Fero is an innovative fintech propelling the wine and spirits industry into the future. Its platform streamlines the provision of financing and supply chain services for producers, brands, distributors, and merchants to supercharge growth for startups and smaller enterprises.
The company’s transformative service offering has achieved remarkable business growth, inspiring it to expand its workplace in Soho, the heart of the W1 area, to an additional floor. Fero engaged the Peldon Rose SME team to design and deliver an inviting space reflecting its brand identity, with 40 open plan desks and a multi-functional bar and events area.
The team came on board and developed a highly personal collaboration marked by trust and open communication, prompting a spiral of inspiration where ideas and relationships grew side by side. Through close partnership, what started as a brief for a flexible event space became a bold vision for a boutique workplace that feels more like a members club.
Fero’s new office floor spanning approximately 4,000 sq ft is a manifestation of the future of the wine and spirits industry, a seamless merger of tradition and modernity. It is a home for clients to set up operations, host events, and showcase products, complete with full brand adaptability.
Peldon Rose and Fero came together to form a collaboration where ideas and inspiration flourished. Workshops in the early stages helped to expand on the original brief and as trust grew, so did the vision for the space.
The team took the time to truly understand what Fero wanted from its new office floor, putting forward design recommendations that sparked ideas and led to a transformed brief.
This process led to a design inspired by Fero’s role as an innovative connecter in the wine and spirits industry, helping startups and smaller businesses at every stage of the supply chain realise their growth aspirations.
The workplace needed to serve as a manifestation of this vision, articulating both Fero’s story and that of the wider industry, with versatility for clients to adapt the space to meet their needs. Having worked together to shape a bold design, Peldon Rose and Fero embarked on the construction journey to bring the workplace to life, adhering to a tight programme.
The design concept in the bar area is a reimagining of classic Art Deco through a modern lens, blending elegance and sophistication with tech-enabled contemporary flourishes.
Peldon Rose designed a custom LED-lit bar with a full suite of colours and brightness settings to match any brand or event. A key challenge was the integration of high-tech features with detailed finishes. The team meticulously coordinated with the wider project team to achieve perfect alignment between the lighting, bulkhead, and bar proportions.
Two TV screens are concealed behind decorative mirrors, enabling partner content and brand storytelling when turned on while disappearing completely to create a refined finish when switched off.
Bold curvature, a visual hallmark of the Art Deco movement, permeates the bar area and positions it as a visual anchor that seamlessly connects the piano lounge with the work-agile space. Halo lights mirror this curvature while providing a warm glow and full control of the mood users would like to evoke.
The bar is punctuated by a refined palette comprised of marble-like surfaces and brass trims. Three bespoke booths sit opposite the bar and feature handcrafted walnut joinery with vibrant wallpaper housed in semi-circular indents to inject colour into the space and reinforce the Art Deco aesthetic. LED lighting borders the indents, creating striking focal points that visualise the intertwining of tradition and modernity.
Peldon Rose designed the work-agile area with full adaptability. It changes with the day, from a flexible workspace, classroom setting for workshops, and dynamic forum for presentations during the workday, to a spacious events venue as the sun goes down. The team originally put forward a design for an all-hands area and as ideas flourished and the brief evolved, it morphed to become a fluid space facilitating education, innovation, and connectivity for clients and the wider industry.
The team integrated dual, full-sized wall screens for Fero and its clients to display branding, host presentations and workshops, and facilitate an array of other engaging events.
The Furniture team worked closely with Fero to select dynamic tables that could combine, disconnect, and move with ease, providing full functionality and a subtle injection of colour to punctuate the space. High tables and chairs, soft seating, and standard height furniture settings give employees and clients a range of comfortable spots to work, collaborate, or unwind.
Peldon Rose worked to a tight programme to deliver a dynamic workplace reflecting Fero’s innovative intertwining of tradition and technology.
It is a multi-faceted hub for the Fero community, serving as an incubation space for startups, a forum for insightful workshops and presentations, and an engaging events venue. The team injected both luxury and forward-thinking practicality into a workplace imbued with the innovative spirit of Fero.
The design and build journey informed a brand refresh, with elements of the bar area inspiring Fero’s new visual identity. Workshops prompted it to ask questions about how it wanted to serve the wine and spirits industry going forward and the design transformed to reflect its vision for greater connectivity.
Fero’s new brand identity is an extension of its innovative new workplace, bridging tradition and modernity to propel the wine and spirits industry into the future.
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