Case study

Hybrid working in a future-proof Tower Ten

March 21, 2024

A stylish indoor café or break room. The space is well lit, probably by a combination of natural and artificial light, although the source of natural light is not visible in the image. The color palette consists of neutral tones with accents of green and blue, creating a calm and inviting atmosphere. In the foreground, there is a round wooden table with a light-colored surface, surrounded by four chairs with dark blue upholstery. There are no visible items on the table, suggesting that it is clean and unoccupied. In the center of the image, there are several other tables similar to the one in the foreground. Each table is accompanied by chairs in the same style. One chair is occupied by a person working on a laptop. The person appears to be concentrating on his work. In the background, there is a counter that serves as a bar. Behind the counter there are shelves filled with various glasses, mugs and a fruit basket. One person stands behind the bar another sits in front of it on a stool having a drink. There are strategically placed potted plants in the space to the right of the image, adding a touch of greenery and enhancing the overall aesthetic. The ceiling has rectangular acoustic panels that likely serve to dampen sound, and there are recessed lights that provide additional illumination to the space.

Not long after COVID-19 reaches the Netherlands, CBRE Investment Management (IM) is certain: this is the moment to reassess their office usage. In response to the pandemic and their changing organizational model, the real estate investor is curious about a completely new way of working. One that is future-proof. They turn to an old acquaintance - and namesake - CBRE for advice. Within a year, they provide a completely new design and hybrid workplace strategy on the eleventh and twelfth floors of Tower Ten - the new, state-of-the-art tower of the WTC on the Amsterdam Zuidas.

"Our lease contract was expiring, and that was the perfect moment to assess whether we still fit well into our current setup," says Niels Kokkeel, Head of Operations at CBRE IM. "I remember it clearly: two months before the pandemic started, we installed Zoom on our laptops - nobody knew much about it back then. Less than a year later, we were doing almost everything through a screen, but our office space was not designed for that at all."

An office space with a sleek and professional interior design. The space has a large window on the left side that lets in lots of natural light. There are round tables with chairs, a large digital screen that displays information, two people in the space, art on the walls, and a blue accent wall that contributes to the color scheme.
Stijn Poelstra fotografie & video
Office interior with large windows letting in natural light. There are sitting areas with armchairs and side tables, an elongated table with stools where people work, and a work area with high stools and a long table by the window. The interior has an easy and inviting atmosphere with a neutral color scheme and wood and blue tones.
A coffee corner or break room with a contemporary interior design. There are round tables with chairs, a bar with coffee machines, large windows that let in natural light, and plants that provide green accents. The space has an inviting atmosphere with a combination of light wood, blue and dark brown tones.
A detailed view of the wooden panels placed around the bar. These panels are oriented vertically and have a round shape that envelops the bar. They create a kind of column or column effect around the bar. The wooden slats are evenly spaced and provide a structured, yet organic feel to the space. The color of the wood is warm and appears to have a natural finish, which contributes to the atmosphere of the interior. The circular design contributes to a modern yet cozy appearance of the space.
In the foreground is a glass door with a wooden frame, which appears to lead to another room or corridor. The door is slightly ajar, and through the glass a faint silhouette of someone moving can be seen, making it appear as if the person has just walked through the door. Behind the door is an office space with a row of workplaces on the right. The desks are equipped with computer screens and appear organized and neat. There are several office workers present, busy with their work. They are placed at some distance from each other, which indicates a spatial layout of the office.
A woman is visible sitting at a rectangular table with a dark blue table top. She is wearing a white blouse and sitting in front of an open laptop. Opposite her, on the wall, there is a large screen on which a video call is taking place. The screen shows two other people participating in the call. The room has wooden walls and a glass wall or dividing panel, which gives you a view into another room with plants. The floor is covered with a light gray carpet and there is an orange, cylindrical seating object without a backrest in the room. There is a white board or screen on the wall next to the door. The overall atmosphere of the space is professional and contemporary, with a calm color scheme and natural materials that give a comfortable yet businesslike appearance. It appears to be a small conference room or cubicle, designed for privacy and focus during video calls or individual work.
a spacious and well-lit environment with an open floor plan. The floor is covered with a light-colored carpet that appears to have a soft texture. On the left side of the image there are tall dark blue locker cabinets that reach almost to the ceiling. These cabinets are probably intended for personal storage of the employees. In the center of the image you can see a kitchen unit with dark blue cabinets and a light gray countertop. There is a large stainless steel sink and what appears to be a built-in dishwasher or under-counter cabinetry. There are shelves above the kitchen unit and there is indirect lighting that gives the room a warm feeling. To the right of the image is a seating area with a table and chairs where people can gather, possibly for informal meetings or breaks. People can be seen in the background, indicating activity and use of the space. The ceiling has a modern design with integrated lighting fixtures that provide even illumination of the room. The overall aesthetic of the office is sleek, modern and functional, with a color palette consisting mainly of neutral tones with blue accents adding depth and interest to the design. The design seems to emphasize collaboration and flexibility within the workplace.
A sleek office reception area. The reception desk has a curved shape and is made of light wood with a white top layer. The counter has a large computer screen, a keyboard, a telephone and some decorative elements, such as a vase of flowers. Behind the counter there is a large logo with the text 'CBRE' on a glass wall. The room has a high ceiling and is well lit by both artificial light and daylight coming through the large windows. On the right side of the photo is a seating area with comfortable chairs and a table, separated by a glass wall. There are also plants that add a bit of greenery to the space, creating a friendly and welcoming atmosphere.
A furnished office or lounge area within an office environment. The interior features different types of furniture and has an open and light feel. There are several seating areas with chairs and sofas that have different shapes and colors, such as a round, terracotta-colored sofa in the center and gray armchairs all around. There is a blue carpet on the floor that defines part of the seating area. On the right side of the room is a high table with bar stools, which can be an informal workstation or meeting place. Decorative, industrial lamps hang above the table. The space is further equipped with built-in cabinets and partition walls that are partially made of glass, which allows the space to maintain an open character, yet create separate zones. There are two people in the space. One person sits at the circular bench and uses a laptop and the other person stands at the high table and appears to be reading or looking at something. The lighting in the room is modern, with both built-in ceiling lights and floor lamps giving a homey feel. The overall impression is that of a professional but comfortable and inviting workspace that offers flexibility for individual work as well as collaboration and social interaction.
A meeting room or conference room. Three persons sit at a long, rectangular wooden table with built-in cable management systems. The persons appear to be working on laptops. The room is well lit with stylish, ring-shaped pendant lights that give a warm atmosphere. On the wall opposite the table hangs a large TV screen, probably for presentations or videoconferencing. There is a glass wall or window at the back of the room, and next to the screen is a plant that adds greenery to the space. The chairs are modern and seem ergonomically designed. The overall color scheme is neutral with gray and wood tones, contributing to a professional look.

