Living Employment Destinations

As the way in which we live our lives and interpolate our working patterns continues to change, so do the drivers for lease acquisition by office tenants. Objectively assessed location-based factors were once the primary decision factor, but a recent shift places greater emphasis on more subjectively assessed amenity and ethereal factors. So, what is it that occupiers want? A study released this week by CO-RE and Make poses the question of how to create ‘living employment destinations’ and finds answers in the results of a survey of 100 significant occupiers in London. Beyond the hygiene factors such as cost and location, occupiers were asked what might swing their decision of which building to select. Interestingly, the ability of the building to reflect the organisation’s brand and values came top of the list (30% of respondents), ahead of, for instance, lease flexibility, sustainability, welfare and security. Access to external space also rose up the occupier agenda. It is perhaps a trite point, but to deliver a building that reflects an organisation’s brand and values requires an understanding of what those brand and values are. And these are different for each organisation, right? Well sort of. Whilst companies have different brand aesthetics, straplines and USPs, there is in fact remarkable commonality in brand values. ‘Innovation’ tends to come out top of most studies on the subject, with some measure of integrity or trust also high up. So now the trick is figuring out how to embed these in building design…