Visual Magnetics gets ideas out of your head and onto the wall

It’s always back to the drawing board for this startup. Visual Magnetics, a business that makes high-tech productivity tools, creates magnetic walls that help companies map out their business ideas. Their products can be found in the brainstorm rooms of about 70 percent of WeWork’s buildings.

“The idea is that in a meeting you can sketch your ideas on the walls,” says Shelby Cadiz, a WeWork interior designer.

The creative director behind Visual Magnetics is Tori Deetz, a WeWork Soho West member since 2013. She first introduced her product to WeWork at a community pitch night.

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“We won not only the pitch competition, but also the attention of WeWork’s internal team,” says Deetz. “After doing one beta location in a conference room here in Soho West, WeWork’s design team began to integrate our custom dry erase wall coverings into every brainstorm room as they expanded from that point going forward.”

Visual Magnetics also offers a variety of add-on modules for its magnetic boards. Besides dry erase, there’s also “writable arrows and note layers” that keep meetings “super organized,” Deetz says. Visual Magnetics recently launched its Polarity Collection, which uses magnetic poles to keep large items like holders for dry erase markers in place on the walls.

“It’s funny to think of wall coverings as a productivity tool that you use every day, but that’s what we aim for our products to be,” Deetz says.

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Visual Magnetics isn’t just an organization tool, Deetz says. It could also help companies “get creative and find a way to integrate some level of brand experience into your office.”

“We set up one of our offices to act as a showroom with all of our newest products on display and in use, so that our neighbors can get a better idea of what we do,” Deetz says. “We’ve actually made a lot of business connections this way.”

Visual Magnetics plans to move to WeWork South Williamsburg in January. They’re taking on a 12-person office with big walls, windows, and “a gorgeous view.” They also hope to “be collaborating on a project in the main entrance lobby.”

“Our previous offices will have bonus magnetic walls for whoever moves in,” Deetz says. “We will miss our beloved Soho West, but we’re excited for a new space.”

Photos: Tom Bender

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