The Ambition Homebase, Düsseldorf

HipHop Culture meets Consulting Company - Furnishing concept for the new offices in Burghofstrasse in Düsseldorf

Client: The Ambition GmbH, Düsseldorf

Planning: smow Düsseldorf

Year: 2021

Areas furnished: Entrance area, open space offices, conference rooms, meeting rooms, lounge


What do hip-hop culture and management consulting have in common? Not much... or so it seems. The consultants from The Ambition, Düsseldorf, see it differently, they specifically use the skills of the hip-hop culture when advising their customers. The challenge of this project was to transfer exactly this desire for creativity and innovation to the furnishings and to design the premises in the corporate style of The Ambition, i.e. in their corporate design and "ambitional" in the best sense. This did not mean an interchangeable office style, which one would almost expect from a consulting firm, but to realize the office space as an individual, coherent concept in which the spirit of hip-hop can be felt.

In addition to the feel-good atmosphere to be created, a tight budget, flexible furniture that can also be exchanged within the office space and used in an agile manner for certain events or meetings and the basic colour black had to be taken into account. And of course all this within a tight schedule with guaranteed delivery times.

Project Manager

Frank Rempel

Managing Director, smow Düsseldorf

Telefon: +49 211 735 640 70


Meeting space of the management consultancy The Ambition


"The A [of Ambition] is for the Culture", and this is exactly what is now reflected in the office life of the Ambition Homebase.

Within a very short time, a furnishing and colour concept was created to match the company's hip-hop culture. Lifestyle and music culture resonated with every decision to design the various office zones. The colour black as the basic tone of the corporate design ran through the selection of the matching design furniture.

Hired furniture was used so that the employees of the management consultancy could move in on time - always keeping an eye on the tight schedule and the corresponding delivery times. Under everyday circumstances, that's sporty. In the pandemic year 2021, which was characterized by supply bottlenecks and longer delays, this can be classified as one thing above all: Ambitious!

Project synopsis

The Spirit of Hip-Hop meets consulting and office life. For "The Ambition Homebase", a furnishing concept was created and implemented over 200 square meters to match the company's hip-hop culture, which guarantees professional office life with a feel-good "bounce".

Within a short period of time, an attractive and authentic office space was created almost out of thin air. Clear office structures, which break up playfully in many places and emphasize the creative character of the music industry, now reflect The Ambition's intention to anchor companies genuinely and sustainably in hip-hop culture.

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