Universal Design Studio draws on libraries and members' clubs for Euston workspace

London-based Universal Design Studio's interiors for The Office Group's latest workspace in Euston was informed by nearby buildings including the British Library.

Called 210 Euston Road, the interior was created by Universal Design Studio together with workspace provider The Office Group (TOG's) head of design Nasim Köerting, and nods to the many well-known institutions that are located in the same London neighbourhood.

A cafe sits on the ground floor of the office building

"Quite simply, the design was inspired by the location," Köerting told Dezeen. "210 Euston Road is flanked by a host of influential national institutions, including the British Library, the Royal College of Physicians and the Wellcome Trust."

"These illustrious neighbours inspired our ambition to create a classic yet contemporary institution-like space that references the surrounding centres of learning and knowledge," she added.

Inside, wooden floors and decorative lamps create an organic feel

The 6,400-square-metre, seven-storey building was redeveloped to create more than 800 workspaces.

Its ground floor houses a cafe that is open to the public, as well as a large reception and a residency space.

Bright furniture offsets neutral wall colours

Two of the building's upper floors will be used as offices for individual businesses, while other floors have smaller office units as well as co-working spaces.

To create a space that would be made to last and "reference an institution but not be institutional", the designers looked to the architecture of buildings including the British Museum and University College London, Universal Design Studio associate director Carly Sweeney explained.

Spaces were informed by library reading rooms

"One of the hero points of the design references the traditional reading room that is found in these spaces – a library arguably being the original coworking space," she said.

"To echo this we created a hidden coworking lounge – this space cannot be seen from the outside and the hidden nature lends to the feeling of privilege to be there. "

A bar clad in dark tiles decorates the seventh-floor members' space

To give each space in the large building a different feel, Universal Design Studio worked with a material palette that changes as the floors ascend, culminating in a members' bar on the seventh floor that has a tiled bar and a ceiling made of tactile cork.

"The public-facing ground floor is light and airy, with a 'library'-style interior that features a cork floor, timber screens, bespoke reading lights and leather detailing on the desks," Sweeney told Dezeen.

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](https://www.dezeen.com/2021/02/19/douglas-house-office-space-london-note-design-studio/)

"As you travel up through the building, the seventh floor feels much more like a members' club," she added.

"This space is more luxurious, there is again an abundance of light here so to create a contrast we used a darker palette. There is rich material tactility via the tiled island and upholstery."

The lobby has a rope-like neon light installation

Universal Design Studio's references to the surrounding buildings in the Euston area are perhaps most notable on the ground floor, where a decorative neon light installation above the reception desk draws to mind the neon installations in the windows of the Wellcome Collection across the road.

In a meeting room next to the lobby, decorative sculptures and vases seem to nod to the nearby British Museum, while a collection of oil paintings on the wall will be regularly replaced, like in a gallery space.

A library-style space is livened up by an undulating ceiling

The studio also added an unusual undulating ceiling to the library-style ground floor room, creating an eye-catching detail in the room, which has an otherwise muted design with cream and wood colours.

Specially designed slim reading lights in a purplish-blue hue add a touch of colour.

Wooden materials are used throughout the building

"As with other noteworthy institutions we wanted to create a moment that makes anyone entering the space feel grounded," Sweeney said.

"It is cathedral-like in its stature but also cocooning," she said of the ceiling.

"It allows for a change of pace in one of the most special spaces in the building. Similar in nature to other institutions such as the ceiling in the British Museum, it also creates a 'moment' upon entering the space."

The top floor has a roof terrace with a view over Euston

The building is the first TOG workspace to open since the coronavirus pandemic began and its design aimed to reflect the changing needs of the workplace once people began coming back to the office.

"We landed on the aim to create an environment that one couldn't replicate in the home – a space that could attract people back to the workplace without compromising freedom and flexibility," Köerting said.

"We achieved this by providing plenty of choice and myriad amenities."

TOG and Universal Design Studio designed the space during the pandemic

Universal Design Studio also created the lobby for a Hopkins Architects-designed office in the City of London, which features railway-informed terrazzo tracks on the floor.

Other TOG locations in London include a workspace close to department store Liberty and a 1930s building with pops of colour designed by Note Design Studio.

