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.

The Asics EMEA HQ has been shortlisted for the FRAME and Architizer A+ Awards.

Time span2016 - 2019
Size11 000 m²
LocationHoofddorp, NL
TypeOffices, Recognitions
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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