Jägermeister Offices – London
Jägermeister UK’s new London HQ designed by Morgan Lovell embodies a brand-driven immersive experience with iconic branding, a fully functional bar, historical charm, sustainability features, and a strategic location.
Following a change in mindset, Jägermeister UK decided they wanted to place their business, people, and brand in the centre of London, where trends start and thrive. Recognising London as a key location for the events industry, they decided they wanted to create a new hybrid office/event space that embodied their mission of creating the “best nights of your life today and tomorrow”.
Jägermeister’s iconic branding is tastefully integrated throughout the space. The design concept revolved around creating an immersive brand experience right from the moment you step out of the lifts, which open straight into the client suite equipped with sofas, coffee tables, high-top tables and of course, a fully functioning bar. Fun elements like table football and a jukebox were included, with the area doubling up as a daily breakout and lunch space for staff.
The fully functional bar is a standout feature, designed to be modern yet on-brand, with hidden Jägermeister bottles placed behind orange lattice screening and bespoke tiles featuring the iconic stag head. The green and orange colour palette, brass handles, and neon signs with slogans like “ice cold shot” and “best nights of your life today and tomorrow” reinforce the brand identity throughout the space. Acoustic panels with brand patterns and the reuse of the stag chandelier from Jägermeister’s old space add to the personalised touch.
The building’s historical charm was preserved by retaining original arch windows, offering views of London Bridge Station and Hays Galleria. Jägermeister’s new space offers tasteful nods to its location through photographs of the area, a subtle ‘welcome to your new home’ for their people and a great way of bringing the outside in. To give the office that bar/pub feel, the original exposed brickwork was also maintained.
As well as event space, Jagermeister needed space for their staff to work, so the design also features a ‘back-of-house’ open plan desking zone with meeting rooms and a boardroom. The design style continues through into these spaces with exposed brickwork, green and orange colour palette and branded elements. Sustainability was designed into the space with the use of Durat worktops made from recycled plastic and flooring that meets carbon footprint requirements.
Jägermeister’s new HQ is a statement for the company, delivering exactly what they envisioned from their initial brief. The new space has already hosted several events, proving it to be a real hit from the get-go. More importantly, it is somewhere they are proud to showcase. Being in the heart of London, their office is now at the centre of the UK’s events industry, aligning perfectly with their strategic goals. The tasteful but brand-driven environment supports their operational needs and embodies their mission, making every day at the office an extension of their brand promise – delivering the “best nights of your life today and tomorrow.”
Design: Morgan Lovell
Photography: Thierry Cardineau
