360magazine-issue66

7/27/2019 360Magazine-Issue66

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The Human/Technology Tnin

The n ew so luti ons t hat a ddres s thi s

emerging workplace reality

Issue 66

exlring wrklcrrch, inight ndtrnd

360.steelcase.com

Rilint Rl ett:

Space as an adaptive system

Healthcare: Time foChng

Making every moment count

Q



T tirst or ioatio as r b strogr

orgaizatios rywr ar pursuig ry poss

way to ampliy tir ioatio quotit.

Most orgaizatios ukowigly orlook a cru

succss actor: t rol o pysical spac. W

placs tat ar itlligtly dsigd to brig po

togtr i a luid procss—irtually as wll

pysically—a uprcdtd powr to pro

ioatio i today’s global coomy.

By workig i collaboratio wit ladig t

taks, closly obsrig ioatio at powro

compais ad coductig its primary rsa

i its ow acilitis, Stlcas is abl to sd w l

o t baiors tat dri 21st-ctury ioat

ad ow workplacs ca b ittioally dsigto ampliy it.

abou t thi s iss ue



| Issue 66 | 360.steelcase.com4 360.steelcase.com | Issue 6

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amy Y ivQ: t nw i.Q.

I.Q. taks o a w dfitio as or-

gaizatios rywr ar pursuig

ry possibl way to ampliy tir

ioatio quotit. Most ukowig-

ly orlook a crucial succss actor:

pysical spac. Workplacs tat ar

itlligtly dsigd to brig popl

togtr—irtually as wll as pys-

ically—a uprcdtd powr

to propl ioatio i today’s glob-

al coomy.

Join The C OnveR SATIOn

Coct wit Stlcas

ia social mdia ad lt

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26 Trds 360

56 Isigt-Ld

Solutios

116 Sustaiability

Spotligt

104 Larig

Cur

128 Ladrsip

Momt

130 Atoms & Bits

6 Q&a w awZ

Autor, tougt la dr

ad cosultat Adrw

Zolli xplais wy

rsilic is wat ry

compay ds,

spcially ow.

18 Wk hsy

Worksprig lps com-

pais rtik tir ral

stat ootprit.

106 1010

From rducig AIDS to

aciig world pac,

10x10 is committd to

improig t world

troug ducatio, o

girl at a tim.

70 rk tk®

e a braktroug

product ca bcom

bttr.

120 Sm cms,B is

etrprurial wisdom

aluabl to a compay o

ay siz.

96 hw ty sc e

Mak way or t

MOOCs ad otr

orms o cybrscoolig

tat ar brigig radical

trasormatio to ry

ll o ducatio.

82 rs m nm F

nw rsarc rom

Coalss sds ligt

o omadic work

abits.

58 ds ty ts

Tcolo gy is c a

about t ways w

w solutios ar l

drss t tsio tis

workplac.

C




Prpcv

Meet some o the people

who contributed inormation

and ideas to this issue.

▲Martin oBerhäuSer and SeBaStian Struc hobrausr.io

T oudr o t dsig studio obra usr.io i

hamburg, Marti Obräusr, togtr wit grapic

dsigr Sbastia Struc, cratd t iograpics

tat illustrat our atur “Ampliyig Ioatio”

ad Trds360. h as a passio or complx data

isualizatio ad iormatio dsig, wic says

sould always b asy to us ad also u to look

at. Sbastia works as a idpdt dsigri dirt disciplis. Bsids iormatio dsig,

is flds o actiity ar also corporat ad packag-

ig dsig. Good dsig sould always b abl to

touc you, says.

▲ alliSon arieFFFrlac writr, T nw York Tim

Alliso Ar i appli d r pr spcti

to writ about Stlcas’s latst

tios. Basd i Sa Fracisco, s

cott stratgist or t urba pla

tik tak SPUR, ad is also a rgu

T nw York Tims, Wird, D sig

catios. A ormr book ditor, rom

was sior cott lad or IDeO.

▲chriS congdon and gale MoutreY Stlcas

Cris Cogdo ad Gal Moutry ar passioat

adocats or t ida tat orgaizatios ca bcom

mor rsilit ad actually ampliy tir prormac

by big ry ittioal about t placs wr

ty brig popl togtr to work. Cogdo is

dirctor o rsarc commuicatios ad ditor o

360 Magazi ad Moutry is ic prsidt, brad

commuicatios. Ty collaborat wit ladig

orgaizatios to lp tm rtik t stratgic rol

o tir pysical iromt.

“At t ry art o a orgaizatio lis its purpos

—its raso or big—ad it ca actiat tat purpos

by usig togtr its stratgy, brad ad cultur,”

says Moutry. “Cratig t rigt placs ca mak tis

isibl to t popl wo work tr, ad lp brig

a orgaizatio’s purpos to li,” adds Cogdo.

“Ts ‘r igt placs’ ar dirs cosystms

o work dstiatios—placs wr popl wat to

b bcaus ty prorm bttr w ty ar tr.”

▲ShuJan BertrandCoalss

Wit 13 yars o xpric as a i

ad stratgist, Suja Brtrad

Stlcas’s Coalss group to tras

ito w products tat support cr

om as wll as i workplacs. h

stratgy projcts or Samsug, M

Proctr & Gambl ad otr la

brads, s’s a xpricd io

losopy is to us isigts to prootat ultimatly rsults i dsigs t

motioal rsposs.

▲cherie JohnSon, JaMeS ludWig, and allan SMithStlcas

Cri Joso, Jams Ludwig ad Alla Smit

sar a coictio: good xprics ad outcoms

rsult rom usr-ctrd dsig tat’s basd o

carul obsratioal rsarc. As t dsig ma-

agr or Stlcas’s w ioatio ctr, Joso

workd closly trougout t projct wit Ludwig

ad Smit, wos tams would b moig ito t

spac. Joso as a baclor’s dgr i itriordsig ad gaid arly 15 yars o xpric at

a larg arcitctural frm bor joiig Stlcas. A

arcitct ad dsigr, Ludwig lid ad workd i

Brli bor joiig Stlcas i 1999. Smit’s ac-

admic traiig combis busiss ad art istory,

ad is 20-yar carr wit Stlcas icluds a r-

ct tr-yar assigmt i Frac.

ritu BaJaJ, patricia KaMMer, andFranK graZianoStlcas WorkSpac Futurs Rsarcrs

To udrstad t baiors o crati collaboratio

ad ioatio, Stlcas WorkSpac Futurs

rsarcrs Ritu Bajaj, Frak Graziao ad Patricia

Kammr workd or sral yars, braidig wat

ty lard ito gam-cagig isigts ad a

cosi st o pricipls tat iormd t dsig

o Stlcas’s w ioatio ctr. Bajaj, wo was

a arcitct i Idia ad olds a mastr’s dgr i

uma-ctrd product dsig, applid r xpr-

tis i tograpic tciqus to lad a xpric

pilot i a ull-scal prototyp o t ctr. Graziao,

wo olds a udrgraduat dgr i dsig ad

a mastr’s dgr i f arts, ld stratgic isti-

gatios ito ioatio at ladig compais ad t

d.scool at Staord Uirsity. Wit a dgr i it-

rior dsig, Kammr coductd bcmarkig ad

primary rsa rc, ad s playd a ky rol i syt-

sizig t tam’s fdigs ito dsig programmig.



Crses seems to be more requent today. is tat wy

rc c pc?

Ys, absolutly. Cosidr tat i 2012 alo w ad a

at wa tat mltd t tarmac udr airplas i

Wasigto, D.C.; al t coutry dclard a dral

mrgcy du to t largst drougt i a ctury;

t largst blackout i istory lt o i i popl

o eart (all i Idia) i t dark; ad supr storm Sady

—all iucd by a warmig climat.

Tis kid o prmat ad itrisic olatility is bcomig

t w ormal. Ad ot oly ar w xpricigmor disruptios, but tir cosqucs ar b-

comig ardr to prdict. Tat’s bcaus t world is

coctd i ways w ca scarcly imagi: climat,

rgy, t facial, social ad political systms ar

all itrlikd ad ard to obsr. Ad wors, w

a all sorts o atural cogiti blidss w it

coms to disrupti cag. Our brais ar traid

to attd to crtai orms o cag but ot otrs,

wic is wy w ar costatly surprisd tat our

modls ar ot as uacd as t world w li i.

W you combi complxity, itrcoctiity ad

blidss, ti t systms togtr ad strss tm

all, you gt ts olatil spiks, or criss.

Wat’s te mpact on ndvduas an

Obiously, ts kids o spiks to

facial crisis, drougts, ood sort

tc.—ar costly. T last yar or w

2011, was t most xpsi yar

trs i uma istory ad 2012 wil

tat’s rally just t bgiig. Tr

costs: t icrasig costs o isu

crasig difculty o log-trm pla

a tigs lik t psycic strss

pl, wic ca b lss isibl but Gv mp rg

W Katria it t Gul Coast,

wr litrally udr watr. Ty lost t

moy, idtifcatio, rytig.

importat rgioal baks, hacoc

o tir 115 bracs ad tir

dcimatd. T lctricity was out, c

workig ad tir ofcs wr ood

cam up wit a igious rspo

“iv s sy

.”

hurricas. Drougts. Rcssios. ntwork crass. Gopolitical

coicts. T ordr o t day sms to b disruptio ad crisis.

Tat’s wy it’s cr itical o r compai s to b r silit, s ays Adrw

Zolli, co-autor o “Rsilic: Wy Tigs Bouc Back,” a book

about wy som orgaizatios all apart i t ac o disruptio

wil otrs ouris. Rsilit orgaizatios do’t rly o ay sigl

pla or t utur; ty’r agil, cooprati ad rsposi. Amid

cag ty do’t just suri, ty tri. Wat builds rsilic?

empowrd middl maagmt ad lpig t compay’s

social tworks grow lik kudzu, or startrs.

Zolli is xcuti dirctor a d curator o PopTc, a iutial globalioatio twork tat xplors ky orcs iucig t utur

ad dlops w approacs to t world’s tougst callgs.

h’s lpd compais suc as nik, Amrica exprss ad Ge

to udrstad t olig global opratig iromt ad ow

to xcl i a icrasigly prcarious world.

Q&a With

aw

Z




r’ rm pwr

pc vrm

p r, cpr

r vr.”

how does te organzaton deveop ad oc soutons?

not lik you migt tik. T clicé o ladrsip i a

crisis is itr t squar-jawd isioary CeO at t

top or t strt actiist/xtral agitator. Yt w

disruptio occurs it’s ard or popl to issu top-

dow commads bcaus ty do’t a good

situatioal awarss, wil popl o t rot lis

lack a broad, systmic iw. T ral strgt i a

rsilit orgaizatio coms rom t orgaizatio’s

middl maagmt.

I t middl is strogly coctd ad tr’s

cultural prmissio to b improisatioal, ty ca

us tir sard alus ad missio to gt crati

ad rspod to a crisis. Ty do’t a to cck wit

t top. Tr ar o ruls, so ty it tm as

ty go alog. Ad ty ca do xtraordiary tigs.

T hacock Bak mpl oys udrsto od t bak

was about lpig popl aci tir facial

goals. T board a d CeO did’t dcid to st up

tos tabls ad tts. T m powrd middl,

uld by cratiity ad improisatio, cam up wit

tat solutio.

t up t ts ad card ta bls as ofc s, ad

ayo wo dd it—customrs ad

tomrs alik—$200 i cas o t spot. no

problm. It was a radical act o trust i t

itis ty sr. I t frst w wks atr

m, hacock load out $50 millio i cas i

r. Ad wat was t rsult? 99.6% o t

r rpaid, ad t assts at t bak grw

billio dollars i t 90 days atr t storm,

l mod tir moy or to t bak. Tis

d o adapti, xibl rspos tat dfs

t trpris —ad it did’t com rom t

ofc. It cam rom t middl maagmt,

drstood ad wr motiatd by t alus

stitutio.

rc cm rm?

c as lots o corrlats. First ad ormost,

t i orgaizatios wit tigt culturs but loos

Ts ar compais tat a a cultur o

ous, modst risk-takig ad ar xibl ad

to circumstacs.

gly, ts ar’t always placs wr popl

t sam way—idd, most ar compais

rat a lot o cogiti di rsity. Ty a po-

tik about t world i dirt ways, wo

out t sam problm, wit t sam acts,

m dirt prspctis.

criti cal aspc t o orgaizatio al rsili c is

opl a to b rady to bli i o aotr

oprat w tigs go wrog. Rsilic

w call adocratic—it iols lots o littl

atios btw may dirt actors; rarly is

by som top-dow pla. So you fd it i orga-

s wit a lot o trust, dirsity ad collaboratio.

People are mobile and organization are oten

wdey dspersed. how do you get wdey dspersed

pp wr gr?

Tr was a amous stud y do i t 1970s about

ow popl fd jobs troug tworkig. Most po-

pl oud w mploymt ot rom popl ty kw,

but rom popl ty kw wo i tur kw somo

ls. Tat’s calld a “wak ti”: somo you kow

troug somo ls. Rsarcrs also oud

tat most popl oud olty troug ts wak

coctios, wtr it was lookig or a w job

or w iormatio. So i you’r lookig or w i-

ormatio, aig a lot o wak-ti—t kids o tis

w a troug social mdia—is rally lpul. But

i you’r tryig to produc ad sytsiz w work

or w products, you actually d itimat, strog-

ti coctios.

T bst tams ar small groups o popl wo a

clos tis wit ac otr, ad ac o tos popl

idiidually a larg wak ti tworks. Ty kp

i touc wit widly disparat idas ad dirt

ways o tikig. Ty’r xposd to w idas ad

iormatio costatly, wic ty t brig to t

tabl to sar wit tir small, strog-ti collagus.

It maks ac o tm a bttr collaborator to a

a larg wak-ti twork. Twittr is a good xampl

o a tcology tat lps popl maitai ad us

a larg wak-ti twork. Latr, w you d towork mor closly togtr, you mt i prso, us

t tlpo or a idocorc or igr bad-

widt to dlop a strog-ti wit t prso you’r

collaboratig wit.

T trick is to pick t rigt spacs or t rigt kids

o work. Say w’r goig to dsig a w product.

I w’r o t tam, w a to a rally strog

tis ad coctios togtr. Most cti tams

ar small groups o strog-ti olks wo tmsls

a ry larg wak-ti tworks—popl wo kow

tir tam mmbrs wll, ad a a lot o sourcs o

iormatio, isigt ad ispiratio.

some companie recently decided to bring home-

baed employee back into the ofce. What doe

m r r wr?

Compais ar ralizig tat popl d tim to

work ac-to-ac, tat ty ca’t work apart all t

tim. May compais ar ralizig tis ad to som

xtt ty ar r-urbaizig, rcogizig t ug

alu o ac-to-ac commuicatio, tat popl

d to work togtr. Our cogiti procsss ar

dsigd or uma itractio.°

hw c cr w

rg ' cg crp?

T abili ty to wit stad disr uptio is m ostly a by-

product o dcisios mad w tigs ar calm. W

s rsilic mrgig rom our basic capacitis.

T frs t is t a bility to build r g rati ca pacity

w tigs ar goig wll. Tis is masurd by

t alt o a orgaizatio’s cultur, its lls o

appropriat risk tolrac, t strgt o its itral

ad xtral social tworks, t pysical ad mtal

alt o its popl, its mbrac o dirsity, its adapt-

ability ad its ll o trust. Tis sl-rwig capac ity

is t sigl most importat aspct o rsilic, ad

it’s proacti, ot racti.

T s cod a spct o rsi lic is t abili ty to

list or cag, to ss impdig disruptios.

Tis mas list ig or wak sigals, tigs tat ar

o t dg today but migt b major disruptors soo.

It also mas itrprtig tos sigals, rarsig

or arious orms o cag ad mbracig scario-

basd tikig.

T tird aspct is t ways w rspod to disruptio,

ulockig t kid o adocratic, improisatioal

rspos w discussd.

Fially, cosidr larig ad trasormatio, takig

t lssos o rspos ad rsapig t kids o

capacity-buildig w’r doig, ad t ways w’r

listig or utur cags. Rsilic is’t oud

i doig o o ts tigs wll—it’s oud i doig

all o tm wll.

Can a company’s pysca space nfuence resence?

Absolutly. Tr’s trmdous powr i t pysical

iromt to lp build trust, coopratio ad

rsilit baior. humas ar social, ad t atural

iromt is our prrrd iromt. W also

lik to b ar placs wr w’r by oursls i t

cotxt o otr popl. W popl ar i ts

iromts, tir cortisol lls drop ad tir pro-

social ad trust baiors icras.

Yt so may ofc s put po pl i t itrio r o t

buildig, away rom t atural iromt ad

dayligt. Soul-crusig cubiclill. Ty tak away

ry aspct o a uma’s prrrd iromt.

howr, tr’s a ormous prormac adrsilic bft tat coms rom workig i a

iromt tat’s pysically dsigd to mimic t

iromts to wic w a iat, low strss

ractios.

To build trust ad coopratio, cag t placs

wr you wat popl to gag i trustig baiors.

Put tm i iromts tat aturally ulock tos

baiors, placs wr ty’r lss strssd, lss

arul ad mor at as.





ResilientRealestate:Spac as

a adaptisystm

b Cr Cg

G Mr

Amogst t wirlwi d o olatility tat sms to

spi rom o crisis to t xt, busiss ladrs

ar lookig or w skills ad stratgis tat will lp

tir orgaizatios tri i t w global coomy.

At t sam tim, i ti s ra o up rcd td

complxity, t study o rsilic as mrgd i

wic scitists, coomists, gormt ladrs

ad psycologists ar workig to udrstad ow

systms, orgaizatios ad popl ca adapt tostay ft witi a iromt o costat cag.

I is w book, “Rsilic, Wy Tigs Bouc

Back,” autor Adrw Zolli draws rom cology ad

sociology to cosidr rsilic “as t capacity

o a systm, trpris, or a prso to maitai its

cor purpos ad itgrity i t ac o dramatically

cagd circumstacs.” Zolli suggsts tat “I w

caot cotrol t olatil tids o cag, w ca

lar to build bttr boats.”

T otio o rsil ic i s gra lly talk d abou

trms o coomis, markts, cosystms or po

but rarly i cojuctio wit orgaizatioal r

stat. Ladig ral stat prossioals cosi

ow to crat gratr xibility i tir porto

but may orlook ow ty migt bttr lra

ts assts by dlopig stratgis dsig

or rsilic. At Stlcas w askd oursl

ow t cocpt o rsilic could b applidt cratio o t placs wr popl witi

orgaizatio com togtr. Could w costruc

stratgy dsigd to lrag today’s complxit

ad mbrac t spd i wic circumsta

cag? Could ral stat bcom a adap

systm to bttr support a orgaizatio’s strat

brad ad cultur by sitig uidly wil rmai

coomically iabl? Could w dlop tat “b

boat” troug ral stat? I ac cas, w bli

t aswr is ys.



a sustainable aPP RoaCh

Rsarcrs df rsilic as t ability to adapt

to cagd circumstacs wil cotiuig to

maitai cor purpos ad itgrity. explorig ad

applyig som o t pricipls o rsilic proids

a ramwork or ral stat stratgis to aci tis

adapti capacity.

W a ral stat stratgy mbracs ts idas,

it ca crat a mor sustaiabl approac tat is

ot oly capabl o witstadig olatil coomic

coditios, but also lp builds trust ad coopratio—

wat Zolli trms “popl’s ability to collaborat

w it couts.” It crats ral stat tat ca lp

augmt t itractios o popl at work ad build

rsilit workplac commuitis troug strog social

tworks basd o trust, tat ca ouris i t

most callgig situatios.

To dat, i a ort to rspod to rapidl y cagi g

coditios, orgaizatios a implmtd

altrati work stratgis (AWS) suc as tlworkig,

otllig ad mobil workig. Ts a b

implmtd as a way to limit ral stat costs

wil supportig orgaizatioal objctis, suc as

work-li balac or mploys or rducig carbo

ootprits. T ida bid AWS was piord byIBM i 1989, but it’s oly i t last f yar s tat most

compais—80% accordig to o rct study—

took old o it as a mas o rducig ral stat costs

ad supportig a mor mobil workorc.

Orall, AWS rducd t siz o ral stat portolios

about 6-10%, accordig to Cornt Global. Wil a

broad implmtatio o altrati work stratgis

migt a rducd portolios urtr, currtly

oly about o-ft o mploys ar gagd i

altrati work programs. Ad som compais tat

a implmtd AWS as a spac-cuttig stratgy

ot la ral stat idlig: 11% o workrs wo

us altrati workspacs still a a assigd

workspac.

AWS as rsultd i modst rductios i ral stat

portolios, but tr is a stady sit appig.