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Watch a live talk on the role of design consultancies with Universal Design Studio

Dezeen has teamed up with Universal Design Studio to host a live talk exploring the evolution and role of the contemporary design agency. Watch it live from 2pm London time on Tuesday 22 March.

The talk, which will be moderated by Dezeen editor-at-large Amy Frearson, marks the launch of The New Standard, a design collective formed by Universal Design Studio, Made Thought and Map Project Office.

The panel will be made up of Carly Sweeny, associate director at Universal Design Studio, Emilie Robinson, senior designer and strategist of Map Project Office, and Universal Design Studio associate director Satoshi Isono.

Carly Sweeney will be joining the panel

The speakers will discuss topics such as the history of the design studio, what design means in the context of strategy, and the future of the industry.

The panel will also showcase recent cross-collaborative projects between Universal Design Studio and Map Project Office, and discuss how agencies can provide innovative creative solutions whilst navigating the evolving needs of the industry.

Speakers will also touch on the theme of mobility as an ecosystem, in reference to Map Project Office's recently published e-paper. This paper discusses the tangible changes in the mobility industry after two years with Covid-19.

[

Read:

Made Thought to form The New Standard collective with Universal Design Studio and Map

](https://www.dezeen.com/2021/12/06/made-thought-universal-design-studio-map-the-new-standard/)

Acting as Universal Design Studio's associate director, architect Sweeney works to develop and deliver strategies within a multi-disciplinary team.

She has worked on notable recent projects such as 100 Liverpool Street with Hopkins Architects and The Exchange at Paddington Square with Renzo Piano and RPBW.

Map Project Office's Emilie Robinson will be on the panel

Robinson is a senior designer at Map Project Office. As part of her role, Robinson leads design strategy and research for enterprise clients, including IBM.

Robinson previously worked with clients such as Proctor & Gamble and Mars during her time at Matter and Studio Make Believe. Robinson has a particular interest in technology, sustainability and consumer insights.

Satoshi Isono will also be joining the panel

Isono is an associate director at Universal Design Studio. During his eight years with the company, Isono has designed and overseen retail and cultural projects such as H&M Looop, which went on to win the Cannes Lion Grand Prix in 2021.

He also has over 10 years of experience teaching architecture, with a current position in the Architecture Masters Programme at the Royal College of Art. His work seeks to break down the boundaries between architecture and interior design.

Partnership content

This talk was produced by Dezeen for Universal Design Studio as part of a partnership. Find out more about Dezeen's partnership contenthere.

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Made Thought to form The New Standard collective with Universal Design Studio and Map

Design office Made Thought is teaming up with Universal Design Studio and Map Project Office to form a new design collective, after selling a majority share to digital agency AKQA.

AKQA now owns a controlling interest in all three London-based studios, having bought a majority stake in interiors office Universal and digital design office Map Project Office back in 2018.

Its latest acquisition, Made Thought, is a leading design branding studio founded by Paul Austin and Ben Parker.

New collective called The New Standard

The move allows the three studios to come together to form The New Standard, a collective with the ambition to "redefine the contemporary design agency".

All three companies will remain as distinct entities, but will come together on projects that span different design fields.

To allow effective collaboration, Made Thought will move into the Universal and Map office in London's Clerkenwell.

The New Standard is a collaboration between Universal, Map and Made Thought

"Universal, Map and Made Thought are pioneers and innovators with an unmatched track record for design excellence, influential and distinguished work," said Ajaz Ahmed, CEO of AKQA.

"This partnership represents the next wave and set The New Standard. It is founded on the beliefs that form and substance are inseparable, and creativity is both revealed and enhanced in an atmosphere of collaboration."

Ushering in "new age of design"

Austin and Parker will stay on as principal directors of Made Thought, whose clients include Stella McCartney, Tom Dixon, Adidas, MoMA, Sonos and & Other Stories.

The studio specialises in projects that look to the future of design. Recent examples include branding for the world's first plastic-free supermarket aisle and a pop-up that merged elements of the physical and digital retail experience.

Made Thought has designed branding for companies including Pinterest, Brewdog and GF Smith

The New Standard is borne out of the shared belief that "design will play a pivotal role in our imminent futures", in the context of significant global events like the Covid-19 pandemic and the climate crisis.

