Red Bull’s trendy Soho office is emblematic of the savvy and youthful ethos that exists at this exciting, diverse company. A slide, a circular table tennis table used for meetings, and a nocturnal bar are, of course, some of the standalone features. However, the building itself is of interest too, as it represents a fusion of the old and the new – just as Red Bull takes older sports such as diving and takes it to the extreme, hosting events such the Red Bull Cliff Diving World Series.
The offices are situated across 1,860 sq m, taking up the top three floors of an existing 19th century building. The original 1800s interior is no longer visible since the renovation. Throughout the three floors, breaking up the clean, white walls, there is a continuous flow of futuristic carbon-fibre panels that is the connective tissue sewing the different levels together. It is evocative of the trace patterns left by bikes, skaters, snowboarders, race cars and stunt planes. Its minimalist, modern design is interspersed with colourful, bright elements such as green and red chairs reflects Red Bull’s work hard, play hard ethos. Despite its initial white, clinical appearance, features such as three-storey video wall, slide, and floating staircase punctuate the space, giving the offices a futuristic yet fun feel.
A new roof-level extension now offers inspiring views of the West End from its exterior terrace, giving employees a chance to get some fresh air and enjoy looking out over London during lunch. They may also wish to visit the café or night-time bar for a refreshment. The top floor is the office social hub, as it houses the main reception, informal and formal meeting areas, the main boardroom, and the aforementioned bar and café. Both employees and visitors arrive by lift into this top-floor space, before descending through the building to reach other rooms. This sense of descent adds an element of the unusual and the dramatic that represents Red Bull as a business well. It is a highly metaphorical journey through the space that reveals to visitors Red Bull’s unique brand image.
This office was renovated to encourage interaction between employees while communicating the company’s brand values and identity, which it does with style. By bringing back the fun, Red Bull has helped make 9 – 5 a more enjoyable, youth-inspired experience.
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