Varsity Spirit

711 N Front Street, Memphis, TN 38107 United States

Building Area (sf): 65,093

Completion: September 2023

Varsity Spirit, a Memphis-based cheerleading and dance company deserved a new corporate headquarters interior space befitting its spirit and character. At the same time, the interiors had to stay true to the refurbished mixed-use redevelopment in which it is located in the up-and-coming Uptown Memphis Historic District. Subtle touches of the company’s brand colors complement the revitalized nods to the space’s original use as a warehouse and warmly welcome 21st-century guests and visitors.

Wanting to attract a younger workforce and serve as the corporate flagship for a revitalized Uptown Memphis district, Varsity Spirit relocated from East Memphis to a mixed-use redevelopment with equal spirit and character.

Today, the cheerleading and dance company is located within the larger Conwood 1 mixed-use building complex. Built in 1912, it was once an early 20th-century snuff factory and warehouse. The Tennessee Historical Commission placed it on the National Register of Historic Places in 2018.

The goal for the interiors of the “new” 69,000-square-foot office space? Stay true to the refurbished complex’s overall industrial vibe but reflect Varsity Spirit’s upbeat brand and create cohesiveness and connectivity between disparate spaces.
Subtle touches like blue lighting fixtures for the Varsity Spirit brand color subtly conveyed their corporate theme. Cloud-like acoustical ceiling treatments and carpet underneath office spaces softened hard elements, like concrete floors and exposed overhead ceilings. New, engineered wood stairs introduced a warmer touch and paid homage to the buildings’ original wood floors.

Another design constraint was the space’s original paint scheme; the new design had to leave the original paint and façade intact. That’s why original doors and other architectural remnants remain. Even long-ago graffiti became abstract art.

Additionally, what were once yellow columns for designated railways and safe pathways, and red columns for fire prevention areas, were kept as part of the new interiors. The red and yellow were then integrated throughout to other features, like handrails, to maintain remnants of the original purpose for the colors.

1 - Lobby and receptions area. Photo by Jeffrey Jacobs Photography. 2 - New, engineered wood stairway introducing a warmer touch and paid homage to the buildings’ original wood floors. Photo by Jeffrey Jacobs Photography. 3 - Second floor corridor. Photo by Jeffrey Jacobs. 4 - Employee breakroom. Photo by Jeffrey Jacobs. 5 - Stairway with original doors and other original architectural remnants. Photo by Jeffrey Jacobs. 6 - Interior building connection. Photo by Jeffrey Jacobs. 7 - This connector became a physical and communication superhighway for employees to move between different departments and floors. Photo by Jeffrey Jacobs. 8 - Training room using carpet underneath office spaces soften hard elements, like hard walls, concrete floors and columns, and exposed overhead ceilings. Photo by Jeffrey Jacobs Photography. 9 - First and Second Floor Plans by 4FDesign. 10 - Third and Fourth Floor Plans by 4FDesign.