Reverb Headquarters

Overview

Opportunity

Solution

Impact

Team

A historic Morton Salt warehouse becomes Reverb’s headquarters, blending adaptive reuse, workplace design, and Chicago’s music culture into one creative destination.

Location

Chicago, Illinois

Client

Reverb

Expertise

Technology Brand Design Strategy

Opportunity

After years of remote work, Reverb sought a workplace that would connect employees while strengthening its relationship to Chicago’s music culture.

As the largest online marketplace for new, used, and vintage musical instruments, Reverb needed a headquarters that felt as authentic as the musicians, collectors, and creatives it serves. The company also faced the challenge of bringing employees back together after three years of remote work. The opportunity emerged within a former packaging building at Chicago’s historic Morton Salt Complex, home to The Salt Shed music venue. Transforming the industrial structure into a vibrant headquarters required integrating modern workplace systems while preserving the character and authenticity of the landmark building.

Why This Matters

01
Rebuilding Connection
The headquarters creates meaningful opportunities for in-person collaboration, helping reconnect employees and strengthen company culture after extended remote work.
02
Celebrating Music Culture
The workplace extends Reverb’s connection to Chicago’s music community through dedicated event, performance, and recording spaces.
03
Preserving Industrial Heritage
Adaptive reuse preserves the character of a historic Chicago landmark while supporting the needs of a growing technology company.

We wanted to build an office that had a variety of spaces for people to work from, and we wanted to make something unique to us.

Solution

Gensler translated Reverb's online marketplace into a physical workplace rooted in music, craftsmanship, collaboration, and community.

The design blends workplace functionality with music-inspired experiences that reflect Reverb’s identity. Flexible workspaces support collaboration, while a rooftop deck, recording studio, mezzanine café, indoor stage, and multipurpose event space create opportunities for gathering, performance, and community engagement. Throughout the headquarters, thoughtful materials, lighting, and instrument-inspired details reference the craftsmanship of music equipment while honoring the industrial character of The Salt Shed. Gensler also helped guide coordination between Reverb and the landlord, supporting project delivery within a uniquely complex adaptive reuse environment.

From brief to build: transforming a historic industrial building into a workplace that connects people through music, culture, and community.

The design process focused on balancing preservation with workplace transformation. Working within a historic Morton Salt facility meant introducing new infrastructure, technology, and amenities while maintaining the authenticity of the existing structure. The team collaborated closely with Reverb and project stakeholders to align workplace goals, event programming, and brand expression. Instrument-inspired moments were integrated throughout the space, creating subtle connections to Reverb’s marketplace while ensuring the building remained the centerpiece of the employee experience.

Designing for Connection

Workplace, coworking, performance, and recording spaces interlock across the former industrial building, creating a connected ecosystem centered on music.

Impact

The headquarters provide a workplace experience that strengthens company culture while deepening Reverb’s connection to Chicago’s music community.

The completed workplace supports collaboration, creativity, events, and music culture while preserving the spirit of a Chicago landmark.

What Changed Because of This

01
Employee Engagement
Flexible workspaces and hospitality-inspired amenities create reasons for employees to gather and collaborate in person.
02
Brand Expression
Music-inspired details connect Reverb’s workplace directly to the instruments and community that define its business.
03
Community Connection
Event and performance spaces strengthen relationships between employees, artists, and Chicago’s broader music scene.

The goal wasn’t simply to bring employees back, but to give them a reason to return. These spaces support collaboration, performance, and engagement — experiences that aren’t possible in a typical office setting.

Recognition

01

Retrofit

Highlights the transformation of a historic Morton Salt warehouse into a modern headquarters.

02

I+S

Showcases how Reverb‘s new headquarters turns music, workplace, and local identity into one connected design story.

03

Facility Executive

Explores how Gensler designed Reverb’s amenity spaces to bring people together and build community.

Team

Project Leadership

Eric Gannon

Eric is a Principal and Studio Director in Gensler’s Chicago office, where he helps shape the future of work environments design through innovation, collaboration, and thought leadership.

[FPO] Randy Roucka

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[FPO] Sarah Adams

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[FPO] Shane Mathewson

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FAQ

01

Why did Reverb relocate to The Salt Shed?

The location allowed Reverb to connect employees to Chicago’s music culture while reusing a historic industrial building.

02

How does the headquarters support employee collaboration?

Flexible workspaces, gathering areas, and event spaces encourage employees to reconnect and work together in person.

03

What features make the office unique?

The headquarters include a recording studio, rooftop deck, mezzanine café, indoor stage, and music-inspired design details.

04

How does the design reflect Reverb’s brand?

Instrument-inspired materials, custom detailing, and artist-focused spaces connect the workplace to Reverb’s marketplace and community.

05

Was the building renovated or newly constructed?

The project is an adaptive reuse of a historic Morton Salt facility at The Salt Shed campus.

06

How does the workplace connect to Chicago’s music scene?

Event spaces, performance venues, recording facilities, and proximity to The Salt Shed support ongoing connections to artists and music culture.

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Related Expertise

Technology BRAND DESIGN Strategy

A historic Morton Salt warehouse becomes Reverb’s headquarters, blending adaptive reuse, workplace design, and Chicago’s music culture into one creative destination.

After years of remote work, Reverb sought a workplace that would connect employees while strengthening its relationship to Chicago’s music culture.

Why This Matters

Gensler translated Reverb's online marketplace into a physical workplace rooted in music, craftsmanship, collaboration, and community.

From brief to build: transforming a historic industrial building into a workplace that connects people through music, culture, and community.

The headquarters provide a workplace experience that strengthens company culture while deepening Reverb’s connection to Chicago’s music community.

What Changed Because of This