T yars ago t arag alloc atio o spac pr

mploy i t U.S. was 250 squar t; today it’s

185-195 ad projctd to srik to just or 150 i f

yars. europ posts similar umbrs, accordig to

global ral stat frm Cusma & Wakfld: ofcs

i Italy arag 215 squar t, i Frac 180; Spai,

162; t Uitd Kigdom, 170; Grmay, 320; ad

Austria, 130.

Wil t cost-rductio trd is couragig, tr

is a growig awarss tat AWS ca b cti

oly i it’s part o a broadr approac tat cosidrs

ctiss as wll as fci cy. Tis bgis wit

udrstadig tat work is irtly a social daor

ad tat i ordr to b succssul popl d otr

popl, ty d accss to tcology ad ty

d placs tat brig ts lmts togtr. As

o o our rsarc collagus put it, “T workplac

is t origial social twork.” Tus spac is big

rcogizd by xcutis as a ky lmt o orga-

izatioal succss.

PlaCes WheRe PeoPle Want to WoRk

I t past, popl ad to go to t ofc to go to work.

I ty wr’t i t buildig ty could’t coct

wit co-workrs, t compay’s IT systm, or pritd

ils; i ty wr’t i t buildig, ty wr’t

workig. T tcology cut t ttrs to spcifc

locatios or work, t global coomy bcam

ryo’s marktplac ad cuttig xpss

bcam paramout.

Tcology tata lizd us wit t ida tat w could

sa moy by rtikig our approac to work ad

traditioal cocpts about t workplac. Did w

d buildigs at all? Could workrs simply work

rom om ad commuicat irtually? Could t

compay substatially rduc its ral stat ad its

irt costs by implmtig altrati work-

plac stratgis? Compais tat ocusd primarily

o cost-cuttig ad fdig ways to put mor po-

pl ito smallr spacs lard som toug lssos,says Ptr Sao, maagig dirctor o Jos

Lag LaSall, a worldwid ral stat srics frm.

“Compais lost som tigs i t procss. Tams

could ot truly collaborat. employs lt disjoitd.

Ladrs saw a dcli i cratiity ad productiity.”

Today som compais a star td madatig tat

popl com back to t ofc as a way to dri col-

laboratio ad rbuild a ss o coctdss to

t orgaizatio.

Dspit plty o pros ad cos cit

rsus distributd work, ral sta

agr tat t discussio as lat

o ow muc t pysical i

orgaizatioal prormac ad bu

Ladig orgaizatios kow tis m

just bri gig p opl to gtr i bu

tir am. It mas goig byod

t iromt to cratig placs

popl gag mor ully i tir

trust wit distributd co-workrs a

to ioat astr. “Compais

ow ty’r askig ow to crat wo

wr popl rally wat to com

Sao.

the tensions o today

Kowig ow to crat placs t

prormac o popl ad t or

work or mas udrstadig ad

tsios tat xist today:

T mor mobil o ur dic s al

mor w d fxd placs to c

coct ad collaborat

T small r our tc ologi s, t

scal to sar ad commuicat

otrs

T mor data w grat, t

placs to lp us mak ss o

T mor col laborati w bca

d tim alo

T mor distributd w bco m

d to b togtr

T mor irtual w d to b, t

w wat to b

Tis is t ro l tat plac ca ada icrasigly itrcoctd ad

coomy, t placs wr orga

togtr mattr mor ta r.

T opportuity is to ot just build s

to crat dstiatios tat attract

it is wr ty ca do tir bst w

proid maigul xprics o

us tm, today ad tomorrow. W

rsilit orgaizatios ca grow a

T yars ago t arag allocatio o spac

pr mploy i t Uitd Stats was 250 sq. t.

Fi yars rom ow it's projctd to srik to

150 ad otr coutris ar moig i t sam

dirctio.

Global orgaizatios a a opportuity to

ot oly srik tir ral stat ootprit but also

ampliy t prormac o tir popl.

Rc j mg g

mr, r.

US

Austria

Frac

Grmay

Italy

Spai

UK

a Global oPPo Rtunity

Spac Pr employ 2013





Rsilit placs ar dsigd o

ormac. ery squar oot co

ctiss o t popl wor

udrstadig causd us to qus

al tikig about ral stat ad

is primarily o t orizotal pla

t rtical.

Troug urtr r sarc ad dl

xplord ow rtical ral stat ca

o walls byod boudary ad di

icls or commuicatio, co

coctratio—t lmts sst

uma itractio. W bli t

oudatioal lmt i cratig a

workplac ad ca b t udrp

ral stat w it’s dsigd or it

as or uctio.

#2 ModulaRity

Tr ar c rtai struc tural atu rs o rsili t

systms tat allow tm to sur cotiuity by

dyamically rorgaizig w circumstacs

rquir it. “Wil ts systms may appar outwardly

complx, ty ot a simplr itral modular

structur wit compots tat plug ito o aotr,

muc lik Lgo blocks,” writs Zolli. “Tis modularity

allows a systm to b rcofgurd o t y w

disruptio striks, prts ailurs i o part o t

systm rom cascadig troug t larg wol, ad

surs tat t systm ca scal up or scal dow

w t tim is rigt.”

A rsil it r al stat stratgy mimics t is pri cipl

w it as b ittioally dsigd to crat a

balac o spacs quippd or idiidual work ad

group work, som wic ar owd by idiiduals

ad tams ad som wic ar sard. T ability

or usrs to sl-slct placs wr ty ca b

most cti allows t orall spac to addrss

t sitig ds o t orgaizatio.

I trms o t pysical proprtis o rsilit spacs,

modularity itgrats itrior arcitctur, uriturad tcology to allow or asy cofguratio ad

adaptatio as rquird to support t typs o spacs

orgaizatios d at ay stag, spcially durig

tims o rapid cag ad disruptio.

As t ds o usr s si t ad xtra l acto rs

impact busiss coditios, ts spacs rmai ital

bcaus ty ar capabl o morpig ad olig

as rquird, witout icrasig t orall ootprit

ad opratioal costs.

t em

R R

e srg

Crg

Dsig t pysical iromt to lp brig a

dirs rag o popl, rsourcs, tools ad idas

ito clos proximity wit ac otr, wil aciig

t rigt ll o dsity—ot too sparsly populatd

or orcrowdd.

Clustrig promots t cross-polliatio o popl,

idas ad xprics troug placs tat brig

tm togtr. Ts placs ar dsigd to

augmt popl’s itractios, wtr workig

sid-by-sid or across cotits.

Mr

Crat placs wit a modular structur, usig it-

gratd itrior arcitctur, uritur ad tcology

compots tat ca b asily rcofgurd ad

acd w busiss ds cag, spcially

durig tims o rapid growt or disruptio.

Modularity rquirs a ittioal dsig tat

balacs spacs quippd or idiidual work ad

group work, som wic ar owd by idiiduals

ad tams ad som wic ar sard. T ability

or usrs to sl-slct placs wr ty ca b

most cti allows t orall spac to addrss

t sitig ds o t orgaizatio.

c lp

A dback loop or t pysical iromt allows

orgaizatios to lar wat is workig or ot, to

modiy t workplac ad cotiu to itrat ad

ol. Tis mas dlopig a dirs systm o

quatitati ad qualitati data tat ca alrt t

orgaizatio to t d or gradual or rapid cag.

By also mployig t cocpts o clustrig ad

modularity, t dback loop allows a orgaizatio

to rapidly ad dyamically rcofgur its spacs

ad aoid busiss disruptio.

Troug our o goig d sig rs arc abo ut t

baior o popl at work, w kow tat coic

ad cotrol or wr ad ow popl work is

udamtal to satisactio ad gagmt. Placs

tat support t arious mods o work i ways tat

cosidr pysical, social ad cogiti wllbig lp

popl b most cti at wat ty do.

Basd o tis udrstadig, w dlopd a cocpt

tat w dploy i our ow spacs as wll as wit our

customrs: t itrcoctd workplac. It promots

coic ad cotrol or t placs popl work witi

a orall cosystm o spacs wit tr ky aturs:

P Pc: a rag o owd ad sard

spacs dsigd or bot idiidual work ad

tam work

Palette o Poture: spacs dsigd to sup-

port momt

Paette o Presence: spacs tat support mixd

prsc xprics, bot pysical ad irtual,

ad aalog ad digital iormatio-sarig

Tis coc pt lads to wor kplacs ta t allow pop l

to coos wr ad ow ty wat to work, or as

w call it, “bst plac”: t idal plac, aywr o

campus, basd o t typ o work tat ds to b

do ad t iromt rquird to b succssul.

T rsult is a global c osystm o spacs dsi gdto augmt t itractios o popl, wil rducig

t compay’s orall ral stat ootprit ad costs.

Tis approac allows a orgaizatio to do mor wit

lss ad callgs t compay to lrag today’s

complxitis to rtik ratr ta mrly srik ral

stat. T rtur it yilds ca impact t bottom li

i ways tat trascd cost-cuttig sic rsilit

ral stat ists i t ky as st o ay orgaiza-

tio: its popl.

ConstRuCtinG a Resilient Real

estate stRateGy

Tr prici pls rom t study o rsilic y orm t

ramwork w' dlopd or cratig ral stat

tat uidly adapts to to r-cagig circumstacs

ad a olig orgaizatio, wil cotiuig to

sr t compay’s missio.

#1 ClusteRinG

Zolli writs tat “rsilic is ot acd by t

rigt kid o clustrig—brigig rsourcs ito clos

proximity wit o aotr...a spcial kid o clustrig,

o wos allmark is dsity ad dir sity—o talt,

rsourcs, tools, modls ad idas.”

A rsili t ral s tat stratgy i s o tat mbr acs

tis pricipl as a oudatioal lmt ad promots

t cross-polliatio o popl, idas ad xprics

troug placs tat brig tm togtr. Ts placsar dsigd to augmt tir itractios, wtr

workig alo or i tams, sid-by-sid or across

t glob.

Suc placs ac bot t quality ad quatity o

uma itractio w ty ar quippd wit t

tools ad xprics tat mattr most—quick ad

asy accss to collagus, t tools popl d to

do tir jobs ad t tcologis tat ampliy tir

prormac.



eedbaCk looPs

coomis to cosystms, irtually all rsilit

s mploy tigt dback mcaisms

rmi w a abrupt cag or critical

ld is arig,” Zolli writs. “W ar soakig i

o ssors ad t dback data tat ts

produc ar a powrul tool or maagig

s prormac ad ampliyig tir rsilic

arly w tos data ar corrlatd wit data

r suc systms.”

at xcutis ad t tams ty work wit

apply tis sam tikig to mak sur ty

dback mcaisms tat or rgular,

dback tat ca sigal w cag is

d or critical issus d to b addrssd.

siss cycl is so dyamic ad lastic. T

mt cags ad you ca’t always prdict

busiss ds to go, so you a to

your capability to rspod. Flxibility is

mor importat i ral stat ow,” says

o JLL.

ollctig ad aalyzig dback tat iorms

al stat stratgis ca sm dautig,

a umbr o ways to captur t data. T

tmsls sould proid orgaizatios

dback tat ca lp iorm tir ral stat

s. A dacd scdulig systms itgratd

idual ad group spacs ca track spac

o wit ral-tim aalytics tat masur ad

sratio pattrs, ligtig, tmpratur, tc.

T Pr icwatr ous Coopr s ral stat g roup

closly moitors workplac prormac data or

ac o its mmbr-owd frms by trackig w

sta mmbrs accss PwC’s twork, cck-i to

t otllig systm rom digital dics or us a

accss card. Data is capturd daily ad sgmtd

by lis o srics (tax adisory, assurac, tc.)

ad typs o mploys (partrs, dirctors, sta).

“Dtail is ky,” says St Adams, PwC’s dirctor o

workplac stratgy i t U.S. “Wo is comig i t

ofc? Ar popl takig adatag o our mobility

programs?”

eac mot, updatd workplac prormac

iormatio is mad aailabl ia a itral wb-

basd dasboard ad documt rpository or PwC’s

sior ladrs ad partrs wo maag markts

ad acilitis. It sows wo’s ollowig otllig

protocol i tir ofc, corc room usag,

ow otr frms ar rspodig basd o tir clit

list, wr ty’r locatd ad tir mix o busiss.

“I you do’t a tis iormatio to maag your

workplac it’s lik ruig a busiss witout a

balac st. It’s sstial to udrstadig ow

our ofc iromts ar workig,” says Adams.

(For aotr ioati way to masur workspac

prormac, s "Moyball or Busiss" o t

opposit pag).

Lik ry balac st, workplac prormac

data ral oly part o t story. Adams says tat,

lik most orgaizatios iold i t kowldg

coomy, “our popl ar our product. Ty’r t

os wo sr our clits, so w wat to mak

sur ty a t bst workplac xpric

possibl.” Tis xpric traslats ito support

or mobil workrs ad a workplac tat attracts ad

gags talt, commuicats t compay brad,

ad supports t rlatiosip-buildig tat sustaiscollaboratio, trust ad compay cultur.

Workplac surys ca b a cti way or orgai-

zatios to moitor ad masur t xprics tir

popl ar aig at work. Stlcas ors a wid

rag o workplac surys to our clits, proidig

dback data o mobility, collaboratio, workr sat-

isactio ad otr masurs. W us ts surys

to masur t ctiss o our ow global ral

stat portolio.

Resilient oRGanizations

A compay’s popl ad its ral stat ar its two

gratst xpss—ad its gratst rsourcs. T

two ar irrocably itrtwid. Ral stat ca ad

sould do mor to crat alu or t o rgaizatio by

ampliyig t prormac o popl at work. Tri

lis its gratst alu to t compay.

I a world tat sms to lap rom o crisis to t xt,

rsilic ca mak t dirc btw succss

ad ailur or a idiidual, a group, a compay. “W

ca dsig—ad rdsig—orgaizatios, istitutios

ad systms to bttr absorb disruptio, oprat

udr a widr arity o coditios ad sit mor

uidly rom o circumstac to t xt” ots Zolli.

A rsilit ral stat stratgy, basd o t priciplso clustrig, modularity ad dback, lps crat

strog commuitis o popl i t workplac. It

allows tm to b mor adapti to cag, mor

abl to rspod quickly ad dcisily to a cagig

global marktplac, ad collaborat ad cooprat

mor ctily. Stpd i trust, ts popl ar

mor agil, ioati, ad ultimatly mor rsilit.

Ad r silit popl l i at t ar t o a rs ilit

orgaizatio.°

Usig big data to dlop bttr workplacs

MoneYBallFo rBuSineSS

“Sic muc o t alu tat a compay produc

coms out o t itractios tat popl a w

ac otr, it’s critical to kow t kids o spa

tat bst support itractios.”

Latop’s tam works wit Sociomtrics Solutio

a frm bgu by popl rom MIT Mdia Lab,

orgaizatio wit wic Stlcas as ad a work

rlatiosip or may yars. Sociomtrics dlop

t ssors ad t sotwar tat aalyzs

collctd data.

B Wabr, Sociomtrics CeO, liks t work

ow basball tams switcd rom usig ituitio a

obsratio i playr aluatios to usig dtai

statistics, a gam-cagig ida aturd i t mo

“Moyball.” “W’r applyig Moyball to busi

W’r takig wat’s b a ry qualitati proc

or a log tim ad usig data to iorm ad dr

dcisios.

“I you ask popl, or xampl, wo ty talkd

ystrday, tir rsposs will b about 30% accur

Ty’ll r spod wit t p opl t y kow b stwo ty lik. Popl ar’t big diso st, ty

do't rmmbr tat kid o dtail. By trackig t

itractios, w gt ry f-grai, accurat dat

Idiiduals ar ot idtifd; popl ar likd

tams ad oly aggrgat data is aalyzd. Idiid

iormatio is kpt cofdtial.

“At t d o t day, tis iormatio gis us

ability to f-tu our dsigs ad applicatios

r bor,” says Latrop.

185-195 squar t. Tat’s t typical amout o

spac allocatd or a kowldg workr i t U.S.

today. Fi yars rom ow it will b 150 squar t,

accordig to Cornt. At Stlcas’s global ad-

quartrs, t currt arag is 155.

“Wil tis is almost 30 squar t lss ta it was

two yars ago, t mor importat qustio is,

ow wll do ts spacs support commuicatio

ad collaboratio? how wll will ty adapt to w

tcology, w work procsss? how rsilit will

ty b or tim? Ts ar difcult qustios or

ay compay to aswr,” says Da Latrop, dir ctor

o Wor kSpac Futurs ad stratgy at Stlcas.

But t compay is usig w rsarc mtods to

gaug workplac pror mac, "ad t rsults w’r

sig ar mor accurat, dtaild ad uacd ta

r,” says Latrop.

For xampl, t rsarc rals tat corsatios i

t morig ar mor procss-rlatd corsatios,

wit mor iormal itractio appig i t latr

atroo, toug bot tak plac i t sam

locatio. Latrop bli “popl it t groud

ruig ad ar task-ocusd i t morig. As

projcts pak ad wid up, tr’s mor back-ad-

ort discussio, mor sarig o wat appd ad

discussio o rsults.”

I t w workplac popl ar commuicatig

mor, bot ac-to-ac ad ia mail, ido ad txt,

wit collagus locatd artr away o t oor. “W

bli tat sic ts popl a workd togtr

or som yars, ty kow otrs ar by but d

to coct wit popl l ocatd urtr away,” says

Latrop.

To proid suc dtail d data , mpl oys war

ssors (about t siz o a compay ID badg) tatrcord dtaild iormatio about tir momts

ad corsatios or a priod o wks: body

momts, t rgy ll o corsatios, wr

ty’r locatd i t work iromt, wat spacs

ty us ad t itractios ty a. "By aalyzig

tis data, w ca track ow iormatio ows aroud

t compay, t dirsity o coctios, wat

workspacs ar big usd t most, ow coctd

or discoctd popl ar, ow ty rlat to otrs

o tir tam ad similar iormatio,” says Latrop.




hosptaty

acd busiss iromt o t ourt oor

o Cicago’s istoric Ilad Stl Buildig ca’t lp

but trasorm tir iw o t traditioal ofc. Tis

piorig tur o Stlcas altrs tat prspcti

wit a iitig, dirs work spac tat will lp

compais r-tik tir ral stat ootprit, appal

to a icrasigly mobil work orc, ad proid

projct tams wit ispirig spac to collaborat.

Vss Wks




T ully os td, 10,000-squ ar-oot Works prig at

30 W. Moro St. i t art o Cicago’s Ctral

Loop—a dstiatio ow cosidrd t agsip o

t Worksprig brad—ors a paltt o tcology-

iusd studios ad task-oritd spacs gard

toward stimulatig a optimum work xpric or

groups ad idiiduals o a as-dd basis.

Jo Malor, ic prsidt o growt iitiatis or

Stlcas, calls it “carismatic” spac.

I muc t sam way tat a uppr-clo ftss

club ors mmbrs t latst quipmt, comorts

ad prsoal srics as dd, Worksprig m-

bracs t pilosopy o “collaborati cosumptio,”

a busiss modl gaiig momtum basd o t

cocpt o sarig ratr ta owig rsourcs.

It’s a attracti optio or compais tat do’t a

t ral stat—or t facial rsourcs or xpasio

—to ost group ad tam mtigs, as wll as or

o-sit sta, satllit mploys ad idpdt

prossioals skig prmium ofc spac i wic

to work ad mt clits.

Ad it ors busi sss r rsig ad i igoratig

spac away rom t ryday ofc to tackl critical

projcts witi a tailord sttig tat placs a igpriority o gracious ostig, quippd wit t

latst tools ad rgoomic satig. Worksprig’s

“work ospitality” aspirs to ulfll ry d—rom

witboards, papr ad supplis to utritioal ood

ad sacks—tus urturig quality rsults.

“W you walk i, popl kow your am, you l

lik you’r importat, you l card or ad, opully,

w you la, you’r altir ta w you cam

i,” Malor says. “W wat to mak ry tig ok

curiosity ad itrst. W wat it to b so good, it’s

lik t cai i S tarbucks. You l a craig or it.”

“Wrprg mrc ppcrv cmp, m gg mmm ccp rg rr wrrc.”

T sd s o Workspri g dat back to 2006, w

Stlcas rsarcrs documtd two sigifc

workplac trds: ast-mrgig tcologis w

badwidt xpasio tat allow popl “to work r

rywr” usig mobil dics ad icrasi

complx busiss problms tat rquir mult

prspctis ad group collaboratio.

Grir rcogizd tat cags i busi

coomics ad a tougr comptiti irom

also rquird t compay to fd ways to “gr

mor alu i t ys o our customrs.”

Ispird i part by books suc as “T expri

ecoomy” by B. Josp Pi II ad Jams h. Gi lm

wic mpasizs t importac o clit xp

cs i stimulatig coomic growt, Grir

rsarcrs to “crat a xpric o work t

would b mor igly alud” by Stlcas custom

“T utur is ot j ust about t stu w mak.

about t xpric w crat.”

