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According to a recent survey, 44% of coworking spaces find it challenging to gain new members. Given this statistic (and the growing competition), it’s important to optimise your coworking office space design so it meets the demands of freelancers and small businesses.
But what exactly are the demands of prospective members? What can you do to the coworking space in order to entice them? In this blog article, we answer those questions and give some great design examples along the way.
By the end, you’ll feel confident your workspace interiors will attract and retain members. Who knows, you may even need to expand!
- Optimise Your Reception Area for 24/7 Access
Private executive offices in London office fit out with polished concrete floor.
Digital office booking system
Private executive offices in London office fit out with polished concrete floor.
Digital office booking system
Recent research showed that 59% of employees prefer 24/7 access to their coworking space. This is because many of those who prefer coworking don’t work traditional office hours.
With 24/7 access being important to many members, consider investing in a visitor management system so they can check in during unsocial hours. For example, the VPOD kiosk alerts hosts when guests have signed in and can monitor activity.
The other benefit of this is that a digital kiosk can reduce operational costs during these times. Just make sure you encourage people to turn off the lights when they leave, otherwise you’ll ramp up the electricity bill.
- Dedicate a Space to “Member Spotlight” Evenings
Bleacher seating breakout space in office interior design project.
Private meeting rooms and breakout space in modern office.
Office break out space with bleacher style seating
Corporate office boardroom design with presentation screen
Bleacher seating breakout space in office interior design project.
Private meeting rooms and breakout space in modern office.
Office break out space with bleacher style seating
Corporate office boardroom design with presentation screen
When developing your coworking space design, think about how you can help members to generate more work. The more business opportunities they have, the likelier it is they will renew their memberships.
One way to help members attract clients is to run a “member spotlight evening” where they can demonstrate their expertise to outside guests. Here are some design ideas that will help to facilitate this:
Office bleachers – Bleachers provide an auditorium-like setting where members can give presentations. When not being used for this, they can function as another casual workspace and breakout space.
Conference room – Hosting the evening in a meeting room is a simple solution. The example above includes a feature wall with an integrated monitor and drinks fridge, making for the ideal facility to host spotlight events.
Converted hotdesking area – Another solution is to convert a hotdesking area into a presentation space. As you’ve already got the seats, all you need is a standing projector screen and some drinks to make it happen.
Don’t forget, hosting events like these provides opportunity to showcase your space to small businesses. This could result in lucrative long-term memberships, making the investment worthwhile.
- Offer Private and Semi-Private Spaces
Semi private office desk in coworking office design.
Glazed fronted private office with terracotta walls.
Cubicle style office pod provide semi private workspace.
According to Clutch, 47% of coworking employees say distractions and noise are a challenge in their coworking space. Clearly, this suggests coworking hosts need to do more to help members concentrate.
So, what can be done? Here are some popular ideas:
Cubicle-style pods – While corporate cubicle farms are a thing of the past, some coworking operators have reimagined the idea for the better. With the semi-enclosed design, members have more privacy compared to hotdesking, meaning hosts can charge more for these spaces.
Serviced individual offices – A private, pre-furnished single office will appeal to established freelancers and remote workers. Regarding the latter, the membership may be funded by the business they work for, reducing the investment risk for hosts.
Hotdesks with privacy panels – As hotdeskers often share desks that are situated in an open area, they are vulnerable to distractions. To increase privacy and offer better value for money, consider segregating the tables with high-level privacy panels.
Further to individuals, you can attract small businesses by offering private offices that house teams. For an extra incentive, allow them to customise the space so it feels like their own.
This may include be branded glass manifestation and wall prints, biophilic elements like plants and living walls, and even flooring to match the unique décor.
- Provide a Fruitful Members’ Breakfast Area
Office breakout space in coworking office design for staff to relax and collaborate.
Office tea point design for office refurbishment project in Kent.
Office breakout space in coworking office design for staff to relax and collaborate.
Office tea point design for office refurbishment project in Kent.
64% of individuals say they get additional freelance projects from the connections they make in these spaces. This is of course good for the coworking provider, as successful freelancers will stay members for longer.
