NYC Coworking Space Gets Back To The Basics Of Productivity
Industrious is a new workspace promising to push past the overly social nature of some shared offices
Coworking spaces have quickly gone from a laughable subject to a hotbed for freelancers, office workers and whole teams of fast-trajectory startups looking for an affordable space to work and mingle. Yet, for all their glory, these spaces still have some contemplating to do. In the unconvinced hearts of its critics, shared spaces often strike a poor balance between promoting a fun and open space, and actually encouraging workers to get the job done. The problem for many of these high-profile businesses is that they’ve given coworking a Silicon Valley facelift: unlimited beers, games and socializing regularly prioritize the sexy aspects of coming to work over the purposeful. And while many of these elements are critical in the modern business landscape, too many diversions ultimately yield little output. To combat the sluggish workflow associated with some of the name brand workspaces, rising startup Industrious has set out to rebalance the work-play scale through its own approach to how these spaces should be built, designed and facilitated.
And with names like Pinterest and Instacart under its belt, its clear that Industrious is doing something right; to find out what that something was, we caught up with CEO and Founder Jamie Hodari.
“Certain coworking spaces are built with frenetic energies; high buzz which is hard to calibrate. It can be fun and intoxicating during the first few days, but a quieter, low key yet still social environment is better for long term productivity. There should be animated areas as well as nap pods. Open spaces for socializing and collaboration as well as private, lockable offices to get away from the noise and buckle down on your work,” Hodari told PSFK in an exclusive interview.
An often understated yet highly important detail for many companies is the layout of their office space. Gone are the days of the segregating cubicles, but in their stead are companies confused with what their new floorplans should look like. The head of workplace/real estate at any major American company is feeling pressured to answer, ‘how to we make a place that employees love coming to?’ And if they fail to provide a viable solution, the recruitment battles will always be lost to the Googles of the world.
But to make a case for why your space is worth it in the first place, you have to be recognized. Luckily, shrewd branding can help a company stand out from the competition.
“The way I would think branding works in coworking—for the people who really get it understand at a deep level—is that you’re really a conduit or venue for people to live through your brand. You’re trying to be a trusted name that people love, but you have to do it in a very subtle way that when someone walks in they’re saying ‘wow, Spotify has incredible offices.’ They can’t be coming in and saying ‘Industrious is amazing.’ You have to live and breathe a brand that’s service-oriented and you have to boost the brands using your service,” says Hodari.
To breathe life into both successful and emerging companies alike, Industrious has to find overlaps between what companies of all scales are looking for. And while that’s easier said than done, there is some room for customization nonetheless. Whether you’re a freelancer looking for a desk in Austin, or a Fortune 500 company based in New York City, Industrious provides flexible office leasing for stunning offices in a warm, inviting and inspiring community.
“As the average firm size decreases, we have to become the answer to the challenges people face in those settings. The office still needs to be just as social, a place where people genuinely look forward to coming to, but it also has to offer a return on investment. Industrious is a place for productivity, for people to get their work done, without detracting from the need to enjoy yourself,” concludes Hodari.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.