T tam spt two yars rsarcig ad dlop

wat would bcom Worksprig. T frst sit—

5,000-squar-oot 12 east Oio buildig i Cicag

Rir nort nigborood—opd i t al

2008, ocusd primarily o t tam collaborat

ad group mtigs markt.

T muc l argr 3 0 W. Moro locatio op

Jauary 2013 wit a broadr array o work spa

optios tat Malor says lrag “all t tools t

Stlcas as dlopd or t yars.”

WorkSprig’s “work ospitality” aspirs

to ulfll ry d—rom witboards, papr

ad supplis to utritioal ood ad

sacks—tus urturig quality rsults.

Ultimatly, tat mas igtig t work xp-

ric: Worksprig cos t sric o a f-star

otl or corporat coworkig mmbrs ad tos

usig suits or group sssios. It ors rytig

rom scur wirlss Itrt accss, prsoal

lockrs ad aorit brags to ig-dfitio

idocorcig.

“how ca w b tr to lp you w you d us,

but r botr you w you do’t?” Malor says o

t cocirg-styl sric. “W wat to lp popl

do tir bst work.”

“Customrs ar ot ocusig o t idiidual uritur.

Ty s tat as part o wat cratd t com pl-

lig xpric. Wr w lad i t marktplac

is our kowldg o work. W kow ow to crat a

grat xpric,” says mark Grir, ci xpri-

c ofcr or Stlcas.

Stlcas as partrd wit Marriott hotls to dlop

a Worksprig witi t Rdmod Marriott Tow

Ctr outsid Sattl, Wasigto, a 6,000-squar-

oot acility dsigd or busiss tralrs ad

tos skig collaborati iromts or small

mtigs.

Frak Graziao, pricipal Stlcas rsarcr iBusiss Cocpt Dlopmt or WorkSpac

Futurs, ss ulimitd pottial i otl partr-

sips. “W lpd pait a opportuity ladscap

or tm,” says. “Could ty b t w workplac

10 or 15 yars rom ow? Tis is t frst stp i us

collctily tryig to sr tat markt. It will tak a

littl wil or tat to dlop.”




s our distict markts: corporat cowork-

diiduals, group ad collaborati mtigs,

d projcts ad social ts, all o wic

rom atural ligt amid a “r-owig, l-

gaic spac,” says Daill Galmor, dirctor

Busiss Dlopmt or Stlcas ad

g dirctor o Worksprig. T sit boasts a

or coworkig, a “library” or quit prsoal

d “ads-dow cotmplati” work, ocus

s styls o collaborati studios wit

at dirt posturs, xcag spacs

studios or brakout sssios ad priat

r po corsatios.

world rapidly “uttrig popl rom t

Grir says Worksprig ors a dyamic

rati. “It’s all about groups workig i a

bil socity.”

t work is app ig i a co omic climat

s mor compais yig collaborati

mptio w it coms to ral stat, a ig-

xd asst. As Grir puts it: “It’s allowig

is to say, ‘Wy do I d to buy somtig

a sar it w I d it?’”

says t prim Cicago locatio o t 30 W.

Worksprig—cos or its ibracy, istoricstructural bauty ad accss to traspor-

rstaurats ad otr srics—maks it

tracti.

“I tis plac, or lss moy ta you would rt t

smallst ofc possibl i Cicago, you ca sit i

t corr widow ofc, you ca go ito a priat

ofc, you ca a a mtig wit a tam, you ca

ost 40 popl or a day. You ca sit quitly or you

ca sit wit a group,” says. “You ca coos your

ll o gagmt ad you ca coos t typ

o work spac you wat. vry w small compais

or larg compais or you tat kid o solutio.”

Sprawlig corc rooms maitaid by may

compais, or istac, sit idl muc o t tim.

Worksprig allows mployrs to gt accss to “t

bst tcology, t bst spac, t bst uritur

ad t bst locatio,” but oly w cssary, says

Grir, otig Worksprig also as appal as a gr

iitiati. “It says t moy ty do spd or spac-

rlatd xpss is optimizd: I’m spdig it w

I d it, wr I d it.”

Ad or o -sit mpl oys ad i dpd t pro-

ssioals, Worksprig ors ig-prormac,

coctd spac away rom t om or otl room.

At 30 W. Moro, Work sprig’s sri c mu or

idiiduals ors a motly mmbrsip or ulimitd

daily accss, a limitd pla or up to f ull days a mot,or a day pass. Studios wit xibl cofguratios

ca b rtd or group sssios or al-days or ull

days; groups ca arrag xclusi us o scur,

lockabl projct suits or log-trm tasks lastig

wks or mots. Worksprig also osts corporat

social ts, prstatios ad ducatioal pro-

grams, wit arragmts or spcial catrig as

dd.

For o-sit mploys ad idpdt

prossioals, Worksprig ors

ig-prormac, coctd spac

away rom t om or otl room.

Worksprig proids accss to t bst

tcology, suc as mdia:scap—itgratd

tcologis dsigd to lp popl

coct ad collaborat mor ctily.

T Worksprig x pric starts rom t mom t

o arris. Traid sta mmbrs grt isitors, wo

ca riw t day’s latst ws o a Worksprig-

proidd iPad as ty stroll i ad joy a cup o

co or a utritioal brakast.

“You otic w you walk i, you walk ito t kitc,”

Malor says. “Wr dos rybody gatr w

ty com to your om? erybody gatrs i t

kitc. Tr’s a uma tig about sarig brad

togtr. It’s just a cor uma, social tig.

“Somo looks up ad smils ad says wlcom.

W’ll kow i you a a paut allrgy or i you lik

cram wit your co or you prr a latt rsus

a cappuccio. W’ll kow wic widow sat you

lik. W’ll kow mor about you ta probably most

o your co-workrs r kw bcaus w’r look-

ig at rytig you do ad tikig o ow w ca

mak your day bttr.”

Tat mas orig a lty, ligt ood, lockr spac

or boots, backpacks ad jackts, supplis as dirs

as rcyclabl markrs, disictat wips, lit rollrs

ad powr cords. Scurity is paramout wit card-

ky accss ad idiidual scurity camras. Spcial

prcautios ar tak or corporat clits skig

priacy or mtigs about product laucs adcofdtial mattrs.

Worksprig is mostly about sur

big, a pillar o t brad. Cosqu

pays atttio to dtail wit subt

toucs. Dsigrs o t wid

surd usrs would “always a

a ic iw i t spac,” Malor sa

aroud tis spac, you’ll otic ta

look, you’ll gt a outsid iw wr

ligt. Ad almost rywr as

ali ad gr ad bautiul. Ts

tat brig a kid o umaity to t

Graziao o WorkSpac Futurs s

tam “workd ard to dlop a

orig” or Worksprig tat ocu

ostig to sr clits wit “a dg

subtlty, umility ad kidss wito

tir work.” T iitig atmosp

pal blu “Worksprig color” o som

“a ic rspit or t mid” to lt-

tat do’t rattl i lockrs. Graziao

micromomts” tat add up: “It’s t

tat crat a xpric, a st o

collctily ar itgratd ito a

tos wo com to isit.”

“W wr rp rpp rm fc, Wrprr mc w rvi’ grp wrg

vr m c.”




o is i clits’ ractios: surys sow customr

tio wit Worksprig is xtraordiarily ig,

a arag o 5 out o 5 i rcommdig

rig to otrs. “Ty com back bcaus o

ospitality,” says Galmor, wo aalyzd

pd dlop Worksprig’s brad ad sric

As t world as gott mor do-it-yoursl,

apprciat it w ty’ got a group tat

or you. Ty graitat toward t act tat

tis igly-ostd xpric.”

rig also gis cost-coscious clits accss

g-dg tcological rsourcs ad tools

s mdia:scap, ad ig-dfitio ido-

cig.

olistic approac ad cotmporary dsig,

ksprig xpric catrs to a broad rag

rs i t marktplac. It lts small startup

is “lat tir gam i trms o t spac

,” giig tm a lgat iromt to

pitc or tir millio-dollar proposal ad

t r ss t garag ty’r workig

Malor says. It also flls a ic d w

sop is too loud ad too public, ad t

too o-social, o-xcitig, o-xilaratig.

mi ddl gro ud. It’s mor pri at ad mor

ta a ofc.”

I t d, Grir says, t app

is i t xpric, o tat clit

i a work iromt tat trasc

“Customrs ar sayig, ‘Do’t just g

dits or a grat cak or t

mor o tm ar sayi g, ‘Wy do’

cak or m?’ Tat’s wat Worksp

Malor ss it as t xt captr

istory o acig ad adacig

“W’r buildig o t souldrs o 1

tat Stlcas as do,” sa

xtsio o t Stlcas isio.”

“i pc, r m w r mfc p Ccg, c crr wwfc, c g prvfc, c v mgw m, c 40pp r .”

Worksprig is a attracti optio or compais

tat do’t a t ral stat—or t facial

rsourcs or xpasio—to ost group ad tam

mtigs, as wll as or o-sit sta, satllit

mploys ad idpdt prossioals skig

prmium ofc spac i wic to work ad

mt clits.

Worksprig trasorms t traditioal

iw o t ofc by proidig a

dirs rag o work sttigs tat lp

compais rtik tir ral stat

ootprit ad appal to a icrasigly

mobil work orc.

Tat sort o xpric piqu d t itrst o ladig

ioatio ad dsig cosultig frm IDeO o Palo

Alto, Cali., wic as i storic ti s to Stlcas. T

compay, istrumtal i dlopig milstos suc

as Appl’s frst mous ad t Stlcas Lap cair,

is partrig wit Stlcas o a Worksprig® pilot

i a buildig o its Calioria campus.

eisiod as a custom-suitd acility tat will “ft

t caractr” o Palo Alto, Malor calls it a “i-

markt prototyp” tat will sr IDeO ad its clits,

alog wit otr customrs. “It’s goig to b a ry

itrstig spac, iormal ad crati, a Calioria

Worksprig,” Malor ors.

T Cicago ad Calioria sits spotlig t aotr

dir d satisfd by Worksprig-abld buildigs:

“Dloprs rywr ar strugglig to fll tir

buildigs,” Grir says. “It’s aotr big opportuity

to put i somtig lik a Worksprig as a bft o

t spac.”

Tats o Cicago’s Ilad Stl Buildig, or xampl,

ot oly bft rom t coic ad proximity o

Worksprig, but rom spcial pricig or mmbrsip

ad us o t studios. It’s a acmt o buildig

spac tat ca iduc tats to stay logr ad

pay mor or tir lass.“I tik w a a strog apptit to s ow ar tis

could go. I’d lik to s a global ootprit,” says Galmor,

wo ss pottial or xtdig ad olig

t Worksprig sric modl across platorms,

troug raciss, afliats ad partrsips wit

buildig owrs ad otr busisss. “All t parts ad

pics a com togtr i tis rally grat puzzl.”




iv . I 1997 Amrica busiss writr

Tom Ptrs co id tis amous pr as. It was tru

t ad rigs mor tru ow. For CeOs world-

wid it’s obious: Ioatio is critically importat to

a orgaizatio’s succss, ad it is imprati tat it

rmais a ky corporat stratgy.

To mo byod surial ad actuall y tri, lad-

ig orgaizatios kow tat ioatio is t way to

suprcarg a orgaizatio ad sit it to growt.

I act, 33% o global busiss ladrs rak “t

ioatio o w products ad srics” as tir

compais’ top ocus i t xt tr yars, accord-

ig to a rct study by McKisy. But t rality

ts orgaizatios corot, ots McKisy, is

tat ioatio acs ogoig callgs, suc as

icrasig global comptitio, sort-trm prioritis,

ad t d to itgrat it ito ky orgaizatioal

objctis. As a rsult it rmais lusi, ad ladig

orgaizatios ar lookig to ucor ry possibl

way to boost tir I.Q.—i.., tir ioatio quotit.

IBM’s rct Global CeO Study oud tat 69%

o ladrs bli ty d to look outsid tir

ow orgaizatios to prim t ioatio pump.

“Compais i all sorts o idustris ad markts ar

strugglig to udrstad ioatio, ad lookig or

ways to dri mor disrupti tikig,” says Sara

Armbrust r, ic pr sidt, Stlca s WorkSpa c

Futurs ad corporat stratgy. “extral partrsca b a catalyst or w idas, but orgaizatios

also d to build a itral cultur o ioatio.”

amy Y

ivQ:the neW i.Q.



| Issue 66 | 360.steelcase.com32

As orgaizati os sk to amp up t ir ioatio

quotit tir biggst callg is mor likly ior-

matio orload ratr ta a dart o data o t

procss itsl. Tr ar or 55,000 books o t

subjct listd o Amazo, writt by ioatio gurussuc as Clayto Crists, Cip hat, Tom Klly,

Larry Kly ad Rogr Marti. Articls, spakrs,

cosultats ad worksops aboud. Littl wodr

ladrs l dautd by t prospct o dlop-

ig t rigt stratgy to icras tir

ioatio.

Dspit t pltora o iormatio about

t ow, wat ad wy o ioatio,

o topic tat gts ar lss atttio is

wr.

“May orgaizatios orlook t

coctio btw t pysical

iromt ad ioatio,” ots

Armbr ustr. “ But spac matt rs. It sap s t

baior o popl, ad crats t ‘stag’ o wic

ioatio ca b proplld.”

“Ioatio is a pysical actiit y,” ots Jams Ludwig,

Stlcas ic prsidt o global dsig. “It’s d-

pdt o uma itractio, xploratio ad

xprimtatio. Tat mas t placs tat brig

popl togtr, pysically ad irtually, ar critical

to ioatio outcoms.”

As a rsult o t sytsis o or 15 yars o multi-

discipliary global studis, Stlcas as oud tat

t pysical iromt as t powr to augmt–

or udrmi—t uma itractios sstial orsuccss.

Sir K Robiso, a itratioally rcogizd

ladr i t dlopmt o crati ity, ioatio ad

uma rsourcs i ducatio ad busiss, agrs.

h assrts tat cultur is a driig orc o ioa-

tio ad ryo i t orgaizatio ds to b

iold. “I you wat a cultur o ioatio, tr ar

crtai coditios or it,” Robiso says. “T cultur

o a orgaizatio is about abits ad abitats—

cratig a abitat wr popl l tir idas ar

wlcomd, mpowrd ad rwardd, ad cratig

a pysical iromt tat dlops w idas.”

Stlcas rsarcrs, dsigrs ad marktig

prossioals xplord ts abits ad abitats i

a sris o i-dpt xploratios. Ty also collab-

oratd wit ladig tik taks to study ioatio

as t driig orc o t 21st ctury rom multipl

prspctis. Partrig wit t Brlag Istitut

i Rottrdam, ty xplord ow pysical iro-

mts ca augmt crati tikig. T compay

also coductd primary rsarc i its corporat

dlopmt ctr by stagig a rag o ba-

ioral prototyps i wic ral workig spacs wr

built out ad mploy baiors wr obsrd ad

aluatd usig a arity o tograpic tciqus.

Additioally, t tam bcmarkd six powrous

orgaizatios—Appl, nik, IDeO, Staord d. scool,

nokia ad Graity Tak—top brads kow aroud

t world as ladig ioators.

T St lcas t am studi d a ari ty o ioa tio

modls, rom itrally ocusd to xtral partr-

sips. Trougout ts dirs xploratios ty

obsrd tat most orgaizatios approacd io-

atio spacs wit t bias tat tams d to work

i t sam pysical spac. “Tat was a ky takaway

rom our studis—otr orgaizatios ad daultd

to t positio tat ioatio ca app i oly

o plac, wit co-locatd tams,” ots Stlcas

Dirctor o Dsig Cri Joso. “But our xpri-

c at Stlcas as b quit dirt: W l

tat i a global coomy, idas gt bttr w

w a a tam tat is ot oly dirs prossioally

or tically, but also gograpically. Popl wo

com to t ioatio procss immrsd i t

sigts ad souds o otr culturs brig a dpr

layr o isigt to t problm at ad.”

T tam wt o to callg t cotioal bli

tat ioatio apps almost xclusily amog

tams workig i t sam locatio. Istad, ty

mbracd a bli tat t pysical iromt ca

b dsigd to brig global tams togtr, ad wit

gratr rsults. “W tik o our global tams as

ods o a ioatio twork,” obsrs Stlcas

vic Prsi dt o Markti g Alla Smit. “T pys-

ical iromt ca b dsigd to ac tcapabilitis o ac od, rgardlss o locatio.”

Ultimatly, a ittioally dsigd workplac ca

ampliy t prormac o idiiduals, tams ad t

global trpris, ad lad to sustaid ioatio.

“S ms. iss bv s ‘s’ w v

b .”Sara Armbruster,

Vice President,

Steelcase WorkS

Futures and

Corporate Strateg

“ideas Get eVen

betteR When We haVe

a t eaM th at i s n ot

only diVeRse

PRoessionally oR

ethniCally, but also

GeoGRaPhiCally.”

iv: a pys avy



360.steelcase.com | Issue 6

I t sytsis o its rsarc, t Stlcas tam

idtifd f orarcig isigts about t pysical

atur o ioatio ad t uma baiors tat

ostr it:

innovaton s a drect result of creatve collab-

oraton. Crati collaboratio is about orgig

somtig w—a ioatio—ad rquirs a

tam wit a wid rag o prossios, dirs back-

grouds ad xprics wos coomic uctio

is to crat w idas, w tcologis or crati

cott. huma itractio dris crati collabo-

ratio, ad t pysical iromt as t powr

to augmt ad ac tos itractios, mak-

ig tm mor aluabl.

“Crati collaboratio is a ig-ordr procss tat

lps ostr ioatio, ad collaboratio is about

cratig a sard mid,” says Frak Graziao, part

o t Stlcas tam xplorig ioatio.

Ioatio is ultimatly about larig, ad it’s pr-

domiatly a social procss. Popl lar by workig

wit otrs i a arity o capacitis, ad co-cratig

w tigs togtr is t igst orm o larig

ad t igst orm o collaboratio.

innovaton requres a onneton between so-

ology and technology. Tcolo gy is a powr ul

cofgurig orc i t ways w work bcaus w

us it to dri iormatio ad kowldg. W it

bcoms uobtrusi ad ituiti or usrs, tc-

ology allows popl to sar iormatio qually

ad dmocratically, impro trasparcy ad mor

rapidly gai a sard udrstadig ad aligmt.

“I t past w tougt o tcology as a way to r

us up or mor lisur tim,” ots Ludwig. “Today,

istad o it rig us from work, it’s rig us to

work. It abls popl to do mor, ad rs us

up to tik big.”

iv s m s , requres foused ndvdual work to fuel oll

tve creatvty. Wit so muc ocus o t so

aspcts o ioatio, orgaizatios somtims

gt about t powr o idiidual, coc tratd w

I ordr to b a strog cotributor to a tam, idi

uals d t tim ad plac to tik ad lt id

grmiat. Pysical iromts tat ostr i

atio proid a balac or bot "We" spacs t

support crati collaboratio as wll as "I" spa

tat support idiidual, ocusd work.

“As w bga to udrstad t rituals o collab

tio, w saw tat cotmplatio ad collaborat

ar codpdt,” xplais Graziao.

collaboraton today s bot pysal and vrtu

To truly tak adatag o t di rs backgr ou

ad xprics o a distributd tam itractio

sould b ral-tim or t tam to b most gag

ad producti. It’s ot just about passig work ba

ad ort btw tim zos to tak adatag

tim dircs ad spd up dlopmt. Cratcollaboratio rquirs trust, wic is built by t

mats workig togtr i ral-tim. T call

is to limiat “prsc disparity”—tos mom

tat occur w commuicatio ad collaborat

ar drastically rducd durig corc calls

i poorly dsigd idocorc xpric

creatve, generatve ollaboraton appens

small groups. It ot taks plac i o-o-o

tr-prso substs o t largr tam. e

largr tam siz sould b carully maagd. T

trick is to gt t rigt st o skills ad iclusio

t tam, witout wigig it dow.

“It’s importat to balac dirsity ad scal. W

a dirs st o xprics ad skills is import

tams tat ar too larg cok o tir ow c

plxitis,” says Graziao. “W a a gral r

o tumb or t idal tam siz—6-8 popl—a

w’r also big blirs i t powr o dyads a

tr-prso tams. W say, go or t most di

sity you ca gt wit t smallst scal.”

iss iv

The desire to innovate is universal across busi-

ness and industries, and, in many ways it’s become

the critical issue o our time. One important idea

Steelcase has embraced is that innovation is a sys-

tem, not a linear process. You can’t just come upwith a good idea and pass it over to another team

to keep it moving orward. Innovation is more like

a complex adaptive system that’s based on rela-

tionships, patterns and iteration. All o the pieces

o this system interact and connect with one an-

other, sometimes in unpredictable ways, and we

believe that the physical environment is one node

on a global innovation system.

