Design and fit-out experts Area has unveiled a purpose-built 40,000ft2 headquarters and showroom for fashion supplier Poeticgem in Watford.
The design team at Area ran workshops with staff, giving them a direct role in shaping the environment.
The result is a headquarters that focuses on the areas where employees spend timeaway 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.
‘Having different areas for our people to step away from their desks has been amazing,’ said Lisa Dormer, facilities Manager at Poeticgem. ‘In our previous office, people tended to stay within their own departments; now, we’ve seen teams mixing and collaborating in ways they wouldn’t have before.’
The headquarters also integrates biophilic design elements, including planting and natural wood finishes, to support well-being. The design supports a range of working styles, offering quiet focus areas as well as collaborative zones.
The headquarters has been conceived not only as a place of work but as an immersive brand hub. Visitors are welcomed into a reception area before being guided through dedicated showrooms for men’s, women’s and children’s collections.
‘This was a major transformation for Poeticgem,’ said Anuj Banaik, managing director at Poeticgem. ‘Not just in terms of space, but how we work and collaborate. When people spend so much of their time in the office, we want them to feel happy and energised throughout the day, so they can collaborate effectively and give their best in the right environment.’
Sustainability was a central focus throughout the project, and all products specified met SKA Rating compliance.
Recycled and upcycled materials were used extensively, including polygood tabletops made from repurposed plastic chopping boards; upcycled fabrics turned into decorative features; and a boardroom ceiling installation from Stansons, crafted from recycled textiles, providing both acoustic performance and visual interest.
‘Every material and finish in the building was carefully selected with environmental impact in mind,’ said Kathryn O’Callaghan Mills, design director at Area. ‘Our goal was to deliver a space that goes beyond the traditional office, acting as both a high-performing workplace and a showcase for Poeticgem’s collections. By aligning design with brand identity, we’ve created an environment that sets a new benchmark for supplier showrooms in the fashion industry.
