Sedus Hub Hamburg: Where Encounters Begin – and Workspaces Come to Life

Every Sedus Hub follows a clear ambition: spaces shouldn’t simply display products, they should express an attitude. In Hamburg, this attitude is particularly tangible - and can be distilled into one central question: 

How do we work - and how can we truly experience our concept? 

The answer is a showroom that doesn’t function like an exhibition, but like a place of encounter. A space that brings people together, enables genuine conversations, and puts use at the centre. Or, as Doreen Vetter (Business Development Manager, Sales Germany North) describes it: 

“The Hub is our anchor point, as we are spread across the north. It’s where our team and our customers come together to work collaboratively.” 

This role is key. The Sedus Hub Hamburg is not just a venue for customer meetings - it is a place of identification, particularly because it is geographically distant from the German headquarters. Here, Sedus becomes tangible in the north, and visible as a partner for change and new ways of working. 

Anyone visiting the Hamburg Hub quickly realises that the centre of the space isn’t a product, but a feeling. A sense of comfort that immediately puts you at ease. A host mindset that lasts. And a kitchen where people naturally come together. 

Because the best conversations happen in the kitchen. 
In Hamburg, this isn’t just a nice idea - it’s everyday reality. Kitchen get-togethers, spontaneous meetings, a coffee at the se:café team table: the Hub doesn’t feel like an appointment, but more like somewhere you want to stay. 

Customer feedback reflects this time and again: 
“Very homely.” — “We feel completely at ease.” 

That response is no coincidence. The Hamburg Hub was deliberately designed to help people relax and open up - creating better conversations as a result. For sales, planning, architecture teams and decision-makers alike. 

The guiding idea behind the interior concept was clear: to bring all key Sedus themes together in one cohesive design - with a strong focus on making the Work Café concept tangible. 

With the reinterpretation of the Work Café concept (Orgatec 2024) in mind, the area around the kitchenette was intentionally expanded and activated: 

• se:café team table and bistro tables as natural meeting points
• a calm, high-quality hard floor by our partner Interface, supporting a mature, understated atmosphere
• a clear spatial structure that makes the space intuitive and easy to navigate 

The showroom then leads visitors through different use scenarios that flow naturally into one another: 

• agile workshop furniture that can be flexibly arranged
• classic workstations with storage and locker solutions
• a sample area for rapid mood-board creation with surfaces and fabrics
• retreat spaces such as se:hive and room-in-room solutions for phone calls, video meetings or informal discussions
• a lounge area with se:living and soft seating 

What makes Hamburg distinctive is the translation of regional identity into design: understated elegance, clear lines, high-quality materials and no unnecessary embellishment. The Hub is clearly shaped by the Hanseatic context - defined by clarity, structure and quiet confidence. 

The Hub is styled in a typically Hanseatic way: understatement over spectacle - authentic, connecting and assured. 
At the same time, the space is alive: through the people who use it, the formats it hosts and the exchange it enables. 

One of the highlights of the Hamburg Hub is its carefully curated material and colour landscape. Particularly for planners, architects and AD&Bs, this offers real value: it’s not about individual samples, but about relationships, combinations and context. 

The focus lies on: 

• Coloured Materials
• a strong Material Library
• colour worlds such as Smart Balance, Urban Living, Soft Being and Multicreation, which work together harmoniously across the different settings 

The sample area in particular is often described by customers as helpful and inspiring - enabling ideas to be visualised quickly through mood boards, material combinations and atmospheres. 

The Hamburg Hub isn’t just a place for Sedus to showcase. It is also a planning and learning environment - a space where knowledge is shared, formats are hosted and customers are supported. For sales and planning teams, this was essential: creating zones that are flexible yet representative, suitable for a wide range of conversations and workshop formats. 

In day-to-day use, this mix becomes very clear: 

• workspace
• customer experience
• event space
• workshop location 

And this is precisely what makes the Hub feel authentic: it is used, it evolves, and it works - in real life. 

Hospitality at the Hamburg Hub has been considered right down to the smallest detail. The coffee is supplied by Public Coffee Roasters, a local roastery. A small detail that makes a big difference - instantly conveying a sense of place and local identity. 

Because this is something you can’t experience digitally: atmosphere, use and authenticity. 

The Sedus Hub Hamburg doesn’t stage workplaces - it makes them tangible, with Hanseatic clarity and genuine human connection. 

Or, put simply: 
Anyone who’s been here quickly understands how Sedus thinks today - and how Sedus feels when you truly experience it.