A really importa nt attribute o innovation s paces

is to encourage cross-pollination, sharing o ideas

and making thinking visible across dierent disci-

plines in the system. Sometimes people get really

passionate about an insight or project and they’re

so ocused on their content that it’s hard to step

back and say, “How do I share this? How do I make

this visible? How do I get other people equally pas-

sionate and excited about these rich insights?”

Because, no matter how important the idea might

be, i we can’t interact within the system, commu-

nicate and help other people engage around those

insights, then innovation can’t happen.

For an innovation system to fourish, people need

to live in their content and be immersed in it. So we

intentionally create spaces that that make it easy

or people to swim and play in their own content,

as well as content that may be evolving around

them. Because a system can be unpredictable,

a iv Sysm

you never know where connections may occur,

or where there’s a really interesting question that

one person is working on that might spark an

idea in someone rom a dierent discipline who’s

working on a totally dierent issue. It may seemlike a paradox, but we want to be very intentional

about designing spaces that create serendipity—

unplanned interactions, so people will understand

their own content but also have a larger sense o

the whole.

Many organizations struggle to gure out how to

bring the right people together in their innovation

process. Our bias is that a system is healthier when

it is diverse, and so we are committed to bringing

global teams together in spaces that are enabled

with human-centered technologies, that minimize

distance. Gender, ethnic and proessional diversity

are all important. But geographic diversity allows

a team to connect with an even greater range o

experiences and insights. That ultimately makes

the innovation system stronger and better able to

respond and adapt to a changing world.

Sara Armbruster.

Vice Presiden t Steelcase

WorkSpace Futures

and Corporate Strategy



Ater yea rs o extens ive resea rch Steelca se em-

barked on creating its own innovation center.

Armbruster, along with co-spo nsors Ludwig and

Smith welcomed their teams to a ormer man-

uacturing acility, which was reimagined andredesigned to refect the insights gleaned rom

their research.

The adaptive reuse o an underutilized manuactur-

ing space is a metaphor or the changes S teelcase

and other legacy industries have aced. “In the in-

dustrial revolution, one o the signs o corporate

pride was the number o smokestacks rising rom

its buildings. Today it’s the number o new ideas,”

notes Ludwig. “It’s ironic that innovation in man-

uacturing enabled us to ree up this space or a

dierent kind o innovation.”

The creation o a new innovation cen ter was driven

by the organization’s need to e ectively compete in

an interconnected and interdepen-

dent world. “Like every other mature

industry we have a business need

to accelerate innovation,” explains

Smith. “We need to generate more

creative ideas aster and bring them

to market quickly. We decided we

needed a physical destination that

would oster the behaviors o an innovation culture

and engage top talent in the process.”

“It was very intentional that we had just celebrated

our 100 year anniversary,” explains Ludwig, “and

we asked ourselves, what will be the parametersor innovation in the next 100 years? ”

“Innovation is a core business strategy or u s,” adds

Armbruste r. “We are a sking peo ple to embr ace

behaviors that lead to innovation, and that is hard

work, especially in a globally integrated enterprise

when teams who need to work together are not all

“We needed a PhysiCal

destination that

Would osteR the

behaVioRs o an

innoVation CultuRe.”

located in the same place. It's important to balance

the social aspects o innovation with the spatial

and inormational. The 325,000-square-oot/

30 200 meters squared space is home to 267 people

at the company’s Global Headquarters in Grand

Rapids, Mich., and also serves teams who are dis-

tributed around the globe. “Another key business

strategy is to become a more globally integrat-

ed enterprise which means we have to leverage

our talent around the world. We need our spaces

to enable distributed teams to collaborate in real

time," adds Smith.


FmSmksks is




c v

rs Syssds c a iv c ty y

1. Has your space been designed to

help employees better understand

the organization’s strategy, brand

and culture?

2. Have you identied the key behaviors

employees need to adopt to propel

innovation?

3. Have you designated a specic area

or your innovation projects and

teams?

4. Have you developed a global ecosys-

tem o spaces that teams can use to

promote innovation?

5. Do you have a eedback mechanism

that signals the need or modication

and adaptation?

6. Does your space intentionally pro-

mote cross-pollination o diverse

people and ideas?

7. Does your space help build trust

among global teams by allowing

them to connect quickly and easily?

8. Are your collaboration spaces

equipped with intuitive technology

that makes it easy to display and

share inormation with others?

9. Does your space make it easy and

comortable or remote team mem-

bers to participate ully in work

sessions?

10. Do your video conerencing congu-

rations allow remote team members

to see content in the room and on

the walls, and to hear everyone in the

room equally?

11. Are there inormal areas to video

chat with 1-2 team mates rom other

locations?

12. Do you have the right balance o

spaces or concentration and spaces

or creative collaboration?

13. Do you have a range o spaces

rom which people can choose

to work based on their preerred

work style or the tasks they need to

accomplish?

14. Does your workplace oer project

rooms that teams can conigure

or their own needs and own or the

duration o the project?

15. Are there a sucient number o col-

laboration spaces or small groups

o 2-3 people?

16. Do you oer a wide range o post ure

options so employees can sit, stand,

perch or walk throughout the day?

17. Are you ully leveraging your vertical

real estate as a vehicle or commu-

nication, both analog and digital?

18. Can your vertical real estate adapt to

the cycle o your innovation projects?

19. Do your collaboration spaces oer

a balance o acoustical privacy with

visual transparency?

20. Do your collabor ation spaces mini-

mize presence ‘disparity’ or remote

participants?

21. Do your inorma l areas allow em-

ployees to toggle between work,

socialization or respite?

W s Y oz’siv Q?21 key questions you need

to ask.



o/Show could t w spac support t d or

trasparcy wil balacig t d to icubatry ragil idas i tir iacy?

Wk/SzCould t spac crat a atmospr tat is bot

igly producti ad acti i t pursuit o io-

atio wil ostrig social itractios tat lpdlop trust?

c/objsDos t spac lp cocpts ad idas bcom

isibl ad tagibl to otrs? how ca it also sup-

port tr-dimsioal prototyps ad artiacts?

Mym/omhow ca spac abl a sit rom tikig about

“om bass” assigd to idiiduals to t ida o

“oms or projcts”?

tmwk/MywkWat’s t bst way to brig popl togtr adlptmcoct,ad balactatwit tds

o idiiduals to cotmplat ad coctrat o

tir ocusd work? how ca t spac support

idiiduals to trasitio asily btw tam adpriat zos?

Sm/hmhow ca w crat a positi xpric or bot

pysical ad irtual prsc i t spac? Ca

w allow popl to s ad b s, ar ad bard rgardlss o wr ty ar workig? Ca

w proid cotxtual awarss or rmot par-

ticipats ad qual accss to tcology cotrols?

hm/ty how ca t iromt lrag tcology toaugmt ad ac uma itractios?

ds c

T tam idtifd a u mbr o tsios ad com-

plxitis t spac dd to addrss. Ty askd

tmslsasr isostratgicqustiostatwould

str tir dsig dirctio:

rs Syss

Stlcas rsarcrs studid t procss

ad t rol spac plays i ioatio tat ld to

t dlopmt o dsig critria.

a iv c tyy

As a rsult a w typology ocusig o idiid ual

ad collaborati work was dlopd wic clarly

commuicatd t xpctd baiors.

t pss hbBcig workstatios proid a sard om or

girs, may o wom ar assigd to multi-pl projct tams. haig a sttig wr it’s asy

to xcag tcical iormatio ad kowldg

wit otrs i t sam prossio allow workrsto drill dp ito ac otr’s xprtis, icrasig

t likliood tat spcializd isigts gt applid

broadly across multipl projcts i dirt prod-

uct catgoris.

Sy rms T dsig ad marktig tams ac a a strat-

gy room tat uctios a lot lik a clubous or d.

It’s a itimat, sard plac to mt ad kp i-

ormatio tat’s particular to ac discipli. Ts

rooms ar wll quippd or witboardig, iorma-

tio displays ad idocorcig.

Mb nbs & evsOp-plaigboroods ad16 closdclas,

all coitly adjact to projct studios, proid

idiidual or small group spacs or workrs away

rom t actiity o t projct studios. eac cla

is quippd or collaboratio ia idocorcig,

oli cats ad digital fl sarig. T baioral

prototyp prod tat clas witout ts tools

simply do’t gt usd.

e S & py SBcaus rapid itratio o idas is udamtal to

ioatio, product prototypig aras ar dirctlyadjact to t product studios ad isibl troug

glass walls. Tis is wr arly cocpts ca bquickly rougd out rom scratc. I t adjactprototypig studio, idas ar turd ito modls.

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To drive growth and leverage the strength o a glob-

ally integrated organization, it was critical that the

team solved or new ways o working, Steelcase

knew it could develop more innovative ideas i it

eectively engaged a diverse group o thinkers,located around the world. The new innovation cen-

ter needed to consider the needs o employees who

were joining the team virtually and try to minimize or

eliminate any disparity they might experience. All o

the key ingredients o global creative collaboration

needed to be thought through, rom IT

systems to organizational culture.

“We approached the project rom a

user-centered perspective on what we

need as an organization that will help

us innovate,” explains Patricia Kammer, one o the

researchers on the project. “A big question was how

do we design space in a way that will encourage

cross-pollination, sharing o ideas and making

thinking visible across dierent disciplines?”

“From the start, this project was about connecting

our global network. The new space would be just

one node on a larger network,” says Kammer. “We

needed to make distance evaporate.”

Today 75% o Steelcase’s product development

projects are global, with design studios in Europe,

Asia and North A merica, plus exte rnal par tners.

John Small, Steelcase’s director o design in Europe,

and John Hamilton, Steelcase’s design director or

Asia Paci c, lead m ulti-nation al teams—Fr ench,

gb cb:es ds.

Members rom Steelcase’s

globally distributed WorkS

Futures team use telepres

in the Insights Lab daily to

collaborate with colleague

globally.

“We needed

to Make distanCe

eVaPoRate.”

German, Spanish, American and Chinese team

members work in collaboration with each other

as well as the research and marketing teams . It’s

important to put everyone on a project team “in

the same room” virtually whenever needed, notes

Small. Team interactions also increase the likeli-

hood that individuals will reach out to each other

directly to solve problems. Teams are in touch daily

via telepresence as well as through other technol-

ogy tools to collaborate. “Distance shouldn’t be

considered a barrier,” Hamilton says.




T w i oatio c tr or s a rag o spacs

tat popl ca coos rom, dpdig o t typ

o work ty d to do trougout t day, ad -

courags tm to mo trougout t spac ratr

ta stay i o plac. erytig is traspart: glasswalls allow workrs to s tir idas progrss rom

cocpt to rality. Walls a bcom t w work-

surac, ad iormatio lis o rtical pla s wr

ryo ca s it. Aras or rspit, bot idoors

ad outdoors, allow mploys to gt away wit-

out goig away. T spac tlls workrs tat it is ok

to stad, la, prc, loug or work i ay postur

tat is comortabl ad lps tm to stay rgizd

ad ocusd. T iromt courags popl to

xprimt ad try w tigs.

“W watd to a a plac wr w could mak

ad brak tigs,” says Ludwig, ot tirly togu-

i-ck. “W watd to lp mo idas rom t

computr scr to prototyps as quickly as possi-

bl. Dsig is a ry pysical procss.”

“T spac is ot orly prscribd,” says Joso,

wos dsig tam partrd wit Simoda Dsig

group or t itrior arcitctur. “Forcs o cag

app or tim. Tis is a simpl arcitctur tat

gis umas accss to atural ligt, dayligt iws,

t simplicity o a raisd oor tat as modular powr

ad udr-oor air dliry. It’s a simpl oor plat

dsigd or olutio, so w ca adapt it ad allow

t buildig to ‘lar’ wit t popl wo us it.”

a p p,ps ps

Op pla collaboratio aras (adjact

to t Prossioal hub) ar wll

quippd wit witboards ad tcology

tools, suc as mdia:scap, allow t

idustrial dsig tam to asily coct

ad collaborat.



The Mobile Neighborhood provides

both individual and small group

spaces or workers away rom the

activity o the Project Studios.


A total o 16 Enclaves are adj acent

to the Project Studios and

equiped or collaboration via video

conerence equipment,

online chats and digital le sharing.

Workstations in the

Proessional Hub allow

the easy exchange

o technical inormation

and knowledge.

Benching workstations in the

Proessional Hub provide

home bases or the engineers

and industrial design team.



As t tam c osidr d ow to bs t suppor t a cul-

tur o ioatio, o o t paradigms ty dd

to sit was to mo rom tikig about om bass

or idiiduals to oms or projct tams. Tis m at

ty ocusd o spacs tat would support tam-basd work, akd by rot porcs to support

idiiduals ad small groups ad back

allys wr work mos rom co-

cpt to rality. T projct studios, at

t art o t c tr, wr allocatd

40% o t orall ootprit ad ar t

placs tat product dlopmt tams

call om.

T studios a b carully plad

to support rmot tam mmbrs as

wll as tos wo ar pysically prs-

t. “Durig t baioral prototyp stag, w

saw tat popl td to ba i a ry orcd ad

ormal way durig tlprsc mtig s. Ty sit up

ry straigt, as i ty’r Tv ws acors, ad ar

rluctat to mo,” xplais Ritu Bajaj, a Stlcas

rsarcr. “haig a arity o applicatios i t

room, suc as caé tabls ad loug sttigs,

acs iormality, wic maks or muc bttr

collaborati xprics.”

ery studio aturs idocorcig i a multi-

scr ormat, wic assurs popl ca s ac

otr ad tir cott. T room supports dir-

t cofguratios ad iws, icludig clos-up ad

o-o-o xcags wr gsturs ad acial

xprssios trasmit clarly, improig udrstad-

ig ad cotxtual awarss. T studio layoutassurs ryo ca b o camra durig ido-

corcs, ad cilig-moutd spakrs sur

audio clarity. Tr ar zos i t studios wr

workrs ca brak away rom acti collaboratio

but stay arby to rjoi as dd.

hms pj tms


“in the Past, i

PeoPle WeRe at theiR

desk WoRkinG, they

WeRe ConsideRed

PRoduCtiVe. noW the

PRoJeCt studio

is WheRe Most o the

WoRk haPPens.”

T Frot Porc ara outsid ac

Projct Studio srs as a toucdow

spac or ts mmbrs o t

Itgratd Tcology tam. Scrs

proid costatly stramig data

about t projct.



Projct studios ar cofgurd i a arity o sizs—

small, mdium ad larg. T rsarc cofrmd

tat small tams do’t work wll i larg rooms:

Tr’s too muc d istac btw popl a d

walls. Tis is a issu bcaus t rtical plais importat or commuicatig ad displayig

iormatio. Iormatio prsistc—aalog ad

digital—acilitats udrstadig ad crats all-

importat tam mmory.

As tam mmbrs ca rry mor o tir iormati o o

small, mobil dics, t rtical plas dd

to bcom zos tat ost tcology to support

larg-scal display so tams ca gatr aroud t

cott, udrstad it togtr ad build o it. W

tams ar workig tis clos to ts rtical plas,

acoustical priacy bcoms critical. Ad as projcts

ar compltd ad w tams orm, it was importat

tat t rtical plas could b asily rcofgurd

or dirt siz spacs.

All o t spacs or a paltt o postur—stadig,

lougig, prcig ad walkig. Tis is particularly

importat durig ry log tlprsc sssios,

wic ca b rgy-draiig. Stlcas rsarc-

rs obsrd “ido atigu” as a commo malady

amog distributd ta ms ad oud spacs tat

courag momt ad a arity o posturs could

lp as t pai.

Bcaus dirt tams work i dirt ways, ac

as t opportuity to slct rom a arity o uri-

tur applicatios w ty mo i to a studio. I tis

way, ty ca cofgur t spac to tir actiitis,prrcs ad tools, clbratig tir procsss

ad claimig t spacs as tirs or t duratio.

Bcaus t studios ar lastic ad cotiuously

olig spacs, w t xt tam mos i, ty

ca coos wat’s bst or tm.

Dsigrs lik to tik wit tir ads, so prototyps

populat t tir ioatio ctr. Prototyps gi

idas pysicality, so ac projct studio as ampl

spac to stag, dbat ad stor pics, parts ad

wol modls. Tams ca litrally put tigs

togtr ad pull tm apart to mo idas orward.

“W’ s projct spacs tat ar so pristi tat

ty discourag t ad oc atur o cratiity,” saysKammr. “Ioatio troug crati collaboratio,

i do auttically, is a isually ad soci ally

mssy procss.”


T ioatio ctr iclud

Studios o aryig sizs. eac

a smart spac wic saml

arcitctur, uritur ad t

bot pysical ad rmot p

rtical pla osts tcolo

larg scal display so all ta

asily s ad accss cot

T Back Ally proids a

spac wr work mos rom

cocpt to rality.



T ioati o ctr, lik all St lcas sp acs, is a

workig prototyp, i wic t orgaizatio impl-

mts its latst idas, lars wat works ad wat

dos’t, ad modifs t spac accordigly. It’s a

itrati procss tat is at t art o dsig tik-

ig, ad t ry act o ioatio itsl. Tis spac

is dsigd to itrat ad allow larig, wic is t

sstial igrdit or ioatio. Or t comig

yars, as workrs li ad work i tis w spac, as

w tcologis mrg ad ar adoptd, t io-

atio ctr’s agil dsig will also adapt.

A pricipl t at will rma i costat tro ugout ay

utur olutios is tat ioatio is dpdt o

uma itractios. T pysical iromt as

t powr to augmt tos itractios tat ar s-

stial or ioatio, ad will b icrasigly global

as distac gradually aporats. Placs will sr

as t stag tat brigs togtr a orgaizatio’s

stratgy, brad ad cultur ad maks tm tagibl

ad actioabl or mploys. Ittioally dsigd

placs ca ampliy t prormac o idiiduals,

tams ad t tir trpris.°

a v ss


“as wks v wk s ws, s ws m, v

’s sw s .”

Cherie Johnson,

Director o Design



7 hbs iv

Reach out to oster connections

and meaningul relationships both

inside and outside o the company.

Inspiration, opportunities and partner-

ships can come rom anywhere; they

eed your intellectual appetites and

assemble a more dynamic community.

So, spark some interesting and

even provocative discussions by

inviting more diverse voices into your

conversations. Mix it up—great ideas

can come rom unexpected places!

Get ideas out o your head—make

them visible! Write it, doodle it, hack

it, build it, act it out, make a video,

whatever. Ideas are useul only to the

extent that they can be shared, eval-

uated and built on by others. I you

have trouble nding a way to express

or visualize your idea, team up with

someone who can help you get your

ideas out in the open.

Learn, rinse, repeat.

and get everything r

Even i something d

expected, we still lea

prototypes gradu

understanding o th

that we’re trying to

piece. And the mor

out, the more you le

We are all explorers o ideas, and we

need to uncover the edges o what

we already know so that we’re able

to step into new territories. So roll up

your sleeves, get dirty and take risks

to venture into the unkn own! Covering

a lot o ground quickly will help you

uncover the most exciting opportu-

nities to take urther.

R cr

q

r

cc r

b

pm

M r

cc

sr

c-cr

M

v

Enthusiasm is contagious. We all

share an innate optimism in the very

work that we’re doing; our collective

eorts create solutions that can

improve people’s lives and build a

healthier world. Openly embrace this

enthusiasm, and listen to constructive

criticism—it makes ideas stronger,

and doing so also gets others excited

about what you’re creating together.

A great measur e o your succ ess is

how well you have made others suc-

cessul. Build an environment o trust

and respect around you. Recognize

your colleagues, encourage their con-

tributions and build on their ideas.

Celebrate courage, and create more

opportunities or the people around

you to shine.

b rvr,

r,

rr

Ask bi g que stion s, a nd the n sta rt

digging in. It can be intimidating to

work in uncharted territory without

amiliar paths to ollow, or with no

right or wrong answers. But accept

this ambiguity as a part o your pro-

cess and go with it. Question your

assumptions and ask crazy, loty

questions… then explore these

mysteries by breaking them down

into ocused pursuits.

In preparation or their move into Steelcase’s new

innovation center, a cross-discipline team

developed a maniesto o sorts or new residents.

t m: ccrg g v.




Ioatio rquirs mor ta just t rigt cultur,

procss or tools; it taks t rigt spac to boost

ad sustai tams or tim ad across distac.

Stlcas rsarcrs ad dsigrs a oud

tr ar distict baiors tat dri ioatio,

ad t pysical iromt ca b dsigd to

augmt uma itractio ad ostr tos baiors.

Tat’s wy w cr atd Projc t Studios—a st o

acti aras wr co-locatd ad distributd

tams gag or ours at a tim.

eac Projct Studio is a smart spac tat samlssly

itgrats arcitctur, uritur, ad tcology

product platorms. Ts spacs ar dsigd as

mallabl tools to b sapd ad cotiually lard

rom, ad our platorms ar dsigd to ol ad

kp pac to ost w tcologis ad usr ds

i t utur.

