need to be in a community and in a spirit and an environment that reflects the consumers that you serve. I think that’s what this gives us.
“The second thing is that in the new world of marketing, which we call social-first, it’s all about Instagram moments – about TikTok moments. This area is full of these types of moments, and that’s where we want our brands to be, right in the heart of that culture.
“And lastly, we want our people to enjoy the place. I call it wasting time together, so after work, they go for a coffee or they go out for a bit. That’s what makes great companies, when they can waste time and get to know each other beyond just the name and the business.”
Don’t be confused: It’s not all fun and games, Patel said.
He wants to bring employees together like never before. The company’s space in Englewood Cliffs not only was much larger — it was built with an intentionality of increased space.
The move was not about finding a smaller space — but a space that is built for modern times. Employees are only required to be in the office two days a week. Patel is determined to make them count.
“I want a hustle, a buzz in the office,” he said. “I want people to be really close, from a proximity perspective, not have huge gaps in the office space where it’s quiet.
“We’re a CPG (company). We serve 95% of Americans through our brands. That means we have to be dynamic. So, the office is built for hustle, creativity, collaboration – not quiet.”
The headquarters also is built for the products Unilever represents: Designed by Perkins&Will, the new space features:
- A European-style professional kitchen for Unilever food solutions — where chefs create recipes featuring Knorr and Hellmann’s ingredients;
- A meeting room where customers (think those that sell Unilever products) can collaborate with Unilever leaders;
- A full-service salon featuring Beauty & Wellbeing brands like Dove, TRESemme, Nexxus and Living Proof.
There also is a wellness space, and community hubs for live collaboration and demonstrations – not to mention sweeping views of Manhattan views across all three floors.
Hoboken Mayor Ravi Bhalla was thrilled to see all that Unilever is doing. He said it matches the vibe he’s been creating in the city.
“Unilever now joins a growing list of companies recognizing Hoboken as a destination for innovation and opportunity,” he said.
“This move is expected to bring hundreds of jobs and support to our local economy, from restaurants and retailers to service providers and beyond. It strengthens Hoboken role as a business and cultural hub, reinforcing our position as a center of modern industry and innovation.”
SJP Properties founder and CEO Steve Pozycki said he was happy to help with the transformation.
“Hoboken is now the preferred North American office destination for global consumer brands due to its access to multiple modes of public transportation, proximity to New York City and three international airports, as well as a highly educated professional workforce,” he said.
Gov. Phil Murphy said Unilever – with its spirt of innovation and diversity of brands – represents the state well.
“Unilever is so much at center stage of who we think we are, and who we aspire to be, whether it’s your international, global footprint, whether it’s the oozing of talent (or) the values that Unilever stands for.”
The talent angle cannot be overstated.
Unilever moves from a location that required employees to drive to – and one that wasn’t friendly to those who preferred mass transit – to one that can now draw from both sides of the river.
Not that Unilver ever thought of going over to the other side.
Patel reminded everyone that Unilever has been in New Jersey for 50 years and intends to be here for 50 more.
The move was made as much for the workforce of today as for the workforce for tomorrow.
“When we hand it over to the next two or three generations, they’ll look back and say, “It was Hoboken – that office was a defining moment for this business,’” he said. “That’s why we picked Hoboken, and that’s why it was never a question that would we never leave the great state of New Jersey.”
