There's an external mystique to Uber's brand. Sexy, kind of mysterious. But from the inside they're totally transparent. Arrivals at the new office in San Francisco will experience that shift in perception physically. The elevator lobby framed in onyx glass opens up into a white reception space with broad sightlines. The space echoes the philosophy of the client, but what sets the design apart is the way it drills down into the minutiae of a company's operation. The finish choices on this project reflect both branches of Uber's two-tiered service. Uber Black, the luxury car option, is represented by the black glass of that elevator lobby and by stand-alone meeting structures clad in copper and oxidized maple. Uber X, the economy car alternative, finds expression in raw concrete floors and raw steel. Meeting rooms positioned throughout the vast footprint are equipped with wall-mounted touch-screen booking tablets so users can see what is scheduled for that space and reserve it hour by hour. Touch-screen technology is ubiquitous here. And everywhere there are maps. A guiding design motif throughout the office, the abstract patterns of the world's city streets'on video screens, on walls, on space dividers'capture the essence of Uber's urban mission. 'A room designed for maximum efficiency,' is what Uber's CEO ordered for the company's 'war room.' The team created a concrete-clad bunker with a sloping ceiling and a fully equipped coffee bar. By far the most striking feature of the space is the 'God view' wall'an assembly of wall-mounted interactive screens, which map every car in every city that Uber serves'from Montreal to Mumbai, Paris to Panama City. It's an improvement on the old taxi concept of a central dispatcher' a central dispatcher gone global.