Joola

As one of the fastest-growing brands in pickleball and table tennis, JOOLA envisioned a new headquarters that would reflect the company’s global identity, entrepreneurial spirit, and deep connection to sport and community. Partnering with architecture and design firm sshape, MOI helped bring that vision to life through a highly customized furniture solution that balanced aesthetics, performance, flexibility, and budget.

The project included both JOOLA’s new corporate headquarters and an adjacent “signature store” concept space designed to host pickleball events, product experiences, and community engagement opportunities. Together, the environments create an immersive brand experience that blurs the line between workplace, hospitality, retail, and recreation.

From the outset, the project required a thoughtful and collaborative approach. As a husband-and-wife-led company accustomed to working directly with overseas manufacturing and supply chains, JOOLA had a highly specific vision and elevated design expectations. MOI worked closely with the client and design team to navigate the nuances of the dealer relationship while delivering solutions that aligned with the company’s refined aesthetic and operational goals. The resulting workplace is far from a typical startup office. Occupying a full floor, the headquarters was designed to support both rapid growth and long-term scalability while reinforcing the collaborative, energetic culture that defines the brand.

Throughout the space, subtle and intentional references to pickleball were integrated into the overall design language. Collaborative areas became key moments within the workplace, encouraging team interaction and informal connection. One standout architectural feature — a bench element surrounding an interior pickleball cage — was carefully coordinated with the surrounding furniture selections to create a seamless and engaging experience.

The project also incorporated a variety of highly specialized spaces tailored to JOOLA’s operational needs. A flexible R&D room was designed with adaptable furniture applications to support ongoing product innovation and future-proof the environment as the company evolves. Meeting spaces were thoughtfully detailed to support both focused collaboration and hospitality-driven interactions with partners, athletes, and guests. 

Cultural influences also played an important role in shaping the environment. The workplace blends modern workplace functionality with subtle nods to Chinese culture and design sensibilities, resulting in a space that feels both globally inspired and uniquely authentic to the brand. One particularly distinctive feature was the office tea room, where MOI sourced seating solutions that complemented the project’s sophisticated material palette and elevated hospitality aesthetic.

Adjacent to the headquarters, the signature storefront space was designed as an experiential destination for the pickleball community. The environment includes a welcoming reception area, lounge seating for event hosting and athlete engagement, a podcast room, and an active court space for gameplay and demonstrations. The result is a multifunctional venue that supports both brand storytelling and community activation.

To achieve the project vision while maintaining budget discipline, MOI curated a blended furniture solution from a range of manufacturer partners, including MillerKnoll, Enwork, Bernhardt, Davis, OFS, and JSI. The layered approach allowed the team to balance performance, design integrity, and cost across the workplace.

The final environment reflects JOOLA’s evolution as a global lifestyle and sports brand — a workplace designed not only to support business operations, but to embody movement, culture, innovation, and connection.