Location: London NW1 7AW, UK
Area: 100000.0 ft2
Project Year: 2013
Photographs: Jamie Smith
From the architect. The extensive 100,000sqft refurbishment has more than doubled the space ASOS currently occupies in the building.
MoreySmith's new design includes a flexible events space, a showcase/press area, fashion-themed meeting rooms, open-plan offices and a tour route for visitors where they can follow the full journey of a garment from inception to completion, showcasing the innovative fashion and technology-led business.
New staircases connect three floors at the heart of the office space; including a reception, café, meeting rooms and coffee bar. This central hub brings a dynamic and dramatic impact to the ASOS brand identity and gives a creative and welcoming space for more than 1200 people, to collaborate and breakout from the open plan workspace.
MoreySmith has created a space which acts as a window to the ASOS brand, taking inspiration from ASOS's values and commitment to maintaining a high caliber of employees.
ASOS had a very clear vision which was to create the next chapter in the ASOS success story, designing a space where people want to be, where they can innovate together and continue to build the story. Home to a variety of companies, the vast, the former Black Cat cigarette factory was reinstated in the late 1990s to its original art deco grandeur, an architectural icon to 1930s design. ASOS's expansion reflects the company significant growth in the last year, where its active customer base rose 35% to 5.4 million across 160 countries.