Located on the 37th floor of Beijing’s iconic Guomao 3 tower, the new Universal Music headquarters combines the atmosphere of music production with the functionality and sophistication of a contemporary corporate workplace. Framed by panoramic views of the CCTV Headquarters and the Beijing CBD, the project transforms an L-shaped office floor into an immersive spatial experience reflecting the creativity, individuality, and collaborative spirit of the global music industry.
The design concept, titled “Textures of Music,” translates the language of sound into architecture. Inspired by recording studios and acoustic diffusors, sculpted wall cladding, coffered ceilings, textured surfaces, and layered seating arrangements create rhythm, depth, and intimacy throughout the office. The spatial atmosphere references the rawness and authenticity of rehearsal garages and basement recording studios — spaces closely associated with the origins of music creation.
At the center of the office lies a multifunctional social hub combining reception, a living room-like lounge, the staff pantry, and a large meeting room. Designed as both workplace and stage, the area supports informal collaboration, artist gatherings, presentations, and internal events. The operable glass wall of the meeting room, finished with switchable glass, together with integrated media systems, flexible furniture, and RGB lighting, allows the space to quickly transform from office lounge into performance venue or party setting.
The work areas balance openness with a series of enclosed offices and meeting rooms that allow a high degree of personalization. Universal’s brand culture in China is embedded throughout the project: meeting rooms reference iconic artists and bands, ranging from Abbey Road to Beyond’s early contributions to rock and roll, while lyric quotes, record displays, artist graphics, and curated artworks transform the office into an immersive form of corporate storytelling.
The project merges the raw energy of music creation with the amenities of a global corporate workplace, creating an environment tailored to the culture and collaborative spirit of Universal Music Group.
