Friday 23 Aug 2013


Architectural designers MoreySmith have completed the newly-expanded headquarters for online fashion retailer ASOS at Greater London House. The extensive 100,000 sq ft refurbishment of a former cigarette factory has more than doubled the space ASOS currently occupies in the building and injected brand identity into the space.

The original art deco building was reinstated to its 1930s grandeur in the late 1990s, and MoreySmith’s designs for ASOS have created a colourful branded workspace within this fashionable architectural shell.

MoreySmith’s new design includes a flexible events space, a showcase and press area, fashion themed meeting rooms and open-plan offices, taking inspiration from the values of the company and their commitment to their employees.

Part of the design includes a tour route for visitors where they can follow the full journey of a garment from inception to completion, with the interiors reflecting the pattern, texture and colour of the innovative fashion garments ASOS sell.

New staircases connect three floors at the heart of the office space; including a reception, café, meeting rooms and coffee bar. This central hub brings a dynamic impact to the ASOS brand identity and provides a creative and welcoming space for more than 1200 people, to collaborate and breakout from the open plan workspace.

ASOS’s expansion reflects the company’s significant growth in the last year, where its active customer base rose 35% to 5.4 million across 160 countries.