London ASOS Headquarters / MoreySmith

London ASOS Headquarters / MoreySmith - Image 1 of 12
© Jamie Smith
Greater London, United Kingdom
  • Architects: MoreySmith
  • Area Area of this architecture project Area:  100000 ft²
  • Year Completion year of this architecture project Year:  2013
  • Photographs
    Photographs:Jamie Smith

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Text description provided by the architects. The extensive 100,000sqft refurbishment has more than doubled the space ASOS currently occupies in the building.

London ASOS Headquarters / MoreySmith - Table, Chair
© Jamie Smith

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.

London ASOS Headquarters / MoreySmith - Handrail
© Jamie Smith

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.

London ASOS Headquarters / MoreySmith - Image 10 of 12

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.

London ASOS Headquarters / MoreySmith - Image 4 of 12
© Jamie Smith

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.

London ASOS Headquarters / MoreySmith - Image 12 of 12

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Address:London NW1 7AW, UK

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Location to be used only as a reference. It could indicate city/country but not exact address.
About this office
Cite: "London ASOS Headquarters / MoreySmith" 09 Aug 2013. ArchDaily. Accessed . <> ISSN 0719-8884

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