More Than a Workplace

For our new EMEA headquarters for Asics, we took the brand’s mission statement – A Sound Mind in a Sound Body – and translated it into a building that boosts workplace health and wellness, as well as innovation. Central (literally) to our concept is an immersive brand experience.

Time span2016 - 2019
Size11 000 m²
LocationHoofddorp, NL
RED Company
Partner in charge
Nanne de Ru

We increase the HQ’s impact by making it part of a vibrant campus ‘family’ featuring another brand – Danone – with complementary values and architecture.

Lines and light

Lines and light

Our new HQ for Asics redefines the contemporary office as a space where innovation, collaboration, the brand experience and a healthy lifestyle come together. Outside, we used continuous overhangs to shield our building from the sun and define its sleek horizontal geometry. Facades and a roof made entirely from glass fill our building with natural light. We added a dramatic branded entrance as a finishing touch, highlighting the HQ’s function as a destination for employees, buyers and associates from across the region.

Transparently natural

Accessible outdoor spaces
We go for glass and greenery
Overhangs reduce glare
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Healthy at heart

Healthy at heart

We placed Asics World, a playfully multi-layer, three-dimensional showcase of Asics products, at the heart of the building – in a soaring atrium that acts as the building’s social center. Broad, ‘sit-able’ staircases wrap around this core, encouraging interaction and movement – in fact, we tucked the elevators away to encourage people to take the stairs! As well as diverse working and meeting spaces, we added balconies, a gym and a restaurant, similarly inspiring both social interaction and healthy lifestyles.

Together with RED Company, we developed and designed the Asics HQ to be a vibrant expression of the Japanese company’s brand values.

Building on the brand

Playful core: Asics World
Immersive brand experiences
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Ground floor

Office floor


Contemporary work needs are complex, so we included a variety of work spaces, including individual work stations, meeting areas and focus rooms.

Fresh ways to work

Informal meeting spaces
Collaborative workplaces
Access to outdoor areas
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