Diageo, Singapore

Diageo is a global leader in beverage alcohol with an impressive collection of iconic brands including Johnny Walker, Guinness, Smirnoff, Tanqueray and many more.

Their office in Singapore serves as the APAC headquarters, the centre for an active and mobile team servicing Diageo’s various brands in the region. Architects M Moser were approached to help transform their existing workspace into an environment where they could build meaningful connections between customers, brands and their own people.


M Moser’s design strategy was based on “people & culture” and “brand & marketing” needs. There was a desire to bring the outside in, to encourage closer relationships with customers and partners, and to foster a new working culture driven by a new global HR initiative, a mission to “Inspire and connect.


What they delivered was a concept that not only satisfied the diverse needs of employees, but an environment that allows all the brands of Diageo to not only co-exist, but to feel at home.


The workspace provides an immersive brand experience for both staff and visitors, with unique environments carefully curated to reflect the business motto. Areas include The Bar, The Home, The Store and The Living Room - each offering different work environments for specific tasks.


The Bar offers a focal point, and is designed to be “a bar you can work in, and not a bar at work” – a social and collaborative, informal zone. The Home

Diageo_03_web
„Diageo’s new Singapore space is not only a unique workplace, but delivers an engaging and immersive brand experience. Designed around the user journey, a story unfolds in a series of unique occasions that recreate the moments and places where Diageo’s brand truly come to life, in The Store, in The Home and in The Bar. By doing so, the space is a carefully planned and curated brand environment reflecting Diageo’s business motto, “Celebrating life, every day, everywhere”.”
M Moser Architects
Company name

The Study, on the other hand, provides a quiet place for uninterrupted, focused work. It features acoustically treated materials and surfaces, and an arrangement of phone booths and quiet rooms along the core. With wellness in mind, every seat in the new Diageo workplace now has access to views and natural light. In particular, within The Study, The Conservatory is a space which overlooks a peaceful roof terrace and city park. This hidden corner offers a quiet retreat for rest, contemplation and rejuvenation.


Task chairs from HÅG, soft seating from Offecct and social zone seating from RBM were Flokk products which featured on this project. Designs were chosen for their aesthetic appeal, to match the vibrant and modern atmosphere of the project. With wellbeing a major concern of the project overall, the health benefits of the task seating chairs HÅG SoFi & SoFi mesh were major advantages, and the sustainability credentials of all the designs did not go un-noticed.


The ability to meet the different work settings and design requirement, using versatile products under the group was a key point. For example, the Capisco Puls is supplied in three different configurations within the same space and RBM Noor was specified in standard (6060) and bar stool (6090) varieties. The HÅG SoFi was chosen in solid & mesh.The exclusive Front of House area featured the Offecct Bop Bar and playful collaboration areas Carry On stools in various colours. Flokk's strong after sale service was a final deciding factor.


By artfully blending experiences from retail, hospitality, workplace and the home, the new space supports Diageo to evolve its working culture, provides a platform to bring its many brands to life and delivers on its main driving objective to “inspire & connect”.

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