Dentsu London is one of the most exciting creative agencies in the UK. Workplace specialists align were initially approached by project managers Interactive Space to work on their new office scheme in the heart of London’s west end.
The overall building was an award-winning development designed by leading architect Amanda Levete just off Oxford Street in London’s west end - which the Dentsu team christened the “spaceship” (whilst their Tokyo HQ is already referred to the “mothership”!).
The brief to align was to create a workspace interior which was sympathetic to the curvaceous exterior of the building and to provide a high-tech, Japanese-style, minimalist environment within which the client company could create its future magic.
In addition to the main agency studio spaces, there was a need to incorporate space for an associated multi-award winning branding agency called Attik, as well as the European head office functions of Dentsu.
The Solution:
Dentsu London is a fast growing business, akin to a start-up, but with the solid foundations and backing of existing blue chip clients from around the globe thanks to its parent company. The decision to co-locate the Attik business in London (relocating from Leeds) meant the design solution needed to encourage integration and cross-fertilisation between the two groups. In addition, the European HQ team was moving in from separate offices in Mayfair, making this the first opportunity for the business to function out of a single location.
From a strategic perspective, the top floor penthouse space provided an ideal main boardroom. Consequently, align located the main reception area on the 5th floor to simplify the client
journey and provide space for Dentsu Europe. The 4th floor was retained as the main creative studio hub, while Attik has its own space on the third floor, which includes an exhibition space and padded meeting room, along with a shared canteen and library space. The decision to locate these shared facilities adjacent to the Attik team was made in order to encourage social engagement and speed up integration of the businesses.
align developed a scheme that took inspiration from sources as disparate as Star Trek, Spitfire planes, the American architect and inventor Buckminster Fuller and the massive paper sculptures of Japanese paper artist Eriko Horiki.
align wanted to retain as many of the base build elements as possible and so developed the concept of a curved tensile fabric screen to separate the client reception area from the Dentsu Europe team. Visitors enter the reception through a fabric tunnel, which peels back to reveal a thermo-formed Corian reception desk and client waiting area, which together create a fitting introduction to this amazing agency.
The colour palette for the scheme was mostly neutral in white and grey, but was interspersed with a vibrant green for the floor finishes in the building’s common parts.
The existing building is highly energy-efficient and utilises a chilled beam AC system with integral low energy lighting, so there was a conscious decision to have everyone working in an open plan, agile way so there were no individual offices and only the bare minimum of closed meeting rooms.
The resulting 4th floor studio space has a fantastic energy and creative buzz, with freestanding pods for collaborative brainstorming.
