Why a Shoreditch launch deserves the right floor
A product launch in Shoreditch lives or dies on the room. Press, creators, and brand teams move quickly through the area, and the space needs to hold attention without competing with the work. The Designer's Penthouse sits on the fifth floor in Old Street, a 250 m² loft with a private 35 m² rooftop terrace. South-facing windows carry consistent daylight through the day, and smart lighting takes over after dark. There is no shared floor and no parallel hire, so the room belongs to your team from arrival to wrap. The volume reads on camera. The terrace gives press a breath. The kitchen actually works.
Shoreditch and Old Street sit well for press preview hire London teams trust: short hops from Liverpool Street, City agencies, and the East London creator scene. Brand teams pair the penthouse with nearby restaurants for after-parties or with local studios for pre-event content. The penthouse itself reads as a serious brand launch space hire, with industrial volume, walnut and cane furniture, and a working media wall. Capacity scales by format. Up to 30 theatre-style for reveals, 24 in workshop format, 16 around a boardroom long-table, or 20 at a hosted dinner. The fifth-floor setting keeps audio clean and street noise low.
What to expect on the floor
The penthouse is a single open-plan floor with 3.5 m ceilings and an industrial I-beam running through the main volume. The walnut dining table, cane chairs, and cream lounge seating reset between configurations within minutes. Practical infrastructure carries the day. 1 Gbps Wi-Fi covers livestreams, press uploads, and creator activations. An 85-inch 4K Smart TV anchors product reveals, looping brand films, and presenter handovers. Ceiling audio with zoned control plays a curated track across the room without rented PA. Climate control keeps the room comfortable through long evenings, and the fully equipped kitchen handles catering prep and bar holding. The I-beam doubles as a mounting point for overhead cameras or suspended lighting.
Access matters for a product launch venue east London teams take seriously. Goods lift load-in handles bar deliveries, AV flight cases, and signage without dragging through a public lobby. Smart lighting offers full colour and intensity control, useful for tying the room to a brand palette. The 35 m² rooftop terrace adds a second environment within the same booking. Synthetic grass, timber seating, and skyline views give guests somewhere to step out without leaving the floor. The penthouse stays private throughout, with no overlapping hires running in parallel.
- Full 250 m² loft, open plan and flexible layout
- Private 35 m² rooftop terrace with skyline views
- 1 Gbps Wi-Fi and an 85-inch 4K Smart TV
- Ceiling audio with zoned control across the floor
- Smart lighting with full colour and intensity control
- Climate control with A/C and heating
- Goods lift access for load-in and load-out
- Fully equipped kitchen for caterers and prep
How to use the space
Brand teams use the penthouse across the full launch arc. A morning press preview with hosted demos against the daylight wall. A late-afternoon creator session for content capture. An evening unveil with hosted drinks, a short presenter moment on the 85-inch screen, and the terrace open for guest flow. The space resets between scenes within minutes, so a single booking can carry several formats without losing momentum.
- Product launches with seated reveal and roaming reception, up to 30 guests
- Press previews with one-to-one demos and short interview slots
- Creator activations with content stations and on-camera capture
- Hosted launch dinners for up to 20 around the walnut table
- Workshop or panel mornings paired with an evening reveal
Pairings extend the format. The Speaker Kit combines a Bose S1 Pro speaker, Shure SM58 microphone, and a reading desk for short presenter moments. It pairs cleanly with the venue's 85-inch screen and ceiling audio. The Main Camera Setup with Teleprompter handles founder pieces and presenter-to-camera content during the event. The Ronin RS4 Gimbal Kit covers roaming room footage and creator-led capture. The Camera Lens Kit gives a full focal range from ultra-wide to telephoto in one booking. RGB LED panels add brand-coloured wash for accent lighting. Wireless microphones cover panels, fireside formats, and roaming Q&A without trailing cable.
The terrace earns its place in the run-of-show. Build a content moment with skyline behind. Move guests outdoors during catering reset. Use it for golden-hour portraits before the formal programme begins. Lighting and atmosphere shift with the brief. Smart lighting set to brand colours, ceiling audio zoned by area, the room reconfigured fast between hosted dinner, presenter moment, and reception.
Plan your visit
Hire is hourly, from £120, with the full 250 m² loft and rooftop terrace included. Flexible Booking suits tightly run press previews and shorter creator sessions. For longer programmes, the same hourly access shapes around your run-of-show. Penthouse Hire covers the venue, smart lighting, climate control, Wi-Fi, the 85-inch screen, ceiling audio, kitchen access, and goods lift load-in. Penthouse + Production Support adds an on-site production coordinator, a pre-production planning call, equipment staging, lighting and layout consultation, and a venue reset after the event.
To confirm a date, send your team size, target date, and a short brief. We assess your dates and practical requirements, reply with availability and pricing guidance, and refine the setup with you before the day. A 50% deposit confirms the booking. Cancellations more than 14 days before the hire date receive a full refund. Within 14 days, the deposit is non-refundable. Before arrival, prepare your run-of-show, brand lighting palette, AV files for the 85-inch screen, and a caterer brief. Equipment can be staged the evening before.