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Whitfield Studios – The New Home of Virgin Group

The Project

Virgin Group’s new office, Whitfield Studios, designed by White Red Architects, is a cutting-edge commercial space that embodies the company’s dynamic and forward-thinking ethos. Previously a renowned recording studio, Whitfield Studios carries a rich acoustic legacy that was central in shaping the design approach. With an emphasis on sustainability and acoustic performance, the project required a flexible solution to maintain the studio’s heritage of superior sound control while adapting to the demands of a modern workspace.

Project Team

Architect

White Red Architects

Account manager

Abby Gottermeyer

Project Details

Location

London

Industry

Workplaces

A Case Study in Flexibility, Acoustics, and Sustainability

The goal was clear—to design an innovative, functional, and acoustically optimised office for Virgin Group. The workspace needed to support collaboration and productivity while maintaining a sense of comfort and tranquillity. As a company known for its progressive approach, Virgin required an environment that was aesthetically striking, acoustically refined, and deeply sustainable—a vision that aligned seamlessly with Whitfield Studios’ recording studio heritage.

A Space Like No Other

One of the primary challenges of this project was its architectural diversity. Unlike conventional office spaces, each floor in Whitfield Studios was uniquely designed, requiring a tailored approach to acoustics. The design had to accommodate varying ceiling heights, ranging from expansive, high ceilings to much lower, more enclosed areas. There was also a strict colour requirement, with Virgin Group opting for a clean, off-white aesthetic that would be easy to maintain. Sustainability was another key consideration, ensuring that all materials aligned with Virgin’s strong environmental ethos. Additionally, the acoustic quality of the former recording studio had to be preserved, maintaining exceptional sound clarity and noise control to support a productive office environment.

The Solution

To meet these demands, Autex Acoustics® provided bespoke acoustic solutions that were seamlessly adapted to the distinct spatial conditions of each floor. The solutions were designed to enhance sound absorption and maintain the studio’s original acoustic integrity while introducing modern flexibility and aesthetics.

A custom Horizon™ – two-tier layered system was used to provide a solution that worked across different ceiling heights, ensuring effective sound control throughout the space. It offers superior sound absorption, preserving the high standards of the original recording studio acoustics. Additionally, the system maintains a visually cohesive look, reinforcing the modern yet heritage-conscious design.

Custom Ceiling Panels allowed for installation flexibility, ensuring optimal performance in both high and low-ceiling areas. Their clean, off-white finish contributes to the refined aesthetic, aligning with the project’s design requirements. Additionally, they help to retain the studio’s acoustic heritage by reducing ambient noise and ensuring sound clarity, particularly in the open-plan spaces.

Product Zoom

Custom Horizon™ in Opera

Custom Design

Custom Frontier™ Acoustic Fins introduced a three-dimensional acoustic element, breaking up sound reflections and improving speech clarity in open-plan areas. This enhances visual appeal by adding architectural depth to the ceilings, and reinforces the studio’s original function by effectively managing reverberation in meeting and collaboration spaces.

Throughout all solutions, solid colour surface print was used to add a branded, artistic touch to the space, allowing for unique, Virgin-branded designs to be seamlessly integrated into the workspace, all while paying homage to the musical and creative history of Whitfield Studios.

This project demanded a highly customised and adaptable solution—something that Autex Acoustics excels in delivering. Our team worked closely with White Red Architects and BW Contractors from the design phase through to on-site implementation, ensuring that each element fit perfectly within the space while respecting its recording studio heritage.

Additionally, Autex Acoustics products provide several key benefits such as ease of maintenance—ensuring they retain their pristine look over time, design flexibility, and most importantly they uphold acoustic excellence, honouring Whitfield’s history as a recording studio by maintaining a high-performance sound environment.

The Result

The result is a stunning, high-performance acoustic environment that enhances productivity while preserving the legacy of Whitfield Studios. The project demonstrates how acoustic solutions can seamlessly merge functionality, sustainability, and historical significance.

With Autex Acoustics’ innovative products, Virgin’s new HQ is more than just a workspace—it’s a hub for creativity, collaboration, and future-focused design, built upon the legendary acoustic foundation of Whitfield Studios.