Area completed a transformative 40,000 sq ft headquarters and showroom for fashion supplier Poeticgem in Watford, a purpose-built workplace and showroom that unites teams and clients while embodying the brand’s creativity, sustainability and bold design innovation.
The design balances clean, contemporary finishes with comfortable, stylish furniture to convey professionalism, creativity, and warmth. To make sure the space reflected how people actually work, the design team at Area ran workshops with staff, giving employees a direct role in shaping the environment.
As workplace design and wellbeing priorities have evolved, the headquarters focuses on the areas where employees spend time away from their desks. A standout feature is the new fourth floor breakout space, designed with the feel of a hospitality venue rather than a traditional office, with bar seating, leather booths, and flexible tables for casual meetings and collaboration.
The headquarters also integrates biophilic design elements, including planting and natural wood finishes, to support wellbeing and connect employees with nature. The design naturally supports a range of working styles, offering quiet focus areas as well as collaborative zones, giving employees genuine choice and control over how they work.
The headquarters has been conceived not only as a place of work but as an immersive brand hub. Visitors are welcomed into a striking reception area before being guided through dedicated showrooms for men’s, women’s, and children’s collections. This layout ensures a tailored experience for buyers, enabling Poeticgem to present its fashion lines with clarity and impact.
Sustainability was a central focus throughout the project, reflecting Poeticgem’s long-standing commitment to ethical and responsible production. All products specified met SKA Rating compliance, ensuring minimal environmental impact without compromising on design quality. Recycled and upcycled materials were used extensively, including:
Polygood tabletops made from repurposed plastic chopping boards.
Upcycled fabrics turned into decorative features.
A striking boardroom ceiling installation from Stansons, crafted from recycled textiles, providing both acoustic performance and visual interest.
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