The Future Of Work Is Brand-Led Hospitality
As I sat across a video call interviewing Arian Lewis, one of the founders behind Kiln, a lifestyle-focused coworking brand, I couldn’t help but notice the perfectly curated room in the background behind him. I had recently visited that very Salt Lake City Kiln location and was impressed not only with the beauty of the spaces but also with the small details, including the way all the cushions were gently plumped in the exact same way, reminiscent of a high-end hotel lobby. Refresh rooms, music studios, podcast rooms, and warm meeting spaces that felt like you were walking into your very own living room peppered the high-ceilinged, art-infused environment. Everything about this coworking space, from the distinct lighting in each space, down to the books on the coffee tables, seemed intentionally handpicked to spark conversation and evoke specific human interactions.
And yet, throughout our conversation, Arian assured me that their members didn’t stay at Kiln for the physical environment, or even for the great complimentary breakfast snacks and lunches; they stayed because of the particular way his team made them feel.
The Freedom from Square Feet framework, which we discussed in our latest piece and highlights the need to look above and beyond square feet in commercial real estate, highlights the connection between a hospitality-driven approach to operating coworking spaces and increased growth and profitability. We interviewed 4 leading coworking brands and 2 industry experts to gain insight into the increasingly popular hospitality-driven trend that is transforming the work landscape. Our goal is to share best practices from the brands that are pioneering the future of work in the hopes that it helps the entire industry move forward sustainably.
That special feeling
Coinciding with Arian, for Sibila Lantzy, Executive Vice President of Shift Workspaces, a Denver-based coworking brand known for its high-touch hospitality, “workspace is about how we make people feel”. From the moment you enter a Shift workspace and are greeted, to the day you move in, to your day-to-day experience, every ordinary interaction is carefully transformed into an extraordinary human experience. This “VIP experience,” as Sibila describes it, is behind their remarkable 70% member retention rate.