With this in mind, it’s important to think about how you will encourage interaction between members. One way to do this is to put on member-only events, such as a breakfasts and evening drinks.
As in the examples above, a great way to encourage interaction is to offer inviting breakout facilities that will entice people to sit and chat. This may be daunting for some at first, but with some sweet breakfast treats displayed on a large table, they’ll undoubtedly be tempted!
5) Choose Office Furniture That Enables Flexibility
Upholstered office booth for collaboration and quiet work zone.
Meeting booths in school refurbishment project in London.
Coworking office design with hot desking system and collaborative work stations.
Most coworking spaces aren’t as rigid as standard workspaces made up of banks of desks. Naturally, they are more agile, giving them a hospitality-like setup (more on this later) that’s appealing to coworkers.
The greater level of choice may be seen as an additional perk that other coworking spaces or offices don’t offer.
Here are some flexible coworking space design ideas:
“Plug and play” booths – Booths can make for a comfy alternative to sitting at a standard desk. Note how the example above has integrated power too, giving the space greater flexibility and capabilities.
Ad-hoc pods – Like booths, pods offer a casual alternative work setting or even a place to eat lunch. One idea is to place it near a breakout area for a picnic-area style setup.
Numbered hotdesks – Combined with an online app, freelancers can simply book a desk space on their device and work away. It’s also worth noting that 70% of workers reportedly prefer ergonomic chairs, so this will be another incentive to book a membership.
For a really flexible approach, consider investing in portable power. As seen at the recent Workspace Design Show, products like those supplied by OE allow office workers to work in any setting.
Related: 10 Coworking Office Furniture Ideas to Attract Guests
- Build Your Own Snack Bar
Office snack bar for coworking office provider.
94% of members say that their coworking provider offers in-office perks like snacks and coffee. You don’t want to be one of the 6%, so invest in facilities where employees can grab a treat.
This can be as simple as a storage unit stacked with goodies plus a fridge for chilled food and drinks. This is a great way to add another revenue streams while giving members another reason to join.
These days, you can buy small self-serve checkouts too, giving members the freedom to snack at will. Just remember to do a stock count at the end of the month!
- Provide Plenty of Zoom and Phone Call Facilities
Office zoom booths at London office fit out project.
Private one person Zoom booth for office refurbishment design.
Phone chats and online meetings take place all the time in coworking spaces. Therefore, it’s essential to provide enough places where members can escape the open workspace.
Consider these options:
Soundproof phonebooths for quick chats – Glass-fronted phonebooths with laptop stands are handy for busy freelancers who need to speak regularly with clients. With acoustic properties, they also keep sensitive information private and prevent other freelancers from being distracted.
Bookable private rooms for longer meetings – Some meetings call for absolute privacy, so offering rooms with digital booking systems is a must. These are ideal for longer chats that require scheduling.
Zoom zones – Some companies create entire zones dedicated to Zoom calls. Check out Social Finance in London, who has a cluster of six phonebooths for its employees.
While many of the ideas here have been about directly attracting new guests, this is more of a minimum requirement for a coworking office space design. The last thing you want is for a member to miss an important call, so make sure you have ample phone and meeting spaces.
8) Offer a Way of Life, Not Just a Workspace (the Starbucks Effect)
Cool breakout space for London office fit out project for sports analysis company.
Self service office snack bar in coworking office space.
Cool breakout space for London office fit out project for sports analysis company.
Self service office snack bar in coworking office space.
When designing your co-working space, consider how it will help customers achieve an aspirational identity. This means providing more than a desk and chair, but a scheme that suggests your space offers a way of life.
Starbucks did just this when it opened its doors to the public, as discussed by marketing guru Donald Miller in Building a StoryBrand:
“Starbucks exploded by not just offering a cup of coffee but by giving them a comfortable, sophisticated environment in which to relax. Starbucks was delivering more than just coffee; they were delivering a sense of sophistication and enthusiasm about life.”
Here are some trending ideas:
Hospitality inspired design – Why not take a page out of Starbucks’ book? This theme is characterised by hip or opulent décor, coffee-shop style work settings (e.g., lounges and banquettes), and wellbeing areas. Learn more here.
