PROJECT INFO

Location: London, UK
Completion Date: 2022 (project not delivered)
Project Type: Corporate Workplace
Size: 50,000 sq ft / ~4,645 sq m
Scope of Work: Crux Design Studio was invited to pitch for the design of a new 50,000 sq ft headquarters for Steer, a technology company specialising in public transport and infrastructure innovation. The project was never awarded to Crux, but the strength and clarity of the submitted design proposal became immediately apparent when the winning team delivered a solution closely aligned to Crux’s original vision.


STEER

Steer’s new workplace was intended to bring together multiple London teams under one roof, in a space that reflected their deep expertise in mobility and movement. Crux’s design concept responded with a workplace rooted in clarity, flow, and connectivity, inspired by urban infrastructure, wayfinding systems, and civic architecture.

The space was designed to be open, democratic, and highly functional, while delivering moments of warmth and calm for focused work and team interaction.

Design Concept

Crux approached the design with a user-first mindset, shaping the space around energy zones to be quiet, formal and informal, collaborative and independent. Drawing on Steer’s core identity as a public transport innovator, the concept used rhythm, repetition, and movement as spatial devices, layered with natural materials and honest finishes that grounded the brand in its civic purpose.

The plan included dynamic collaboration zones, informal touchdown areas, quiet libraries, client-facing suites, and integrated café spaces—all combined with clear visual connections and intuitive circulation.

Challenges & Reflections

Crux was not ultimately awarded the project, but the experience was far from a loss. The striking similarity between Crux’s pitch and the final built solution strongly affirmed the firm’s design instinct and vision. More importantly, the project reinforced a key strategic learning: Crux delivers its strongest and most original work when partnered directly with the client rather than through competitive or intermediated processes.

Final Outcome (unbuilt by Crux)

While Crux did not deliver the final scheme, the pitch project validated the studio’s aesthetic direction, design thinking, and ability to align with the culture and needs of progressive tech clients. It remains a proud moment in the portfolio that helped refine Crux’s strategic focus and reinforced the power of close, direct collaboration.

Key Features

  • Civic-Inspired Design – Influenced by Steer’s role in public mobility and infrastructure.
  • User-Centred Planning – Zoned for collaboration, quiet work, and social connection.
  • Strong Visual Identity – Integrated materials and forms reflective of the transport sector.
  • Competitive Pitch – Not awarded to Crux, but the design was closely echoed in the final build.
  • Strategic Clarity – Reinforced Crux’s strength in direct-to-client relationships.
  • Valuable Validation – Affirmed Crux’s aesthetic, design process, and creative leadership.
  • Future-Focused Learning – Helped sharpen positioning for similar-scale workplace bids.