The Beast Unleashed
Monster is more than an energy drink; it’s a self-described lifestyle in a can. But with yearly gross sales over $2 billion, this free-spirited endeavor is serious business. After buying a six-story headquarters building, Monster granted H. Hendy Associates total creative freedom to bring its iconic brand to life in the new 140,000-square-foot space. The design team unleashed the Monster beast, tapping into the raw emotions of extreme sports, punk rock music, and living life on the edge. Before the installation of 500 workstations and 175 offices, motocross riders were let loose on the empty floors to race through the interior, creating skid marks on the concrete to capture the adrenalin rush. From the X-ray display of sponsored athletes’ broken bones to the recipe-testing “drink bunker” to the rough-hewn workstations adorned with oversized images of athletic prowess, every square inch of the new space is infused with an action-oriented lifestyle.