PENSON, the Architecture and Interior Design Studio whose visionary projects include new hospitality brand JO&JOE and Google’s UK HQ has turned its expertise to Sports Direct International’s new London offices. Working closely with Michael Murray, the retailer’s Head of Elevation, PENSON has created a unique interior experience over four floors, designed to promote a retail connection in an inspiring and sleek environment. The London office sits above its newly opened luxury Flannels’ flagship store in Oxford Street and has been designed to spearhead the elevation of the group, bringing together the creative teams across Sports Direct International Plc.

The build brings together retail teams with four floors of reconfigurable – super flexible – office space. The working areas are combined with photographic studios, event spaces, staff forums and a restaurant. PENSON has also holistically integrated tech, flexibility, furniture procurement, health at work strategies and internal brand messaging. ‘Living above the shop’ on Oxford Street gives the Sports Direct Group staff a physical connection to their customers and ensures they remain firmly on the retail pulse. Reception sets the tone of the HQ with a striking entrance façade, bespoke reception desk, hints of sleek red detailing and monochromatic surfaces. Polished and raw concrete walls, white gloss floors and digital screens give the open plan workspaces a minimalistic studio feel.