Diageo unveils in-house bar, The Alchemy, created by Sedley Place at London HQ
Diageo has worked with Sedley Place to create a new bar, The Alchemy, on the ground floor of its London headquarters, showcasing the drinks giant’s 69-strong portfolio.
Centred on the theme of ‘liquid’ Sedley Place has crafted signature elements into the design including a fluid sweeping bar and back-lit bar graphics. A series of zones have been created, such as the snug complete with fire, the lounge which features and LED wall and a presentation area equipped with a large-format screen.
Intended as a multi-purpose space for relaxing, socialising, informal meetings and presentations as well as a venue for product launches and tastings sliding doors have been added to enable the bar to open up into reception to accommodate larger gatherings.
Mick Nash, managing director at Sedley Place, commented: “The Alchemy is a truly flexible venue that embodies Diageo’s people-first ethos – it aims to reflect the Diageo vision ‘to create the best performing, most trusted and respected consumer products’ company in the world’.
“The fluidity of the liquid theme means we’ve been able to create a space that can be dressed up or down – it can be either moody or business-like; a space which is always a pleasure to be in.”
The bar has been design to integrate with the spirit and creative ethos of Diageo’s Brand Store and reception, also designed by Sedley Place.