The cowork phenomena has taken hold globally through two key trends: 1) the growth of independent workers who find value in connecting with others and 2) real estate players who find value in space rentals. But the heart of the sustainability will be in the strength of the brands – which are inherently created by the culture of the communities they attract.
Successful co-working spaces are increasingly offering more than desk space.
Speakers at London’s November Worktech conference said a sense of community, identity and access to business information & funding are among the benefits offered in flexible space. However they voiced caution that the currently booming sector could struggle during a downturn.
Head of property for Tech City UK Juliette Morgan said many co-working locations are now offering excellent onsite food, a programme of speakers, exercise classes and a personally controllable environment when it comes to heat and light.
“People in London are not able to afford places to live. They want work to inspire them and relax them as well because they spend so much time there. This isn’t about territory – it’s about somewhere you share,” she said.
WeWork creative director Devin Vermeulen said the company sees itself as a magazine ‘masthead’ with a distinctive brand under which different businesses…
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