Lofty Spaces Foster Creativity

According to, Grey and/or DraftFCB could rule the ad world if they moved into a cool, funky, open-air space.

A recent study at the University of Minnesota suggests that ceiling height affects problem-solving skills and behavior by priming concepts that encourage certain kinds of brain processing.
“Priming means a concept gets activated in a person’s head,” researcher Joan Meyers-Levy told LiveScience. “When people are in a room with a high ceiling, they activate the idea of freedom. In a low-ceilinged room, they activate more constrained, confined concepts.”
Meyers-Levy and Zhu will publish their results this August in the Journal of Consumer Research. But Meyers-Levy thinks her study has wide-reaching applications outside the marketplace.
“Managers should want noticeably higher ceilings for thinking of bold initiatives. The technicians and accountants might want low ceilings.”

Actually, I’m one of those people that believes the particulars of an agency’s office space influence everything–overtly and subtly. What do you think?

About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.