Co-Workin Spaces - The Future of Work?!

CO-WORKING T H E

Volume 1 – 04/2017

F U T U R E

O F

W O R K

GROUP C

Amsterdam University of Applied Sciences Spring Term Minor Global Trendwatching Concept Development 1

Group members Amanda de Jonge van Zwijnsbergen Valery Levant Irem Damar Julia Gill Malin Gadea Sophie Weresch

Photo/Video Credits: Sophie Weresch Malin Gadea Julia Gill

INDEX OF CONTENT INTRODUCTION

1 CREATIVE CITIES *History *Why is Amsterdam a Creative City?

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CO-WORKING SPACES *Definition *Future *Co-working as a part of the creative city

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2 CASE STUDY *B Amsterdam

EXAMPLES *BounceSpace *Zoku

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22 CONCLUSION

BIBLIOGRAPHY *Picture Sources

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INTRODUCTION “I chose co-working because I hace been looking for something a bit more creative, family like and laid back.” – Jane Shawn, Co-owner of House of Awareness

As students of the Global Trendwatching Minor we had the chance to visit Europe’s biggest Start-up Ecosystem B. Amsterdam during our introduction week. In a tour and a workshop about growth hacking we got an idea of howpeople work and live at B Amsterdam.

While exploring the buildings we were surprised by creative and inspiring environment and felt very comfortable .

In our lecture of “Concept Development” we learned about creative cities and decided as a group to investigate futher research into B Amsterdam and its work athmosphere. During a meeting at B and some desk research we came

across the term ‘co-working spaces’ that described our perception of the place very well. While investigating on co-working spaces with desk amd field research we broadened our research with including other spaces and do interviews to have different perspectives to compare.

Our focus place is B Amserdam. We interviewed Marlijne ten Houte de Lange (Front desk at B Amsterdam), Martjin van Eck (Founding partner at Symetrics) and Arendo van Hulsbergen (Barista at B Amsterdam).

Comparing our results to other co-working spaces in Amsterdam we went BounceSpace and Zoku.

We interviewed Jorn van Lieshout

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“A creative city is a place which creates the conditions where people can think, plan and act with imagination” – Charles Landry

(Founder of BounceSpace and B Amsterdam) and Jane Shaw (Co-owner of House of Awareness) in BounceSpace. Due to a lot of interview requests, Zoku declined our approach for an interview.

As a group, we feel like co-working spaces have a huge impact on Amsterdam being a creative city. A lot of innovation takes place at cities like this where people with different backgrounds come together and support each other in a community.

Amsterdam as a liberal place allows people to be who they are and do what they want - a very open minded, progressive, welcoming city to everyone.

Enjoy reading co-working!

Valery, Sophie, Julia, Irem, Malin & Amanda Inspiring quote at B Amsterdam

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CREATIVE CITIES Typically, creative cities have a number of characteristics •

Developing a clarity of purpose and ambition

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Fostering visionary individuals and organizations

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Being open-minded and willing to take risks

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Being strategic, flexible, and anticipatory

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Ensuring that leadership is widespread

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A happy city

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“People come to the city to find economic opportunity, modern amenities, access to education and to make a shift from working in agriculture to working in the service industry,”.

- Shirish Singh

Our interpretation of a creative city is a city that allows innovation. A place where people with different cultures and backgrounds come together and share their ambitions.

Where creativity, art and culture is part of the city’s identity, allowing people to express themselves through experiences and heritage.

“The happy city experiment”.

The urban experimentalist and author Charles Montgomery talks about the importance of social connections to create a happy city.

In his experiment he concluded that trust in neighbours, and relationship that originated in the same city, make up for a happier and more productive city.

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HISTORY

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To understand the concept of a “creative city” nowadays, we should take a look at the history of creative cities.

In 1988 the Australia Council (the Ministry of Planning and Environment and the Ministry for Arts) used the term “creative city” as a concept for the first time. Its focus was to explore how arts and cultural concerns could be better integrated into the planning process for the city development of Melbourne. They stated that “whilst efficiency of cities is important there is much more needed: The city should be emotionally satisfying and stimulate creativity amongst its citizens”. This was the start of a new movement.

