Sedley Place Crafts In-house Bar at Diageo's London Headquarters

Sedley Place has designed a distinctive new bar, called The Alchemy, on the ground floor of Diageo’s London headquarters, 7HQ, to showcase the drinks giant’s 69-strong portfolio and provide a stimulating environment for visitors and staff.

The bar’s creative centres on the theme of ‘liquid’, which Sedley Place has crafted into signature elements, including a fluid sweeping bar and back-lit bar graphics.

The space has been divided into a series of zones, such as the snug with its fire, the lounge with its own LED wall, and the presentation area with a large-format screen. The use of sliding doors enables the bar to open up into the reception area for large gatherings.

Diageo intends the space to be used as a multi-purpose destination for relaxing, socialising, informal meetings and presentations, as well as a distinctive venue for tastings, product launches and related events.  

Mick Nash, managing director at Sedley Place, said: “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 designed to integrate with the benchmarking spirit and creative ethos of Diageo’s Brand Store and reception – also designed by Sedley Place.  Sedley Place has also worked on brands for Diageo including Tanqueray and Johnnie Walker Blue Label.