The Singapore office is the APAC hub for a highly mobile workforce that service and promote Diageo’s brands in the region. As a lifestyle and consumer-focused business, Diageo approached M Moser to help reinvent its existing workspace as an environment where it could build meaningful connections between its customers, brands, and its own people. The design was developed from a “people & culture” and “brand & marketing” need. Business objectives focused on the idea of, “bringing the outside-in” to encourage closer relationships, while igniting a new working culture driven by the newly launched global HR initiative to “inspire and connect”.
The response is a design concept that not only satisfies the diverse needs of the workforce, but one that offers a habitat for Diageo’s many brands to co-exist - a place for all to “feel at home”. Diageo’s new hub is not only a unique workplace, but delivers an engaging and immersive brand experience. Designed around the user journey, a story unfolds in a series of unique occasions that recreate the moments and places where Diageo’s brand truly comes to life. By doing so, the space is a curated brand environment reflecting Diageo’s business motto, “Celebrating life, every day, everywhere”.
Despite a 42% reduction in floor space, the new Diageo workplace enhances collaboration, provides freedom of choice and transforms the existing work environment into a vibrant, new, flexible setting with a spacious feel. This has been achieved by adopting 100% agile working, carefully planning the space and embracing innovation. By artfully blending experiences from retail, hospitality, workplace and the home, the new space supports Diageo to evolve its working culture, provides a platform to bring its many brands to life and delivers on its main driving objective to “inspire & connect”.
The Bar is the focal point of the workspace and acts as a framed and distinctly visible beacon throughout. Addressing the goal to create, “a bar you can work in and not a bar at work”, this is now a spacious, social and consistently activated space throughout the day, transitioning from a casual work environment in the morning, through to a lively event space at night. The journey starts at The Store, in a space that playfully alludes to the experience of the traditional “Liquor Store”, featuring an illuminated wall of bottles showcasing Diageo’s large collection of brands. There is no formal reception, but instead, a small Maître D’ table attended by a host who addresses visitor needs and directs them to their destination. Central to the overall plan, The Living Room is the main artery and social heart of the Diageo workplace, providing an open place for casual interactions and collaboration with colleagues and visitors alike. The Studio is a consciously creative workspace, flooded with natural light to create a bright, open experience. Various informal and open collaborative settings, high and low benches and an overall co-working feel offers choice to users, encouraging experimentation and the exchange of ideas.