Digital 52 4️⃣0️⃣ - Developing co-creating spaces, working with partners in building memorable work experiences across different countries and cultures: the story of Brain Embassy.

Today’s story will take you to Warsaw, the capital of Poland. What’s there? A coworking brand that has been revolutionizing co-creation in the workplace: Brain Embassy.

Read the full story of Brain Embassy on page 220 of “Around The World in 250 Coworking Spaces”.

Welcome to Digital 52 #40! We are now only 12 stories (and weeks) away from concluding this remarkable digital experience, and we intend to make it truly exceptional. In just a few moments, you will (re)discover a coworking brand that has captivated our interest for quite some time: Brain Embassy. What makes them so fascinating, you may wonder? It's their unwavering commitment to creating workspaces that wholeheartedly embrace and celebrate activity-based working and co-creation.

Our initial encounter with Brain Embassy occurred at Coworking Now_, the Polish coworking conference organized by O4, another remarkable coworking space you can read about here. During the event, Kasia Wojnar took the stage and introduced how Brain Embassy was revolutionizing the workplace by developing highly flexible spaces, not just in terms of offerings but also in terms of interior design. Their aim? To enable members to work and remain productive throughout the day, utilizing a diverse range of furniture, from conventional desks to cycling workstations, from cozy couches to ergonomic seating balls.

This presentation introduced us to their key partner (which then became ours) in achieving this exceptional level of co-creation: Kinnarps. Why did Brain Embassy choose to prioritize co-creation in the first place? How does co-creation manifest itself within and beyond their spaces? Moreover, what insights has Brain Embassy gained from their journey of operating co-creation spaces in Poland and beyond, as it shaped their identity as a brand? Keep reading to unveil the answers.

➡️ A little refresher

Who’s behind the featured space?

Meet Adgar Investments & Development Ltd, a global owner of commercial real estate and a public company traded on the TLV Stock Exchange.

As to why they decided to launch their own coworking brand, the team explains: The Brain Embassy is a pioneering concept that originated in Poland, driven by the 20 years of Adgar Poland's experience in the local market and our investor's strategic vision, which places paramount importance on cultivating long-term relationships and attentively listening to our client's needs. We diligently conduct research and tenant satisfaction surveys, leveraging insights to continuously enhance our operations. While incorporating global trends into our approach, we place great emphasis on our accumulated expertise and closely observe the feedback from our community members. This dedication allows each Brain Embassy location to be uniquely tailored, ensuring an exceptional experience at every turn.“

➡️ Key Figures

• Opening year: 2015
• Size when they started: 1 space, 1 city
• Size today: 8 locations in 3 cities and 3 countries.

➡️ A little tour around Brain Embassy

➡️ Behind-the-scenes

Things you didn't read in aw250cs.

➡️ Brain Embassy Today

We recently sat down with Iwona Barszcz, Global Brand & Experience Manager at Brain Embassy. Together, we delved into the exciting developments that have taken place since September 2021. Over the past two years, Brain Embassy has achieved numerous milestones, including successfully opening new locations in Warsaw and Belgium, expanding their team, and fostering a thriving community. Throughout the interview, Iwona also emphasized the importance of attention to detail in designing each space, incorporating local context, and creating a distinct atmosphere. In this endeavor, Brain Embassy has found a great partner who supports them in developing workspaces that cater to your needs throughout the entire day, thanks to modular and flexible furniture.

💫 2 Major Changes

💬 I’d like to start by asking you: what’s new at Brain Embassy since September 2021?

We have been operating in Warsaw for seven years and almost three and a half years in Tel Aviv. We've made exciting progress since 2021. Firstly, we successfully opened additional locations, which is fantastic news. Last year, we launched two new spaces in Warsaw. The first one opened its doors in February, followed by our second location in August. But that is not all. We expanded our presence to Belgium, marking our first venture into a new city: Antwerp. With these new locations, our team has also grown significantly. We now have approximately 250 dedicated individuals solely working at Brain Embassy in Warsaw.

We are now contemplating the idea of connecting the communities from Tel Aviv and Belgium with our existing network of around 2,150 individuals—a considerable number.

One last piece of news: we are currently looking at opening our 7th location in Warsaw this year, responding to the increasing popularity of flexible workspaces in the market. We also want to expand within our existing buildings, adding more floors to accommodate the rising demand.

💬 You now run 6 locations across Warsaw, and soon 7 how are they different from one another?

While our design retains a consistent base and certain elements across our locations, each new space presents us with a great opportunity to evaluate what may not have worked previously and identify areas for improvement.

