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Case Study: ASOS

Space Evaluation: 2006

Original Location: The Strand, Central London.

The Space Evaluation process is a key element in ascertaining the validity of a buildings suitability when assessed against a companies projected headcount and desired spatial usage. The process is a valuable tool for companies looking to either expand, contract or amalgamate several buildings or floors into one. Thereby freeing valuable capital in  

In 2006 Gainsborough Projects (as was) needed a Space Evaluation report produced for a client they we looking to re-locate and help expand into larger premises. ASOS was in it's early stages of development as a brand and was then failing to accommodate the growing staff numbers and desired working patterns of each department. In conjunction with the lack of expansion space it was having to use external rented studio's on other parts of London to produce crucial material for it's website, something the company felt was crucial to have in-house for better control and a faster more effective turnaround.

The report showed how much space ASOS needed over a projected period of expansion up to 5 years. This included the required space for the in-house studio and specific working layouts for each department. It transpired that ASOS had already a preferred building in mind, based in Kings Cross. However, the report indicated that in year 2 the chosen building would be unworkable and with no extra space available, would effectively put them back in a position they were currently in.


Armed with the reports data they re-looked at the market and choose a building in Camden, a refurbished art deco cigarette factory, opposite Mornington Crescent. With an immediate availability of 2,200 square meters, this not only offered the requisite space for the projected headcount expansion, but also perfect studio space for a runway, lighting, clothes storage and more importantly the building had additional large floorplate office areas if further expansion was needed.

In fact ASOS exceeded their first 3-5 years headcount projections in the first year of the move. The reality of this would have been an abortive fit-out project, moving costs and additional relocation expenses not to mention costly inconvenience for the company in an exceptionally busy period while either additional space was sought or a move to a completely different building. As it was they were able to expanded exponentially into various floors within Greater London House and as such now occupy the lions share of the building.         



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