In 2013, Motion Global—better known under its brand SmartBuy Glasses—established its 15,000 sq ft. headquarters in Kennedy Town, Hong Kong. This milestone project combined a corporate office, packaging and logistics warehouse, production studio, and showroom under one roof. At the time, SmartBuy Glasses was still in its early growth stage, yet it has since evolved into one of the most recognized and successful online eyewear retailers worldwide.
Our design strategy struck a balance between functionality and a strong brand presence, creating an industrial-modern workplace that supported rapid expansion. The warehouse and logistics hub were integrated seamlessly with the corporate office, streamlining workflow efficiency and distribution. Dedicated photography and production studios were designed to support the company’s digital commerce operations, while showroom areas enhanced the brand’s customer-facing identity.
The project became a landmark achievement in our design journey, not only because of its scale but also because it symbolized our role in enabling a young, entrepreneurial team to establish a global e-commerce network. Today, SmartBuy Glasses operates successfully across Hong Kong, Shanghai, and Australia—proving the vision we helped build more than a decade ago.
2013년, Motion Global—브랜드명 SmartBuy Glasses로 더 잘 알려진 회사—는 홍콩 케네디타운에 15,000 평방피트 규모의 본사를 설립하였습니다. 이번 프로젝트는 본사 사무실, 패키징 및 물류 창고, 제작 스튜디오, 그리고 쇼룸을 한 공간에 통합한 중요한 이정표였습니다. 당시 SmartBuy Glasses는 아직 성장 초기 단계에 있었지만, 이후 전 세계적으로 가장 잘 알려지고 성공적인 온라인 아이웨어 리테일러 중 하나로 발전하였습니다.
우리의 디자인 전략은 기능성과 브랜드 정체성을 균형 있게 담아내며, 급격한 성장을 뒷받침할 수 있는 인더스트리얼 모던 스타일의 업무 환경을 조성하였습니다. 물류 및 창고 공간은 본사 사무실과 매끄럽게 연결되어 업무 효율성과 분배 과정을 최적화하였고, 전자상거래 운영을 지원하기 위해 전용 촬영 및 제작 스튜디오를 설계하였습니다. 또한, 쇼룸 공간은 브랜드의 대외적 이미지를 강화하는 역할을 하였습니다.
이 프로젝트는 단순히 규모 때문만이 아니라, 젊고 혁신적인 창업 팀이 글로벌 전자상거래 네트워크를 구축할 수 있도록 지원했다는 점에서 우리 디자인 여정의 중요한 성과로 남았습니다. 현재 SmartBuy Glasses는 홍콩, 상하이, 호주에서 성공적으로 운영되고 있으며, 우리가 10여 년 전에 함께 구축했던 비전이 실현되었음을 증명하고 있습니다.
Project details
Signature materials
Polished concrete flooring
Exposed ceilings with suspended lighting
Frosted glass partitions
Industrial shelving systems
Construction Duration
~3 months
Location
Kennedy Town, Hong Kong
Area
15000 sqft.
Year
2013
CONCEPT & DESIGN INTENT
The vision was to create a consolidated headquarters for SmartBuy Glasses that embodied the brand’s entrepreneurial energy and e-commerce identity. The design combined modern industrial aesthetics with functional efficiency, establishing a professional yet youthful environment for a rising online retailer.
SPATIAL STRATEGY / PLANNING LOGIC
The 15,000 sq ft. space was planned to integrate diverse functions into one seamless ecosystem:
Open-plan offices to encourage collaboration and visibility.
Logistics and packaging areas are located adjacent for smooth operational flow.
Photography and production studios are positioned to support the brand’s digital commerce activities directly.
Showroom and reception spaces designed to express brand identity to partners and clients.
GALLERY
MATERIALITY & DETAILING
The material palette emphasized durability and modernity:
polished concrete flooring for heavy use, frosted glass partitions to balance transparency and privacy, and exposed ceilings with suspended lighting for a raw, industrial character. Custom shelving and modular workstations supported flexibility in both office and warehouse areas.
PROJECT GOALS & OUTCOMES
The project successfully created a headquarters that enabled SmartBuy Glasses to scale globally. It streamlined logistics, strengthened internal workflow, and provided a strong physical foundation for an emerging e-commerce brand. This milestone project not only met immediate operational needs but also positioned the company as a global leader in online eyewear retail.
COLLABORATION & CONSTRAINTS
Collaboration with the young entrepreneurial founders was dynamic and forward-looking. The challenge lay in balancing diverse functional zones—office, warehouse, production studio—within one space. Through clear zoning and design discipline, the project overcame operational complexity while reinforcing brand culture.
MOTION GLOBAL SMART BUY GLASSES
KENNEDY TOWN
EXPLORE MORE PROJECTS
CSC GLOBAL SOURCING LTD.
INNOVATION LAB
GROZ-BECKERT - H.K
