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AS Watson Benelux Headquarters
Collaboration, Innovation, Entrepreneurship

AS Watson is an international retail powerhouse, best known in the Benelux as the parent company of Kruidvat and Trekpleister. Characterised mainly by a combination of low prices, and high availability through physical stores and online channels. Continuously modernizing both its retail and office environments, AS Watson keeps pace with the evolving needs of customers and employees.

 

Globally, AS Watson is recognized as the largest international health and beauty retailer, operating over 16,000 stores across 12 brands in 28 markets, supported by a team of 130,000 people.

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Client

AS Watson

Category

Office

Scale

9472m2

Location

Renswoude

Assignment

Transform the AS Watson Benelux headquarters into a space that aligns with its DNA and is again vibrant with energy.

Result

  • A bright, functional layout with flexible workspaces, focus zones, and social areas.

  • Encouraging collaboration, stimulating innovation and strengthened entrepreneurial spirit.

  • Aligned with AS Watson’s broader renewal strategy.

  • Efficient routing throughout the space.

Focus on Collaboration, Innovation, and Entrepreneurship
The expertise of Ce. was enlisted to re-design the 9472m2 Benelux headquarters in Renswoude, creating an interior that reflects the company’s core values: collaboration, entrepreneurship, and progress. Guided by simplicity, inclusivity, and a commitment to sustainability, these principles were translated into a multi-layered design approach.

 

Interior Design
The calm and welcoming interior reflects AS Watson’s identity, creating a relaxed yet productive atmosphere. A palette of warm wood tones, soft greys, and nuanced neutrals—echoing the delicate hues of creams and blush—creates a harmonious backdrop. These carefully curated tones subtly reference the brand's product landscape, transforming colour into a silent storyteller of texture and refinement. Understated retail-inspired design elements ensure visual consistency while maintaining a sense of elegant restraint.

 

Design narrative at ASW pivots from corporate display to human-centric workspace. Aiming to capture the energy and passion of the employees. The interior gives up traditional brand aesthetics, instead prioritizing the dynamic ecosystem of its professionals. A strategic entrance gallery showcases the five brands (Trekpleister, Kruidvat, Prijsmepper, Pour Vous & ICI Paris), while the core workspace embraces a nuanced interpretation of the brand identity—altering the color scheme, adding playful illustrations —The result: an environment that radiates collaboration over corporate signage.

 

Upon entering—and in spaces like the restaurant—AS Watson’s various retail concepts take center stage. Design elements inspired by the stores are integrated, with color palettes echoing brand-specific hues.

A history wall showcases great achievements of ASW from the year 70s to the present (and future), and is dedicated to ASW clients.

The sustainable achievement is also showcased on the wall.

 

Communal areas such as pantries, the restaurant, and the brasserie emphasize employee branding. Vibrant furniture, friendly patterns on walls and carpets, and personal touches symbolize movement and connection. Creating a living room feel where employees can relax or have informal meetings.

 

Living the DNA
AS Watson’s strong DNA is woven into the design. Recent global rebranding efforts infused the company with a renewed sense of identity—both figuratively and literally—which we were invited to work on. Each wing of the building is marked by a distinctive primary accent color, while playful, inspiring ‘doodles’ that reflect AS Watson’s culture are sprinkled throughout the space, especially in pantries, and scrum areas.

 

The result? A headquarters that doesn’t just house its people but energizes them, embodying the very essence of AS Watson.

Team

Visit this place?

Hans knows these premises by heart, drop him an email at hans@c-e.design

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© 2024 by Ce. architects & designers

Ce. architects & designers is een handelsnaam van Claessens Erdmann architects & designers B.V.

hello@c-e.design

+31 20 4280000

 

Kruithuisstraat 19

1018 WJ Amsterdam

Nederland

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