Diageo Opens Relocated North America Headquarters in Lower Manhattan
The purpose-driven space embodies celebration and represents progressive workforce
Feature 12 FEB 2020
Diageo unveiled its dazzling new North American headquarters this week in New York City, a modern space designed to bring to life the company’s purpose of “celebrating life, every day, everywhere.” In 2019, Diageo announced that it would relocate the headquarters for its largest market from Norwalk, Connecticut to New York. Located at 3 World Trade Center in vibrant Lower Manhattan, the best-in-class workspace was conceived to promote flexibility and collaboration, and to enable agility and modern ways of working.
“Bar Deco” sits high above the city on the 41st floor and is a hub for employees at Diageo’s new NA headquarters to convene, share and celebrate.
“As a company whose brands are part of a legacy more than 300 years in the making, we know from experience that embracing the power of change is core to our success. This move represents a significant shift, not just in where we work, but how we work, enabling us to eliminate boundaries, be bolder, more future-focused, and closer to a nucleus of diverse consumers.”Deirdre Mahlan
President, Diageo North America
The offices feature bright, colorful and immersive spaces that leverage the spirit of the city’s neighborhoods, Diageo’s broad portfolio of iconic brands, and breathtaking 360-degree views of the surrounding skylines. The workspace is open plan with suggested “neighborhoods” for teams, but no assigned seating. Designed for maximum connectivity, employees can experiment with a wide variety of dynamic spaces that incorporate state-of-the-art technology, some intended for higher energy work, with others, like sound-proof phone booths and libraries, facilitating privacy and focus.
Sitting high above the city on the 41st floor is a stunning showcase bar, “Bar Deco” which serves as the headquarters’ beating heart. A multifunctional space, it is at Bar Deco where meetings are held, ideas transpire, meals shared, cocktails poured, and moments celebrated.
With the move, Diageo North America brought with it 350 new jobs to the city, while preserving roughly 150 existing Diageo jobs in New York City.
“Situating ourselves in the heart of one of the world’s most exciting cities allows us to expand access to diverse talent pools and capabilities. With our new space we sought to create an amazing experience for our people, and a place where they could do the best work of their lives, while celebrating life.”Laura Watt
EVP Human Resources, Diageo North America
Diageo NA’s new headquarters is a modern space designed to bring to life the company’s purpose of “celebrating life every day, everywhere.”
Diageo North America’s new home also embraces cutting-edge technology and leading sustainability practices, as well as the company’s commitment to inclusion and diversity. Additional features include:
- Commissioned design features such as vintage advertisements, bespoke murals, employee-sourced photography, and custom neon fixtures
- Wellness-focused design, including height-adjustable sit-stand desks, and a floor plan that encourages movement throughout the day
- Ideation rooms featuring modular furniture for a variety of configurations to maximize creativity
- Tech-driven sensory booths for liquid innovation employee tasting panels
- On-site Tech Café where our employees can access real-time help from live tech staff, for efficiency
- Spacious Mothers’ nursing rooms with best-in-class equipment
- Disability access throughout, including Bar Deco
- Meeting spaces Zoom-enabled, as well as fitted with smart boards to digitally capture notes
- Copious amounts of natural light from floor-to-ceiling windows
- Daylight harvesting to reduce energy required to light offices
- High-efficiency heating and cooling systems to conserve energy
- Topical pop up featured art, e.g. artwork by African-American artist to celebrate Black History Month
Three World Trade Center is part of the revitalized World Trade Center campus, an historic and thoughtful urban renewal project linking some of New York City’s most exhilarating neighborhoods and brimming with innovative architecture, renowned public artwork and grand open spaces.
With an eye toward wellness-focused design, Diageo NA’s new Lower Manhattan offices include height-adjustable sit-stand desks, and a floor plan that encourages movement throughout the day.