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Abstract in English:
The flexible workspace industry has its foundations in consumer-centricity. In the past 50 years, new providers have emerged and grown from grassroots beginnings to become established players based on their ability to meet the changing needs of office occupiers.
London is the heartland for innovation in the flex sector. It’s here that we’ve seen flexspaces mature to become service-led, emulating the hotel sector.
It’s here that ‘brandlords’ have found their footing, there’s been growth in the sophistication of managed providers, and unique market sub-sectors
have developed.
It’s clear that location, price, and fit are key decision-influencing factors for businesses choosing their ideal workspace. But what about brand?
Our research delves into the role branding plays in the success of flexspace providers in London. We’ll uncover practical and achievable ways to leverage
your brand and stand out in this competitive landscape, competing with the 60 brands with over four locations in London.
Editor(s) Full Names Zoe Ellis-Moore, Hilary Atherton
Open Access? Yes
Publication Year 2024
Publisher Spaces to Places