From here on forward, more and more cities understood the importance of stimulating creativity to become bigger and better. In 2004, UNESCO created a network of cities that have identified creativity as a strategic factor for sustainable urban development.

This network is called The UNESCO creative cities Network (UCCN). The 116 current cities that make up the network, work together towards showing the importance of creativity in a city and for its development.

By joining the network, cities commit to: - strengthen the creation, production, distribution and dissemination of cultural activities, goods and services.

- develop hubs of creativity and innovation and broaden opportunities for creators and professionals in the cultural sector. (like co-working spaces) - improve access to and participation in cultural life, in particular for marginalized or vulnerable groups and individuals.

- fully integrate culture and creativity into sustainable development plans.

The Network covers seven creative fields: Crafts and Folk Arts, Media Arts, Film, Design, Gastronomy, Literature and Music.

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All the cities in the network:

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WHY IS AMSTERDAM A CREATIVE CITY? Amsterdam is the city where architecture, a ‘cycle chic’ biking culture, nightlife, art & culture scene, co-working spaces, and start-ups with an international focus, come together. Throughout its history, Amsterdam people were forced to collaborate, to prevent the city from flooding, diseases, and other disasters. And precisely because innovation is in the city’s DNA, Amsterdam’s high quality of life and a laid-back atmosphere attract talent, and fuel creativity and ambition. A city ranking high on creative standards, with strive for intercultural movements.

Last year, the European Commission awarded the title of European Capital of Innovation (iCapital) 2016 to Amsterdam. On the question why Amsterdam deserves the award, Robert-Jan Smith, involved with iCapital, stated: “The city facilitates innovation in many ways, whereby openness, creativity, pragmatism, and collaboration come first.”

The city offers diversity in many corners, ranging from artistic communities to innovative businesses. A few unique spots you’ll find spread throughout town are:

“Stimulating cultural movements, integrating external knowledge and constantly innovating, is what a creative city should have on its radar. Whether it’s in arts, education, technology, or economically, the city should aim to extent its horizons.”

– Valery Levant, HVA Student 7 7

Heesterveld Creative Community This area, situated in the southeast part of Amsterdam, is a melting pot for creatives where they live and work in one space. Their artistic goals are mainly for that specific part of town; to work together as a team, as a form of investment for their art and neighborhood.

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Volkshotel Amsterdam ‘’Volkshotel is a place for single moms. For stock- brokers and punk rockers. For dandies and poets. Dishwashers and underwater welders. For biologists, night bloomers and artists. A place for everyone’’ You can book a meeting place, a table at the bar, or a room to stay overnight after you danced upstarts at Canvas or Doka. All under one roof’’.

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MediaLab X Studio Amsterdam MediaLAB Amsterdam conducts applied research on innovative interactive media applications together with partners from the creative industries and education. The research projects focus on urban screens, locative media, data visualization, interactive TV, gaming, the future of publishing and e-learning. At their core, the focus of all research projects is the innovative character of the digital applications. Students work at the Studio HvA in multidisciplinary teams guided by experts from the industry and the Amsterdam University of Applied Sciences.

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Lola LIK Lola Lik is a cultural hub situated in the former main building of the Bijlmerbajes prison, next to the refugee centre which is home to up to 1,000 refugees. The 9000m² of available space is used by creative professionals, social enterprises, craftspeople and program developers. Many of them co-create with the inhabitants of the refugee centre or offer vocational training.

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A’dam Tower

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Versatile building with 360° panoramic view of Amsterdam plus sensational swing on top of the building, hosting several A’dam Tower initiatives such Ma’dam, fancy restaurant Moon on the 19th floor, club/art gallery Shelter and A’dam music school where talents can attend music classes.

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Bitterzoet / Bittersweet A club and venue for live music offering a variety of music genres from well-known as well as upcoming DJ’s, band and other performing artists.

