In collaboration with creative design director Sebastian Wrong, Studio Rhonda has reimagined the Orangebox showroom in Clerkenwell as a vibrant, dynamic HQ. Blending bold colours, innovative collections and inclusive design, this is truly a living, functional workspace
For more than two decades, UK furniture brand Orangebox has been synonymous with innovation and creative ambition. Now this ethos takes centre stage in the brand’s newly refurbished showroom in London’s Clerkenwell. The reimagined workspace is the result of a collaboration between Orangebox’s in-house team, its new creative design director, Sebastian Wrong, and interior designer Rhonda Drakeford, the founder of Studio Rhonda.
“Orangebox is a true pioneer in the furniture industry,” says Drakeford. “The showroom, however, needed a refresh to create greater impact around the products and better reflect the brand’s philosophy.” The resulting space reimagines three of the five levels of the Clerkenwell showroom into dynamic, functional landscapes, using new Orangebox collections, including Beyond the Desk and the Recur range of task chairs. Take, for example, the six zones that use Beyond the Desk pieces, which feature 25 different fabrics to explore the impact of colour in the workplace. Importantly, the space is not a static display but serves as a working office for Orangebox staff as well as a showcase for its potential clients.
“This is not an artificial environment, but a workshop where products are tested, lived with and engaged with daily,” explains Sebastian Wrong. “The brief was to showcase the ranges in their entirety, dedicating a whole floor to each collection so it was a more focused celebration. Colour is also very important – we wanted to bring a strong impression and new look to the company’s showroom, heightening the ambience and sparking creativity.”
In keeping with the holistic and collaborative approach championed by Orangebox, Studio Rhonda also developed a materials and colour palette for the brand’s new 2024 collections. This includes Beyond the Desk, Recur and a collaboration with fellow British brand Ercol that reimagines pieces from the brand’s past for today. These palettes balance bold and daring combinations with more neutral tones. Complementing the furniture are custom rugs by Studio Rhonda and large acoustic panels that feature wide stripes of woodgrain artwork. “You need a mix of calm and more invigorating spaces, and colour can completely transform a piece of furniture,” says Rhonda Drakeford. “We created a 10-year forecast looking at how colour trends will develop to be sure that we were making the right decisions. As part of that, I was very keen to bring in a ‘new neutral’.”
The arrival experience of the Orangebox showroom has also been reimagined, making the previously ‘imposing and intimidating’ building easier to find and more welcoming. The large entry gates, which were previously black, have been painted a bright orange, and the reception desk has been made smaller and more approachable. It is also set against a backdrop of cabinetry in various shades of orange – a literal visualisation of an ‘orange box’. A clear wayfinding map guides visitors, and new breakout spaces throughout the building allow staff and guests to enjoy moments of relaxation before or after meetings.
“These changes respond to the Equality, Diversity and Inclusion steering panel brought in by Orangebox,” explains Drakeford. “It was a group of people with a real cross-section of neuro- and physical diversities that did an audit and reported on the experience of being in the building.”
The three reimagined floors are connected by a spiral steel staircase, which was previously painted grey. Studio Rhonda injected new life into the sculptural feature by painting it a vibrant leaf green, adding a contrasting handrail that offers additional accessibility for users with vision impairment. “It seemed like a natural way to create a landmark within the building and it forms the core of the map we created,” says Drakeford. “The colour felt like a really strong statement and is also very functional.”
While the showroom now represents a bold, new vision for the future of Orangebox, it also embraces the brand’s rich history – notably through the window graphics that now welcome visitors, which feature designs drawn from the Orangebox archives. “My vision for Orangebox is developing every day and what underpins that is a philosophy of less is more,” says Wrong. “We work very hard on fewer products and we do that very well. Increasing collaboration with external creatives, like Studio Rhonda, is also something we are going to encourage. It’s about reinterpreting our heritage and culture with fresh perspectives. We’ve had so much positive feedback on the new space – it’s amazing to see it come alive.”
Images by Veerle Evens and Philip Vile
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