The Cercle Pierres d’Angle met this Thursday, March 23, 2023 to discuss a far from negligible subject: new marketing trends that can be transferred from housing to the office.
If one word, just one, were to be extracted from these instructive exchanges between professionals, it would be “porosity”. For what ? Quite simply because housing and offices have more and more characteristics that connect them, connect them, make them interdependent with respect to each other. Today, the office enters the accommodation and the accommodation enters the office. After all, what’s so amazing regarding that? Who can still be surprised now? Since the Covid crisis, work, historically far from home, has interfered in homes, punctuating domestic daily life, “pushing the walls” to find a place for itself, sometimes in the living room, sometimes in the kitchen, sometimes in the one of the bedrooms, sometimes (for the lucky ones) in a room reserved exclusively for this purpose. Conversely, office buildings have had to abandon their traditional rigidity to become living spaces resembling conventional housing; places of life where you can work, of course (this remains the primary purpose of the place), but also exchange, rest, eat, even have fun. A little anecdote: the number of kitchen areas has exploded in tertiary buildings. Kitchen areas “like at home”, no large overcrowded company restaurants or food corners…
In short, the time of siled, isolated universes seems out of fashion. The new accommodations are increasingly integrating certain office characteristics, with spaces entirely dedicated to telework, while the new offices have lost their rigidity to offer characteristics and comfort capable of making employees feel “at home”. “. Therefore, it seems logical that the marketing teams of major real estate groups multiply the bridges between these two worlds which, historically, did not seem destined to come together one day…
