The workspace: a strategic tool for your brand

The term “media” refers to any means of distributing, broadcasting or communicating works, documents or messages that are written, visual, audio or audiovisual. Radio, television, cinema, the internet and the press are among the most widespread. On the finer scale of the professional sphere, these classic media obviously hold a prominent place, but there is another, less obvious one that plays an increasingly important role: the workspace. Beyond its original function, the workspace flexible is also able to convey different kinds of messages to specific audiences.

The workspace as the company's spokesperson

Companies devote considerable communication efforts to building their profile and making themselves known to different audiences: customers, suppliers, service providers, employees, and so on.

Faced with an oversaturated media landscape, the workspace is an ideal channel for showcasing your culture, your positioning and your way of seeing the world. Within the company's walls, there is then not only a “spokesperson” addressing various outside audiences, but also a medium that enriches employees' everyday working lives.

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A totemic place for employees

Today, company head offices are evolving and turning into totemic places for employees. As floor space is optimised and remote work takes hold, the office is changing its purpose. It is becoming a truly sacred place that brings employees together and unites them, while embodying the company's values and culture during onboarding and celebration rituals.

The head office must therefore be, more than anything, that strong marker of a shared culture, that anchor point where, from time to time, employees come to reconnect, recharge and socialise. Decoration, layout, journey, branding: many are the media that carry the company's image and contribute to the employee experience.
This is the case with Pernod Ricard, which has inaugurated its new global head office in the 8th arrondissement of Paris. Named “The Island”, in reference to the Paul Ricard islands, the space places great emphasis on conviviality.

Between a façade recalling Claude Monet's paintings of the Gare Saint-Lazare and a tribute to the buzz of this historic district, the building embodies the group's spirit. The head office boasts a floor area of more than 23,000 m2, including 2,000 m2 of terraces and gardens, and features 2,000 workstations, 80 meeting rooms and 4 dining venues. It also hosts the Fondation Pernod Ricard on the first floor, a true standard-bearer for the company culture.

An open medium aimed at visitors

A flexible workspace can also be configured as a genuine reception area for all the company's stakeholders: suppliers, partners and clients, service providers, agencies, and so on. All of these audiences are receptive to the messages conveyed by the company through its premises: its positioning, its culture, its values.

Some of the Swile teams have just moved into their new Paris space. Located in the heart of the Sentier district, the venue (formerly Morning, Sentier) is defined by numerous collaborative spaces, so it can welcome employees, clients and prospects alike. A bespoke decor carries the company culture and offers a unique experience, so that employees have a good day at work.

The workspace plays a key role in employer branding. A genuine gateway for candidates and potential employees, it delivers the first impression and gives a sense of the working atmosphere.
Convivial, attractive spaces are essential for drawing in potential candidates. Recruitment platforms present companies through their most striking spaces, much as Welcome to the Jungle showcases the teams at Connecting Food and Perifit within their shared spaces (at Morning, République in this instance).

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The workspace: a medium that goes beyond the company

For companies that produce content, as well as for broadcasters, it is increasingly easy to bring their activities in-house. And with good reason: a flexible workspace can very easily convert meeting rooms into a recording studio or an events room. Increasingly modular spaces and ever more ergonomic and lightweight equipment make it possible to transform venues very quickly.

Media companies that are ever more self-sufficient

Media companies (press, web, etc.) are taking advantage of the ever greater flexibility of the workspace to install part of their capture, recording or editing operation (or any other stage of the media journey) within the walls of the workspace.

This is the case with Usbek & Rica, a French magazine devoted to thinking about the future. And also with Too Good To Go, a start-up fighting against food waste. They have even taken the approach a step further and created, within their workspaces, rooms dedicated to carrying out their content-creation projects, such as studios for their podcasts. A lovely idea!

Places of inspiration, culture and the flow of knowledge

Among flexible workspaces, the coworking space is one of the most flexible of all. Designed to accommodate different company cultures, its role is to be a place of inspiration and of the flow of knowledge. As such, the coworking space must be able to share content that goes beyond the “particular” cultures of each company it hosts, in order to offer inspiring content capable of feeding everyone's curiosity: the sharing of knowledge, expertise and skills. The coworking space will then offer a regular programme of events to bring its ecosystem to life. The participating companies can, moreover, become spectators just as readily as producers of content.

This is intensifying still further with the mass adoption of remote work imposed by social distancing over the past year. You have to be able to “broadcast” your content internally in order to then share it with employees or prospects.

At Morning, different levels of activities are put in place. Each quarter, “la Semaine de” by Morning makes it possible to explore a particular theme aimed at the whole ecosystem. In 2020, we offered the Semaine de l'Aventure, the Semaine de l'Impact and the Semaine de l'Optimisme, entirely online and open to all. In addition, each week we offer webinars, training sessions and conferences run with our partners, as well as our members' events.

The flexible workspace: what comes next?

Thinking of the workspace as a medium opens up a wide range of possibilities for reinventing it. A new way of communicating with your employees, your clients and your partners, it also becomes a genuine collaboration platform for those who build it and who take part in its daily life. So many prospects and possibilities that could turn every company into a fully fledged medium in its own right?