ASICS opens new EMEA head office in Hoofddorp

The Japanese sports and lifestyle brand ASICS has moved into its new EMEA headquarters. The building in Beukenhorst-Zuid in Hoofddorp has over 11,100 sq. m. of office space and has been fully designed, built and furnished in line with the ASICS brand identity and philosophy ‘Sound Mind In A Sound Body’. The building is the result of a close collaboration between ASICS, Powerhouse Company, RED Company and CBRE.

Architecture

The new building features a façade completely made of glass and a strong silhouette. The floor-high windows provide lots of natural light and a fantastic view of Geniedijk, which is part of the Defence Line of Amsterdam and has been listed on the UNESCO World Heritage Site since 1996. On every floor, parts of the façade appear to fold in, creating a fluid, direct line to the extraordinary outdoor spaces. On the inside, the spacious, column-free floors cover approximately 2,800 sq. m., designed around a large and light atrium.

ASICS World

‘ASICS World’ is situated in the heart of the atrium: a four-layer, three-dimensional showcase including all ASICS brands. A dynamic place where employees and customers can interact directly. This multifunctional space also serves as a stage, a meeting space and a design centre. The ASICS World headquarters offers more than just offices – the building also boasts a restaurant, a Power Health Bar, the ASICS gym and an ASICS retail outlet.

Healthy and sustainable

In line with ASICS ‘Sound Mind in a Sound Body’ philosophy, all aspects of the building’s design meet the highest standards in health and sustainability. The focus is on providing a healthy indoor climate and a comfortable, versatile working environment for employees. The sustainable building was designed to take its immediate environment into account and limits the use of energy and water while reducing CO2 emissions. The office received both a WELL certificate and a LEED certificate at Gold level.

Cooperation and innovation

The interior design aims to foster cooperation and promote innovation, by supporting various work forms. The workplace concept offers the right balance and a great variation in the type of workspaces. Employees can choose to work in both a traditional office environment and in focus spaces, open zones and at flexible desks.

“Our stunning new EMEA headquarters are a true reflection of who we are and what we stand for. At ASICS we understand the power of movement to improve both physical and mental health, which is why it is at the heart of everything we do. This inspiring new place is proof of our dedication to ensuring the health and well-being of everyone who works with us, and I’m sure we will enjoy many great and harmonious years here,” says Alistair Cameron, Executive Officer of ASICS Corporation and CEO of EMEA.

"We are incredibly proud of what we have delivered for ASICS. Their new world-leading headquarters will help to attract top-tier talent and inspire employees to engage with their brand, build community connections, and fuel creativity and collaboration under the company's core philosophy. The building's sleek brand identity, range of work spaces and amenities, and beautiful surrounding nature create a truly vibrant and unique experience for employees, clients and visitors,” said Nanne de Ru, Founding Partner at Powerhouse Company.

“Together, ASICS, Powerhouse Company and RED Company have created a building that exudes the ASICS philosophy and identity,” says Geert Wilmink, strategic advisor for end users at CBRE. “The new EMEA headquarters also bring ASICS’ Japanese heritage to the Netherlands. A strong partnership with great results. Personally, I am excited that ASICS enlisted CBRE’s services from start to finish and I am proud of the top-quality work we have provided; from strategic advice and the lease of the building, to the development of the new workplace concept, the interior design in co-creation with Powerhouse Company and finally project management and change management services in assisting ASICS employees with their move into the building. And all of our services are in line with the latest sustainability and health standards.”

The building was designed by the Powerhouse Company. CBRE provided ASICS with strategic advice throughout the entire process. Powerhouse Company and CBRE were jointly responsible for the interior design. RED Company was in charge of the development of the new headquarters.