1 Queen Caroline Street

Interior and architecture extraordinaires PENSON have returned all guns blazing proving why they are at the forefront of the workplace design scene. This time design gurus have taken the conversion of older buildings to a new level by giving former Coca-Cola HQ in West London an exciting reinvention from tired to leading edge.

Sitting at the restless heart of Hammersmith, Queen Caroline Street (QCS) Building is just across the street from Hammersmith Apollo, a famed entertainment venue where The Beatles played 38 shows over 21 nights in the 1960’s. In collaboration with property developers Landid and investors Brockton Capital, PENSON have created a punchy environment suitable for the dynamic vibe of Hammersmith. The rationale of the project was to explore the idea of a blank canvas and flexible workspace that allowed more personalisation for tenants.

The arrival experience at one QCS is very unique for an office building, as one of the two entrances is through the Broadway Shopping Centre, which mimics the design of offices in the Middle East that are often within the shopping malls. The glass is frosted, so once you are within the reception you don’t feel like a part of the shopping centre. Bespoke mesh panelling has been used to create a feature ceiling giving more floor to ceiling height and enhancing the feel of journey upon arrival.

A clean office environment is a well-organised and efficient machine. This is why the canvas of this office is clean, crisp, bright and airy making it a great neutral background for any brand to slot into. The goal was to create a bare shell to allow any potential tenants to develop for themselves any workspace strategy or look and feel. With the latest items of HOTCAKES project tables, drive pods and other free standing furniture items brimming with functionality, the workspace truly work around people rather than people having to work around it. Well-lit and airy internal spaces express a sense of modernism and openness and you cannot help but feel that a healthy balance between non-corporate attitude and a level of cool professionalism has been maintained.

The most spectacular feature is a landscaped 6-th floor terrace with its lovely evergreen planting and summery English lavender. When you’re up on the terrace you escape the hustle and bustle of Hammersmith roundabout – one of London’s most connected transport hubs with 4 underground lines and 17 bus routes.

PENSON have tackled an ambitious brief to create a space that’s distinctive, efficient, flexible and adaptable. It took the conversion of the older building, towards a new model that potential developers could work with as well as allowing occupiers to tailor their spaces to portray their own creativeness. The beauty of this project is not about gimmicks, but about simplicity and letting future tenants personalise the space for less money and time, whilst providing the developers with the same benefits.

PENSON

Furniture: New furniture supplied by DAY 2 
Lighting: Building Services   
Signage: Castleton 
Flooring: TMG Joinery, Havwoods
Contractor: Bowmer and Kirkland