One notable difference among our locations is the buildings themselves. Each building possesses its own unique characteristics. Some allow us to create gathering spaces like a tribune for our community, while others have limited space, prompting us to prioritize the creation of larger kitchens as the primary meeting area.

When it comes to design, we incorporate the building's history into our aesthetic.

For example, in our last 2 spaces. which we opened last year, we integrated elements that pay homage to the theater and cultural heritage. The building had a significant history as a renowned marketplace in Warsaw for nearly 50 years. This inspired us to use vertical brickwork on the walls, in contrast to our usual horizontal placement, reflecting the building's historical significance.

We thoroughly enjoy incorporating historical insights into our designs and spaces. It allows us to play with the building's unique story, adding an extra layer of meaning. This attention to detail and connection with history creates a distinct atmosphere within each Brain Embassy location.

💬 I know that you work closely with Kinnarps, which is a furniture provider from Sweden. Do they furnish all your spaces?

Kinnarps holds a prominent position as our main partner, as they own various smaller brands within their portfolio. Not only do they produce a portion of our furniture under the name Kinnarps, but they also manage other smaller companies, each with its distinct identity. This affiliation with the Kinnarps group provides us with a vast array of furniture options to choose from, ensuring we can find the best fit for our new locations.

In fact, this year, our team had the incredible opportunity to visit Kinnarps, the manufacturing facility in Sweden. It was a memorable experience, allowing us to physically interact with their production process and gain immense inspiration and energy from it.

One aspect we truly appreciate about our partnership with Kinnarps is their receptiveness to our feedback.

They genuinely prioritize the functionality of their furniture. For instance, if we encounter any issues with a particular piece of furniture in our meeting rooms, they are open to making adjustments. Recently, they changed the contractor responsible for certain components of the chairs, but we discussed the changes and found that they didn't align with our preferences. In such cases, we collaborate to ensure we maintain the high standards we strive for, sometimes even reverting back to previous models that better suit our needs.

💬 You are the global brand and experience manager, can you talk to us about your role? What does it entail exactly?

That was one of the toughest questions of your interview I have to admit :)

Initially, when we only had one location in Warsaw, it was relatively straightforward because we had a dedicated team focused on opening and preparing new locations.

However, as we expanded to Tel Aviv and Belgium, we realized the importance of having global standards and guidelines. Our goal is to create a consistent experience across all Brain Embassy locations so that when you enter a Brain Embassy in Tel Aviv or Belgium, you feel the essence of the brand.

Of course, we also incorporate local insights and respect the culture and people of each location. However, there are certain rules and a foundation that we establish. This is where my role comes into play. I'm currently working on some exciting brand refreshments as we celebrate our seven years in the market this year. So, as the brand manager, I focus on ensuring a cohesive brand experience.

Another vital aspect of the experience is the entire team, particularly the community team. They are the first people you encounter when you enter a Brain Embassy location, so it's crucial to collaborate closely with them and provide them with the necessary support. I organize global meetings with the community team to foster collaboration. Last year, we successfully held a fantastic online event for them. We, for instance, experimented with Spanish lessons conducted in English to create a global group where people can learn Spanish together.

But overall, I'd say that my role revolves around creating and maintaining a consistent brand experience while fostering collaboration within the community and organizing global events. It's a dynamic and fulfilling position that allows me to contribute to the growth and success of Brain Embassy.

💬 How do you adapt the experience to the local context?

Let me provide you with a simple example, like the names of our meeting rooms. In this regard, I only handle the naming process for our locations in Poland. However, when it comes to other countries, it's their responsibility. They have a better understanding of how to name the meeting rooms, as they can incorporate elements that are connected to their culture or utilize local materials and design concepts.

For instance, in Belgium, specifically in the city of Antwerp, which is renowned for its port, we have incorporated design elements that reflect the port's essence within the space. This includes materials and design choices that pay homage to the port's significance. It's a wonderful way to infuse a sense of local identity and connection into our meeting rooms.

💬 What’s the most important thing to consider when designing an experience for members?

It is crucial to always bear in mind and show respect for the fact that everyone is unique. This understanding forms the cornerstone of our approach.

Within our community, each individual has different requirements and preferences. As a team, it is vital for us to remember that we are not designing these spaces solely for ourselves, but primarily for our community members. Sometimes, we may unintentionally overlook certain areas or features because we are engrossed in our own work. That's why we actively seek input from our community, asking for their suggestions on how we can improve, what we should prioritize, or even what additions we should consider.

By doing so, we acknowledge that what works well in one location may not necessarily be suitable or popular in another. It could be a matter of selecting different colors, furniture, or enhancing functionality. Maintaining a respectful and understanding attitude is fundamental to meeting the diverse needs of our community.

