Bringing together two major UK brands through biophilic design

Formed in 2021 through a joint venture between Liberty Global and Telefónica, Virgin Media O2 (VMO2) has quickly become one of the UK’s leading telecommunications and media providers. With a combined workforce of over 16,000 people, the company delivers ultrafast broadband, cable TV, and fixed-line services via Virgin Media, alongside O2’s award-winning mobile network.

Driven by a bold ambition to “upgrade the UK,” Virgin Media O2 is investing heavily in infrastructure and innovation. With over £2 billion allocated in 2024 alone to improve services and connectivity. However, the company’s challenge wasn’t just technical, it was cultural. Following the merger, uniting two distinct corporate identities under one roof required more than logistics. It required vision.

Designing for unity, innovation and wellbeing

The new VMO2 headquarters at Paddington Central, London, would be the first physical embodiment of the merger, a flagship space designed to support hybrid working, promote employee wellbeing, and reflect the combined values of both brands.

With over 1,000 employees based across six floors and 81,750 square feet, the HQ needed to support a range of working styles, from quiet focus zones to lively collaboration areas, while reinforcing a single, unified company culture.

Gensler was appointed to lead the architectural and interior design, supported by workplace experience partner ISS. Nurture Landscapes was brought on board to deliver planting scheme that would tie it all together, both functionally and emotionally.

Biophilia with purpose, unity through design

The interior landscaping brief carried real significance and the planting needed to go beyond decoration. It was the final layer of the design, intended to humanise the sleek architecture, reflect the culture of both legacy brands, and contribute to wellbeing, focus and sustainability.

Requirements included:

Distinct planting themes to reflect each experiential floor
Bespoke planters integrated with interior finishes
Rapid, reliable sourcing to support an evolving design
A biophilic design strategy to support mental health, air quality and aesthetics

Working closely with Virgin Media O2, ISS and Gensler, Nurture approached the project as a creative partner. Led by Key Account Manager Craig Edser, the team translated abstract design concepts into immersive, meaningful biophilic planting schemes that subtly echoed each floor’s theme.

Creative sourcing and sustainable solutions

The design needed to reflect a wide variety of experiences, from music and sport to streaming, dance and gaming. Nurture developed bespoke planting schemes that subtly referenced each theme while never overpowering the wider design language.

“Every planter was chosen with care to ensure it worked perfectly within the design. We sourced from a wide mix of suppliers, including local markets and even charity shops, to get exactly what was needed. One of the most memorable solutions was wrapping repurposed planters in iridescent film to match the holographic interior finishes on the gaming floor. It was a creative, sustainable way to meet the brief, and the end result actually exceeded expectations.” – Craig Edser, Key Account Manager, Nurture Landscapes

Nurture implemented hydroculture and vulkaponic systems across the building, offering low-maintenance, high-impact greenery. Plant selections ranged from Monstera and Strelitzia to Crotons and Sansevieria, chosen for both their appearance and ability to thrive indoors, supporting air quality and wellbeing.

Weekly meetings kept the fast-moving project aligned. Where challenges arose, such as sourcing rare materials, the Nurture team responded with creativity and agility. Craig’s hands-on involvement, from supplier visits to custom finishes, ensured each detail matched the design intent.

Floor-by-floor biophilic planting design in action

Ground Floor: Customer Experience

Planters needed to echo the professional aesthetic of the upperfloor meeting spaces, but with a softer, more welcoming touch. A Scandi-inspired feel was introduced
through neutral fluted pots and ribbed metal planters elevated on wooden stands.

4th Floor: Sport

A sport theme added playful complexity to this floor. Planters were carefully selected to reflect subtle references to the world of physical activities. Using glazed washed pots, gradiated pots (tone on tone), and gradiated pots (two tone), created visual cues from trophies, checkered flags, tennis courts, and football pitches.

5th Floor: Streaming

Streaming and movement was the core theme for this floor design. Planters with glazed and gradated finishes, some tone-on-tone, others in two-tone designs, created a visual effect that mirrored the dynamic flow of streamed content, giving the illusion of motion as one moved through the space.

6th Floor: Gaming

The gaming design theme for this floor presented one of the most significant challenges. Inspired by a bespoke iridescent film used in meeting spaces, the brief required planters that
captured the same holographic quality.

7th Floor: Music

Music offered a more natural translation of theme. Planters in warm neutrals, monochrome tones, and brushed brass finishes resembled musical instruments. Drum-like forms and rhythm-inspired silhouettes delivered a harmonious feel that celebrated sound through shape and tone.

