To gain a strategine over its competitors by increasing speed-to-market time for its new products, Greenville, SC-based Hubbell Lighting consolidated its corporate operations (research, development, and marketing) under one roof at a new headquarters location in Greenville, SC. The new headquarters serves as a central place for the company's 16 brands to be designed, tested, and sold, and, as a result, the building represents Hubbell Lighting as a single company with a very diverse product selection. The 4-story, 185,000 square-foot facility is located along a stretch of Interstate 85 known as "The Boom Belt" because of the growing economic centers along its route. Because Hubbell Lighting wanted passersby to know that this building was home to a lighting company, it challenged Van Nuys, CA-based interior design firm Visual Terrain to light both the interior and exterior of the headquarters by using products from as many of the company's 16 brands as possible.
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