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07 2023 American Seating Hero
Press Release |

American Seating Reveals Plans for New Headquarters

American Seating Reveals Plans for New Headquarters

Grand Rapids, MI – American Seating, the North American leader of transportation-seating products, is pleased to reveal plans for its new corporate headquarters and manufacturing operations at 1040 40th St. SE in Grand Rapids. The company is transforming an existing facility into a 210,000 SF state-of-the-art hub for transportation-seating product design, manufacturing, and speed to market – a technically advanced workplace that will support American Seating’s growth and vision for the future.

Ghafari is producing the architectural plans for the new facility, and First Companies has been hired to implement the plans, which include tearing down a portion of the front of the building and constructing a new entrance as well as renovating the entire interior to create an open, engaging, and technologically advanced workplace.

Of prime importance is uniting the office and manufacturing teams under one roof as well as bringing the office team to “the edge of the plant floor” to facilitate more integration and communication among the teams. The vast rectangular plant is being designed with a linear flow that will foster more team collaboration while also accommodating new equipment and increased production capacity, making the flow of product – from design to dock – incredibly efficient.

The facility will feature product development and showcasing areas, team meeting and training areas, an expansive café / break room with 20-foot-high glass walls letting in natural light as well as doors leading to an adjacent outdoor relaxation area, and ample on-site parking. People will be able to view the entire design and manufacturing process from a mezzanine balcony.

Ghafari’s design seeks to honor the company’s legacy. The red American Seating “star” logo will be a prominent part of the exterior. The north and west corners of the facility will anchor the building with soaring perforated panels depicting the logo. The interior will reflect the bright red-and-white brand colors along with subtle accents of gray, black and natural wood. A history area is planned that will chronicle company milestones and products through the years.

“We’ve been working with leadership to create a space that brings the company into the future with manufacturing operations and the corporate offices under one roof for direct engagement among teams and built-in process efficiencies,” said Tom Tooley, Ghafari Executive Vice President and the principal in charge of the project. “When you come to the new site, you’ll know you’re at the iconic American Seating. It’s going to be an incredible space that will make employees proud to work for this long-standing Grand Rapids company.”

About Ghafari Associates

An innovator since 1982, Ghafari embraces an integrated design approach to deliver solutions that synergize building operations, systems, and people. This approach is made possible by the firm’s full complement of capabilities, including architecture, interior design, civil + structural engineering, MEP, ICT + security, and operations + systems engineering. Ghafari supports the automotive, aviation, commercial, education, government + institutional, healthcare, industrial + manufacturing, and workplace sectors through 11 offices across the globe. To learn more, visit

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