SuperGroup – Them

CAMDEN, LONDON.

Celebrating sport through storytelling.

SuperGroup’s new headquarters in St Pancras Campus is more than just a workplace — it is an environment that celebrates the energy, creativity and passion that sport brings to people’s lives. Working alongside architects Basha—Franklin, we set out to design a space that would feel both dynamic and immersive, telling the story of SuperGroup’s brand through moments of discovery at every turn.

From the outset, the idea of movement and play shaped our approach. Each of the seven entrances to the workfloors was dedicated to a different sport, transforming circulation into a sequence of mini-exhibitions.

Throughout the building, we created moments of storytelling that celebrate the client’s connection to sport and entertainment. These included immersive portals, digital LED text totems, and 3D-printed objects linked to sponsored sports. We also designed updateable café and bar menus, ensuring everyday brand touchpoints felt considered and adaptable.

The HQ features curated displays of SuperGroup’s sports memorabilia, including framed shirts and totem cabinets showcasing a wide collection of objects. Foosball players from the previous office were reimagined as playful interventions, anchoring the new environment to the company’s history while contributing to its sense of fun.

The result is a workplace that feels alive, with spaces that inspire, orient and delight. It is a place where employees and visitors alike can experience the essence of SuperGroup in tangible, memorable ways.