HubSpot Berlin

HubSpot have chosen to Work with Sonica on every single Dublin fit-out since we opened our first office in 2013. Sonica have been nothing short of a phenomenal partner to HubSpot from design, collaboration, construction and handover – They have always accomplished everything they promised to do. Our new state of the art office at “Spectrum Tower” Berlin is no different. We are beyond excited to have a custom- built space in Berlin that is every bit as vibrant and unique as our EMEA HQ in Dublin.Thank you Sonica – once again we are very proud of what the team has built and look forward to working with you in the future.

Lindsey O’Connell, Manager, Facilities & Workplace Operations, EMEA

  • 46,000 sq ft
  • 9 months
  • Full Lease negotiation
  • Complete Design & Build
  • External Signage Planning Permissions
  • Client Direct Vendor Management
  • IT Architecture Co-ordination
  • Bespoke graphics and branding package
  • Move management

the work

the story

SONICA has successfully delivered over a quarter of a million square feet of office space for HubSpotin the Irish market since 2012. The strength of that collaborative relationship was called upon once more when HubSpot appointed SONICA in early 2019, to source and fit out a new Central European HQ for them in Berlin, Germany.

The brief was to select, secure and deliver a Central-European HQ building that would attract the best new engineering and sales talent to enable HubSpot to take a firm foothold in the central European market. Most importantly, the new building had to reflect the HubSpot culture and its commitment to its new German workforce. A long term lease was secured for 8-floors of the new 20-storey “Spreeturm Tower”, a brand new building, designed by world renowned Architect Eike Becker, and plans were soon underway to deliver what would become known as the new home for HubSpot in Berlin, “BerSpot”.

The Spreeturm Tower is located on the former border strip between East and West Berlin right beside the old Berlin Wall and is one of the fastest developing quarters in Berlin. With a height of 70 metres distributed across 20 floors, the Spreeturm provides the urban orientation for the entire surrounding area. It is a phenomenal structure and a fantastic selection for HubSpot’s new German HQ.

In late 2019, the main building was still under construction and not due to be handed over until end of Q1-2020. This meant that HubSpot were the first tenant in the building when committing to fit out the top 8-storeys of the structure. As well as anchor tenant status, the lease also negotiated exclusive corporate signage on the new building façade. The concept developed by interior Architects HJ Lyons for the fit out, was to alternate the functionality of the floors to suit HubSpot’s two ways of working; socially and in focused groups. 3D models were developed to clearly show the extent of finishes and intent for materials to be used throughout. These developed concept packs were then shared with Eike Becker’s office for review of compliance and statutory sign off. They quickly turned the concepts into construction issue drawings and managed the flow of this information to the SONICA site team. The hybrid approach to mixing German and Irish design teams was a major contributing factor to the overall success of this project.

Technical installations (mech. / elec. / IT / security) were all undertaken by local Berlin contractors following tender to the local market, but several major architectural trades were all Irish. The feature joinery and cabinetry were manufactured in Drogheda and shipped to Berlin for installation by Irish fitters. All graphics and wall treatments were printed in Dublin and shipped. Flooring products were procured via Irish service level agreements with international suppliers and shipped. This hybrid approach also extended to the Client’s extensive Audio-Visual package where we managed design and drawing production in Ireland but appointed a Polish based specialist contractor to complete the installations.

For a project of this size, with the multitude of hybrid stake holders involved across several international time zones and languages, we adapted Tech. as a Solution (TAS) to ensure all deliverables were clearly defined and carefully tracked. We invested heavily in the development of a bespoke project software system that used A.I. to track design drawing changes, information requests, procurement logs, building control inspections, photo surveys, delivery schedules and day-to-day site management tasks. Our design for the space sought to maximise the square floor plan of the Spreeturm Tower. With its central access core, the challenge was to create a flexible office design that could integrate HubSpot’s way of working into a repeating modular floor plan. The design also leaned heavily into the HubSpot colour palette to create a very vibrant office that would be reflective of the target demographic of the Berlin HubSpot staff. The finished results speak for themselves.