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How has Campari distilled its brand into a new HQ?

The multi-use workspace and hospitality experience by GTA Interior signals a new era for the titan of alcoholic spirits.

09/02/2023

3 min read

GTA Interior worked with Campari to unveil a new home on Great Portland Street, London. Named Campari House, the restored ‘multi-use’ workspace will showcase the brand’s premium portfolio of alcoholic spirits, while also serving as headquarters for Northern, Central and Eastern Europe.  

Immersing themselves in workshops with brand ambassadors, Campari Academy Masterclasses and touring Campari’s Galleria in Milan led GTA to fully understand their client’s brand, ethos and 163-year rich history. The result is a design focus that fully reflects Campari Groups’ desired brief – to deliver a collaborative and inclusive workspace that threads their proud Italian heritage throughout, with a ‘London twist’ to signify UK presence.  

Campari House’s transformation extends across more than 27,000sq ft of space, comprised of seven floors – now fitted with bespoke bars – and external terraces. Building changes encompass a roof extension, infilling, and a transition of lightwells into a kitchen space. Bathrooms and storage rooms have also been refurbed, and a firefighting lift has been added for safety. 

Upon entry, a 4-metre door emulates the Campari drink through red bubbled glass. A long brass handle features historical artwork from Fortunato Depero, reflecting the relationship with Campari’s founders which dates to the 1920s. In the concierge and waiting area, a ‘Spiritello Bar’ awaits guests embellished with porcelain fluted tiles, embossed antique brass and curved reeded glass which sits against a full-height back bar display of drinks bottles, with a ladder for theatrical effect.  

Dark timber contrasts against the white ‘London tube’ crackle-tiled walls and remains a consistent feature throughout all floors. A gallery of historical art posters disguises secret doors which lead through to ‘back of house’ ancillary rooms. Inside, a colour palette inspired by the Campari Group’s iconic red and deep blue is featured, in rich leather and velvet upholsteries.

Prominent lighting features in design across all floors, seen first in the concierge area with a continuous LED installation that coils and turns to mimic the pouring of a drink. Each bar, hospitality space and meeting room has bespoke lighting, unique to the concept design of each space. 

Looking down, glass flooring connects the entrance to the lower ground level by providing an opportunity to look at the Glen Grant ‘copper’ featured as part of an exhibit called The Senses. Offering the chance to taste Glen Grant and Wild Turkey spirits at various stages of the ageing process, the exhibit is accentuated with scented charred timber cladding and a wraparound LED background displaying the copper replica. The exhibit forms part of a guided tour experience, focused on the business’s dark spirits portfolio.  

A swan neck and ‘copper still’ extends across the ceiling, into the Campari Academy. Already a global movement with training facilities as far afield as Sao Paolo and Sydney, London’s Campari Academy represents the first time it has been brought under one roof in a UK venue – offering an additional layer of hospitality and drinks excellence for customers and employees. It includes a demo bar, mixology station, and the technology to deliver a first-class training experience virtually across the globe. 

Across all floors space has been curated to support versatile and hybrid working, plus socialising. On the second and third floor coffee points encourage time away from desks, while up on the fourth floor breakout areas and a large kitchen facility serve as a space to bring workers together.  

Catering to different working styles is particularly evident in the number of meeting rooms available, ranging in size from a 16-person boardroom to several ‘phone booth’ rooms dotted throughout for just one or two people. Eight themed meeting rooms reference each of Campari Groups’ brands from a vibrant ‘Aperol’ orange eight-seater to a two-person green and yellow ‘Magnum’ space. Elsewhere, The Glen Grant library provides a ‘device free’ zone for focused work and to relax, complete with hand-painted murals and a palette of green finishes and soft lighting.  

Seating has been designed to promote harmony with relaxed sofas and armchairs, brightly coloured ergonomic chairs for more relaxed meetings, and high-backed leather chairs for the larger meeting room. High bar stool chairs and sit-stand adjustable desks provide another seating configuration.  

Parading views of the London skyline, Campari House’s rooftop aperitivo-inspired terrace features an Aperol Spritz bar & room garden ‘terraza’, with fluted orange glass, deep orange velvet seating, terrazo flooring, bespoke spray lighting and a swing for the added ‘Insta’ effect.  

On the terrace, seating in upholstered orange stripes accompanies festoon lighting and fun planters to reflect Campari Groups’ core values of celebration and togetherness. The Italian company has operated in the UK for seven years and owns over 50 premium spirit brands, including Aperol and Campari.   

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