It’s intimate setting, and church-like feel combines sees the moment, with creative nightlife.

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CO-WORKING SPACES WHAT ARE COWORKING SPACES?

“Companies that host co-working spaces found a innovative way to cater to personal and business needs.

By bringing companies together under one roof, creating platforms for collaborations, in midst of a distinctive atmosphere, to make one feel inspired to get to work.”

– Valery Levant “A co-working space is a hosting, working and meeting place for entrepreneurs who are carriers of projects and ideas and wish to share them with others; this place is powered by a specific animation intended to create links inside and outside of the community of co-workers. The room and equipment layout, as well as the specific animation model installed, are studied in order to encourage meeting, collaborating, dis- cussing and working.

Through co-working, collaboration between actors is encouraged and in this way an innovating ecosystem is generated on the local level.” – www.creativewallonia.be 11

In our field research we interviewed people in different positions for their definition of co-working spaces: Jorn van Lieshout, Co-Founder of Bounce Spaces: „Co-working spaces create a non office environment which serves as a filter to attract certain kinds of like minded people.“ Jane Shaw, Co Owner of House of Awareness: „Co-working spaces are creative, more family like and laid back places to do your work. it’s ideal to be part of a community.”

Marlijne ten Houte de Lange, Front desk B Amsterdam “At co-working spaces you do your work on your own or with a team, and share your information for better results.”

Our Definition of co-working spaces based on our experience: “Co-working spaces maximize workers interactions with open spaces for formal and informal socializing and transversal relations among teams of engineers, designers, and software experts. The relaxing and comforting atmosphere allows better work results, more innovation and happier employers ”

The future of co-working spaces: 5 years prognosis 17

Statistics show a clear growth in co-working space membership numbers: by the end of the year, around 14,000 co-working spaces will be in operation worldwide, says the independent survey and analysis of the Global Co-working Survey.

In 2017, two out of three co-working spaces intend to expand their floor space, a little more than in the previous year. Nearly 40% plan at least one new location, also slightly more than in the previous year. The larger or more profitable the current co-working space is, the more likely it is to have expansion plans.

Co-working spaces anticipate more members (86%), higher income (81%), more events (71%), and a greater sense of community (84%) in 2017 — in all these areas, the numbers were almost exactly the same as in the previous year.

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The survey shows that there always has been an increase in the number of co-working spaces and the number of members from 2011 to 2017. Several reasons contribute to the increase such as economical related benefits or human psychology demands. More and more people work as freelancers, solopreneurs etc and need a space where they can socialize with other people from different sectors. Hillman, who is a founder of a Co-working space in Philadelphia explains six main motives for co-working: 1) You’re lonely 2) You need motivation 3) You love to learn new things 4) You have no idea what is going on in your region 5) Your work/life balance is out of whack 6) Sharing resources is rapid application

VIDEO about the future of wo-working spaces: https://youtu.be/0KvbzvtMIjA

Development It can be indicated from the survey that co-working spaces increase human interaction. The people who know other member’s first name is also increasing, and the number of people that a person talks to on average also increases. There is a need of the “third places” among people.

“Third place: “host the regular, voluntary, informal and happily anticipated gatherings of individuals beyond the realms of home and work.”

The term was coined by American sociologist R. Oldenburg. He used the term to describe places out of the home and the office where people use to convene and socialize in a free, informal manner. Oldenburg finds those places irreplaceable and in the production of the urban social fabric.”

People don’t need to have a stable office anymore. In most of the professions it is possible to work anywhere as long as you have your smart phone or laptop with you. It is especially more common for people who work in creative industries. They need inspiration and co-working spaces are designed to give people inspiration and fun.

Co-working spaces are also on the rise because city planners are more focused on creating creative cities nowadays. “Local authorities support the creation of co-working as parts of larger urban development projects aimed at the emergence of ‘creative districts’ ”. (deskmag.com)

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Jorn van Lieshout, Co-Founder of Bounce Spaces:

Jane Shaw, Co Owner of House of Awareness

“Co-working is a mixture of your regular life and work life and I think that will be changing in the future – this lifestyle will become more popular and evident.”

