A Virgin vision: exemplifying sustainable office design

At Dodds & Shute, we believe in creating spaces that are as beautiful as they are sustainable. When Virgin tasked us with furnishing their new head office, Whitfield Studios in London, we knew this project would be an opportunity to showcase the power of sustainable design.

Over two years of collaboration, we worked closely with Virgin’s Creative and Sustainability teams and architect White Red to create a space that exemplifies environmental responsibility without compromising on style or functionality. Starting with a detailed consultation phase, Dodds & Shute specified furniture and fabrics, lead showroom tours, procured products and managed their installation.

From the outset, Virgin demonstrated an unwavering commitment to sustainability. Together, we established clear criteria for the project: adhere to robust sustainability standards, minimise carbon emissions, prioritise recycling and reuse, and ensure good governance within the supply chain. While sustainability was a core focus, great emphasis was also placed on the beauty of the design, ensuring that the furniture played a key role in bringing the brand to life. Additionally, accessibility considerations were incorporated throughout the building, ensuring that the final space not only met environmental goals but also reflected Virgin's vision in both form and function.

We are proud that the furniture itself also told a story of sustainability. From task chairs made with 52% recycled materials to outdoor chairs made of a biocomposite of hemp and recycled plastic, every product was carefully chosen to align with Virgin’s vision. Materials like recycled ocean waste plastics, FSC-certified wood, recycled cork, and wool featured prominently, highlighting innovative and naturally eco-friendly design choices.

Robust Standards

Our proprietary sustainability audit system played a crucial role, providing transparent ratings for each supplier and product. This audit examines key factors such as governance, production practices, and material sourcing. By rating suppliers as Leaf, Branch, or Tree based on sustainability performance, we ensured selections prioritized furniture manufacturers committed to ethical and environmentally sound practices. At Whitfield Studios, impressively, 91% of new products came from suppliers ranked highly. This is our highest scoring project to date.

Read more about our process here.

Key Achievements

The impact of this project is evident in the numbers:

• 16.5 tonnes of carbon saved through reuse and reupholstery.
• 76% of new products contained recycled materials, lowering their environmental impact.
• 100% of wood responsibly sourced, ensuring sustainable forestry practices.
• 94% of products sourced from Europe, including 32% from UK, reducing transport emissions and ensuring adherence to strong governance, environmental, and social standards.
• 55% of new products hold a sustainability certification, providing a third-party stamp of approval

These achievements underscore the value of setting ambitious sustainability goals and working collaboratively to achieve them.

Circular Economy

One of the most exciting aspects of the Whitfield Studios project was its embrace of circular economy principles. Our process began with a comprehensive audit of existing furniture to identify pieces that could be reused or refurbished, working closely with Virgin’s creative team. This approach saved valuable resources and significantly reduced the project’s carbon footprint. Ultimately, 32% of products were reused or reupholstered, preventing an estimated 16.5 tonnes of carbon emissions — an impressive demonstration of the power of reuse in sustainable design.

The reupholstery process, completed by skilled craftspeople in London, also highlighted the potential of second-life products for further improving a space through material selection. For example, task chairs and lounge seating were given a new lease on life with natural, sustainable fabrics. We believe this project proves that reused furniture can be as stylish and functional as new pieces, while having an outsized positive impact.

Beyond reuse, the majority of the new products that were sourced were designed for disassembly, allowing components to be replaced or recycled at the end of their lifecycle. This not only reduces waste but also can extend the lifespan of a product after wear and tear or even look and feel typically means it no longer works for a space. Taking this approach ensures the office can evolve with Virgin’s needs, creating a truly future-proof environment.

Beyond Furniture

Sustainability wasn’t limited to furniture. Upholstery fabrics, many sourced from Yarn Collective, featured high recycled or natural content. From 100% recycled cotton to blends of wool and flax, these choices added depth and texture to the space, bespoking products to make them truly Virgin, while keeping the environmental impact low. In addition, the project incorporated low VOC finishes, improving indoor air quality for Whitfield Studios’ users. This focus on health and well-being exemplifies the holistic approach needed to create truly sustainable spaces.

Case Study Sustainable Products:

While many of the products in Whitfield Studios were sustainable, making considered decisions on high impact pieces is critical. In an office space, task chairs are usually the highest quantity product ordered and also have a relatively high impact as they are made from many different components. Phone booths typically are the highest impact product of any office space, as they are very big pieces.

• Cosm Mid-Back Task Chair, by Herman Miller: Made with 52% recycled materials, this chair featured certifications such as Indoor Air Advantage Gold and LEVEL. Designed for disassembly, its parts can be replaced or recycled, significantly extending its lifespan. Made using solar power electricity in UK
• Zen Pod, by Abstracta: The Zen Pod phone booth has 50% recycled PET plastic in its acoustic filling and 75% recycled aluminium in its construction and is Möbelfakta certified. Made using solar power electricity in Sweden

A Model for Sustainable Design

The Whitfield Studios project stands as a testament to what is possible when sustainability is prioritized at every stage of the design process. By combining innovative and natural materials, ethical sourcing, and a commitment to reuse, Dodds & Shute and Virgin set the standard for eco-conscious design in the workplace.

At Dodds & Shute, we’re proud to have played a part in this project. It is proof that sustainability and design excellence can go hand in hand, and that together, we can create spaces that are as beautiful as they are responsible. Living up to our mission that design must be beautiful inside and out.

If you’d like to learn more about our approach to sustainable procurement or discuss your next project, reach out to us at: [email protected]

Photography copyright: Amy Heycock