Brown-Forman Corporation

Cross-Continental Collaboration

The project was managed from Kentucky, Brown‑Forman’s U.S. headquarters, with the site located in Hamburg: Brown‑Forman’s second-largest location globally, and a key hub for Central Europe. Seamless collaboration across time zones was critical to success, demanding clear processes, shared visibility, and fast decision-making. Regular updates, annotated plans, and transparent communication helped align with every stakeholder as the project progressed.

Transforming a Traditional Office Fit-Out

With 2,500 square meters across two full floors, the ambition was to transform a traditional office into a modern, people-first environment. The previous office layout was compartmentalized, with a heavy emphasis on private offices and fixed desks. With limited collaboration areas and a layout that kept teams apart, employees had few opportunities for spontaneous interaction or informal exchange.

While functional, the previous environment didn’t reflect Brown‑Forman’s identity or support their ambition to foster stronger connections across teams and regions.

Embedding the Brand in the Office Interior Design

From the start, Brown‑Forman had a clear vision. Our role was to build on that foundation by refining the layout, solving technical constraints, and translating the brand into a meaningful spatial experience.

Our Design and Workplace Strategy teams began with a deep dive into the company’s culture and identity. The brand analysis combined with interviews provided a holistic understanding of how employees relate to their work, their teams, and the workplace itself. These insights shaped our office interior design approach, ensuring felt right for the people who use it every day.

Embracing a Dynamic Portfolio

One of the project’s more nuanced challenges was designing for a brand portfolio in motion. With an evolving range of products and ongoing merger and acquisition activity, the space couldn’t speak to just one identity. Instead, it needed to reflect the breadth of Brown‑Forman’s universe.

The result is considered a ‘House of Brands’– a space that celebrates the collective strength and diversity of its entire portfolio.

Materials & Mood

A study of Brown‑Forman’s identity led to two design concepts— one inspired by the refined feel of a speakeasy, the other by the natural tones and materials of Kentucky’s landscapes.

The final direction brought together elements of both, combining warm, textural materials with a more contemporary layout, grounded in earthy tones that evoke the natural origins of Brown‑Forman’s craft—from grain to barrel.

For a more immersive brand experience, each meeting room is named after a Brown‑Forman brand, with finishes and visual elements that reflect its unique character.

The Heart of the Transformation

From the initial discussions, one priority stood out— the creation of a “Town Hall”. At the heart of this new workspace is a fully equipped bar designed for tastings, events, and informal gatherings. It doubles as a cafeteria and cross-floor connector, anchoring the space with a strong sense of identity.

A Hub for Connection, Culture, and Collaboration

In line with Brown Forman’s workspace ambition, dedicated offices for managers were reduced to two, making space for a flexible, hybrid-ready environment with shared desks, collaboration areas, and improved acoustics and connectivity. Existing constraints around cabling, air handling, and zoning required careful solutions, but the technical infrastructure was successfully adapted to support the new design.

Employees now benefit from a more open, connected workplace—one that reflects who they are and how they work today.