How Does The Farm Soho Redefine Member Experience in Coworking Spaces?

Building on the exploration of member experience in coworking, we turn our attention to The Farm Soho—a standout brand in the heart of New York City. Since its inception in 2014, The Farm Soho has grown from a single location into a beloved network of spaces, blending functionality with an unyielding focus on the human element. By prioritizing authentic interactions and thoughtful design, The Farm Soho exemplifies how member-centric experiences can drive loyalty, spark creativity, and elevate coworking beyond a workspace into a transformative environment.

As coworking spaces continue to evolve, the member experience stands out as the ultimate differentiator. It’s no longer just about aesthetic appeal or functional layouts; it’s about how the space makes people feel—valued, inspired, and part of a community. In this chapter of our exploration, we take a closer look at the strategies behind delivering exceptional experiences that leave lasting impressions.

To unravel this, we sat down with Lucas Seyhun, Founder and CEO of The Farm Soho, a pioneer in coworking since 2014. Seyhun’s journey offers a rare glimpse into the challenges and triumphs of building member-focused environments in one of the world’s most competitive markets, New York City. From the role of organic community-building to the subtle impact of soundscapes and lighting, his insights demonstrate how intentional design and thoughtful engagement create spaces that members don’t just use—they love.

In this in-depth conversation, Seyhun shares actionable strategies and candid lessons learned, highlighting the nuanced interplay between physical space, digital tools, and human connection. Whether it’s the automation of onboarding processes or the art of crafting events that spark joy and collaboration, these insights serve as a roadmap for coworking operators aiming to redefine the member experience.

Through the lens of The Farm Soho, we’ll uncover how a relentless focus on people—not just the spaces they occupy—can transform coworking into an unforgettable experience. As Seyhun emphasizes, the future of coworking lies not just in adapting to change, but in anticipating it—and making every member interaction count.

The meaning of experience in coworking spaces part 2.

(You can access part 1 here)

What if coworking spaces took a page from the Airbnb “11-star experience” playbook—a concept we often draw parallels to at Coworkies Readers Club and during our Coworking Community Managers Retreats—to reimagine member journeys and deliver moments so extraordinary they resonate long after members leave the space?

Why is it important? Because, as coworking grows, so too must the experiences it offers.

This concept pushes us to think beyond the conventional. An 11-star coworking experience isn’t just about ensuring members have the essentials—comfortable chairs, reliable Wi-Fi, or even community events. It’s about anticipating needs before they arise, surprising members with thoughtful details, and crafting an environment that feels like it was made just for them. Imagine walking into a coworking space where your favorite tea is already steeping at your desk, or where an AI concierge reminds you of the free yoga session you signed up for last week. These are the moments that redefine what "experience" means.

Moving Beyond the 5-Star Norm

For years, coworking spaces have aimed for a "5-star" experience: functional, inviting, and equipped with the right mix of amenities. But the 11-star approach dares us to ask: what would it take to go above and beyond, even to the point of absurdity, to create memories instead of transactions? Think of a community manager who not only remembers your name but also knows your project deadlines and checks in with a word of encouragement. Or an event that doesn’t just bring people together but inspires collaborations that spark new ventures.

This idea resonates deeply in coworking because, at its core, it’s an industry built on people, not just spaces. The success of coworking spaces lies in their ability to humanize the workplace—something that a radical focus on experience, inspired by the 11-star model, achieves effortlessly.

Crafting Experiences that Resonate

Terminal Coworking in Tbilisi, which we looked at last week, exemplifies how coworking spaces can elevate the member experience by intertwining functionality with thoughtful, personal touches.

As one of Georgia’s first coworking brands, Terminal not only introduced the coworking concept to the region but also redefined what these spaces could mean for professionals and entrepreneurs. From leveraging technology like a custom app and access control systems to streamline operations, to personalized services such as handwritten birthday cards and exclusive Terminal Cards offering discounts and perks, every detail reflects a deep understanding of members’ needs.

Terminal’s focus on community-building is particularly striking in a culture where such practices are still gaining ground. This commitment to personalization, innovation, and connection highlights how coworking spaces can transcend their physical boundaries to become integral parts of their members’ lives.