An illuminated corner view of a six story building on a busy street. The windows are lit with flowers and Flannels text

Sports Direct HQ

Living right above the shop

Location
London, UK
Services
Interior Design, Workplace
Sector
Retail
Area
57,000 SQ. FT.
Black large table and chairs against grey and white floor/walls of a meeting room. The wall is pulled back to reveal open space. People are using the space on the right hand side

Sports Directs’ new Global Head Office has undergone a major new workplace transformation strategy. PENSON have created an environment that dissolves boundaries between studios, events, workspaces and catwalks.

Meeting room with black table & chairs, a white floor & red structural detailing. TV screen at the end of the room
iconMichael Murray's office
Concrete lit shelving with a range of fashion house books stacked together
iconBespoke Shelving

“This new office spearheads the elevation of the brand and will bring together the best talent in retail in the best retail destination and working environment.”

Mike Murray Head of Elevation, Sports Direct

The new Global Head Office in London’s retail heartland of Oxford Street spearheads the elevation of the group and brings together the creative teams behind Sports Directs’ stores and brands in a flexible working environment that promotes creativity, collaboration and a retail connection. We’ve holistically integrated IT, flexibility, design, furniture procurement, health at work strategies and internal brand messaging – without resorting to the literal or obvious.

The seven-storey build includes four floors of reconfigurable working options and sits above the new Flannels retail store. ‘Living above the shop’ on Oxford Street gives Sports Direct staff a physical connection to their customers and ensures they remain firmly on the retail pulse.

Dedicated to meetings, flexible working and a restaurant, level seven serves fresh food all day but can reconfigure for product launches, catwalks and brand events. Sliding walls, adjustable furniture and lighting reveal larger space and other room options. You can’t miss the far-reaching views across London either – huge floor to ceiling windows open out to a tranquil terrace. It’s revolutionising workplace interiors for the future.

Glass floor to ceiling windows over a wooden decked terrace that has a view of Oxford Street below
iconRoof Terrace, above Oxford St
Detailed close up of a bright red high stool against a matte black worktop
iconTeapoint Stool