ZURU is a global business built on entrepreneurial thinking and a creative approach to product creation, from toys to innovative technology. When establishing its London presence, the business moved beyond the conventions of leased office space, creating a comprehensive headquarters with flexible coworking spaces, ready-to-work-units for prospective tenants and Kiwi startups, and a public-facing cafe.
ZURU purchased 4–10 Pentonville Road, Angel, recognising the opportunity to invest in both a permanent headquarters and a long-term property asset. The building was rebranded as Ten Four LDN, marking a new chapter for the site and setting a clear ambition to create a distinctive workplace destination in the heart of Angel.
Working in close partnership with the ZURU real estate and design team, Peldon Rose transformed the 60,000 sq ft property into a flexible, future ready headquarters that reflects the brand’s identity while delivering lasting commercial value.
Ten Four LDN balances ZURU’s own headquarters with a diverse mix of coworking spaces, ready to work units, Cat A floors, and its own immersive showroom. This blended approach supports multiple occupancy models and strengthens the building’s appeal as both a workplace destination and an investment asset.
The amenity-rich building offers premium end-of-journey facilities, including showers and generous bike storage, alongside shared meeting and event spaces that support collaboration and community. Carefully crafted communal areas extend externally through landscaped front gardens and decking, complete with canopies and enhanced biophilic inspiration. These spaces create a seamless transition from the public realm into the building, naturally leading visitors and occupants through to the Mayvn Cafe.
At ground level, this community focused cafe acts as a social heart for the building and its neighbourhood. Peldon Rose designed the space to support daily rituals, informal meetings, and spontaneous interaction. It anchors Ten Four LDN within the local context and contributes to an open and welcoming street presence that everyone can enjoy.
Inspired by New Zealand’s natural landscape, the team embedded warm timber finishes, organic textures, and generous planting throughout. The material palette is both tactile and timeless, supporting long-term value while creating spaces that feel calm, adaptable, and human.
Across the building, flexible work environments support collaboration, focus, and growth. The team reimagined previously underutilised areas as high quality, light filled spaces, supported by improved accessibility, upgraded amenities, and clear vertical connectivity.
Spanning 60,000 sq ft across two interconnected buildings and seven floors, the office refurbishment involved a series of major structural interventions. The team undertook significant works to open up and physically connect the lower floors, allowing the building to function as a cohesive and welcoming destination rather than a collection of separated levels.
Peldon Rose introduced a feature staircase which forms the heart of the scheme, creating a dramatic and expansive lobby space that visually and physically links the ground and lower ground floors. This intervention, along with new lifts, unlocked the lower ground floor, transforming it from a previously constrained area into a light filled, active, and inclusive workplace environment.
The team carefully injected natural light deep into the building through the lobby and ground floor kitchen space, allowing daylight to filter down into the lower levels and enhancing a sense of openness, movement, and connection throughout.
Delivered through close collaboration and global coordination, the project reflects a shared entrepreneurial mindset between Peldon Rose and ZURU. The result is a distinctive London headquarters and commercial asset that supports long-term growth while contributing positively to the evolving fabric of Angel.
Ten Four LDN demonstrates how thoughtful design, structural transformation, and amenity-led placemaking can come together to create enduring commercial and cultural value.
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