The firm and its architect, NBBJ, looked at how fast people can walk and measured the diameter of the space from multiple angles. (An "infinity-loop"-shaped pathway slopes through the building, connecting employees to each other.) In addition, the floor plan is narrower than typical offices, keeping teams in sight range of one another.

WSJ: The Science of Serendipity in the Workplace

Major consumer internet and financial services companies are also highly motivated, as they see a path to greater advertising and promotion-based revenue if they can demonstrate more marketing value through closing the loop.

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