The project allows Clemenger BBDO to align to its core aspirations. It is a workplace that enables the business to operate at its best by drawing on diversity to stimulate innovation and new ways of working

The building integrates teaching and research laboratories in addition to large scale manufacturing and civil engineering research laboratories. It will support various hydraulic, wind, materials and structural and advanced form processing laboratories within its program. The building also aims to act as a 'live learning hub' for students who will occupy the building