The street at ASOS Contact Centre

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SLA2 8809-min

In the age of immediacy, customers have come to expect on-demand care, 24/7. Always one step ahead, ASOS recognised that, to achieve this, they needed a contact centre that would enable and empower their team to deliver the very best on-demand experience for their customers. 

The challenge was creating a truly connected and integrated environment to reflect their transparent and collaborative culture, in a building that was highly segregated into five units across three floors. And that’s exactly what we did using our unique spatial analysis tool which predicts movement patterns. Through many trials, it was evident that we needed to completely open up the existing atrium to better link the floors and to visually connect everyone throughout the building. 

The central atrium, named ‘The Street’, became the main artery, with all shared amenities positioned in it or around it, including a generous cafe lounge, staff restaurant, gym and treatment rooms to create a highly energised space - a far cry from the original stark, vacant atrium. 

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SLA 8574-min

With over 40% of the net area allocated to shared amenity space, the team are never far from breakout spaces, teapoints, games rooms and wellbeing facilities, helping enable the team to be their best selves and optimise productivity at all times. 

A new build entrance and branded reception foyer has also been designed to create an impactful arrival for both teams and visitors, and improve the flow throughout the building.

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SLA 8296-min

Strategic working patterns alongside automated desk allocation allows ASOS to continually flex in headcount as and when required, maximising space usage.

The aesthetic is clean but human, with the design concept consistent with ASOS’s global blueprint we developed as part of their HQ design for Greater London House. We used a range of neutral colours, textures and hues throughout the central shared spaces, celebrating the diversity of their people and their customers. The workspace areas are monolithic to reflect ASOS’ digital brand, with bold use of black creating a black ribbon of circulation through each floor, linking a staircase and activities zones for breakout and 1-1’s.

The project was shortlisted for many awards, and won the ‘Fit Out of Workplace' category at the 2018 Regional BCO Midlands and Central England Awards. It was described by judges as a ‘call centre for the millennial generation’, and the significant design interventions were applauded for creating increased visibility and access to natural light, with the building working much better as a whole due to new strategically located circulation routes and staircases.

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ASOS contact centre _ 3

A new-build entrance and four-storey infill increases the net internal area to better accommodate communal and wellbeing facilities, helping enable the team to be their best selves, while still providing space for ASOS to continue to grow and expand.

To reflect the gender-neutral culture of ASOS, we used a range of neutral colours throughout, celebrating the diversity of their people and their customers. With this neutral backdrop, the people working and visiting the space therefore add the colour.

ASOS now have a contact centre that truly reflects them as a business: creative, dynamic and innovative; a space that empowers their team to deliver top notch customer service, and a home that enables them to continue to grow and adapt in an ever evolving world.

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ASOS Contact Centre _ 4
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ASOS Contact Centre 5