Rebuild Group, a Detroit-based digital marketing company, is transforming the 2921 East Grand Blvd. building near Beaubien Street in the Milwaukee Junction area into an idea studio and new headquarters.
The renovated two-story, 10,000-square-foot building will include a soon-to-be-announced retail tenant on the first floor. The Rebuild Group pay homage to the building’s history by reclaiming original equipment from the building to incorporate in the new space. Vintage elevator doors, for example, separate the lobby from the work space and serve as a central gathering table. Metal cages from the elevator shaft were converted into art installations.
“The city of Detroit has always been at the foundation of our philosophy,” says Josh Gershonowicz, CEO of Rebuild. “Our dedication to investing in Detroit has given us back so much, including inspiring how we work for our clients. We believe Milwaukee Junction will be the future home where art and tech communities meet.”
The new space will take a hybrid, floating-work model, allowing team members to work in any space, which the firm believes will aid the creative process.
“We especially draw inspiration from Hitsville USA and the principles of Motown, which are just about a mile west down the boulevard,” says Steve DeAngelis, partner and chief marketing officer for Rebuild. “The hard work and passion that went into the creation of that sound and the emotion it evoked – it motivated us to rethink the agency model. Our culture reflects the respect we have for the breakthroughs that came from that time period.”
Milwaukee Junction was once a hub of automotive manufacturing, including the factory where the Ford Model T was first built and early innovations in the assembly line production occurred.