Collaborating to make the most
written by Dicky
Initially, I thought refurbishing furniture would limit our design creativity. However, seeing how revitalised pieces can enhance a vision changed my perspective entirely. Constraints became creative opportunities, fundamentally reshaping how we approach design today.
The collaborative process behind furniture selection exemplified how integral curation and teamwork are to realising design intent. Every carefully refurbished item contributed meaningfully to a narrative of innovation, continuity, and sustainability, bringing the project vision vividly to life.
When Virgin relocated their headquarters, our unique challenge involved integrating existing furniture into a new space while authentically capturing the brand’s iconic identity. Auditing furniture across their two previous locations, the Battleship Building and Porchester Road, marked just the beginning. Each piece was assessed meticulously, refurbished thoughtfully, and reintegrated seamlessly, exemplifying our collective ambition for sustainable, contemporary design. Thanks to Dodds & Shute‘s dedication and expertise, this process was not only possible, it became one of the most rewarding aspects of the project.
Our reuse strategy was selective, focusing on high-quality pieces that aligned with the new design vision. A great example was that we brought in “rounder-form” armchairs from the Battleship Building, which felt inviting, tactile, and completely in sync with the new concept.
And for the newer items, the team put comfort through a full trial. Over multiple weeks, we gathered practical insights from Virgin teams across the business. That input assisted the final selections, ensuring the items were tested, trusted and tailored to the people using them.
I distinctly remember standing in the reception at 66 Porchester Road, looking at a sofa in need of attention and questioning how it could possibly fit into our new design vision. It would have been simpler just to discard it and buy something new, but driven by the ambition to reuse as much as possible, the team came together to reimagine that sofa alongside many other items.
Months later, the same sofa, now beautifully upholstered in Yarn Collective’s vibrant Ismay bouclé | Masala fabric, symbolised everything we’d aimed to achieve. It seamlessly blended sustainability, heritage, and contemporary style. We chose natural materials wherever possible, including wool and recycled wool, to encourage a tactile connection with furniture and promote more sustainable behaviours.
Each time I visit the new Virgin office it reinforces my belief in the potential of revitalisation over replacement, demonstrating how furniture can embody meaningful stories in a new chapter.
More than Furniture, Building a Story
Furniture reuse on this project became far more significant than practical decision-making. It powerfully communicated Virgin’s values, identity, and sustainability ambitions, reflecting a deep commitment to reducing environmental impact.
Beyond comfort and sustainability, our selections had to be accessible, flexible, multi-use, and light enough to be moved easily. We even mapped out different event layouts to ensure that core furniture pieces could adapt for group settings, with stackable chairs brought in to enhance that flexibility.
Through intentional refurbishment, innovation and continuity became tangible experiences for employees. This approach feels especially relevant today, as authenticity and sustainability increasingly shape expectations. Thoughtful furniture choices now go beyond aesthetics, embedding lasting principles and meaning into the fabric of the workplace.
Learning Through True Collaboration
This wasn’t a simple client-brief-and-approve process. It was a collaborative effort between Virgin (across Brand, Operations, and Leadership), Vitra, Dodds & Shute , and ourselves, with ideas shaped through continuous feedback.
This project profoundly reinforced my appreciation for genuine collaboration. From the outset, I valued the active engagement of our clients. Whether it was Haylie Gordon enthusiastically retrieving hidden gems from storage, or Charlotte Bufton , Emma Gordon , and Holly Branson dedicating a lot of time to the process and rigorously testing chairs to ensure they passed the “comfy test”.
Nick Shute + Stefan Dodds‘s ( Dodds & Shute) detailed documentation, engaging showroom visits, and thoughtful guidance were instrumental in informing every decision we made throughout the refurbishment process.
The generosity of the team at Vitra ( Ollie Scott ), allowing the use of their showroom and even exhibiting a few competitors’ products, epitomised collaboration. Witnessing this openness affirmed the immense value of collective input, reinforcing that exceptional design truly flourishes when different perspectives, passions, and skills converge.
Underestimating the Process
Furniture reuse projects often fail because the complexity involved is underestimated.
Successful refurbishment demands detailed auditing, precise logistical planning, considered fabric selections, and careful compliance with technical standards like fire regulations. Without thorough planning, simple tasks quickly become chaotic. Furniture gets mismatched, logistics break down, and timelines slip. Equally problematic is the failure to engage stakeholders early enough. Virgin’s furniture revival succeeded precisely by avoiding these pitfalls, focusing on rigorous planning, proactive client participation, and clear communication from start to finish.
The furniture revival journey demonstrates that combining sustainability and creativity delivers profound benefits. Thoughtfully refurbished furniture enhances aesthetics, fosters authenticity, and encourages responsible workplace practices. Virgin’s experience serves as a valuable blueprint for businesses aiming to innovate sustainably, transforming spaces and inspiring all who use them.
Conclusion
Being part of this process was genuinely rewarding, and it makes me feel proud seeing the space now in full use. It’s been great to watch how the flexibility is working in practice, from Holly Branson ( Holly’s post)and the team rearranging furniture locations themselves,
….to the occasional heart-stopping moment of Richard Branson using a chair to adjust a light fitting….
… and I recently came across a brilliant image of the Town Hall in action during an event, shared by Andy Fishburn, Managing Director of Virgin StartUp, and it immediately took me back to those moments of fine-tuning every detail, making sure the chairs weren’t just beautiful and practical, but genuinely comfortable.
Reflecting on the process has filled me with nostalgia for the showroom visits with both the Virgin and Dodds & Shute teams. To know this ended up being one of Dodds & Shute’s highest-achieving reuse projects is a real honour.
A few takeaways for me:
- Refurbishment can powerfully enhance brand narratives.
- Authentic communication of sustainability strengthens identity.
- Linking design to brand heritage deepens resonance.
- Sharing the refurbishment journey can hopefully inspire + engage.
- Thoughtful reuse amplifies design and aligns with brand innovation and continuity.
“Buy less, choose well.” – Vivienne Westwood, Fashion Designer
I love this quote because it perfectly captures the spirit of the furniture reuse on this project. It highlights our commitment to sustainable design while also nodding to Virgin’s heritage, from Vivienne Westwood’s rebellious connection to the Sex Pistols, famously signed to Virgin Records, to her design of Virgin Atlantic’s iconic cabin crew uniform in 2014, which became a lasting symbol of bold, distinctive style in the skies.