"Creativity is the most important currency for business in the 21st Century and we believe collaboration is the key to bigger, bolder thinking," said Austin and Parker.

"For us, the coming together with Universal, Map, alongside AKQA, is the best way to see in this new age of design."

Focus on experimentation

This will be the second time that Made Thought has come together with industrial designers Edward Barber and Jay Osgerby, who are the founders of both Universal and Map.

Made Thought and Universal shared a studio 20 years ago, when Universal was known as Barber Osgerby Associates.

The three studios intend to collaborate "in a collegiate manner", with a focus on experimentation and cross-platform work.

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Read:

Barber and Osgerby sell stake in Universal Design Studio and Map

](https://www.dezeen.com/2018/06/12/barber-osgerby-akqa-universal-design-studio-map-project-office-acquisition/)

Their efforts will be supported by AKQA, which has a global team based in 50 different countries around the work.

Richard Stevens and Jason Holley, principals of Universal and Map, said they plans to use "the power of our collective to remain at the forefront of creative transformation, always challenging the status quo".

"The New Standard will encourage the creative talents of each studio to flourish, whilst nurturing ideas at all scales and across all disciplines," they said.

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Universal Design Studio uses terrazzo train tracks to guide visitors through City of London office lobby

Interior design practice Universal Design Studio has incorporated seating areas and terrazzo tracks into the lobby of an office building on the former site of a railway station at 100 Liverpool Street in the City of London.

Universal Design Studio fitted out the lobby within the Hopkins Architects-designed office block in Broadgate, London, to create a space that welcomes visitors and encourages people to linger.

Universal Design Studio designed the lobby spaces at 100 Liverpool Street

"We wanted to facilitate a paradigm shift away from the archetypal corporate lobby experience – often stifling and alienating," said Paul Gulati, director of Universal Design Studio.

"Instead to create a crafted, contextual space that feels open, engaging and approachable with a strong focus on placemaking and fostering a spirit of community within the City of London," he told Dezeen.

The lobby includes a cafe

Built adjacent to Liverpool Street Station, the lobby for the 10-storey office block will see large amounts of foot traffic during early mornings and afternoons.

Universal Design Studio's design aimed to balance the need for coherent routes for workers and visitors entering and leaving with creating a space that could be used throughout the day.

Breakout areas are positioned alongside the main access routes

The large first-floor lobby space is accessed by two pairs of escalators from entry points on either side of the building, and has two sets of lifts that give access to the office floors above.

To guide people through the space, the studio created a system of terrazzo tracks informed by the building's location on the former site of Broad Street railway station.

Terrazzo tracks guide people through the space

"Working with data analysts we utilised pedestrian movement simulations in the main concourse to inform spatial planning and to allow optimal functional performance for the space," said Gulati.

"Primary circulatory routes are mapped out in linear 'tracks' embedded in the terrazzo flooring, ensuring the continuous flow of people throughout the day remains seamless and intuitive," he added.

Seating areas are placed around the edges of the space

Alongside these primary routes, the studio created the building's main reception desk, a cafe and several informal meeting and flexible work areas.

These areas are defined by changes in floor colour and material and are intended to be used by staff throughout the day.

The lobby contains workspaces

"Our concept focussed on creating a series of zones across the multi-level lobbies where people are encouraged to dwell for longer periods in more activated and alternative modes of working," said Gulati.

"The various zones each have a particular emphasis and accommodate informal meetings, focussed work, team collaboration and ample space for socialising."

The seating areas are defined by different flooring

Overall Gulati hopes that the various seating areas and workspaces will mean that the lobby is active throughout the day, so that it is a welcoming space.

"This kind of hybrid thinking should ensure that these public areas are usable and stay active throughout the course of the day – providing a lively environment rather than stark and alienating entrance spaces," he concluded.

London-based Universal Design Studio was established in 2001 by Edward Barber and Jay Osgerby, who also run design consultancy Map Project Office.

The studio previous designed the interiors of its own office in Clerkenwell and a reusable pavilion for the BBC that was assembled in Cannes.

Photography is by Charles Hosea.

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