Projct Studios iclud a rot porc, ctr ara,

ad back ally. eac zo traslats obsratioal

rsarc ad isigts ito a dyamic spatial xp-

ric. Ts ig-prormac spacs wlcom

ad iorm usrs w ty arri, support ow ty

assmbl ad array iormatio alog orizotal ad

rtical plas, abl asid corsatios btw

tam mmbrs w dd, ad allow popl to

adjour witout disruptig otrs.

how to pla projct studios tat support co-locatd & distributd tams:

ajr: a sttig or

impromptu social itractios,

.g. xcagig xt stps

or scduls; larg-scal spac

diisio supports prsoal &

group storag ds; plac to

brig i pysical prototyps

am: allows all participats

to cotribut, xtract ad ol

idas qually.

Stool-igt tabls courag

momt durig log mtigs

ad allow or smoot trasitios

w o ad o ido

Wall cofguratios ad matrials

proid isual accss wit

glass wil maitaiig acoustical

sparatio btw sttigs

how to coos t rigt projct studio or your tam:

2. youR sPaCes aRe:

3. youR Contents aRe:

rc Wr: Sort-trm appropriatio

sarig proprty s. owig—or sort priods

o tim

rc Wr: Pysical-irtual braidig

pysical + irtual cott, spac ad tim bcom

samlssly itrtwid

Owd

Pysical

Sard

Digital

Dics

rc Wr: pysical-

irtual braidig, amplifditlligc, uma itrac,

prsc disparity, BYOD,

oic ad data accss

Commuity & Cultur

rc Wr: dmograpics,

distributd workrs ad cott,bst plac, co-workig, collagu

ad social tworkig

ntworks & Data

rc Wr: mixd

prsc, iormatio accss

ad storag, collcti

itlligc, idiidual cotrol,

cotxt awar computig

Work

rc Wr: sort-trm

appropriatio, wll-big,

locatio dirsity, work-li

balac, cotigt ad kowl-

dg workrs, cocooig

a: supports sort-trm

tasks ad small group

collaboratio i clos proximity

to t ctr ara

arrv: a billboard prsts currt

projct status to lp tams trasitio

bor mtig; cosidr a ido

“wormol” to coct wit distributd

tam mmbrs or social xcags

prior to mtig

arr: abudat aalog & digital

rtical display suracs lp tams

tik “out loud” wil gratig

a sard mid.

am: a stag

co-locatd & distribu

to xpric pysic

togtr, .g. prototy

ood, rrsmts, ad

prsoal blogigs ara

supports social baiors tat

build trust amog tams

PlanninG PRinCiPles:1. youR teaMs aRe:

rc Wr: Mixd prsc

simultaous co-locatd + distributd prsc o

popl, placs, objcts ad iormatio

ntworks & Data Work

Co-locatd Distributd

Dics

Commuity

& Cultur

Work

Work

t r mr

Prjc s r

mpc v:

stlcas.com/projctstudios

ac tr Cgr


ig- s

r Prc Cr ar bc a




I was iitd to Stlcas arlir tis yar to priw

som o t compay’s w ioati solutios ad

lar wat ty’ b doig to addrss t cag-

ig atur o work. It’s obious ow dizzyigly-ast

tcological cags a compltly cagd

t ways w work. Today w’r workig wit multipl

dics tat a cagd ot oly our work styls,

but our posturs. Smallr dics ar causig us

to sk largr-scal placs to sar our iormatio.

Ad as ido c apabili tis ar ub iquitous i o ur tc-

ologis, ido is rapidly bcomig a domiat orm

o commuicatio. Today w us tcology

to locat t popl w d to work wit. At o

tim may would a cocludd tat t as ad

ubiquity o t cllpo poitd to a utur wr

t ofc would b obsolt. I rytig could b

do i t palm o your ad, rom aywr at ay

tim, wy did you d a ofc at all?

Mobility is idd ubiquitous but ot i t way may

tougt it would b. Popl ca—ad do—work rom

aywr but ty still com to t ofc. Rctly

busiss ladrs a b askig tir popl to

spd mor tim at t ofc, rcogizig t work-

plac is wr ral colla boratio ad ioatio occur.

But wat t ofc as to do ow is r y dirt rom

bor bcaus popl ar ot workig t way ty

usd to. erytig rom t way ty sit to t tools

ty us a cagd. T workplac sould o

logr b basd solly o—or dsigd aroud—rak

ad irarcy. Ad at a tim w busiss ladrs

ar qustioig ow do you gag popl ad dri

ioatio, dsigig spacs as a dstiatio wr

popl wat to b bcoms mor importat ta r.

Tat was afrmd i my mid t miut I walkd ito

Stlcas’s WorkCaé i tir global adquartrs

buildig. Formrly t compay’s catria spac,

WorkCaé is a o-sit tird plac tat itgrats

workig, diig ad tworkig i a wlcomig,

ispirig ad wird iromt wr mploys

ca coos ow ad wr ty work. T spac was

bustlig wit popl—all tr or dirt rasos:

to mt wit otrs, socializ, grab som ood or

just work alo .

“Tis is wat workrs wat ad d,” says Da

Latrop, Stlcas’s dirctor o Rsarc & Stratgy.“Popl a b mpowrd to ow muc gratr

cuks o t dcisios about tir work l i ad tis is

aig a wol rat o cts o t work xpric.”

T WorkCa dmostrats ow St

to tik about spac dirtly t

gag popl at work. Ty us a

dsig approac tat allows tm to

baior ad xplor, idat ad

solutios tat lp to ampliy t

popl, tams ad t orgaizatio

It sms obious—dsig products

usr i mid—but just as orm do

uctio, too ot products ar d

adquat rgard or wo will b usi

Istad—uortuatly—dsig ot

to cag atural baiors to us

Wit uma-ctrd dsig, it’s a

o t usr. Stlcas works to u

olistically i tir atural irom

wats ad aspiratios ar a ocu

Stlcas’s dsig ad dlopmor buildig tigs wit itrisic alu

t cultur. Says Stlcas’s at

Fly, a ladr i t WorkSpac

“huma-ctrd dsig is ot jus

it’s a midst. It’s ot just a sigl t

o t usr. It’s prasi across t

Tak tcology. It’s t l adig

i arly all aspcts o our lis a

ways i wic w work today. To

tat cag ad gt out i rot o

ot oly lookig at wat popl ar

wat ty’ll b doig i t utur. S

always tryig to tik about t ‘

tigs aroud us cag ad t

cag or tim. But our cor u

cag or tim. So Stlcas lo

ology is olig, or xampl, t

ad mo ad t dirt postur

“W’r all larig togtr. All o

uoldig i rot o us—tat dri

says Latrop. “I t d, you a

udrstadig o wat popl do i

Ad tat’s xactly wat St lcas

rytig it crats. T solutios

m to iw a b dsigd

tios crat dstiatios tat will itractios. Stlcas blis

ts dstiatios by cratig w

Itrcoctd Workplac: o t

coic ad cotrol or wr ad

or bot idiidual ad tam work; a

tat support arious workstyls; a

tat courag momt ad

ad iromts tat addrss t

co-locatd ad distributd tams.

The editors o 360 Magazine invited

Allison Arie, ormer editor-in-chie and

ounding senior editor o Dwell, con-

tent strategist or the urban planning

and policy think tank SPUR and a con-

tributing columnist or The New York

Times, to visit our Global Headquartersand view new solutions designed to

address the tension between humans

and technology in the workplace.

by

al li so n

aR ie

tenSion

deSigning For the

huMan / technologY



Not so very long ago, ergonomists advocated

or one primary posture in relation to a desktop

computer. But nowadays our “computers” are not

limited to the desktop. We have work power in our

tablets and phones so that we are no longer tied

to a monitor on a desk.

It’s not just our gadgets that are dierent: We look

at our tablets and phones dierently than when we

look at the desk monitor and this introduces more

working postures. The interaces o the tablets an d

phones are smaller and the devices

are typically held in our hands or laid

on a surace. The devices allow us to

separate ourselves rom the desk and

change position…but they’ve also

dramatically changed the “correct”

posture or working.

“What has not changed is the need

or us to adopt healthy postures,”

explains ergonomist Carol Stuart-

Buttle who has been involved in Steelcase’s user

research. “Providing an environment that gives

the opportunity to be in a comortable, supportiveposition helps make that a possibility.”

So i we’re not working the way we used to—our

tasks are dierent, our technology radically trans-

ormed—what about our chairs? Until now, they’ve

stayed pretty much the same. They may look better,

they may even be more environmentally responsible

but they’re no longer designed or the way we

work—and sit—today.

“What i We Could

desiGn a ChaiR

that Would enCouRaGe

Motion RatheR

than oRCinG the body

to hold a Pose?”

geSture™

This is something I’ve certainly ex

writer, I spend a lot o time in ron

screen and have increasingly elt

sitting in the wrong chair. Findin

nomic state is no easy undertakin

wondering: is my computer mon

correctly? Are my wrists properly

type? Am I slouching?

I saw how my concerns could be a

had the chance to experience Stee

a new sitting experience designe

impact o new technologies on t

and the physiology o work. Whet

phone, texting, or typing or sittin

(I’ll admit it—I do it) slouching, the

to the movement o my body. I was

when reclining. The chair is desig

stress on the body. I elt supporte

task I was doing. I g ot the sens

was a system, just as my body is

with parts that work in concert to a

eect. When I sat down and elt

support I’d been lacking or decaber o “iconic” oce chairs, my

“why didn’t anyone think o this be

Two-and-hal years ago, Steelca

seating options it oered, says G

o Steelcase’s Seating Group, Ke

initial take had more o a bias that

not need another chair,” he expla

company decided to commission

study to help determine whether

and technology necessitated a r

chair or not.




The Swipe

The Draw

The Multi-DeviceThe Trance

The Smart Lean

The Strunch

The Cocoon The Take it in

The Text

al PostuRe The human body—my human body—doesn't want

to be in one posture all day, it wants to move—and

should. We’ve all read the studies. Sitting or long

periods is terrible or us, with adverse eects on

everything rom heart health to lie expectancy.

But what i a chair could counteract some o those

negative aects?

Steelcase undertook a rigorous and wide-ranging

Global Posture Study to answer this question. The

study, like all Steelcase research projects, ollows

six key steps: to understand its users, observe their

behavior, synthesize ndings, realize ideas, proto-

type concepts, and nally, measure perormance.

The posture study acknowledged that technology

is the single greatest orce driving the changes in

the way we work, live a nd behave. However, while

technology continues to advance, no one has

designed or the impact o these technologies

on the human body, or or the physiology o how

work happens today. This presented a tremendous

opportunity or Steelcase: The sitting experience

had changed with technology but the chair hadn’t

changed along with it.

One major inding o the posture study, which

included 2,000 people in 11 countries around the

globe, was that a wide range o postures were

being used, ully nine o which had emerged as a

result o newer technologies. Most surprising, and

unsettling, says Tameling was that many o these

postures, including the nine, had people in pain.

People were not being supported appropriately

in these postures—they were “making do”. The

research armed that the world did in act need

another chair but one that was undamentally

rethought.

The user research also indicated

on the rise.” Observational and m

showed an increase in the both ver

people in the workorce. The divers

seen in the workplace is occurri

companies seek to optimize their r

typically means smaller individu

So the question here became ‘ho

solution work or a higher percenta

well as larger people in a smaller

Also revealed in user research were

in postures by generation. Gen Y ot

recline than the other generatio

Accordingly, a new chair would n

deeper recline than had traditionally

also allowing the user to be engag

nology. “The body ollows the eye

look down at our devices, then th

over,” explains Tameling. “We nee

how to best support this while a

to sit in a range o healthy post

the deep recline-without slouchin

Finally, the posture study showed

using a wider range o spaces, and

longer than ever. The challenge wa

a new sitting experience that could

o spaces and be easily adjusted

who oten would be very dieren

rom the previous user?

“The user research—in particular t

posture study—was the key driver

o Gesture,” explains Tameling. “

some key questions: ‘What i we

chair that would encourage mot

orcing the body to hold a pose? W

design a chair that augments our

technology rather than gets in th e

put, why not create a chair as adva

technology?’”

For more inormation about G

Product Guide, pg. 132.




The workplace has become a real workhorse. It’s no

longer just a place where people go to do their job.

It’s constantly evolving, reacting and responding

to its occupants. It’s getting denser. It is being

used or more hours in the day by more people in

increasingly dierentiated ways. It can’t just be a

place where work gets done, it must also optimize

real estate; enhance collaboration; attract, engage

and develop employees; build brand and culture;

and support wellbeing.

That’s a tall order, and many o the tools in the

traditional workspace design arsenal may not be

up to the task. Take perhaps the most seemingly

mundane and oten overlooked

asset: the wall. What do es a wall do?

What is it or? It divides. It’s oten

blank, oten stubborn. And it’s static.

It’s an integral part o any building

but is it living up to its ull potential?

Steelcase wondered, What i a wall

could do more? What i it could be

as fexible and dynamic as the work cultures its

meant to support? What i it could express brandidentity while also providing acoustical privacy?

As people collaborate more, what i walls become

the new worksurace?

“The vertical plane is underutilized real estate in

most oces,” says Allan Smith. “Many people drive

smart cars in which they can display content on

a screen with only a gesture. Then they come to

oces where the walls are dumb by comparison.

Looking to the uture we see much more intelli-

gence integrated into the vertical plane.”

Enter V.I.A. (Vertical Intelligent Architecture),

which not only denes space but redenes the

role vertical real estate plays in the workplace.

“There is no product more essential to creating an

interconnected workplace than V.I.A.,” explains

Brian McCourt, sales director, architectural

products. “It helps to think about the workplace

as an ecosystem, or a palette o places... which is

simply a range o diverse spaces. These spaces

serve dierent purposes, support dierent activities

and provide dierent tools. The importance o the

ecosystem is that it allows people to move reely

rom completely private spaces such as an enclave,

to semi-private spaces such as a project team

room, to completely open spaces like a WorkCae.

This reedom is necessary so people can work with

right levels o privacy, access to technology, and

proximity to others.”

V.I.A. h elps im prove th e quali ty o i nterac tions

because it oers true acoustical privacy, allowing

people to work without disruption or worr ying

about disrupting others. Technology integrated into

V.I.A. also augments interactions by making it easy

or teams to move their inormation rom personal

devices up onto a large scale display, helping them

to build a shared understanding o their content.

V.I.A. provi des a sens e o per manence with the

speed and design fexibility o a relocatable wall.

Walls aren’t going away—they’re just being asked

to do more things.

“Clearly what we are seeing is a shit in the way

people will communicate, collaborate and use

technology in the uture,” says McCourt. “In

the uture there will be three primary types o

technology: this includes pow

devices, cloud computing, a

architectural displays. Thanks t

companies such as Microsot

Oblong and Cisco we will have in

that will sel-congure themselve

technology and process.”

“Imagine walking into a room wh

who you are by your mobile devic

room to your lighting and tempera

pulls your inormation o the cloud

where your data will reside in the u

you to begin collaborating with o

using an interace such as gestu

able to display and control your in

architecture. Now many o these

exist today in one orm or another..

too ar in the distance when they a

to create these intelligent rooms,

Technology-enabled architecture

to support intelligent rooms. In the

not just dene private oces... b

“private experiences”, explains M

experiences will be around vide

technology, collaboration and pr

there will need to be a shit i

pendulum to provide more choic

o privacy or both teams and in

uture. In this rapidly evolving scen

plane doesn’t just divide one spa

it will now create new spaces and

will support data sharing, technolo

What’s most exciting about V.I.A.

it can oer today but that it’s b

anticipate uture needs. Technolog

changes ast. This is a product de

new technology as it evolves: “ut

built-in. Soon, gesture-recognition

or example, and one can only im

other possibilities on the horizon

For more inormation about V.I.A.,

Guide, pg. 138.

“What i a Wall Could

be as lexible

and dyn aM iC as th e

WoRk CultuRes

its Meant to suPPoRt?”

V.i.a.™

Vertical intelligent archite cture

Product Ioatio




Media:Scape®

teaMStudio™

KioSK ™

Virtual pucK ™

“I we could make the experienc

eeling, we could make poeple m

explains Sadler.

At its core, media:s cape allows d

to instantly share and co-create c

o well-considered eatures ma

The iconic PUCK™—an integral

several people to easily share th

and research as they work. This

was also transormed into a virtu

the user in control o not only con

also sound and lighting. The new

media:scape amily, TeamStudi

have been designed to help peop

their work, not the tools.

media:scape has also been wild

addressing “presence disparity.”

term or describing how most o

when beamed in or a group me

“These solutions bring to the re

table the things that make in-p

so valuable—an ability to read a

body language and other visual cu“We’re doing everything to mak

psychologically comortable so th

what they’re doing—not worrying a

For more inormat ion about

TeamStudio, kiosk and Virtual

Product Guide, pg s. 142-145.

Competitive advantage has its roots in individuals—

in particular making sure those individuals are

connected. As companies expand their global reach

they’re turning to video to enrich connections. In

act, companies are experiencing a 70 % increase

each year in video trac—an unimaginable statistic

just a couple o years ago. And as many as 62 %

o employees regularly work alongside people in

dierent time zones and geographies. This is really

changing the way people interact.

Steelcase’s media:scape with HDVC is uniquely

positioned to acilitate collaboration between

employees and help create the essential social and

cultural bonds they need. Ater all, collaboration

is about more than shared space—it’s about

connections. The increasing use o video is

acilitating better working relationships across

time zones, latitudes and culture dierences.

While video may help to decrease the amount o

travel necessary or employees, its even greater

benet is in how it aids in building relationships

between them.

“Companies say ‘we’re investing in video so we

can make decisions aster’," says Steelcase’s

Scott Sadler (who, mentions as an aside that he’s

already been on video our times that day). As

appealing as video is, it has presented particular

challenges, creating reticence or some. Concerns

about making the technology work or even worrying

how they look on screen may be enough to distract

people or even deter some rom videoconerencing

at all. These obstacles had to be overcome.

Product Ioatio

We’ve entered an era o global enterprise. In a

way, that’s nothing new—we’ve moved a dazzling

array o things—rom spices to textiles to oil—

rom one country to the next or centuries. That

period o moving commodities expanded when the

digitization o inormation acilitated international

economic integration. Now we’re entering a new

phase o global enterprise that has ventured

beyond the moving o stu and o capital. Today,

it’s the social enterprise that’s becoming global.

“People in China collaborate with colleagues

in the United States, in France. To be eective,

companies now need to build not just their

business but cross-cultural bonds,”

explains Lathrop. “As a result, new

issues emerge: how to deal with time

zones, culture, language, innuendo

and intent? Work is largely social,

and new organizational patterns are

starting to orm. It’s not about moving

money or data, it’s about orming new

social structures and relationships so a company

can behave as one integrated enterprise.”

The media:scape amily o solutions exemplies

Steelcase’s response to the need to be a globally

integrated enterprise. “We believe that video

conerencing will become one o the dominant

orms o communication within the workplace,”

says Lathrop. “It’s already happening.”

“it’s about oRMinG

neW soCial stRuCtuRes

and Re lat io nsh iP s

so a CoMPany Can behaVe

as one en teR PR is e.”




“Our beds are empty two-thirds o the time. Our

living rooms are empty seven-eighths o the

time. Our oce buildings are empty one-hal o

the time. It’s time we gave this some thought.”

—R. Buckminster Fuller

Though Fuller’s quote is decades old, his concerns

couldn’t be more o the moment. There’s been an

increasing awareness o how much more eciently

space can be used. Indeed, in business today,

real estate optimization is key to perormance:

companies are shrinking square ootage and

densiying their spaces, allowing them to spend

less money on real estate and optimize the space

they already have, oten using proprietary

technology like Steelcase’s RoomWizard,

which allows them to track how much time

collaboration spaces are being used.

Steelcase’s user-centered design approach

revealed that workers are more mobile than

ever and many no longer need to own their

own desk or private oce. Researchers were also

surprised to learn that some o those workers might

spend up to 30 minutes a day searching or spaceto collaborate. RoomWizard solved that problem

with an integrated system that works with a variety

o calendar sotware in real time. When workers

nd an open space, they can reserve it and can

get to work right away. The success o this room-

scheduling technology was immediately apparent.

Now, the simple-to-use touchscre

helped revolutionize meeting spa

is available or individual works

introduction o TagWizard. In

success o RoomWizard and by

more workers are mobile and ew

desk—in act, almost 35% o the

is mobile. TagWizard is a rst-o-its

allows anyone to log into a corpo

application and reserve a spot.

can “tag” a space on demand.

Behind the scenes, TagWizard col

about acilities, providing acility

complete inormation on real esta

wellbeing actors such as tempera

levels. Not only is the space smar

more ecient so are the em ploye

For more inormation about Tag

Product Guide, pg. 146.

