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Case study: Dewynters relocation to new London office

Posted on November 10, 2015 by Charles Marks

It’s easy enough to know when you’re in London’s Theatreland. The signs are all around – on the billboards and up in lights. Yet behind all of this front of house showmanship,  there is a tremendous amount of work going on backstage, much of it ignored by punters and much of it happening in offices rather than studios.  Up above the red carpets and lights, you’ll find the invisible industries that supports what is happening on the ground.

So if you’ve ever looked up and wondered who it is that throws the spotlight onto whatever is most exciting and up-to-date in London’s Theatreland as well as other live events across the UK including sport, concerts and comedy, the answer is that it was probably  a company called Dewynters, a specialist marketing agency that helps live events in the West End and beyond connect with an audience in the most innovative and effective ways.

The firm has recently moved its 100-plus staff from a head office in Leicester Square to a new home on The Strand. ‘The choice of location was essential,’ explains managing director Sarah Hall. ‘We need to be close to our clients in every way and that meant creating a new working environment that is as much about meeting their needs as ours.’

Dewynters now occupies more than 14,000 sq. ft. over three floors of Wellington House, a Grade A building which puts the firm on the doorstep of its clients but also allows it to enjoy views over the Thames and the rapidly changing London skyline to the East. According to Sarah one of the main focuses of the move was to allow staff to work in a more collaborative way. ‘By definition we  employ creative people and so it was essential to create an environment that allows them to share and develop ideas. The shift to an open working environment was one of the core principles allowing people from a number of different disciplines to come together in organic ways to help us deliver innovative and exceptional results and to feel good about working here.’

Fresh Workspace were chosen to deliver a full design and fit-out package for the new building. ‘We presented them with a challenging timescale and a strict budget,’ explains Sarah. ‘But from the off we knew we’d chosen to work with the right If you’ve ever wondered who it is that throws the spotlight onto whatever is most exciting and up-to-date in London’s Theatreland as well as other live events across the UK including sport, concerts and comedy, the answer is that it was probably  a company called Dewynters, a specialist marketing agency that helps live events in the West End and beyond connect with an audience in the most innovative and effective ways.

The fit-out of the interior reflects Dewynters’ values and takes full advantage of the architecture of the building, especially its natural light. People are guided through work settings that reflect  the culture of Dewynters, offering them the choice of private work areas, team spaces, meeting rooms or break out spaces, partitioned for acoustic and visual privacy where necessary, not to mention terracing on both sides of the building and a staff breakout and entertainment suite with views over the Thames.

Many of these work settings were designed for the use of both staff and clients. The building has some of the feel of a contemporary private members club for a very good reason – the firm is throwing open its doors and its arms to clients as well as providing a flexible and productive space. Using a crisp white canvas as a backdrop for the walls, a selection of bold colours is used selectively in the flooring. So while the textured carpet in the open plan is monochromatic, the carpets in the meeting rooms are vivid, giving each space a distinctive appearance that helps people understand intuitively where they are within the interior.

Dewynters also takes an innovative approach to maintaining its environmental credentials. Not only did it insist on using sustainable products as part of the procurement process, it also reused existing furniture wherever possible, on the basis of Sarah Hall’s philosophy that the greenest products are probably the ones you already own. People are evidently too precious about using existing furniture after a relocation because in the case of Dewynters it not only works from an environmental standpoint but adds to the clubby feel of the interior.

Some new bespoke elements were introduced to make sure the space worked as well as possible. As well as typical bespoke products such as the main reception desk these include a row of curved partitions to provide both visual and acoustic privacy to staff but without cutting them off entirely from what is happening within the office. As with many modern business leaders Sarah herself sits out in the open along with her colleagues. The only completely private workspace is a small office which is used to deal with any sensitive issues that require a degree of confidentiality and privacy.

In theatrical terms, the new office provides the setting for the relationships between Dewynters and its clients, helping all to deliver an outstanding performance.