Hospitality: the future of everything?
Imagine walking into an office that feels more like a boutique hotel than a place of work. Soft lighting, curated art on the walls, and a scent that is both invigorating and calming. This is the new model in office design and curation, where fostering a sense of well-being and engagement is paramount. But how does this vision translate into the future design of office destinations, and what amenities should be incorporated to achieve it? Hospitality is the new watch word. The lines between work-time and social-time are blurring.
Wellness amenities are becoming more commonplace, providing employees with the resources to recharge both mentally and physically. But a room with a handful of yoga mats is not enough, this principle needs to permeate through the entire development
Wellness amenities are becoming more commonplace, providing employees with the resources to recharge both mentally and physically. But a room with a handful of yoga mats is not enough, this principle needs to permeate through the entire development; from the moment your employees can see the building down the street to the moment they leave the building at the of the day. Consider how they grab their breakfast en route, their morning coffee with colleagues, meeting a friend for a gym class or padel game and a drink after work. Wellness is about being happy inside and out; not just flexing some muscles.
Google’s new headquarters in Mountain View, California is a pioneer in this approach. Featuring extensive gardens, communal kitchens stocked with healthy snacks, and facilities that encourage employees to relax and recharge (tennis, swimming or football anyone?). Such amenities are not just about creating a pleasant work environment; they are strategic moves to enhance productivity and innovation. When employees feel valued and comfortable, they are more likely to be engaged and motivated.
The move towards a hospitality model in office design reflects a broader societal shift. The boundaries between work, leisure, and personal life are increasingly fluid, driven by the demands of a digital age where experiences trump transactions. For businesses, the challenge is to create environments that cater to this new reality.
Retail too faces this challenge but is perhaps somewhat ahead of the curve when compared to offices. Traditional stores are no longer just points of sale; they are becoming destinations that offer unique and memorable experiences. This evolution sees retailers borrowing concepts from the hospitality industry to foster deeper connections with customers and enhance brand loyalty.
Apple have done this for years. Staffed by 'Geniuses' who provide personalised service and support, Apple Stores offer customers the opportunity to engage with products in a hands-on, educational environment. The sleek design, open spaces, and welcoming atmosphere set a new standard in retail, transforming a simple shopping trip into an informative and enjoyable experience.
Brands like Nike and Lululemon have also embraced the hospitality model, transforming their stores into community hubs. Nike’s flagship stores often feature areas for sports events, training sessions, and product customisation. The House of Innovation stores in New York and Shanghai are prime examples, offering immersive experiences that include workshops, fitness classes, and athlete appearances. These stores go beyond mere retail, creating a space where customers can connect with the brand on a deeper level. Similarly, Lululemon’s stores often host yoga classes, meditation sessions, and wellness workshops.
Finally, Eataly blends retail with hospitality by offering an immersive culinary experience. They offer cooking classes, wine tastings, and other events that educate customers about food culture. This approach turns a visit to Eataly into a multi-sensory experience, combining shopping, dining, and learning in one place.
Much like the office sector, these retailers are prioritising customer engagement, creating immersive experiences, and fostering a sense of community all in the aim of building deeper connections with their users. This shift towards a hospitality-inspired approach is not just a trend; it is a strategic imperative for thriving in an increasingly experience-driven economy.
As advisors, more than ever we are being tasked with creating environments that not only accommodate work and retail uses but also deliver vibrant hubs of activity and communities where users can work, socialise, relax, and pursue personal interests. This holistic approach to mixed-use (often office-led) building design is about creating spaces where people want to spend their time, not just where they have to. However, careful consideration needs to be given to the types of operators, how the space is operated and of course, who pays for it all. One big question which needs to be addressed is can this approach only be adopted in office buildings of huge scale or campus type developments, or is it practical for the approach to be adopted for smaller buildings including refurbishments? It is one question investors need to be challenged on.
The adoption of a hospitality model provides a compelling plan for the future. By prioritising a holistic approach to consumer engagement, whether retail or office, developers can create environments that resonate deeply with users. The destinations of tomorrow will be those that make people feel at home, wherever they are.
Image credit: Hoxton Hotel