“the suCCess o

this RooM-sChedulinG

teChnoloGy

Was iMMediately

aPP aRe nt.”

tagWiZard™




Behind every successul innovation is anot

innovation just waiting to happen, whether it’s

improvement to what already exists or the invent

o something entirely new. Either way, innovat

is all about solving problems and oering nchoices—second nature to designers.

“Designers never really stop designing,” says Bru

Smith, Steelcase director o global design. “We

guilty o constantly thinking how an experien

can be better, because we know that even gr

ones can be improved. We’re always assess

the 'rightness’ o what we see, always looking

opportunities to improve it. And that ’s the value t

design brings to lie.”

RethinkinGthink ®



Tis igr ai d a bit o d sig ti ki g l d t

Stlcas tam to start askig, “Could Tik b

bttr?” soo atr tis disticti Stlcas satig

product, dsigd i collaboratio wit Olir Low,

was laucd i 2004.

Tik was quickly laudd as a xcitig, braktroug

ioatio. It bcam Stlcas’s most globally

succssul product ad, as t frst Cradl-to-Cradl

crtifd product o t plat, it

cratd a igr sustaiability

stadard across idustr is .

But, as dsigrs wo do’t

stop dsigig, t Stlcas

Dsig Studio tam cotiud

to tik about ways to impro

upo its succss, gagig t

girig ad marktig tams

arly o i a collaborati approac tat’s typical or

t Stlcas product dlopmt procss.

“Tim passs, ad our ss o wat is rlat,

maigul ad appropriat sits,” Smit xplais.“A lot as cagd sic 2004. Workrs ar mor

mobil, Tik is ow big usd i a rag o sttigs,

ad customr xpctatios or ofc uritur cotiu

to ris. Mawil, w’ lard about w matrials,

w moldig tcologis, w prormac

capabilitis. W’ gaid igt mor yars o

xpric, ad w’ bcom mor ioati as a

compay. All o tis crats trmdous o pportuitis.”

Bcaus dsig tikig bgis ad ds wit

udrstadig usrs, dback rom t udrds

o tousads o Tik usrs trougout t world

proidd aluabl isigts. Ty dlird storis back

to t dsig tam about wat ty lod as wll as

wat ty tougt could b twakd, trby dfig

ad ramig t impromt opportuitis aad.

T, about two yars ago t tam bga i arst

to grat idas, aalyz possibilitis ad mo ito

rapid prototypig to tst cocpts o a w dsig

or Tik, workig agai i collaboratio wit Low.

Stlcas rctly uild t rsult o tis xtsi

rdsig ort: a w, improd Tik. I may ways,

it still as t amiliar Tik look, but t oly parts

xmpt rom t rdsig wr t castrs. T 2004 Tik as b compl tly rpa ckagd a s a ig r-

prormig, slkr ad smartr cair.

“it’s MoRe Reined

and el eG ant .

We’Ve taken all that

innoVation, all

that intelliGenCe,

and Ma de it

soMethinG betteR.”

Probably t most isibly oticabl cag is t

back. Istad o 20 idpdt xors, t w

Tik as 15 ui quly sap d xors tat ar likd

togtr, part o its w Itgratd Liback ® Systm

dsigd to coorm to usrs lik r bor. T

tir back is just tr parts—a ram, likd xors

ad a dual-rgy lumbar—tat work togtr i a

ry itlligt systm o rgoomic support.

“W’ coordiatd t rlatiosips to brig sup-

port wr dd ad rdom w dd,”

says Smit. “It’s a uiqu solutio tat xprsss its

capability wit caractr.”

Aotr otworty pror mac impromt is a

adacd wigt-actiatd mcaism tat mas

bttr support or rcliig, ad t sat cusio as

b rdsigd wit adapti bolstrig or bttr

comort.

May otr impromts ar smallr, but o lss

sigifcat. For xampl, stailss stl accts add

sopisticatio, ad adjustmts ar mor itgratd

ad asir ta r to us. T back ad sat dgs

ar mor comortabl, t backrst is sligtly tallr

ad mor taprd, ad t arm dsig is mor robust.

T w Ti k as wr parts or astr di sas-

smbly ad asir rcyclig. e mor importat

or sustaiability, its improd durability, rsatility

ad timlss appal poit to a logr li i a ari-

ty o ofc sttigs, rom idiidual workstatios

to group sttigs suc as corcig aras ad

traiig rooms.

“I tik o t 2004 Tik as a tagr, ull o grat

capability ad promis i its ow rigt,” Smit says.

“now t tagr is a growup, mor rfd ad

lgat. W’ tak all tat ioatio, all tat

itlligc, ad mad it somtig bttr.”

Sig its rlauc as a rit o passag, t Stlcas

tam sms almost rady to stop rdsigig Tik—at last or ow.°




Makig ery

Momt Maigul

healtare

The healthcare industry is in radical transition.

Rising costs and unacceptably poor outcomes

are causing healthcare leaders to shit rom an

illness-based system to a wellness-driven model.

New technologies, new processes and higher

expectations o both patients and practitioners is

challenging healthcare norms to adapt and improve.

The need or radical innovation has never been

more critical.

A stu dy o the journ ey o pat ients, condu cted

by a team o Nurture researchers, uncovered a

signicant opportunity or improving the healthcare

experience. They observed how much time people

spent waiting: waiting or direction, waiting or

consultation, waiting or results. They saw people

waiting and wasting the currency o our era: time.




T rsarc rs saw tis waitig a

i spacs tat ord littl mo

armcairs squzd ito tigt a

ormatios.

Ty saw patits ad ti r amilis

iormatio, axious bcaus ty

tat wr out o t sigtli o t

Ty saw popl uabl to prorm

or accss mdical iormatio,

mpasis o priacy, makig tc

or proidig comort. Ad ty saw

or popl to coct wit amil

cargirs i a priat ad rspct

Mor ot ta ot, patits ad

placd i a oldig pattr wil

ssc, tim stood still. no toug

gi to ow popl migt pot

aluabl tim. T rsult was, ad

a rustratig xpric or t pa

opportuity or t proidr.

“T ault lis i t act tat ts tr

commoly calld waitig aras, ar

a bygo ra,” xplais Rob h

maagr, nurtur. “Smart pos,

mrgig platorms allow popl to

rom mor placs ta r bo

sitd usr baior sigifcatly.

is tat w ca b producti a

aywr.”

Bcaus o ts rapidly olig t

daily xprics ar o logr tt

spac. Yt coutlss altcar or

uawar o ow spac, tcology

ca corg to crat w usr op

ar uawar o ow t ry spac

abl popl to gt t most out

ty spd tr. Ty ar uawar

ca mak ry momt maig

o P’ Jr

k Mm

Arri at t eR

ad immdiatly

tr triag

Trasitios Momts

Ky Momts

eR sta cofrms

a brok arm

ad rqusts X-rays

Prp ad surgry

First post-surgry

cckup cofrms a

good rsult…so ar

Pysical trapy

appoitmts to sur

ull rag o momt

Fial cckup brigs

good ws: patit ca

play soccr xt yar

Time

16-yar-old braks

r arm playig soccr.

Ambulac rid

to mrgcy.

Tr ar trasitioary momtsbtw ky touc poits i a patit’s joury. Stlcas rsarc idtifdopportuitis wr spac could crata bttr xpric troug a mormaigul us o tim.




So hoW do You MaKe eVerY MoMent count?

T ky lis i udrsta dig usr b aior—t

pattrs o baior rom wic isigt-ispird

dsig ca mrg. T pattrs t nurtur tam

ucord ld tm to tik about t trasitioal

spacs i a altcar acility i a w ad mor

tougtul way.

T tam obsrd tat wtr it’s or f miuts or

f ours, popl o all sizs ad pysical coditios

aturally sk comort. It was also clar tat popl

wat coic ad cotrol or wr ad ow ty

spd tir tim.

From a spatial prspcti, tis ca b sold by

proidig multipl sttigs witi a gi spac:

orig aras or cosultig wit a pysicia, arasor watcig istructioal idos, aras or prcig

wil awaitig ky iormatio, ad aras or rlaxig

or slpig.

Ty obsr d ry practica l cocrs, suc as t

d or a plac or prsoal blogigs i clar

iw ad witi asy rac. As wll, ryo was

lookig or ways to coct—to otr popl ad to

tcology. Aotr importat obsratio—spacs

wr ot xibl oug to accommodat amily

gatrigs.

It was also clar tat priacy was a major cocr

or popl—spacs tat proidd oug priacy to

sar iormatio comortably ad strss-r, but

ot so tat idiiduals lt isolatd.

Accordi g to t C trs or M dicar & Mdic aid

Srics (CMS), “Patits ad tir amilis ar

sstial partrs i t ort to impro t

quality ad saty o car. Tir participatio as

acti mmbrs o tir ow altcar tam is

a sstial compot o makig car sar ad

rducig admissios.”

“W’r fdig tat coctios wit otr popl,

iormatio ad tcology also plays a rol,” says

hitmir. “Ad t procss o gttig bttr is o

logr soly cofd to cliical spacs.”

It was wit all o ts dyamics i mid—comort,

postur, sigtlis, priacy ad coctio wit bot

tcology ad popl—tat t nurtur rsarc

tam mbracd t callg o ow to dsig

or spacs tat mak t trasitioal momts o

patits os tat gag tm ad do ot wast

tir tim.

Ts isigts srd as buildig blocks or Rgard™,

a solutio tat gis popl gratr cotrol or

tir trasitioal xprics. Spacs quippd

wit Rgard proid patits, lod os ad

practitiors wit t ability to gag priatly

ad comortably ad it allows or asir cck-is.

Itgratd ducatio basd mdia sttigs promot

sl-larig.

“It’s xcitig to tik about commo spacs i ways

tat go byod asttics,” says Ala Rault,

dirctor o idustrial dsig or nurtur. Ultimatly

w’r lookig to sol or a broad array o xprics

tat a t pottial to app witi ts aras.”

Wit Rgard, t trasitios popl xpric ca

b rstorati, calmig or producti. Go ar

t rows o armcairs tat discourag priacy ad

commuicatio. I tir plac ar aras tat allow

popl to coct, rlax ad absorb iormatio.

For tos watig to coct lctroically, outlts

ar situatd bsid bot sats ad suracs, ad

sstial i all o ts scarios is t ida o

coic—tat t usr dictats t xpric ratr

ta t spac.

Wil rsarc ad isigts bid it rsultd rom

a dp udrstadig o altcar iromts

ad coditios, t solutios Rgard ors ar

qually applicabl to ducatio ad corporat

iromts. Ay orgaizatio agr to rclaim

dormat ral stat suc as allways, libraris ad

tird spacs ito cocti ubs wr groups ca

gatr ad collaborat ca apply Rga rd to tur ts

trasitioal spacs ito maigul placs.

“For us, it gos back to giig popl t rspct ty

dsr, wtr it b i altcar, ducatio or

busiss,” says Rault. “Tr will always b tos

momts o trasitio ad w rcogizd t d

to fd ways to mak tos momts mor ulfllig.”

It’s tim to mak ry momt cout.°

“t ss b s f ss.”

To create more meaningul use

o time, healthcare spaces should

support the need or privacy,

comort and emotional wellbeing.

Rob Heitmeier, General Manager, Nurture



egard™

for healthcare.ard is the result of user based research that revealed the

ortunity to enhance the experience of both patients andviders by turning transitional spaces into meaningful places.

mfort. Choice. Connection.

Supports eyes to inProvides intimacyovides physical and

otional comfort

Supports user desirseparation between

Supports productive

Supports connection

nurture.com/regard



R e P o R t s R o M

t nmFMobil computig tcologis aabld kowldg workrs to work ay-

wr at aytim. Ad millios o us ar

doig it. But it is’t always asy. nomadic

workrs ot put up wit discomort

ad icoic. Tat’s wy Coalss,

a Stlcas compay, dcidd to study

mobil workrs ad bttr udrstad t

issus ty xpric ry day.



“W k bvs ss wm ys vm— s ss.

is. evy y.

I 2010, to fd out ow work omads wr adlig

work at om ad pk bid t curtai, Coalss

did somtig uusual: it ollowd popl ito tir

oms. emily Ulric, Coalss’s sior rsarcr

at tat tim, coductd obsratioal rsarc i

t oms, ofcs, ad otr placs t nw York

City ad Sa Fracisco Bay ara study participats

workd.

Wat Ulric cofrmd ad rportd i a Coalss

rport titld “Uttrd” [s 360 Magazi,

Issu 62] was tat mobil tcologis a

idd uttrd work rom dsks ad oics.

Tim -prs sd k owl dg w orkr s ar worki g

aywr ty coos. Ad bcaus aailability ad

rsposiss ar so importat i busiss, a back-

ad-ort togglig btw li ad work apps

costatly or may popl.

hm a

naturally, togglig coms wit strsss. T popl

Ulric studid ar xpricig tis radical cag

i a loly way, usupportd rgoomically or

motioally, workig log ours o mobil dics

at diig tabls, o coucs, ad, i mor ta a w

cass, i bd lat at igt. Accordig to Itratioal

Data Corporatio (IDC) tr ar ow 1.2 billio

mobil workrs worldwid. I t Uitd Stats,

says IDC, almost 120 millio workrs ar mobil,

rprstig 75.5% o t total workorc. (Japa

is xt wit almost 50 millio mobil workrs; 74.5%

o its workorc).

Sic 2010, tigs a oly bcom mor its

or mobil workrs as tcology as cotiud

to adac ad dsigig spacs tat support

mobil workrs as bcom mor complx. Most

popl ar coctd trougout t day to multipl

clouds troug smartpos, tablts, ad laptops.

Ad bcau s twor kig ad s ocial m dia opti os

a xpadd so dramatically, so too as t tim

commitmt to maag tm.

Suja Brtrad, a rsarcr ad dsigr at

Coalss, kw s was oto somtig w

dozs o micro-bloggig tris bga oodig i

rom bdrooms, kitcs, cars, ofcs, otls, airport

lougs, co-workig caés, co sops, subway

trais, sidwalks ad waitig rooms. T participats

i r study watd to tll r wat it’s rally lik to

b a omadic workr.

“Social breakfast in the cafe. Some like it public,

others private. Headphones included. Food +

people + content = the right creative equation.”

“Very typical ‘ofce’ day. Sitting at ‘my’ spot at our

non-assigne d bench in San Francisco. Preppi ng

for my Asia trip—heading to Tokyo on Friday.

Network is spotty… May head to Starbucks if

this doesn’t improve!”

“Needed to step away to get some work done…

need for a change of scenery... gloomy day and

our space isn’t the most inspiring.”

As part o a i oati, o- t-grou d rsarc

campaig, Brtrad askd Silico vally’s crati

kowldg workrs to track tir workdays usig t

Tumblr mic ro-blo ggig app. T blog tri s wr

priat, cadid ad loadd wit isigts. For a wk,

t participats issud a stram o cosciousss.

Som wr callig o clits. Som wr o busiss

trips. Otrs wr at om tryig to juggl kids ad

work. eryo was lookig closly at ow ty dal

wit t day-to-day balacig act o distributd work.

t Qs s: WhY?

“W all kow tat tcology is rapidly cagig

t way may popl li ad work,” says Brtrad.

“Coalss wats to support ts mobil workrs

wit ispirig product xprics. W bli t

oly way to accomplis tis is to captur isigts

about tir ds.”




“n vg

prcr wrg

pc mr

m cmg…”

p dw nms

T ard pa rt o om adic rsarc is, o cou rs,

piig dow t omads. Obsrig popl i

ofcs is airly straigtorward. Watcig moig

targts is ot.

Tr i li s t c ssit y or a micr o-blo ggig

mtodology. T Tumblr smartpo app is a

asy way to blog i sort bursts rom your po

ad upload picturs or ido clips i sc ods. haig

crati popl watc tmsls, potograp

tir surroudigs, ad commt cadidly o tir

situatios ors asciatig gms o isigt.

Amog Brtra d’s bloggrs wr: a sior maag r

i workplac trasormatio wit Acctur, a

product dsig cosultat, a grapic dsigr, a

associat partr at IDeO, a global clit liaiso

at Stlcas, a product marktr, a idpdturitur dsigr, a sior dsig dirctor at a

commuicatios agcy, a sals cosultat ad a

illustrator. Ty wr a mix o global trallrs, local

commutrs, ad om-basd workrs. Brtrad

dscribs tm as “crati kowldg workrs.”

Mor sior. Mor distributd. Mor o-dmad.

T goal was to track tir work abits as ty mod

trougout tir days. Brtrad watd to fd out,

“Wr ad ow work was big do i fr st, scod,

ad tird placs? Trackig pai ad plasur poits

trougout days, igts, wkds, ad durig

tral. how do idiiduals trasitio btw

prsoal, collaborati ad social work? Wat do

ty d ad dsir to work aywr, aytim?

Wat baiors crat w qustios ad isigts?”

is’ Msm

stark cotradictios rmai. Mobil work out-

ofc is still ot a maistram cosidratio.

arc is scarc o coctig t abits ad

mobil workrs wit t tcology trds

driig cags i t workplac.

g to Primo Orpilla, a pricip al o Studio O+A,

acisco-basd altrati ofcig’ frm tat

sigd spacs or Facbook ad erot

may otrs, “Tr’s a ral d to grasp

ds o t ‘otr workplac’—t trasitory

t allways, t brak aras, t ladscap

t buildig, t co sop dow t strt.

ca work aywr ts days so tr ar

pportuitis to captur tat work or to crat

rstig spac. But ot oug popl ar

about it.”

s as b giig it a lot o tougt. Bob

compa y’s crati dir ctor, says tr i s

m to fll. “Arcitcts ad dsigrs ar ot

y commissiod to do tis kid o rsarc

y rly o t major mauacturrs or a mor

si prspcti o workplac trds.

ss, w ar xt dig our ow rs arc

yod t traditioal work iromt ad

tig to udrstad work baiors i t

o popl’s broadr lis, icludig most

t icrasigly omadic atur o work.”

ov

lss xplorig omadic work abits is lik

a boudary. I act, t trm “crossor” as

a oudatioal cocpt. It suggsts products

utios tat ar locatio-agostic, srig t

ds o omadic workrs wrr ty

to b.

g tos ds, says Brtrad, is ow you

at dsig. “W ar lookig or baior

s tat suggst w platorm typologis or

dlopmt—to tur ral ds ito dd

s.”

d bga r rsarc wit itriws, talkigly about omadic work wit Googl, Oracl,

ok, Squar, Acctur, IDeO, Studio O+A,

, Itratioal Cotmporary Furitur Fair

d t Istitut o Dsig at Staord, as wll

orkig piors T hub, T Grid, WWork

tSpac.

“yr

i wr

r

pc.”

“sc

rv wr

rc, wr

prc c,

rr p”

Msss m e

Insights from the volunteers tumbled in for a




n cmm

May o t bloggrs oud t mtodical procss o

pausig, obsrig ad dscribig tir surroudigs

or abits put tm i tu wit compromiss ad

discomorts ty ormally orlookd.

“Followig t croology o it,” says o omadic

sals prossioal wo par ticipatd i t study, “you

rally start to b awar o t tcology limitatios.

O obious opportuity is to cr at ‘t rigt product

to support t ardwar itrac.’”

Abby Li , a sior m aagr i t Acct ur

Ral estat Solutios Practic, trals rltlssly

(mor ta 200,000 mils a yar). “T world dos’t

grally accommodat mobil workig, at

placs tat say ty do, lik Starbucks. Gi m

a plac wr I ca g t oli, wr I do’t a

to scrambl aroud tryig to fgur out wr I caplug i,” s says.

Aotr part icipat, a om-basd dsi gr ad

artist wo rgularly isits clits’ ofcs, oticd

tat t ib o dirt ofc iromts acts

ow s ls about workig tr. “I bga oticig

ow importat it is or m to l ispird. It acts

t quality o my workday. At om I ca crat

tat ispiratio, ad you fd it i t mor crati

ofc iromts, but otr spacs ca l almost

dprssig, pysically ad socially.”

Atr t digita l dust s ttld, B rtrad distill d r

itriws ad bloggig strams ito a map o

pattrs. S producd a comprsi rport

titld, “nomadic Work Ladscap Dsig Rsarc”

tat spas 111 pags i a dtaild slid dck.

d y ss ?

“It was alidatig ad xtdd emily’s ‘li/work’

rsarc o two yars ago. By combiig wat w

kow about today’s omadic work baiors ad

mrgig tcology trds w will bgi to idtiy

ow w ca crat w work xprics. W s

t opportuity to ioat i t gaps btw ow

difcult coditios ar or omadic workrs ad ow

muc asir it could b.”“T imprati,” says Brtrad, “is to crat w

xprics ad brig ispiratio ito popl’s lis.

