Hybrid London workspace for leading drinks brand

We relocated Jägermeister's HQ to London, creating a hybrid office/event space that embodies their brand identity and mission of delivering the "best nights of your life today and tomorrow." The new office features an immersive, brand-driven design complete with a fully functional bar.

Project partners

  • Savills
  • Heasmans
"We had a cultural connection from when we first met and it continued throughout the process."

Michael Cleary, Jägermeister

Key features

  • Branded elements
  • Fun client suite with bar area
  • Architectural charm with exposed brickwork
  • Functional layout with back of house desk zone

Following a change in mindset, Jägermeister decided they wanted to place their business, people and brand in the centre of London, where trends start and thrive with a future focus. Recognising London as a key location for the events industry, they decided they wanted to create a new hybrid office/event space. The new office had to embody their mission of creating the "best nights of your life today and tomorrow". The space needed to be highly brand-driven, flexible enough to host events and functional with an open plan desk area, meeting rooms and a boardroom. They also wished to reuse as much furniture from their old space as possible and sought a hassle-free fit out experience that would allow them to continue business operations with minimal disruption.

Bringing the brand to London

We understood the emphasis that Jägermeister’s brief placed on brand, so we did our best to integrate it tastefully around the space. We worked closely with their marketing team to ensure all new branded art and signage aligned with their brand requirements. The design concept revolved around creating an immersive brand experience right from the moment you step out of the lifts, which open straight into the client suite equipped with sofas, coffee tables, high-top tables and of course, a fully functioning bar. Fun elements like table football and a jukebox were included, with the area doubling up as a daily breakout and lunch space for staff.

The fully functional bar is a standout feature, designed to be modern yet on-brand, with hidden Jägermeister bottles placed behind orange lattice screening and bespoke tiles featuring the iconic stag head. The green and orange colour palette, brass handles and neon signs with slogans like "ice cold shot" and "best nights of your life today and tomorrow" reinforce the brand identity throughout the space. Acoustic panels with brand patterns and the reuse of the stag chandelier from Jägermeister's old space add to the personalised touch.

Preserving and promoting the architecture

We have preserved the building's historical charm by retaining original arch windows, offering views of London Bridge Station and Hays Galleria. Jägermeister’s new space offers tasteful nods to its location through local photographs, a subtle welcome to your new home for their people and a good way of bringing the outside in. To give the office that bar/pub feel, we maintained the exposed brickwork.

Party in the front, business in the back

The brief called for more than an event space, so we have also designed a 'back-of-house' open plan desking zone with meeting rooms and a boardroom. The design style continues through into these spaces with exposed brickwork, green and orange colour palette and branded elements. Sustainability was designed into the space with the use of Durat worktops made from recycled plastic and flooring that meets carbon footprint requirements.

Welcome to Jägermeister

Jägermeister’s new HQ is a statement for the company, delivering exactly what they envisioned from their initial brief. The new space has already hosted several events, proving it to be a real hit from the get-go. More importantly, it is somewhere they are proud to showcase. Being in the heart of London, their office is now at the centre of the UK's events industry, aligning perfectly with their strategic goals. The tasteful but brand-driven environment supports their operational needs and embodies their mission, making every day at the office an extension of their brand promise – delivering the "best nights of your life today and tomorrow."

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