GTA Interior completed the landmark CAT A and CAT B design and build project for Campari Group’s Northern, Central & Eastern Europe’s headquarters in London during November 2022. ‘Campari House’ is situated in the heart of the West End on Great Portland Street.
Italian company, Campari Group, has been operating in the UK for seven years and the group own over 50 premium and super premium spirit brands including the iconic Aperol and Campari, as well as Appleton Estate Jamaica Rum, Wild Turkey Bourbon, and Grand Marnier. Its new regional HQ signals a new era for the Italian giant’s operations in this country, the Northern, Central & Eastern Europe region, as well as internationally.
Campari House have utilised all seven floors, 27,000 sq. ft. of the building and 1,600 sq. ft. of external terraces. The building changes include an additional roof extension, infilling, and transformation of lightwells into kitchen space, WCs, and stores, along with a new firefighting lift; all of which maximise and add value to Campari Group’s beautiful new space.
GTA Interior’s brief was to design, create and deliver a workspace that fosters collaboration whilst recognising that each employee has diverse needs when it comes to their working environment. The brief was to deliver a workspace which reflects Campari Group’s collaborative and inclusive culture, as well as displaying their proud Italian heritage throughout the design.
A workplace strategy, along with staff engagement, was adopted from the outset. This approach empowered decision-making through a robust design brief.
Campari Group’s Italian heritage is threaded through the tapestry of design details and features, yet with a London twist, which signifies the business’s strong market presence in the UK.
Entering Campari House, the 4-meter-high door to the building unmistakably emulates the distinctive vibrancy of the Campari drink itself with large red bubbled glass. The long brass handle of the door is where historic Fortunato Depero artwork is seen for the first time, evidence of a collaboration between the artist and the drinks brand which dates to the 1920s.
Through the entrance door and into the Concierge and Waiting Area, there is a ‘Spiritello Bar’, Café, and a flexible Townhall space for meetings, training, and celebrating. With a large stage at one end, and a 7-meter mosaic of Leonetto Cappiello’s Spiritello poster underfoot, this space is designed to offer a multitude of ways to present, co-work, train, host events, and entertain.
The Spiritello bar featuring porcelain fluted tiles, embossed antique brass, and curved reeded glass, sits proudly against a full height back bar display of product with use of a theatrical library ladder.
The glass floor provides a story connection to The Glen Grant copper still below at Lower Ground level, a centre piece to The Senses exhibit. The exhibit offers the chance to taste The Glen Grant and Wild Turkey spirits at various stages of the ageing process. With scented charred timber cladding and the vast wrap around LED display backdrop to the replica copper still, the exhibit is a play on all the senses, and forms part of a guided tour experience focused on the business’s dark spirits portfolio.
The swan neck and lye pipe of the ‘copper still’ continues across the ceiling and punches into the leading-edge 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 both customers and employees. It includes a demo bar, mixology stations, and the technology to deliver a first-class training experience virtually across the globe.
Last but by no means least, the roof top Aperitivo-inspired terrace with views of the London skyline offers a social and collaborative space for employees and clients. The Aperol Spritz Bar & Roof Garden Terrazza showcases the aperitif brand with fluted orange glass, deep orange velvet seating, terrazzo floor, bespoke spray lighting and the Insta-worthy swing. And on the terrace, the stripy orange upholstered seating, festoon lighting and pop of fun planters all promote celebration and togetherness, the ethos at the very core of Campari Group’s culture.