It starts by makig tir lis asir. T sligtst

gstur i ostig gos a log way or a omad.”

Tr o rmal pro duct-d lopm t approac s

a mrgd rom t Coalss rsarc: Ispirig

Dstiatios, Optimizig Mobility ad Cultiatig

t Sss.




1

T botto m-li qu stio w it coms to accom-

modatig omads, says Brtrad, is, “how do w

ost wat you migt call ‘ig-quality, touc-dow

xprics’? how do you crat tat s s o, ‘Wow.

Tis is a pla c I’m goig to com bac k to.’”

Coalss as ucord a umbr o importat co-

sidratios. Ty iclud t cratio o dyamic,

cofgurabl spacs, “sl-assmbly” optios ad

coics tat proid a arity o work xprics

lik op ad social spacs or xtrortd popl

ad collaborati work, or closd ad priat spacs

or mor itrortd popl ad priat work. I act,

bcaus o t itsity o digital work ad t dsir

or gratr prsoal itractio ad mor cti

irtual itractio btw work tams ts days,

orgaizatios ar cratig a “ib” ad ostrig i-

spirig culturs tat tur ito grat work xprics.

For xampl, or ads-dow priat work, it migt

b a alco or or a loug cair wit a caopy. For

collaboratio, praps a sttig o cusiod cairs

ad low tabls wit arby powr rcptacls.

Tis yar, Coal ss itrodu cd a w produc t li—

Laguitas—tat xmpliis t ig-quality, touc-

dow xpric. A cofgurabl sctioal sris

rom Mila-basd dsigr Toa nguy, it ca

b customizd or collaborati work, socializig or

prsoal work. Laguitas oks a “tird-plac” ib

i t styl o a co sop boot or caé satig

wit built-i powr.

Laguitas is a spac dfig

loug ad tabl collctio

tat ca crat a ‘tird plac’

aywr.

is dss;imvt-dw




2

omzMby:hs ts t

Fr Stad is a portabl

ad oldabl worksurac

or mobil dics.

3

Brtrad says workspacs ad work xprics or

omads ar bttr w ty plas t sss. A

rcurrt obsratio tat rus troug r rsarc

is discomort brougt o by rltlss compromiss

i pysical postur du to scrs ad iormatio

orload.

hr suggstios iclud: a “pallt o digital posturs,”

t rigt ligtig ad acoustic qualitis or ido

commuicatio, utilizatio o outdoor spacs, ad

grally wat Brtrad rrs to as a “ssorial

orcstratio o products tat ispir ad motiat

cratiity ad ioatio.”

Comortabl productiity is xprssd i t rctly

itroducd Massaud Work Loug or Coalss by

dsigr Ja-Mari Massaud. A wid, mbracig

swil loug ispird by a frst-class airli sat, itis paird wit a ottoma tat ops or storag. T

disticti work-rlatd aturs o t Work Loug

ar a piotig tablt arm tat itgrats wit t cair

ad a priacy caopy.

cv Sss:pys & emcm

“Optimizig mobility,” says Brtrad, “is t platorm

wr w rally start to s itractio btw

product ad uma baiors… ‘Tmporality’ is

importat. Popl wat to l lik ty tmporarily

ow a spac.” It migt b as simpl as a dock or stad

to put your digital tool ar a coitly placd

powr outlt (accss to powr ad data sm to b

t top cocrs o omadic workrs). It migt b

a product tat as “curatd touc-dow qualitis”.

“For xampl,” says Brtrad, “tr ar ot may ofc

cairs or sid tabls or loug sttigs tat say, ‘Tis

is wr your tools ca tmporarily b supportd

wit digital dockig posturs. Tis is wr your bag

ca b sa.’”

hr stratgis or optimizig mobility iclud orig

ways to quickly prsoaliz a spac; tmporarystorag; sard collaboratio tools lik witboards

ad Post-It-ridly walls; ad accommodatig

posturs, bot o mobil workrs (rlaxd or prcd

or a kyboard) ad o tir tools (aryig igts

ad agls). Orall, t stratgy is to or optios

by aig t rigt slctio o products aailabl or

producti mobility, wrr popl coos to work.

Aticipati o, Brtrad bl is, sould b t ram

o mid or dsigig iitig spacs or omads.

Start by admittig tat mobil workrs ar sowig

up ad dsr accommodatio. T imagi tir

trasitios ad rquirmts. Mak it asir ad lss

tim-cosumig or tm to touc dow, work ad

la. Augmt t ow.

A xampl rom Coal ss, i troducd last yar, is

Fr Stad, a portabl ad oldabl laptop or tablt

stad tat ors a quick, asy plac to work. Wat

maks Fr Stad distict rom similar products is

its ability to collaps i scods, so work at om

ca disappar w it’s tim to rlax.

Massaud Work Loug wit

igt adjustabl piotig tablt

ad storag ottoma.




c is

Arko call s Brtra d’s rsarc rport a “ ls” to

rs isigts ad opportuitis. his tam as

bgu a xrcis ty ar iormally callig “Digital

Posturs,” xamiig t most idt itrsctios

o Brtrad’s tr tms—wr multipl omadic

ds cross or—i t op o disig li-asig

solutios.

But wr dos tis rsarc ad ts isigts

about mobility ft i t largr world o workplac

uritur ad spac dsig?

Arko says it’s a slow daw ig. “A airly coti oal

isio o t ofc workplac still domiats or may

orgaizatios,” says. “Our job is to look at t

cagig baiors ad ispir w approacs

tat ca sr ts olig ds.”

a F

Orpilla poits to t ospitality idustry wr mobil

workrs ar a major customr sgmt. h says tr

ar ow otl lobbis wit r Wi-Fi ad comortabl

workstatios clos to ood ad drik. “hotls ar

bgiig to udrstad tat part o tir busiss

ds to b addrssd.”

“Our corporat projcts td to rsmbl ospitality

wit t lobby ib or t rstaurat ib or t c o

ib. Ts days, som popl work i tos spacs

mor ta ty work at tir dsk,” says Orpilla.

historically, Orpilla as sldom workd outsid o

Silico vally. “now, w’r gttig iquiris rom

t Midwst,” says Orpilla. “Popl s ts rally

cool icubators tat produc ts rock star tc

typs wo atr a coupl o yars strik it ric. W’

cratd som o tos icubators or t bst ad

t brigtst. Tr’s startig to b itrst across

t coutry i ow to duplicat tat.”

Brtrad as o doubt about t opportuitis tat

lay aad. “I you look i Silico vally, you s ow

popl ar cratig ad playig wit w tcology,

ow it supports tm at work ad at om, ow it

abls popl to b r to work wr ad w

ty wat. It’s ard ot to s tat as t utur.”°




Tat’s o o may xa mpls o ow tc ology i s

rsapig ducatio aroud t world. From t

rapid proliratio o massi op oli courss, or

MOOCs, to t widsprad us o mobil dics tat

support a arity o “bldd larig” modls (part

oli, part bricks-ad-mortar basd), tcology is

cratig w callgs ad may w opportuitis

or ducatioal istitutios o all typs, rom arly

ducatio to uirsitis.

“ . As ducators bgi to rtik t larig

xpric, w bli it will b importat to also

rsap ducatioal spacs to support tis olutio,”

says Adrw Kim, a Stlcas WorkSpac Futurs

rsarcr ad a mmbr o t Stlcas educatio

Solutios tam tat as b istigatig t spatial

implicatios o larig ad tcology. So ar, tstudy as iold obsrig ad itriwig

studts ad tacrs at 20 scools.

Amog t astst-growig a d irrrsibl trds

at all lls o ducatio: icrasig us o laptops,

W a Staord Uirsity pross

ord a r oli cours i artifitlligc i 2011, ad o idatat t xprimt would attract160,000 studts rom 190 coutriad grat a wa o publicity.

tablts ad otr mobil dics. May prim

scools ow proid ry studt wit a laptop

tablt. At collgs ad uirsitis, may udrgra

ow ow tablts as wll as laptops. Al ways itrs

i t adatags o portability, a growig um

ar also ow askig or cott dlird to t

smart pos.

As rc tly as a w ya rs ago, mobil dic

wr usd almost xclusily as oly a soup

up substitut or cotioal tools lik ado

trasparcis or orad projctors, books, pa

ad ps. Today, owr, ts tcologis

bgiig to trasorm ow istructio ad lar

actually tak plac.

Tacrs ar usig tcolog y to rplac old modo stadardizd, rot larig ad cratig m

prsoalizd, sl-dirctd xprics or t

studts. Tr’s mor multi-dic sycroizat

wit sotwar tat supports multiusr collaborat

ad mor support or irtual corsatios, b

witi ad byod a classroom. Ad mor stud

ad tacrs ar cratig tir ow digital cot

icludig aimatios ad idos.

hOW

TeChnOLOGY ISChAnGInGeDUCATIOn




Muc o t iormatio tat oly tacrs possssd

i t past is ow aailabl to studts oli, cal-

lgig t old modl o tacrs prstig cott

ad studts absorbig it. As a rsult, ducators ar

ow lragig tcology to crat a dirt rol

or tmsls i tir classrooms. Istad o usig

class tim to spoo-d iormatio, tcology is

lpig tm us tir tim wit studts to adac

problm-solig, commuicatio ad collaboratio—

xactly t typ o igr-ordr skills tat ladig

ducatio spcialists say sould b t goals o

ducatio or today’s world.

“Mor ad mor, classrooms ar bcomig placs

wr kowldg is cratd rsus cosumd by

studts,” says Kim. “As studts start to a mor

cotrol or wat ty us to lp tm lar, youd to a spacs tat support mor crati or

grati actiitis. Tis mas mor mobility isid

ad outsid o classrooms, as wll as w kids

o larig spacs tat support aryig idiid

actiitis ad rats o larig. Proidig a pal

o plac, postur ad prsc—i.., irtual as w

as ac-to-ac itractios—is as importa

ducatioal spacs as it is i workplacs, or m

o t sam rasos. I act, scools ar bgi

to laprog corporatios i t us o mobil dic

ad may ar acig t rlatd callgs ad

As t tsuami o tc ology tr ds wass o

ducatio, som tigs a maagd to stay

sam. For xampl, studts ad tacrs a

abadod aalog matrials—ad ar’t xpc

to aytim soo. Ty cotiu to us witboa

papr ad otbooks to captur ad isua

tougt procsss, ad will cotiu to d spa

dsigd to support t paralll us o aalog adigital tools.

+8

+554.

-4

2004 2006 2008 2010

Prctago Studts

“Wat’s itrstig istat as larig isbcomig mor irtual,t irtual actiitisar actually bcomigmor pysical. Omigt say irtual adpysical ar mtig

i t middl.”

aw Km,Ss WkS Fs

0%

20

40

60

80

l ts uty ows2004 - 2012

Sourc:

educaus Ctr or Applid Rsarc




Witi all lls o ducatio, larig is ow occurrig

bot rmotly ad osit troug bldd larigprograms tat combi oli ad ac-to-ac

itractio. Just o o may xampls is t ippd

classroom modl i wic studts accss cott

oli outsid t classroom as tir omwork ad

t apply tis w kowldg i t classroom

by gagig i acti larig practics, suc as

discussio or group work.

Bldd larig ca cut costs, wic maks it

popular i today’s callgig coomy. Tr ar

also arly sigals rom sral studis tat suggst

giig studts mor cotrol or ow ty accss

iormatio ca b mor cti ta all ac-to-

ac or all irtual larig.

“Wat’s itrstig is tat as larig is bcomig

mor irtual, t irtual actiitis ar actually

bcomig mor pysical. You migt say t irtual

ad t pysical ar mtig i t middl,” says

Kim. “I may istacs, you a dirt subjcts

appig all i o room, ad multipl tacrs

actig as tutors ad motiators to gi dirctd

support. It’s souldr-to-souldr, closr ta

ac-to-ac.”

enDInGRLDS

“T bst placs orducatio willbrig popl, tcoload spac togtri ioati ways.”




e leaRninG is

to stay

y iclusio i lsso dlir y

g t orm

Bcaus bldd larig cags t rol o t

ducator to bcom mor o a acilitator ad coac,tr’s a growig us o para-ducators wo work

alogsid tacrs to maag oli larig ad

lp wit classroom actiitis. Tr ar also spatial

implicatios. Classrooms dsigd or a tacr at

t rot o t room may ow d to cocurrtly

support sl-dirctd work at computrs as wll

as collaborati projcts. I t Uitd Stats, or

xampl, som kidrgart classs ow a

a sparat zo or idiidual oli work witi t

classroom. Otr scools ar dramatically rducig

t amout o spac allottd or classrooms, istad

cratig larg op aras or sl-dirctd larig.

Collgs ad uirsitis, wil mbracig arious

orms o oli larig, ar also lookig or ways

to build studt-tacr gagmt ad moitor

prormac. Wit MOOCs, i particular, approacs

ar still xprimtal. Dspit oli discussio

orums, may studts still sk ac tim wit tir

prossors ad ac otr. T MOOC platorms ar

mtig tis d by makig it a sir or studts

to mt troug oli social tworkig portals,

groupd by gograpical proximity.

Tacrs a always b ry awar tat sc ools

gdr social larig as wll as cogiti larig,

ad so t sarc or addig pysicality to cybr

scoolig cotius. For xampl, o MOOC

prossor aoucs “ofc ours” at a co s

i is dstiatio city wr trals or studwo wat to mt i prso. Som commu

collgs ar ow cratig bldd courss us

MOOC cott, wit t MOOC proidig t o

xpric ad t commuity collg pickig up

oi xpric o prossors itractig i pr

wit studts.

e as larig bcoms mor irtual, t imp

tac o tacrs ad bricks-ad-mortar plac

ar xpctd to rmai aluabl compots i

ducatioal quatio, says Kim. “As w cotiu

rsarc, it’s clar tat t bst placs or ducat

will brig popl, tcology ad spac togt

ioati ways. I you tik o classrooms as pla

wr kowldg gts cratd istad o cosum

ty a similaritis to ioatio studios w

xibility is built i ad it’s asy to switc btw

idiidual work ad collaboratio. Mor ta

w’r sig t d or classrooms to bcom ig

xibl spacs tat support t w baiors

larig tat ar t dirct rsul t o w tcolog

As rap id d lo pm t occ urs i pr io u

udrdlopd atios ad w tcologis imp

t way tat kowldg is trasrrd ad mbod

ducatio is bcomig mor aluabl ad al

trougout t world, ad t qust cotiu

to rf bot its procsss ad t placs w

it occurs. °

scool tacrs i

tat i t

ars ty a b

tcology i

oom ta r bor.

9%

ducatio ad larig appli-

catios a b built or t

iPad ad 1.5 millio iPads ar

currtly i us i ducatioal

istitutios ad scools.

20 60 rolld i a massily

cours (MOOC)

Staord i 2011.

sid higr ed, 2012

o studts i t U.S. a

tak oli classs.

65%




It’s rally ot a w ida. As log ago as 1916, ladig

ducatioal rormr Jo Dwy rrrd to itr-

actio as t dfig compot o ducatio tat

occurs w studts trasorm iormatio ito

kowldg wit prsoal applicatio ad alu.

Fast-orward to today’s world: Award-wiig ad

widly-quotd ducator ad autor A. W. (Toy)

Bats says tat itractiity sould b t primar ycritria or slctig mdia or ducatioal dliry.

Prossor Trry Adrso, t kyot spakr at

t 2012 nxt Gratio Larig Corc,

cotds tat dp ad maigul larig ca

b dlopd i at last o orm o itractio is at

ry ig lls: studt–tacr, studt-studt,

studt-cott. Stlcas blis you d to add

studt-iromt to tis modl.

Clarly t critical rol o itractio i supportiig ad

dfig ducatio as log b rcogizd.

At Stlc as educa tio Sol utios w us t trm

“acti larig”, ad w’r cotiuig t joury

o discory by studyig tis gagmt actor rom

a arity o prspctis.

Itractio/gagmt/acti larig is bcomig

mbddd ito pdagogy as a critical tacig ad

larig stratgy. Acti ducators ar workig ard

to grat acti larig all or t world.

But tr is a problm. Ot, t classroom i-

romt is a barrir. W pdagogy mos rom a

passi-larig ormat, “sit ad gt,” to a acti

o, t dsig o t spac i a row-by-colum

satig arragmt, packd as tigtly as possibl,

dos’t support t d or t itt. It taks mor

squar t or mtrs pr-prso to mo. To mo

rom a trasmissio o kowldg modl to icludimmrsi itractiity ad gagmt, spac mat-

trs mor ta r bor.

Byod t d to itract wit tir tacrs ad

ac otr, today’s larrs d to itract wit

tools, spcially tos tat Prossor Adrso

dscribs as “t ctric.” T rsarc w’r

doig at Stlcas is dlig dply ito t spatial

Stlcas

educatio

Solutios’

egagmt

Modl

student toContent

s—c

toinstRuCtoR

s—i

to

enViRonMent

s—e

to

student

s—s

implicatios o acti larig ad ts w tools.

Ad a paradigm sit is mrgig. W bli it is t

frst wa o ducatioal cag.

Witi Stlcas educatio Solutios, w iw larig

as a cosystm wr spac, tcology ad pda-

gogy corg. I t corgc is acti larig.

Tcology ad s pac ar tools ta t sould b sp-

cifcally dlopd to support t pdagogy ad usrbaiors o acti larig.

eac istitutio is dirt. T marc or cag

is dirt. Wit tat said, it is appropriat—idd,

w bli ital—or ac istitutio to put a stak

i t groud ad say, “hr is wr w ar o tis

joury o cag, ad i f yars r is wr w

wat to b i trms o acti larig.” Armd wit a

isio or t ar utur, costituts rom iorma-

tio tcology, acilitis ad acadmic prossioal

dlopmt ca com togtr, dlop a road m ap,

ad cart icrmtal cag wit tagibl tasks

ad assigd owrsip or compltio. T slow-

moig tortois will ot wi tis rac.

W truly lar by doig. egagmt is about lar-

ig, ot just a trasr o kowldg. Goig orward,

it’s importat to look at t pictur olistically, dsig

or baiors ad b rady or cag.°

ab

Wtr as a dsigr, istructor

or admiistrator, I’ spt yars

rsarcig ducatioal iro-

mts ad a s t isids

o mor classrooms ta I ca

cout. My passio, ad my job,

is lpig popl udrstad t

baiors tat com rom dir-

t iromts, ad cratig

classrooms tat truly support

w ways o tacig ad

larig. email your idas ad

qustios to lscottw@stlcas.

com or o twittr to Li_SW@

twittr.com.

At Steelcase Education Solutions, we set out to do far more than simply update the classroom.

Our goal was to rethink. Reinvent. Re-envision learning spaces. So we spent some time in

them—hundreds of them. Listening. Observing. Talking to the people who know them best.

We immersed ourselves in the way information is presented, absorbed and processed.

How seats are arranged and technology is implemented. How communication and collaboration

work. All so we can make learning more engaging, more empowering, more inspiring.

For today, and years of tomorrows.

www.steelcase.com/educationsolutions

Insigh

learni

Learning spaces reimagined.


a nw lrg Crv

Ideas on planning and designing learning

spaces rom Lennie Scott-Webber,

Ph.D., Director o Education Environments

or Steelcase Education Solutions

Larig By Doig



haiti

Mr 66 m. Tat’s t stimat d um-

br o girls i today’s world wo do’t go to scool.

Ad yt, tr’s orw lmig id c tat du-

catig a girl ca brak cycls o porty i just o

gratio ad crat a wid rippl o positi cag,says a group o award-wiig jouralists at t

Documtary Group ad vulca Productios. Last

yar, i partrsip wit Itl, ty laucd 10x10,

a global campaig to ducat ad mpowr girls.

Rmoig barrirs to girls’ ducatio—suc as arly

ad orcd marriag, domstic slary, sx trafckig,

gdr iolc ad discrimiatio, lack o accss to

altcar, scool s—mas ot oly a bttr li

or girls, but a sar, altir, mor prosprous ad

mor sustaiabl world or all, says holly Gordo, t

xcuti dirctor ad xcuti producr o 10x10.

Gordo’s arlir carr icludd 12 yars at ABC

nws as a producr ad bookr or t major ws

broadcasts “World nws Toigt wit Ptr Jigs,”

“Good Morig Amrica,” “20/20” ad “Primtim” as

wll as a stit wit nw York’s Tribca Film Fstial.

“It’s ot about ducatig girls bcaus ty’r bttr

ta boys,” s xplais, “it’s just about wat apps

w you ducat a girl. Ad it just so apps tat

girls ar bid i almost ry dlopig coutry

i t world today.”

Mor ta aytig, acts dro r iolmt

i 10x10, Gordo says. “Oc I ard t data ad

dcidd to dig ito t rsarc bid t prmis

tat ducatig girls ca cag t world, it smd

lik a ‘du’ momt: Wy ar’t w doig tis o ascal bcaus t outcom is so sigifcat?

