London Head Office Designed to Unite and Inspire Employees

Project of the Week

Oktra worked closely with adidas to develop their new London headquarters in Clerkenwell’s iconic Herbal House. The new space equips the adidas teams with the environment they need to perform and the visual identity they need to thrive. The workspace uses an aesthetic embodiment of both the adidas brand and Herbal House’s design history to create a new visual identity unique to the London team. The original architecture of the landmark building is constantly visible, rooting the commercial powerhouse in the rich creative history of their new home. Designed to unite and inspire their creatives – this headquarters is a physical manifestation of what it means to be a London creative for one of the most recognisable brands in the world.

What was the client’s brief? 

The concept of ‘one adidas’, a unified team with a strong sense of personal and brand identity, was the driving force of the design for their new London headquarters. London is a key city for adidas in terms of their growth, so it was imperative that the office make an impact and create a strong sense of identity for the London team.

What inspired the design of the project?

The workspace uses an aesthetic embodiment of both the adidas brand and Herbal House’s design history to create a new visual identity unique to the London team. The design activates this newfound identity by establishing sightlines into and out of the centre of the space, creating three distinct channels of movement and connecting the hub’s creative heart with its supporting architecture and legacy. The fully agile floorplate gives employees the flexible space they need to maximise their potential, allowing them to redefine what’s possible in terms of productivity, efficiency and collaboration.

What was the toughest hurdle your team overcame during the project?

Working with a brand as iconic as adidas naturally comes with a lot of pressure as the client already has a very strong brand identity that needs to be honoured in their new space. We wanted to make sure that we got to know their brand inside and out, as well as understanding the unique working requirements of their teams, in order to develop a design that supports and represents their identity. We held a series of workshops with the adidas design influencers which allowed us to study their brand identity in a comprehensive way. Then we used the insight from these sessions to directly influence the design development of the project.

What was your team’s highlight of the project?

Seeing the space take shape and the impact it made on the client team was a highlight for us. The adidas story is embedded in the new space, with their hallmark products standing as physical reminders of their journey. World Cup footballs line meeting room walls, iconic running shoes adorn lounge areas and versatile storage spaces are built-in for day-to-day use or product display. We recognised the opportunity to weave stories of adidas’ sustainable products throughout their workspace, starting with their Parley range which is made from repurposed ocean plastic. The Mater Ocean Chair and Mater Nova Chair in the adidas HQ are made of 100% recycled fishing nets and recycled pieces of veneer – even the teapoint is made of recycled yoghurt pots.

Why did you enter this project into the SBID Awards?

The SBID International Design Awards is one of the most prestigious design awards in the industry. We hold ourselves to standards of excellence with every project we do and we aim to enter the SBID Awards each year. As soon as we saw the brief for the adidas project we knew it was going to lead to an incredible creative partnership, and the client team’s open-minded approach to the design development of their new space ensured we were able to push the boundaries of their existing corporate environments, ultimately delivering a space that’s unique to the brand’s presence in London. We entered the project because of the outstanding final result, but also because its conception and completion are a perfect representation of what we do. The new space is built to support the unification of the adidas teams, bringing them together in a creative environment that sets them up to perform.

Questions answered by Jemma Harrison, Design Director, Oktra.