41,000 sq ft
Basingstoke
The AA
What does it take to leave behind a space you’ve called home for over 40 years? For The AA, the UK’s leading provider of roadside assistance, the answer was clear: a bold vision for the future. They recently traded their oversized and underutilised Basingstoke headquarters for a fully refurbished, modern space that reflects their forward-thinking ethos.
After decades in a building that no longer met their needs this move wasn’t just about practicality; it was a statement. The relocation marks a turning point for The AA as they redefine their workspace to embody their ethos of “Always Ahead,” embracing a modern vision that blends comfort, productivity, and inclusivity.
The AA sought to transition to a more appropriately scaled building while moving away from their traditional black-and-yellow aesthetic. They envisioned a workspace characterised by warm, natural tones and soft materials with subtle pops of colour. Rooted in the Scandinavian philosophy of hygge - which emphasises comfort and wellbeing - the design aimed to create an environment that fosters relaxation and collaboration.
We worked closely with Twelve Architects to refine and enhance the design concept. Drawing inspiration from biophilic design principles, the space integrates natural timbers, green hues, and earthy tones to evoke a harmonious blend of tranquillity and vitality. The design integrates neurodiverse-friendly elements, ensuring inclusivity for all employees. The result is a workplace that feels as inviting as a home while encouraging productivity and innovation.
To align with The AA’s sustainability and social impact goals, Sketch Studios prioritised cost-effective and environmentally conscious solutions. Many existing chairs and furniture pieces were refurbished and reused.
For bespoke items, we partnered with RAW Workshop, a social enterprise that creates exceptional furniture while transforming lives. RAW provides meaningful employment and skill development opportunities for individuals overcoming challenges like homelessness, addiction, and mental health issues. They also support young people through alternative education programmes, with an impressive 97% achieving qualifications.
For The AA project, RAW crafted bespoke coffee tables that balanced functionality with social impact, reinforcing the project’s commitment to sustainability and community resilience. This collaboration exemplifies how thoughtful design can drive meaningful change, blending aesthetics with responsibility.
The reception area for The AA’s new Basingstoke office perfectly encapsulates their “Always Ahead” ethos, blending functionality with a welcoming atmosphere. A striking yellow feature wall adorned with The AA logo greets visitors, reinforcing the company’s brand identity. Adjacent to the main reception desk, plaques celebrating The AA’s rich history and achievements subtly honour its heritage while inspiring a sense of pride among employees and visitors.
Natural light flows through the expansive glass doors, which connect the reception to the heart of the office, creating an inviting and open feel. The space is softened with Scandinavian-inspired touches, including timber finishes and neutral furnishings. The reception desk, with its seamless mix of wood and The AA’s signature yellow, establishes a vibrant yet professional tone.
Behind the reception, a dedicated auditorium provides a central hub for business updates, training sessions, and large-scale presentations. Its adaptable design and reconfigurable furniture allow it to effortlessly transform for formal events, interactive workshops, or informal gatherings.
The AA’s new office design is flexible and adaptable, catering to a diverse range of working styles and preferences. Recognising that no two employees work the same way, the space features an array of thoughtfully designed zones that accommodate everything from individual focus work to small group meetings and larger collaborative sessions.
To foster movement and interaction, the design seamlessly blends quiet zones with open, dynamic spaces. For those needing privacy, there are dedicated focus pods and enclosed meeting rooms. Meanwhile, breakout areas and informal seating arrangements encourage spontaneous discussions, brainstorming, and social connection.
Sketch Studios crafted a bespoke branding package that truly resonated with The AA’s identity and vision. The original concept was reimagined to highlight the company’s legacy in a way that was both impactful and meaningful. The result is a visually striking design that celebrates The AA’s rich history. Vintage-inspired signage and a gallery wall showcasing archival memorabilia - including uniforms and artifacts spanning six decades - creating a vivid homage to the company’s enduring impact.