A Space That Wanted More Than “Integrating New Products”
The last major redesign of the Berlin showroom took place in April 2021. With the refurbishment in early 2025 and the introduction of the Work Café, the objective went far beyond simply presenting new products. The ambition was to create a holistic spatial narrative.
To achieve this, the space had to be partially reimagined. Layout, wall colours and lighting were carefully adapted, guided by one central question:
What kind of atmosphere do people need today in order to work well – especially in a city like Berlin?
Work Café as the Guiding Concept: Berlin Thinks “Hub” – and Needs “Garden”
At the heart of the redesign lies the Sedus Work Café concept, structured around the four archetypes: Hub, Club, Garden and Library.
For Berlin, the choice was clear. The Hub archetype perfectly reflects the city’s dynamic co-working culture and open exchange. Hub stands for a young, fresh atmosphere and a layout that actively encourages interaction.
At the same time, the team deliberately integrated elements of well-being, naturalness and focus – offering a counterbalance to the intensity of the city. Work environments should be vibrant, yet allow for moments of calm.
This is where the Garden archetype plays a strong role: abundant greenery, plants, materials and colours that bring natural warmth into the space. A Berlin Hub that energises without overwhelming.
Distinctly Berlin: Eclectic, Individual – Yet Intentionally Curated
Berlin is a cultural hotspot: clubs, restaurants, cafés, art, fashion – individuality and eclecticism are everywhere. This spirit was meant to influence the Sedus Hub Berlin, though not in a loud or exaggerated way. Rather, it appears as a curated expression.
Bold yet thoughtful accents define the space:
A yellow se:living sofa set against green walls with red detailing. At the centre, a large se:café team table acts as a visual anchor, paired with individually selected chairs. The setting immediately invites dialogue – and feels unmistakably Berlin.
Smaller details contribute to the atmosphere as well: visible refreshments from regional manufacturers, and carefully selected photographs by a Berlin-based photographer capturing urban life. Elements that create character without feeling decorative.
Products as Anchors: The Work Café at the Core
In Berlin, the new products from the Work Café range take centre stage – because they directly respond to the questions that are particularly relevant in an urban context:
Where do we meet? How do we work more flexibly? How does real exchange emerge?
Three anchor products especially shape the Hub:
- se:café team table and se:café bar as central meeting points
- se:living sofa in the front Work Café area – its bold colour making it both a visual highlight and an atmospheric anchor
- se:lab island as the focal point of the colour and material zone, with a distinctive form language that immediately draws attention
A Showroom Designed to Live – and to Evolve
An essential part of the redesign was the involvement of the local team. Before construction began, an online survey was sent to everyone working in the Hub to gather diverse perspectives.
The range of expectations was typical of modern working environments:
- Sales teams wanted to showcase as many products as possible
- Designers and architects wished for more retreat areas to support focused work
These requirements were integrated as far as possible. At the same time, one principle remains central: the showroom is meant to live and evolve. Daily use continuously reveals where adjustments are needed. The Hub is not “finished” – it is a space in motion.
Roman Kruska, Head of Sales at Sedus, summarises this philosophy:
“For me, flexibility is one of the central prerequisites when we speak about forward-looking office design.
At the Sedus Hub Berlin, this becomes tangible – with diverse offerings for a wide range of activities. Flexibility in both space and product must always create genuine added value for users. At the same time, it requires a high quality of stay to ensure that people truly enjoy coming into the office. The sense of well-being, shaped by the inspiring colour and material concept, sets a decisive accent.
All of this leads to the fact that we come together almost daily – allowing the personal exchange that is so important to take place. In the HUB Berlin, the five C’s are not only presented, but lived.”
The Hub is therefore not simply a designed environment. It is a workplace that makes the five C’s tangible in everyday practice.
A Versatile Node in the Local Network
In daily operation, the Sedus Hub Berlin serves many purposes: classic showroom, co-working space, event venue; even workshop location. In theory and in practice, almost anything is possible.
This versatility defines its role within the local network. Workshops, material sampling sessions, customer meetings, partner collaborations and networking events – the Hub brings together diverse audiences under one roof.
The Narrative: Third Places Move Into the Office
Since the renovation in early 2025, the Work Café is not only a physical element of the space, but also its communicative ‘leitmotif’. From the very entrance, the narrative becomes clear:
The city’s third places – cafés, bars, libraries, hotel lobbies – are moving into our working environments.
The office does not become less professional; it becomes more human. It becomes a place where people do not simply function, but feel comfortable. A place that enables connection while still allowing for focus.
Why You Should Come to Berlin
Because here, you can experience the working world as it has already become: urban, flexible, inspiring – with space for dialogue, material exploration and genuine conversation.
The Sedus Hub Berlin is a place where Sedus becomes tangible: products to touch, concepts to experience and an atmosphere that reflects the city – not as a copy, but as an interpretation.
And in the end, one truth remains:
It is not only the space that has impact – but the people within it. And in Berlin, both come together.
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