In the construction boom of the past decades, project developers and investors mainly thought in terms of market-conform offices. However, the average office user does not exist. Therefore, a ‘One quality fits all’ approach to buildings cannot be applied. So-called ‘market-compliant’ buildings do not appeal enough to the user’s experience, they are suitable for many but of no interest to anyone.
ATELIER V real estate, together with a consortium of parties, has commissioned Motivaction International BV to conduct a national study into the characteristics of organizations and the wishes and requirements they set for office accommodation.
The AV-Strategic Alignment Matrix® from ATELIER V, together with the Mentality Model® from Motivaction, forms the basis of the Office Styles.
The research hypothesis was that office organizations with more or less the same business style (management style, culture, etc.) set similar requirements for their office environment. It turns out that the corporate style, just like the lifestyle of individuals, determines the extent to which office accommodation is used as a ‘compelling corset’ or as ‘seductive lingerie’.
Market research techniques normally used for products with a strong emotional charge such as fashion, cosmetics and cars were applied in the investigation. The research has mapped the users of office space and thus focused not on the office buildings, but on the office users. This unique approach has resulted in seven different business styles, each with its own office style.
The seven styles thus form seven market segments for office users. Each segment has its own location preference, appearance and functional requirements. The segments provide insight into how (current) office accommodation comes across and into the opportunities to strengthen a desired corporate identity. The segments are distinguished by the degree to which they pay attention to the ratio of reason and emotion and how they want to express their (brand) identity in their choice of location and building.
The Office Style segments are used together with the ATELIER V Real Estate Marketing Matrix® to bring focus to the marketing of areas and buildings by making choices for one or more relevant target groups. A second application is to facilitate users to translate their own corporate style into a suitable accommodation concept for location and building.
This makes it possible to optimize the existing office or to find a more suitable alternative. Our approach is aimed at making buildings and environments distinctive with an added value that meets the specific customer and market needs. Accommodation tailored to the rational as well as the emotional needs of the target group. A symbiosis of business styles of organizations with the lifestyles of individuals.
See also the website: Office Styles. (Dutch)