“I see even younger people start their careers but wanting more than a career – they want to belong. As a result co-working spaces will become more and more important.

Marlijne ten Houte de Lange, Front desk B Amsterdam “I think that B will be in a lot more places so not only in Holland but also in New York, in Barcelona, in Asia – it will expand internationally. “

If you are a bigger company you can also create your own co-working environment, which means you can create this vibe or setting or way of openness.

Employer benefit from that way of working, being in a community and having more flexible hours.

So maybe in 5 years there is this kind of feeling, this kind of way of working, that will be more acceptable or stimulated as well.”

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Co-working spaces as part of the Creative City

Creative city: The creative city is a concept developed by Australian David Yencken in 1988 and has since become a global movement reflecting a new planning paradigm for cities. It was first described in his article ‘The Creative City’,[1] published in the literary journal Meanjin. In this article Yencken argues that while cities must be efficient and fair, a creative city must also be one that is committed to fostering creativity among its citizens and to providing emotionally satisfying places and experiences for them.

These places are few of the top touristic cities in the world. The fact that they have good resources from inspiration and diversity makes them very suitable for co-working spaces.

CS (co-working spaces) are mainly found in creative cities, such as San Francisco, London, Paris, Berlin, Amsterdam, and Barcelona. The common things that these cities have are their level of their cultural growth and how it affects their economy.

“Imagine sitting around the table next to a computer scientist, photographer, and lawyer, or sparking an impromptu conversation with a journalist, fashion publicist, and interior designer. At WECREATE, this is our reality (...) despite our diversity, we all share a common thread of curiosity, creativity, and passion” (Wecreate 2013)

Creative cities are bringing people from different sectors together. It creates a heterogeneous society which causes lots of different idea and source of inspiration. One of the aims of CS is very similar to the one of the aims of creative cities. It also brings different people together. A quote from WeCreate explains this diversity;

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B AMSTERDAM

Case Study

Location Johan Huizingalaan 763a Amsterdam

B. Amsterdam is with its 40.000 square meters, a complex that consist of two buildings at the moment – a third one will open mid 2017. As Europe’s biggest start-up ecosystem B.Amsterdam offers office spaces, co-working spaces event location spaces as well as meeting rooms and units in a creative and innovative entrepreneurial atmosphere.

The aim of the founders of B.Amsterdam is to “bring entrepreneurship within everyone’s reach by providing our spaces, right toolset and social environment.” In order to grow to push innovation and growth forward B. Amsterdam wants to “build a bridge between start-ups, creatives, and corporates and bring them together” and in this way benefit the city of Amsterdam.

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“B. Amsterdam was created in cooperation with Guus Meulendijks and Ricardo van Loenen. They describe co-working space as places for innovators that want to be part of the building business environment but who are not looking for a permanent office space yet. In order to provide a flexible and inspiring opportunities, B.Amsterdam claims that they offer places for “people who only need a workspace for one day a week to someone who is looking for a full time commitment, but wants the flexibility of moving around in our different common areas”.

By renting a co-working space you get access to the facilities, tools and spaces B.Amsterdam offers. Beside practical matters, B.Amsterdam offers the opportunity to use the gym, get lunch at their cafeteria, attend their events, and most important be part of their offline and online community, which brings you together with people who can benefit your business.

VIDEO about Co-working spaces & B Amsterdam https://youtu.be/F6794R74h9k

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Gambling machine at B Amsterdam

Cafeteria and meeting place in B Amsterdam – ground floor

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Inspirational and motivational quote in the staircase of B Amsterdam

Gym at B Amsterdam

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EXAMPLES

BOUNCESPACE

Location Overtoom 141 Amsterdam

‘’Do not target or select people’’ – Jorn van Lieshout, founder of BounceSpace It doesn’t matter if you’re a lawyer or a tech startup, BounceSpace attracts like-minded people: from a copywriter, to a graphic designer or a guy for cleaning products. The idea behind BounceSpace, which is also reflected in their philosophy, is that everyone’s workplace should enhance the productivity. In order to transfer this idea to an actual place, BounceSpace created a new kind of office. “A creative, slightly rebellious, and community-based workspace, housing talented and ambitious freelancers, start-ups and enterprises.”

