L.L. Bean’s latest campaign begins with some pretty grim statistics: according to the outdoor clothing company, Americans spend 95% of their lives indoors, half of which are spent working.
To remedy this, the Maine-based company has partnered with coworking company Industrious to create an outdoor pop-up office space complete with individual workspaces, conference areas and cycling desks. The initiative, created in partnership with brand experience agency Jack Morton, is part of L.L. Bean’s ‘Be An Outsider’ campaign that launched last year.
The outdoor workspace will make its debut on June 21 in New York City’s Madison Square Park before heading to Boston, Philadelphia and Madison, Wisconsin later this summer. Those who wish to do a day’s work at the space in Madison Square Garden can either reserve a spot online or simply show up.
"So many of us love spending time outdoors and appreciate the benefits, yet for many people outdoor time is only spent away from work and on weekends," said Steve Smith, president and chief executive of L.L.Bean, in a statement. "As humans, we have a preference to be in and among nature over man-made environments, so why not adopt the notion of working outside?"
For those who can’t make their way to the pop-up this summer, L.L. Bean has created a handbook in partnership with workplace strategy expert Leigh Stringer that includes tips and research on the benefits of working outdoors.