Virgin Music
Crown House, 72 Hammersmith Road, London W14
Client: EMI
The brief for Virgin Music's new headquarters - in an unprepossessing 80's building - was for MoreySmith to transform the space into something both funky and functional, using raw industrial materials and retro styling. The 1500sq m building houses Virgin's marketing, creative, A&R and TV departments plus two other record labels, about 80 people overall. Glass, reclaimed timber and exposed structure and services all contribute to the creative, 'warehouse' atmosphere. The red leather reception desk shown here forms a strong focus for the entrance, flanked on one side by a graphic display and on the other by a pleated fabric wall.
The new entrance is now at the rear of the building, giving Virgin their own private access, providing more security and a direct route to the neighbouring EMI offices. The structural work involved allowed a bold move - the timber-clad, protruding cantilevered window enclosure on the first floor which makes a big feature for the main meeting room. Security is further enhanced by an industrial galvanised grille in lieu of corporate security barriers.
The plan shows the new entrance and organic shape of the cafe and stair.
The ground floor café and its sweeping curved staircase, with handstitched red leather handrail by Bill Amberg. A large section of the first floor slab was removed to create this visual communication between the floors. Tables are retro red Formica, and reclaimed timber refectory benches are overhung with giant bespoke lampshades to create an informal, domestic atmosphere.
First floor landing, looking down to the café. The exposed concrete and services continue the down to earth theme, offset by glittering Verner Panton 'Fun' pendant lights in the stairwell.
The first floor meeting room, with the galvanised ceiling panels used throughout the office spaces features a 5m meeting table topped with 70mm-thick reclaimed timber. The red corduroy meeting chairs are supplemented by cushioned benches along the walls, enabling meetings of up to 32 people.
A very 'Private' area nonetheless picks up on the colour and finish theme - rich red combined with dark, natural timber.