Time to go

The investment firm reached out to CBRE shortly after the start of the pandemic. "Initially, we had two questions for them," says Angelique Masselink, Senior Associate Corporate Development at CBRE IM. "Firstly, how will our way of working change in the coming period? Secondly, we were curious about how those potential changes would look in our current office or at a new location."

"The desire was to bring our teams closer together. Because CBRE interacts with many similar companies and has access to a wealth of data, they were able to provide excellent advice on a new workplace strategy," she continues. "A concept emerged from this: based on these activities, you need this type of space on a certain square meterage. When we saw that, we knew it was time to make a move."

No worries

"Suddenly, the design is on the table, and before you know it, the moving date is set. We had exactly one year to get everything sorted. The schedule was tight but definitely achievable," says CBRE's Workplace Consultant Christiaan Huizinga. "Because CBRE IM trusted us, the collaboration went smoothly." Niels fully agrees. "It's great to have such a reliable partner by your side. We didn't have to worry for a moment about who was handling what. With all tasks and responsibilities lying with one party, we were taken care of from start to finish."

An (inter)national hub

According to Christiaan, the success formula of both Tower Ten floors is a combination of several factors. "The new office had to be future-proof. For that, we wanted to develop a hybrid workplace strategy that works, with a perfect balance between open and closed spaces. It had to facilitate a suitable, effective way of working - not hinder it."

Niels walks through the brand-new work café: "For example, this is an ideal informal space to open up your laptop or even the place where we have lunch together. We didn't really do that in our previous office, even though it's so important for team spirit and knowledge sharing. Another thing that helps with that is that we are now all on one floor - previously, we were spread across three. Now we work on the twelfth floor and have external meetings on the eleventh, where our colleagues from CBRE IA&R are also located. Additionally, in terms of location and workplace arrangement, we are still a good base for our international colleagues."

Working according to needs

"From the work café, you can easily walk into the corridor that stretches across the entire floor," Angelique continues. "This allows you to quickly move from point A to point B. Surrounding it, you'll find the working landscape: our open workspace with flexible desks. Quite literally, as everyone sits somewhere different every day, and you can choose to either stand or sit. By the way, from here, you have a view of the entire Zuidas - it never gets boring."

The corridor and open workspace are separated by pavilions: enclosed rooms of various sizes. "We consciously chose to create an above-average number of these spaces," Angelique continues. "Some are for ad-hoc use, where you can quickly jump in for a phone call. Others can be reserved for a meeting or video call, or if you want to work in silence. The great thing is that your meetings are ready to go after reservation, so you can dial in immediately."

From concept to success

"In terms of design, we went from boring to contemporary and from corporate to modern. The sustainable material choices give the office a fresh character. It took some getting used to, but it suits us," says Niels. "The new workplace and hybrid strategy were meant to motivate colleagues to come back to the office. And it worked. We spent months implementing the new concept, and within an hour, you can see that it's effective. 'We feel at home,' you hear them say on the floor - the biggest compliment to receive. Moreover, we not only hear it, but we also see it in the occupancy rate: it is on average 25 to 30 percent higher than at our old location in the same period the previous year."

Collaborative design

"Of course, for such a transformation, you have to create additional support here and there," Niels continues. "But by continuously involving employees in the transition process, no one strongly resisted." Angelique adds, "Nevertheless, it's important to keep testing our assumptions, even now that we have been here for a few months. We do that as well, for example, by letting employees vote on the choices we make. During COVID-19, we had removed all mice and keyboards from the desks - everyone took them home. In the new office, we decided to put them back. What turned out? No one wanted that, so we got rid of them."

Trusted partner

"From the flexible layout to the sustainable design, everything is spot on," says Angelique. "We knew that CBRE would be the right choice for this, which is why we involved them in our real estate matters before. It almost feels like a no-brainer, we simply trust them wholeheartedly." Niels agrees, "Within a year, we moved from Schiphol to the business heart of Amsterdam and hit two birds with one stone: our new workplace and the corresponding hybrid strategy seamlessly align with our vision and organizational structure."

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