Southern Tide, a nationally recognized coastal lifestyle apparel brand, relocated its headquarters to the historic Borden Building near Unity Park in Greenville, South Carolina. Designed by McMillan Pazdan Smith Architecture, the new workspace reflects the company’s relaxed yet refined brand, while offering room to grow and spaces that support collaboration, creativity and culture.
The move came as Southern Tide outgrew its original headquarters. The Borden Building, an adapted reuse of an industrial structure also designed by McMillan Pazdan Smith, provided the perfect opportunity to stay anchored in Greenville while embracing a more modern, open workplace. The design preserves much of the building’s character, such as the painted brick, steel columns and exposed concrete, while layering coastal-inspired finishes that echo the brand’s signature look and feel.
The 25,000 SF headquarters is organized around a series of connected zones, including a welcoming reception, open lounge and café spaces, enclosed offices and conference rooms, a design studio, and open workstations.
Natural textures and a soft color palette run throughout: rattan pendants, woven rugs, and cane-backed chairs add warmth and texture; while soft blue millwork, white oak desks, and clean-lined furniture convey ease and elegance. In the break areas, café seating is tucked along exposed brick walls, with large islands for casual conversation and team meals. A more formal boardroom features layered lighting and a neutral palette, while smaller breakout rooms, open huddle zones, and touchdown spots are integrated throughout.
The design studio serves as a collaborative space for product development. Visual connections between floors and departments reinforce the brand’s cross-functional culture. Office zones are delineated using wood accents, partial walls, and acoustic ceiling treatments to maintain openness while ensuring acoustic and visual privacy.
Southern Tide’s brand is expressed subtly but meaningfully across the space: photography of coastal landscapes, displays of seasonal product, and color choices throughout the palette evoke the spirit of the brand without overwhelming it. The result is an environment that’s both functional and aspirational — a headquarters that celebrates place, encourages innovation, and reflects the lifestyle values at the heart of the Southern Tide story.
Design:
Contractor: Harper General Contractors
Photography:
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