Tag. is a global production powerhouse. They transform ideas into exceptional experiences for their clients. Much of their team spends hours producing and editing creative content, with many sitting in almost pitch black environments for periods of time.

Studio Name: spacelab_
Design Team: Kara Carter – Director, Robin Lonsdale – Director, Charlotte Tamplin – Associate, Amie Bossen – Senior Designer
Area: 2,650 sqm / 28,500 sqft
Year: 2021
Location: Soho, London
Consultants: Stanway Interiors – Main contractor
Photography Credits: Jefferson Smith
Other Credits: Tag. Worldwide

tag. by spacelab - Sheet3
©Jefferson Smith

Their previous solution was black out blinds and screens obscuring windows resulting in a constant conflict for people who needed natural light.

Tag. wanted a space which would suit these bespoke needs but also one which reflected their visual brand identity, whilst providing a canvas to display their work.

tag. by spacelab - Sheet5
©Jefferson Smith

Taking inspiration from the movement and fluidity in Tag.’s animated logo design we developed a concept called the ‘wave wall’, where the organic strokes strategically divide the floor plates horizontally into two distinct zones: a dark zone at the rear side of the building with black finishes, minimal dim lighting, and no natural light; and a light zone at front of the building, with amble windows and natural light.

The success of the solution

We took a purist approach to the design, with the wave wall, formed in corrugated black metal sheet being the main intervention. The result is a highly functional space that meets the technical needs of the different users, allowing them to seamlessly move between spaces to suit their varying tasks. Curved apertures are formed in the walls, revealing other support spaces such as edit suites, meeting rooms and booths.

tag. by spacelab - Sheet6
©Jefferson Smith

The ground floor arrival is a dramatic affair – a blacked out entrance portal with large digital showcase screens and 140 dome pendants which we salvaged and upcycled. This opens up onto a cafe space, which is a real hub for groups and sociable solos to work, meet and gather. The top floor is a bright and flexible space with a hidden garden and bar, for client entertaining and events.

Our quest to reduce our project’s carbon footprint aligned well with Tag.’s sustainability targets, and together we managed to reuse 48% of their existing furniture and fittings, and retain much of the built environment including rooms and teapoints.

Tag. now have an energetic and dynamic home that’s completely tailored to their unique needs, enabling them to showcase their creativity and imagination and bring their work to life.


Rethinking The Future (RTF) is a Global Platform for Architecture and Design. RTF through more than 100 countries around the world provides an interactive platform of highest standard acknowledging the projects among creative and influential industry professionals.