Case Study
Space Evaluation: 2006
Original Location: The Strand, Central London.
New Location: Greater London House, Camden
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. The model can then be applied to multiple scenarios and buildings to assess suitability with minimal, if any, few repeat costs.
In 2006, Gainsborough Projects came to us to help with their client, ASOS. At that time, ASOS was still in its early development stages and was struggling to accommodate its growing staff and departmental working patterns. One of the key issues was finding a property with ceiling tall enough to bring product photoshoots and, crucially, runway videos back in-house. Due to limited expansion space, they were outsourcing this function to various locations around London, which was becoming an operational and cost issue.
Key criteria:
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Combine photo studio and catwalk runways with lighting gantries for videos.
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Establish and progress a new way of departmental working.
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Allow for future years' expansion based on company projections.
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Building location to not affect staff commuting routes and be a central London location.
By analysing the company and how they worked, as well as how they wanted to work going forward, a Space Evaluation report was produced, looking at the key spatial requirements. The output from the report showed the company's usage over the next 3-5 years. The report outlined ASOS's space requirements for a projected five-year expansion, including in-house studio needs and specific departmental layouts. The model could be expanded with extended headcount figures as and when the company could provide them, but at that stage, they had only planned up to five years.
Although ASOS had a preferred building in Kings Cross, the report revealed that by the second year, it would become unfeasible due to space constraints, effectively meaning they would be back to their current position: cramped working environments, low staff morale, and even with the proposed building having an area with ceilings tall enough for catwalks with gantries, it was an area of the building that could not be expanded if needed in the future. With the report's insights, they reevaluated the market and selected a refurbished art deco cigarette factory in Camden, opposite Mornington Crescent, which offered 2,200 square meters of immediate space.
This new location not only met their projected headcount needs but also provided ideal studio facilities for runway shows, lighting, and clothing storage, along with additional office areas for future expansion.
This became the key value of the Space Evaluation report. Ultimately, ASOS surpassed its initial fifth-year headcount projection within the first year of moving, such was the astronomical rise and success of its business at that time. This would have effectivel placed them back to where they were on the Strand, therefore, ASOS managed to avoid the costs and disruptions of a potential 2nd fit-out project in two years by moving into an unsuitable building by relocating to Greater London House, where they have now expanded, occupying a substantial portion of the building.