💬 What’s the biggest change you’ve noticed in your members post-pandemic? Did you have to adapt the experience you offer in any way?

Absolutely! Online meetings have undoubtedly taken a toll, but despite the fatigue, they remain a regular occurrence. Acknowledging this challenge, we made it a priority to address this issue. By thoroughly assessing our existing space, we determined the areas that required modifications to cater to the growing needs of our community. For instance, we identified a greater demand for conference rooms, phone booths, and dedicated workspaces that promote focus.

So what did we do? We implemented changes accordingly.

One notable addition was the inclusion of screens, which were previously absent from our workstations. Previously, our spaces consisted of open desks and chairs, which sufficed. However, we realized the necessity for individuals to have the option of choosing a desk with an accompanying screen. The addition of screens came at no extra cost and was an intuitive response to the increasing demand for more screen availability. We noticed that some individuals resorted to booking larger meeting rooms solely for the purpose of accessing a larger screen. In order to provide an alternative solution, we strategically placed additional screens throughout the space, reducing the need for excessive meeting room bookings.

We also saw the need to revamp our phone booths. We transformed them into more functional spaces by adding chairs and expanding the countertop area. These adjustments allowed for a more comfortable and convenient experience during online meetings.

We went a step further and created studio rooms within our existing meeting rooms. These studio rooms are equipped with specialized lighting, microphones, and other recording devices, making them ideal for podcast recording, Instagram live sessions, webinars, or important conferences. These changes were a direct response to the observed needs of our community.

➡️ Reflections on Building Brain Embassy

💬 What has been your biggest learning out of bringing to life AND growing Brain Embassy?

I learned that as a team, we acknowledge that we don't possess all the knowledge. Even though we may be specialists in certain areas, there's always more to learn. It's crucial for us to remain open-minded and receptive to different perspectives. We should actively seek out diverse voices and be willing to ask questions. It takes courage because we might come across feedback or opinions that we may not initially want to hear. However, these moments serve as valuable learning opportunities. We must embrace feedback and continuously strive to improve.

Our concept is constantly evolving, thanks to the input we receive from our customers and our team's open-mindedness.

Our current occupancy rate in Warsaw stands at an impressive 94%, showcasing the significance of listening to our customers and being receptive to their needs.

This success extends to our global locations, such as Tel Aviv and Belgium, where occupancy rates are also thriving.

💬 What would be your best advice to someone thinking about opening a coworking space?

To determine your values, it's essential to consider the current landscape of the coworking space industry. Undoubtedly, coworking has gained immense popularity, making it challenging to carve out a unique niche or introduce something truly innovative. However, it is precisely because of this competitive environment that defining and embracing your values becomes even more crucial.

Identifying your core values from the outset allows you to establish a strong foundation. These values will serve as guiding principles that differentiate your coworking space and set it apart from others. By consciously defining your values, you can create a distinct identity that resonates with your target audience and cultivates a sense of belonging among your members.

Consider what you want to prioritize and the kind of experience you aim to offer. Is it fostering a collaborative community, promoting sustainability, emphasizing work-life balance, or something entirely different? By aligning your values with the unique needs and aspirations of your target market, you can create a coworking space that stands out in a crowded market.

💬 If you could chat with coworking space now, what would you like to ask them?

A question from Iwona

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💬 And if you could chat with members of coworking space?

What is the best way to network in a coworking space for you?

💬 Last but not least, where would you want to bring Brain Embassy next?

As a team, our collective aspiration is to continuously evolve and enhance our expertise. We are committed to the journey of ongoing learning and strive to become even more proficient in our field. Our hunger for knowledge propels us forward as we explore new horizons and seek fresh perspectives.

We understand the importance of staying curious and embracing a growth mindset. By actively seeking out diverse viewpoints, we enrich our understanding and broaden our range of insights. This allows us to uncover innovative ideas and discover ways to enhance the experiences we offer to our community.

Our dedication to continuous improvement motivates us to go beyond the expected. We constantly challenge ourselves to go the extra mile, seeking opportunities to add value and create meaningful enhancements for those we serve. We believe that by consistently pushing the boundaries and seeking out new perspectives, we can provide our community with exceptional and enriching experiences.

With an unwavering commitment to personal and professional development, we aim to be at the forefront of our industry, always striving to exceed expectations and deliver outstanding results. By remaining open to new possibilities and embracing the spirit of exploration, we are dedicated to constantly raising the bar and providing our community with the very best.

Join our in-person events this summer!

Next week, on July 5th in Istanbul at HAN Spaces

On July 25th, in Rome at Millepiani Coworking