“W you ducat a girl, s b

wo’s mor likly to immuiz r

cotractig hIv/AIDS, to marry lat

cildr, to a cildr latr so s

t callgs o youg dliry…. i scool or our mor yars, r i

20%. Ad s’s mor likly ta a

r icom i r amily…so dow

growt i GDP. educatig girls is go

prosprity. Ad t o t ciil so

sid o it, rsarc as oud i

wom a a qual oic i pu

socitis ar mor stabl…So ta

or world pac.”

Ratr ta rlyig o cotioal m

story, t 10x10 tam disd a i

ctrd o social mdia, t Wb a

pic, a atur flm. To mt t cal

critical-mass audic, ty dcidd

t flm troug a uiqu mtod

crowdsourcig, puttig t pow

moi i t ads o ayo wo

it to tir commuity. As Gordo

a rally itrstig xprimt arou

social cag.”

“As a jouralist, t old rcip or

gt your story o t rot pag o

Tims ad ryti g will cag

says. “Tat’s o logr tru. T n

a grat plac to b, but you’r ot

t world wit just o story o t

wspapr. You d ubiquity, ayou watd xclusiity. So ow c

procss o makig tis flm to cr

corsatio about t alu o gir




Mr 66 m.t mmr

gr w g c.




I a icrasigly itrcoctd world, tr’s growig awarss

tat protctig atural rsourcs ad acig popl’s lis iscor to t utur o t uma rac as wll as a compay’s ability

to suri ad tri i a cagig, callgig world.

“Stlcas was oudd o t bli tat busiss is a uma

trpris—ad, as a part o tat, a compay dotd to sustaiabl

busiss practics,” says Jim hacktt, CeO. “Tr ar may

opportuitis tat or a tim or a compay to rct, rcarg

ad rocus. W took t opportuity o our 100t airsary to

do just tat—to rct o our sustaiability accomplismts ad

dram big about t utur.”

earlir tis yar, Stlcas rlasd its most comprsi

corporat sustaiability rport r. Stlcas is o o oly 40%

o t compais globally tat olutarily rports its iromtal

ad social impacts ry yar. Titld, “+Promis,” Stlcas’s

rport documts t compay’s global iromtal ad social

practics trougout t world i t cotxt o promiss mad to

customrs, partrs, commuitis, mploys ad t iromt.

It also documts t w promiss t compay is makig ad

ow it will ulfll ts troug acd gorac practics.

Tis yar’s oli rpor t icluds a Global Rporti g Iitiati (GRI)

Idx, wic rports o mor ta 120 ky prormac idicators

i 10 catgoris tat rag rom product rsposibility to labor

practics ad uma rigts.

Browsig t rport, radrs ca lar about Stlcas’s

sustaiability orts troug storis about Stlcas popl

worldwid wo ar trasormig t utur. Just o xampl

rom europ: Ratr ta waitig or a w itratioal stadardto b rlasd, Stlcas partrd wit t ladig iromtal

li cycl assssmt compay Quatis ad otr corporat

ladrs to build a global watr ootpritig mtodology, usig

t compay’s products as a cas study. Wy participat? Bcaus

watr cosratio is mor importat ta r, ad t tools

or maagig ad masurig watr d to sigifcatly impro.

By aluatig t utur itgratio o watr critria ito li cycl

assssmts, Stlcas ca crat w guidlis or upcomig

product dlopmt projcts.

“W also pla to xpad our sustaiability practic ad rportig

capabilitis to captur mtrics or additioal aras ad rf xistig

mtrics or global accuracy,” says Agla naikia, dirctor o

Global eiromtal Sustaiability. “W ar takig a ittioal

stp orward, workig to lat sustaiability as a ls or

ioatio o a global scal.”

Byod Stlcas’s opratioal prormac rctd i t storis

i t rport, t compay ackowldgs tat lpig customrs

aci tir sustaiability goals is o o t gratst opportuitis

or dlirig larg-scal alu ad impact.

By sarig rsarc-basd isigts ad orig ioati products

ad solutios, Stlcas ca lp orgaizatios gt t most out o

tir ral stat wil also supportig tir mploy’s prormac

ad wllbig. T rsults ar wort t ort: a fcit ral

stat ootprit mas lss ucssary costructio, lss rgy

usd ad wr grous gas missios. Most importat, it

mpowrs workrs to do tir bst work.

“W bli w ca arss t powr o our actios ad assts to

mak durig positi cag. Our commitmt to sustaiabl

practics surs w cotribut to t social, coomic ad

iromtal coditios tat allow popl to rac tir ull

pottial,” says hacktt. “Our sustaiability iitiatis ot oly

bft t commuitis wr w li ad work, ty also adact ftss o our compay. Ty ar a motiatig orc i driig

ioatio ad trasormatio.”°

epr rpr csr.stlcas.com/

pmss M, pmss K,nw pmss:c Ssby r tkspss, Ss Vs

Ss js M

c-c, cvg Ms 2013 Bsss rSsby r

Tis spri g Stlcas

Busiss Roudtabl

ability rport, “Crat

how Compais Ar

Doig Good.” Rlas

rport aturs arr

CeOs at world-lad

wo discuss ow t

improig t quality

o popl aroud t

tir sustaiability

to Stlcas, iit

iclud Microsot, Coc

Gral Mills, Joso

Xrox ad ot r w

rspctd orgaiza

dirsity o idustris

“Proidig workplac

to t world’s ladi

Stlcas is uiqul

larg-scal impact,”

Jim hacktt stats i

ar proud o wat w’

witi our compay,

pottial or impact is

rs aci tir susta

objctis. T work

customrs ad isig

rsarc dri ioat

prormac.”

evmimrsBtw Caldar Yar 2006

ad 2011

y s mwby s fs ps Ssb,

F25% o lctricity us i t U.S.

onwy Ms

54%wsm

53%vmsss

37%s gsmsss

23%ws +msy

5,361

hsmyv svdoatd globally

$4.7M By Stlcas ad T Stlcas Foudatio

to support commuitis

lk w, my

s s b vm by 25% by 2020.

100%


s spg



Every big company was a small company once.

What does it take or some small companies to

grow and excel over time? turnstone, the Steelcase

brand inspired by entrepreneurs, has discovered

unique ways that successul small companies

operate. These insights are worth sharing with

leaders o any company, big or small.

“Small companies have dierent DNA than big

companies,” says Kevin Kuske, general manager,

turnstone. “Understanding these dierences can

help other small companies succeed and even

teach large companies a ew things, too.”

Goodsmiths, a small company in Des Moines,

Iowa is a very good example. They built an online

marketplace where arts and crats makers sell their

wares in virtual stores to customers across North America. Ater little more than a year, Goodsmiths.com

has 5,000 stores or makers and trac and sales

are booming.

It isn’t just the steep growth curve that sets

Goodsmiths apart, it’s how they achieved it. “When

you have to compete with bigger companies with

ar greater resources, more brand recognition

and greater awareness with both customers

and potential employees, you have to think and

work dierently. Goodsmiths knows this. The way

they’re heavily involved and invested in their local

community, how they let their unique personality

as a company shine through and how they’re

passionate about their crat, these are key to their

success,” says Kuske.

The little guys make a big dieren

economy. Small businesses (

employees) represent more than 9

and provide 60% to 80% o net ne

In the United States they produce

to 14 times more patents than big

to Entrepreneur.com. The U.S.

Associ ation sa ys smal l busine s

produce over $6 trillion in gross d

each year, which on its own wo

highest o any country in the wor

The story is similar in Europe,

medium size enterprises (SME

employees) outside the nancial

or 99% o businesses and two o

jobs, according to Eurostat, the s

the E.U. In addition, 85% o net ne

between 2002 and 2010 were cre

Regular road trips by turnstone

the in-depth studies conducted b

WorkSpace Futures research an

show there are seven key ways g

operate dierently than large com

122). Two o these dierentiating id

their local communities and tak

personalities public—are explore

smCmp,bg i




©2013 SteelcaseInc. Allrights reserved. Trademarks usedherein aretheproper ty ofSteelcaseInc. or oftheir respectiveowners.


Stlcas mploys Sylai Girardau (Ukrai,

Blarus ad Baltic coutris) ad Doco

Pc (Kazaksta) rctly participatd i

t 4L Tropy, a umaitaria rally wit Rault 4

cars. Tir objcti: dri across t Morocca

dsrt to proid cildr witw scool supplis.

Tousads o participats dlir clos to 80 tos

o scool uritur i Morocco atr driig 6,000

km rom dpartur sits i Bordaux ad Paris.

T two-ma tam cro ssd Frac, Spa i ad

Morocco i a 27-yar-old 4L Rault car, driig

mor ta 6,500 km i 10 days!

rm rc

Mrcc:

mr rc

am + b

T Stlcas Cultur Cod rsarc as ou

way ito t May issu o harard Busiss R

T articl, “visio Statmt: how Cultur S

t Ofc” xplors wy orgaizatios s

cosidr t largr cultural cotxts i tir w

iromts to lp tm work bttr globa

“Mor busisss ta r ar global ad

mas popl a t opportuity to work

otrs rom all or t world,” says Catri

rsarc dirctor, Stlcas WorkSpac Fut

“W’ b ostig ts i citis lik nw

Sagai, Lodo, Paris, Köl ad Madrid, to

our customrs ad dsigrs bttr udrs

ow to lrag wat w’ lard about cu

ad t workplac to proid cti w

iromts i a global busiss world.”

To lar mor about Cultur Cod or ow you

attd a smiar, cotact your local Stl

sals ofc.

Cr C

hbR

eryo is talkig about t fdigs o t rct

Stlcas Global Postur Study, wic discord

i w posturs tat ar a rsult o w tcol-

ogis ad w workplac baiors.

Mdia aroud t world, icludig T Wall Strt

Joural, T ecoomist, Bloombrg Busiss

Wk, T Atlatic, Gizmodo , Masabl, el Pais,

hufgto Post Frac, Spigl, Di Karrir Bibl,

Forbs Cia, GQ Cia ad Oli nigria, a

ru storis o ow ts w posturs ar ot prop-rly supportd by currt ofc cairs ad w ot

adquatly addrssd, ts posturs ca caus

pai, discomort ad log-trm ijuris or workrs.

T w Stlcas Gstur cair ad, ispi rd by

studyig t momt o t uma body ad

cratd to addrss ts posturs ad t ways

popl work today.

G

Pr s

g vr

Dsig4nxt, a w Stlcas compt

callgs studts to rtik t ofc o

w coomy, today ad tomorrow ad d

t “neXT” ofc. All tris must b rci

nombr 25t ad smifalists will b aou

Dcmbr 16t. Fi smi-falists will b ii t

Stlcas Uirsity i arly 2014 wr t w

will b aoucd. T Grad Priz Wi

rci $1,000. T wiig scool will also rc

a $1,000 cotributio to tir dsig progra

carity o coic. T Fall 2013 comptitio is o

to juior ad sior studts at nort Amr

CIDA accrditd scools. For mor iorma

o cotst dtails or rgistratio: dsig4

stlcas.com.

Cg g

Fortu Magazi as rcogizd Stlcas Ic.

as o o its 2013 “Most Admird Compais” i

t hom equipmt, Furisigs idustry sctor.

Tis yar, Stlcas is rakd i t ourt positio,

ad is joid by otabl brads suc as Wirlpool

ad Tupprwar brads, amog otrs.

I t Fortu sury o xcutis tat ultimatly

dtrmi t “Most Admird Compais”

rakigs, Stlcas’s igst scors cam i t

social rsposibility, popl maagmt, global

comptitiss ad quality o maagmtcatgoris. Social rsposibility as b a

ky ocus or Stlcas. T compay rctly

rlasd its 2012 Corporat Social Rsposibility

Rport, titld "+Promis," wic dtails its orts

to icorporat rsposibl busiss practics rom

2006 troug 2011.

o 2013’

“M amr

Cmp”

desiGn4next

Vision Statement

H Culurshp hofc

Organizationalculturediersromcountrytocountry,buthowdoesthataectthewayocesarearranged?ResearchersatSteelcase,theoceurniturecompany,haveidentifedsixdimensionsoworkplaceculturethatshapeanoce’ssocialdynamics.Byevaluatingthetradeosinherentineach,frmscandesignspacesthathelpemployeesoperatemoreeectively.HerearehighlightsromSteelcase’sfveyear,cou ntrystudy.

HBRRprnF1305Z

InRussia,teamworkisemphasizedwithingroups,but departmentsarehighlysegregatedindistinctspaces.Employeeshavelittleaccesstoexecutives.

Initaly,mostfrmshave assertive,competitivecorporatecultures.Visiblesymbolsohierarchy,suchas privateoces,areimportant.Collaborationspacestendto benorills.

I ntheu.s.,beingast, exible,andinnovativeis important.Spacesshouldalloworquicktogglingbetweenindividualandgroupwork.

I ntheu.s.,eliminatingthecubicleinavoro exibleworkenvironmentsletsemployeeschoosethespacethat bestsuitstheircurrenttask.

TheBRitish areateasewithunstructured,unpredictablesituationsandpreerworkspacesthatpromotesharing,mobility,andcreativethinking.

ChrnCngn isthedirectoro globalresearchcommunicationsandChrnGllisdirectoroworkspaceuturesat Steelcase.

by ChrnCngn andChrnGll

China MoRoCCo

india

FRanCe

InlowcontextGeRMany ,communicationisexpected tobehonest andstraightorward.Howamessageis deliveredislessimportant.Here,ocespacesshouldbeoutfttedwith whiteboardsandotherinormationsharingtools.

autoCRatiCII

COICTIOCOBORTIOCROSSEVESOF

OER

individualistSEF-REICETOOREHIHVE

MasCulineCHIEVEET

COETITIOOITE

THECTRE

toleRantoFunCeRtainty

CHEESRETCES

THECOE

shoRtteRMFOCSISOFSTRETRSOIIIZIIVESTETS

lowContextIRECTEICIT

ROCHISETOCOOERTIO

BETEEIIVIS

CORIHT©2013HRVRBSIESSSCHOOBISHICORORTIO.RIHTSRESERVE.2 HarvardBusinessReview my2013

ideawatCH

Inhigh-context China,toolssuchasvideoconferencingallowpar-

ticipantsinvirtual meetingstoseevisualcuessuchas wherepeople

areseatedandtheir bodylanguage,buildingdeeperunderstanding.

spain italy u.s.

netheRlands

GeRMany

InGReatBRitain ,leaders’workspacesareaccessible,invitinginteractionamongemployeesatalllevelsandexpeditingdecisionmaking.

InChina,wheresupervisorsexertmorecontrolandguidance,

alternativespacesareanewconcept.Employeesarecom-fortablewithdenselyarranged

workstations.

dutChorganizationsgenerallyfeaturemoreuidspacesthatencourageequalityandreect

afocusonwell-being.

Inspain,workerstendto becarefulaboutsharinginformationand makebigchangesonlyafter deliberation.ccordingly,thedesignofspacesshouldreecttheirintendeduse.

InChina,spacesembodyacompany’shistory,values,andrituals.Executiveocesare

importantsymbolsoftradition,order,andlong-termstability.

ConsultativeEOEES

RTICITEIECISIOI

TEIITITIVE

ColleCtivistROCOHESIOCOOERTIOTE

RIORIT

FeMinineCOOERTIOHROREHIHVE

seCuRityoRientedFOCSISO

ETIEROCESSESSTRCTRE

lonGteRMEHSISISOIVESTET

COOEVIT

hiGhContextIIRECT

COICTIOSOESISREESSETIIBII

ERSTI

InChina,india, Russia, andMoRoCCo,

rmsshareahightolerancefordensityand

areextremelyhierarchical.anyemploy-

ersoptimizetheirocelayoutsbyreducing

workers’spaceandgivingmanagersand

executivesplentyofroom.

InFRanCe, spain, anditaly,wherespace

allocationismoreegalitarian,rmstendto

optimizebyreducingthesizeofbothprivate

ocesandopenworkspaces.Firmsthere

arebeginningtoexplorealternativeloca-

tions,suchascoworkingfacilitiesandsatel-

liteoces,toaddressovercrowding.

Intheu.s., uK,GeRMany,andtheneth-

eRlands, spacesreectaprogressiveview

ofwork,withalllevels ofemployeessharing

spaces.tthesametime,workersdon’tlike

tofeelcrowded,whichhasledtotheliberal

useof“hotel”spacesandtelecommuting.

Pattrnsfroptiizing Ralestat

esigningworkspacestosuitthelocalculturefosterstrustandpro-ductivity—andbuildscompetitiveadvantage.

OCOORISCE

EECTIVES

EECTIVESERS

ERS ORERS

EOEES

SOECOORISCE

TERTIVEORSCES

EECTIVESERSEOEES

COORIOFFSITE

FORRTICERERITSC 8009880886OR6177837500,ORVISIT HBR.oRG

may2013 HarvardBusinessReview 3



geSture™

SeATInG

Technology is the single greatest orce driving

the changes in the way we work, live and beh ave.

The new, multiple devices we deploy throughout

our work day allow us to fow between tasks

fuidly and requently.

Gesture is the rst chair designed to support our

interactions with today’s technologies. Inspired

by the movement o the human body. Created

or the way we work today.

AVAILABL E

North AmErIcA FALL 2013

EuropE, mIddLE EAst & AFrIcA EArLY 2014

AsIA pAcIFIc E ArLY 2014

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architectur e

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W ' s w W s by k mvms by. lk m by, gs s ss sysm s.

WANt to LEArN morE ABout GEsturE?

Visit a./g

Seating

product guideproduct guide

the core interFace

Our body is a system in which our “seats” backs

and legs are synchronized in movement. Like

the human body, Gesture’s back and seat are

connected and move as a synchronized system

that creates a tailored t, moving with each user

to provide continuous and persistent core support.

the liMB interFace

Gesture’s arm moves like the human arm, which

helps people to get closer to their work and

supports their arms and shoulders, no matter the

device they are using, and no matter the size o

the individual. Gesture’s arms are mounted behind

the hip to support a wider range o postures and

people, and also so that the chair takes up a smaller

ootprint overall than traditional chairs.

the Seat interFace

Gesture’s seat uses Adaptive Bolstering (air

channels in the oam) that responds dierently to

large and small users to provide consistent comort

or everyone.

The contoured seat distributes weight to make it

comortable longer. It is fexible at the perimeter

to allow a range o postures without pinching or

cutting o circulation. The seat depth control isresponsive, and makes it easy to “ne tune” so

people are less likely to perch on the edge o their

chairs.



architectur e

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Seating

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thinK ® SeATInG

When Think was launched in 2004, it was em-

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North AmericA eArlY 2014

europe, middle eAst & AfricA eArlY 2014

AsiA pAcific eArlY 2014

WANt to LEArN morE ABout thINK?

v a./ nk



architectur e

product guide

architectur e

product guideproduct guideproduct guide

V.i.a. architectural WallS

V.I.A. not only denes space, but redenes the

role vertical real estate plays in an interconnected

workplace. V.I.A augments human interaction

by providing true acoustical privacy and hosting

technology. It provides a sense o permanence

with the speed and design fexibility o a relo-

catable wall, allowing the creation o a range o

applications.

A collaboration between Claudio Bellini and the

Steelcase Design Studio, the visuals and designo V.I.A. oer an elegant and timeless design.

AVAILABL E




Media:Scape® teaMStudio™

media:scape® TeamStudio™ amplies the condi-

tions or innovation by augmenting the quality and

quantity o interactions in the places where teams

come together to work. Local and distributed

teams can engage using analog and digital tools

in a seamless, easy and equal way. The result is a

destination that osters trust, acilitates collabo-

ration and speeds innovation.

TeamStudio is a comprehensive application

or active project teams, that considers social

dynamics or both the near side and the ar side

video participants, working equally as well when

the camera is on or o. It’s perect or hosting a

large team brainstorming session, and can just as

easily support small breakout sessions

AVAILABLE


EuropE, mIddLE EAst & AFrIcA EArLY 2014

AsIA pAcIFIc EA rLY 2014

WANt to LEArN morE ABout mEdIA:scApE tEAmstudIo?

v a./a

technologY

product guide



tagWiZard™

Space reSerVation SYSteM

TagWizard is a ree-address scheduling system

that makes space easy to nd, reserve, and mea-

sure. Mobile workers can “tag” a space on d emand,

rom their computer or mobile device.

Unlike other scheduling systems, TagWizard allows

instant check-in with the swipe o a badge or the

touch o a nger; it collects inormation about uti-

lization and wellbeing actors using an optional

analytics package; and it provides IT managers

the tools they need to eciently deploy, manage,support and update the system.

AVAILABL E


EuropE, mIddLE EAst & AFrIcA

AsIA pAcIFI c EArLY 2014

WANt to LEArN morE ABout tAGWIZArd?

v a./tagWza

360magazine-issue66

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