Microsoft have tasked Danish firm Henning Larsen Architects to create a university just north of Copenhagen that will house the brand’s Danish headquarters, as well as host student housing, shops, cafes and open technology areas for the general citizenry.
This project is a perfect demonstration of shifts that have surfaced within urban development strategy. One of which is a proactive strategy on the part of brands to train future workers in corporate universities mentioned in an earlier post on PSFK. Plenty of Fortune 500 companies such as McDonalds and Starbucks are jumping on board this trend as they are becoming increasingly frustrated with the amount of under-qualified workers applying for jobs.
Another shift sees a move away from isolated corporate campuses that wall off brand workers from the stimulus and ideas of the general public. Architects and employees behind the company or brand are favouring facilities that meet the demands of flexible workplaces. They are encouraging open spaces that cross over in terms of department and even hierarchy to maximise employees’ shared capability in one space.
The university will be part of the council’s plans for Lyngby-Taarbæk City of Knowledge and Urban Development 2020, a scheme to showcase the area as a leading university town and centre for creative businesses.
MayorSøren P. Rasmussen told Dezeen, ‘The project reflects an interesting urban development strategy. Knowledge-intensive businesses are connected to urban life and the local study community. The building will create a lot of new jobs and provide a welcoming, dynamic urban space where city centre and green areas meet.”