Aspirational wall prints – Consider how the messaging will resonate with those using the space. Entrepreneurial quotes will undoubtedly go down well with your ambitious and forward-thinking members.
Instagrammable Interiors – A unique, vibrant design will undoubtedly grab the attention of Gen Z and millennial workers who are attracted to the freelance lifestyle. Check out our Instagrammable interiors article for some great ideas.
So, when creating your design scheme, think about customer psychology. Can you help to deliver a sense of enthusiasm about life too?
- Introduce Social Spaces
Collaborative social space in a modern office design.
Large open plan office breakout space with expose architectural features.
Modern office teapoint design for London Office fit out project.
Collaborative social space in a modern office design.
Large open plan office breakout space with expose architectural features.
Modern office teapoint design for London Office fit out project.
As we’ve mentioned, you should encourage social activity so members can expand their network and generate more work. It is vital that members are generating a regular income for the benefit of your business, so here are some ideas to help them build connections:
Coffee point – Like the famous “water cooler” scenario, coffee points are great for encouraging casual chats with other coworking members. A modern coffee machine with a wide selection will be an ideal addition to your space.
Lounges – Lounges offer a great alternative work setting or a place to sit and chat. Consider introducing a bookshelf nearby too with carefully curated books that serve as talking points.
Dedicated networking area – Arguably the best way to help employees find work is to host an in-house networking event. One way to get people talking is to set up a food station, allowing guests to discuss the offering and transition into a business-related conversation.
- Turn a Meeting Room into a Podcasting Zone
Dedicated podcasting room in office with company branding.
According to research, more people than ever are listening to podcasts, with 71% of UK people tuning in. With such explosive growth, many businesses are taking advantage by hosting their own shows.
For coworking hosts, one economical idea is to create a meeting room that also functions as a podcasting zone. This could include a cool backdrop like a living wall, decorative acoustic panels to absorb noise, and a shared table.
Even better, you could invest in podcasting equipment like mics and headphones. That could represent a small investment for a great return if you entice new members.
Profitable Coworking Office Space Design – Summary
As you can see, there are plenty of ways to entice people into your coworking space. From creating an aspirational workspace design scheme to building your own snack bar, all of your choices will ultimately impact your bottom line.
Before you start brainstorming, here is a summary of the ideas:
59% of people like 24/7 access, so invest in a digital visitor management system so they can sign in during unsocial hours. This also reduces staff costs while enabling hosts to keep track of who signed in.
Create a space for “member spotlight” events where people can showcase their expertise. Those who are guests at the event may also become future members, helping you to increase revenue.
Offer a variety of private spaces to attract established freelancers and businesses. Customisable private offices will be particularly alluring to small businesses who want to make the space their own.
Provide a well-furnished breakout area to host members’ breakfasts. This will encourage networking amongst members, generating business opportunities that will help to pay for an ongoing membership.
Offer a range of furniture that enables flexibility and comfort. This level of choice will be seen as an additional perk that other coworking spaces or standard offices may not offer.
Build your own snack bar for an additional revenue stream. This can be a simple combination of a shelving unit, small refrigerator, and self-serve digital checkout.
Provide plenty of facilities where members can engage in phone calls and online meetings. This is a basic requirement in coworking spaces, as many freelancers engage with existing and potential clients throughout the day.
Create a design scheme where people aspire to work. By doing so, you will entice people who are attracted to the coworking “way of life” that forms part of their identity.
Introduce social spaces that facilitate interaction between members and, in turn, further business opportunities. With more opportunities, members will see the value in coworking and be more willing to invest in an ongoing membership.
With podcasts growing in popularity, create a space where members can host shows. This can simply be a meeting room with good acoustics, a vibrant backdrop, and a digital booking system.
Once you’ve defined your vision, don’t forget to seek help from a professional coworking space design company. They’ll be able to optimise your facility to maximise the space and your profit!
Written by Chris Sparham
Do You Need Help with Your Coworking Office Space Design?
Rap Interiors is an experienced office fit out company with a track record of delivering vibrant, financially rewarding workspace designs. With a team of knowledgeable design and build experts, we can create a space that will help your coworking space to thrive.
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