8th Floor: Dance

Dance, the planting concept needed to express movement and rhythm. Neutral fluted pots, terracotta pedestals, and dynamic forms were selected to emulate the shapes and fluidity of dancing figures. Planters were placed on legs, angled, or shaped asymmetrically, embodying the physicality and motion of dance.

9th Floor: Arena

The 9th Floor was divided into two distinct zones, each with its own identity. In The Arena, the building’s social hub, planters were used to reinforce the dynamic energy of the space, aligning with brand colours of red and blue to create an uplifting, informal vibe.

A vibrant, inclusive space that supports wellbeing

The end result is a dynamic, multi-layered workspace where each floor tells a unique story while contributing to a unified, cohesive whole. Planting acts as both a visual anchor and a functional asset, guiding movement, enhancing focus, and offering moments of calm.

The design has been met with widespread praise from employees and stakeholders. It not only reflects the brand’s identity but has enhanced the experience of the space, making it more welcoming, inclusive and energising.

“The interior biophilia delivered by Nurture Landscapes at our new Virgin Media O2 headquarters in Paddington has been nothing short of exceptional. From the outset, Craig and the team worked in true partnership with us, ISS and Gensler, ensuring that every planting element aligned perfectly with our design vision and brand ethos.

The planting not only elevates the visual experience of the space but plays a vital role in creating a healthier, more inviting environment for our people. The innovation shown, particularly in the bespoke finishes and sustainable sourcing, was impressive and aligned perfectly with our values. We’re incredibly proud of the outcome and the collaborative spirit that made it possible.”

— Alex Kerr, National Corporate Facilities Manager, Virgin Media O2

Nurture’s contribution helped transform a newly merged company’s vision into a tangible reality. Not just through beautiful design, but through a deeper expression of unity, creativity and care for the people who bring the brand to life every day.

Ready to bring biophilic design into your workspace?

The Virgin Media O2 headquarters project is a powerful example of what’s possible when vision, collaboration and biophilic expertise come together. At Nurture Landscapes, we understand that your workplace is more than just a building, it’s a living environment that shapes how your people feel, connect and perform.

Whether you’re refreshing a single floor, designing a brand-new HQ, or looking to enhance wellbeing across multiple sites, we can help bring your vision to life. From bespoke indoor planting schemes to ongoing maintenance, sustainable sourcing and creative problem-solving, we offer end-to-end support designed around your needs.

If you want a partner who listens closely, delivers to the highest standard, and brings creativity as well as care to every detail, Nurture is here to guide the way.

What is biophilic design and why is it important in workplaces?

Biophilic design incorporates natural elements like plants into built environments to improve wellbeing, creativity and productivity. In workplace settings, it helps reduce stress, improve air quality, and create a more engaging, welcoming atmosphere, all of which contribute to better employee satisfaction and performance.

What is hydroculture and why is it used in interior planting?

Hydroculture is a soil-free method of growing plants using clay pebbles and a water-based nutrient solution. It offers several benefits for indoor environments, including reduced risk of pests, less mess, and lower maintenance. Plants in hydroculture systems tend to have longer lifespans and require less frequent watering, making them ideal for busy workplaces and commercial settings.

What are vulkaponic systems and how do they work?

Vulkaponic systems use a volcanic mineral substrate instead of soil to support plant growth. The porous structure of the material allows for excellent water retention, drainage and root aeration. It’s a lightweight, clean and sustainable option that reduces watering frequency and promotes healthy plant development. These systems are particularly useful in professional indoor environments where long-term performance and minimal maintenance are priorities.

Can planting be used to support a brand’s identity?

Absolutely. Plants can be styled, positioned and themed to reflect brand colours, culture or values. In the VMO2 project, we used customised planters and planting schemes that subtly echoed each floor’s theme (such as gaming and music) while reinforcing the broader design vision and promoting unity.

What types of plants work best in office environments?

We select plants based on their suitability for indoor conditions, visual impact and maintenance needs. For VMO2, we used species like Monstera, Strelitzia, Crotons and Sansevieria – all known for their air-purifying qualities, bold appearance, and resilience in low-light or air-conditioned spaces.

Is sustainable sourcing possible for interior planting projects?

Yes. We regularly source planters and materials from sustainable suppliers and often reuse or repurpose existing items to reduce waste. For the VMO2 project, we even used charity shop finds and wrapped ex-rental planters to achieve bespoke finishes in line with the client’s sustainability goals.