The past few years triggered a massive shift in how people work and disrupted the "office/workplace" concept. This led to a decreased need for space in the traditional sense, yet to an increased need for flexibility and digital collaboration that enables workers to have more autonomy over when, where, and how they work.
The goal of this project to create a spinoff brand for the BDD’s coworking spaces. This brand can be incubated and developed within the BDD Campus; but is built to be scalable model that should grow outside of the BDD campus in Beirut. The solution builds on the experience and brand equity of its mother company - BDD/ZRE - which created the first and largest cluster of innovation. BDD pioneered the shared spaces and coworking concept since 2012 and is now positioned to innovate, design, and create the workplace environment of the future.
The project includes research on the disruption of work environment in today’s world and the emergence of new hybrid typologies and co-working spaces as the future of work environments. The work aims to rethink the overall office concept and deliver a new way of working that is adapted to the changes that were triggered because of social distancing/pandemic and remote working. It further aims to push the design of coworking spaces and future working environments to a holistic approach that includes spatial, behavioral and technological systems together. Beneficiaries of the design research are BDD clients such as entrepreneurs, freelancers, digital nomads, tech companies and outsourcing companies.
The goals include achieving the following for the new brand:
- Spatial design and new work mode typologies
- Digital platform integration
- Branding and marketing research / strategies
- Workplace wellness strategy
