THRIVENT FINANCIAL
Thrivent Landmark Wealth Management
A Promenade from Welcome to Confidence
PROJECT SNAPSHOT
Client
Thrivent Landmark Wealth Management Group
Location
Lake Elmo, Minnesota
Space Type
Wealth management office — new construction, first floor
Size
4,860 sq ft, 29 employees
Scope
Complete interior design of a new office for a relocating wealth management group — including a client “promenade” with lounge, consultation rooms, conference room, and coffee bar; a classroom and event space for educational programming; brand integration through measured use of a bold red palette; and a zoning strategy that creates a confidential buffer between client-facing and inner-office spaces.
THE SPACE BEFORE
Thrivent Landmark was relocating to Lake Elmo and updating their brand in the process. It was a fresh start — a new space with no existing constraints to work around, but also no existing character to build from. The team of 29 needed an office that could do several things at once: support daily productivity, create a comfortable and confidential experience for clients meeting with their advisers, host educational events and speakers, and communicate the energy of an updated brand. The design needed to feel professional and welcoming in equal measure.
THE DESIGN DIRECTION
The design started with a question about experience: what should a client feel from the moment they walk in? The answer shaped the entire plan. We created a clear separation between the client journey and the inner office — a zoning strategy that protects confidentiality while making every client interaction feel considered and comfortable. The brand’s bold red became the thread that ties it all together, but only through measured, intentional placement. Red is an energizing color, and used carefully it can increase alertness and focus. Used carelessly, it overwhelms. The goal was character without chaos.
WHAT WE WORKED WITH (AND AROUND)
The client promenade — a confidential journey from door to meeting. Rather than walking clients through the working office, we designed a promenade: a dedicated path that moves visitors from arrival through a lounge, past a coffee bar, and into consultation rooms or the conference room — all without crossing into the inner office. It creates a buffer that protects the privacy of both the client conversation and the daily work happening behind it. The lounge sets the tone before the meeting starts, and the coffee bar gives the transition a hospitality moment that wealth management clients notice and appreciate.
Red as brand energy — measured, not overwhelming. Thrivent Landmark’s updated brand carries a bold red. It shows up in the carpet, wall accents, and furniture — but always balanced against calm shades and deep greys. The red isn’t everywhere. It’s in the right places: moments of energy that punctuate the space without dominating it. Color theory purists sometimes question red in a professional setting, but the evidence supports it when the introduction is measured. The result is an office with real character — one that feels alive without feeling loud.
A classroom that makes the office work harder. Beyond daily operations, the office includes a dedicated classroom and meeting space designed to host speakers, educational events, and client programming. It’s the kind of room that turns an office into a venue — giving Thrivent Landmark a reason to bring clients and prospects through the door for something beyond a one-on-one meeting. The space supports the firm’s approach to client relationships: education, engagement, and ongoing connection.
Productivity and comfort in the inner office. The working office is designed for a team of 29 — with the layout optimized for productivity and collaboration while the client promenade keeps visitor traffic separate. The calm palette behind the client-facing zones lets the team focus without the energy of the brand color becoming a distraction in the spaces where heads-down work happens.
THE OUTCOME
Thrivent Landmark’s Lake Elmo office feels like a firm that takes both its clients and its brand seriously. The promenade gives every client meeting a sense of occasion — from the lounge to the coffee bar to the consultation room, the journey is intentional and private. The red brand accents bring energy without overstepping. The classroom extends the office’s value well beyond daily operations. And the inner office supports 29 people doing focused work in a space that feels organized, calm, and distinctly theirs.
The project was recognized by the Minneapolis/St. Paul Business Journal as a “Cool Office” — a nod to the kind of design that makes people stop and take notice in a market full of generic professional spaces.
RECOGNITION
Featured: Minneapolis/St. Paul Business Journal — Cool Offices