“The office reinvented” – this is what BounceSpace claims when you browse on their website. The member facilities offer 24/7 access to the office space, the shared meeting room either in Amsterdam or Eindhoven – where BounceSpace has its second building – and of course high speed internet connection. The company’s aim is to provide “radically different working spaces”. When entering the BounceSpace building on Overtoom in Amsterdam, you immediately feel the vibe of a creative and inspiring place. A fancy cafe on the left of the entrance hall, and a hairdresser/ barber shop just next to it.

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Further down the hallway, you will find an interior shop which will soon turn into a tattoo studio, according to Jorn van Lieshout. One door next to the entrance of the BounceSpace there is a gym, which also belongs to the concept of BounceSpace.

All in all, it is a place where you not only come to get your work done, but rather a place where you like to spend your time and enjoy yourself.

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Entrance to BounceSpace offices

Office area at BounceSpace

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Working area at BounceSpace

Open work space area

Open work space area with access to the cafĂŠ, hairdress-

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ZOKU

Location Weesperstraat 105 Amsterdam

“A place you can call a second home, even on your first visit” That quote is the first sentence from Zoku’s website that explains their community. Something that we actually felt the first time we stepped through their doors. Zoku is initially a hotel - but as they write themselves, they’re so much more. Zoku’s mission is to bring like-minded innovators under the same roof. - both internationals and locals. They believe that these social interactions breeds sharing of ambitions and ideas. A typical explanation of what a co-working space is all about.

“Amazing things can happen when people come together” Zoku explains their loft as a place of smart design incorporated with friendly spaces for people to work together. This for encouraging interactions with your “neighbours”. Other rental spaces that the hotel offers, besides hotel

rooms, are different meeting rooms depending on your needs.

Other rental spaces that the hotel offers, besides hotel rooms, are different meeting rooms depending on your needs.

One of them has for example a full equipped kitchen and small balcony. It’s also possible to rent an event space for anything, from launch parties to morning yoga classes. They arrange several different events every month as concerts, brunch, and “pop up chef” events. They have a concept called “Creative mornings” which is a free breakfast lecture. One Sunday of the month is “Vegan Sunday”, a cooking class with chef Alexander Gershberg that brings a theme.

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Different spaces in ZOKU Welcome & Bar Here you will be greeted by the staff and the bar serves coffee, tea and stronger options.

Living Room Consists of couches, a fireplace and an actual library. Goal? With all the comforts from home bring residents together.

Game room / Music corner Consists of a movie collection, chess and video games. Or why not pull the guitar off the wall to play a few chords?

Kitchen A kitchen in an open, residential atmosphere.

The kitchens serves breakfast, brunch, lunch and dinner.

Communal Working Spaces & Workshop Work by yourself or together. The spaces are available 24/7 and offers high speed Wi-Fi for free. Here you can write your reports or brainstorm. The space also consists of a 3D printer, ping pong table and a punching bag.

Green Spaces Zoku has a rooftop garden and a greenhouse with herbs and vegetables that are used in the kitchen. Here you can enjoy the view of Amsterdam from the two terraces.

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CONCLUSION Choosing B-Amsterdam as our case study to research the atmosphere and feelings towards co-working spaces, gave us a variety of insights into the way the creative city caters to their peoples’ workbehavior. Co-working spaces offer distinctive opportunities to network, as well as to get more perspectives on problems that belong the community. As Jane Shawn explained in the interview: “More and more young people who start their career want to belong.”

And co-working spaces give the familiar, laid back environment the generation seeks for.

Seeing the co-working-trend in many creative cities such as Amsterdam, it is safe to say that this phenomenon represents not only a place for innovation, but also formulates an answer to the human needs, a few being; convenience, equity and flexibility. By working together for better outcomes and equality, the trend pushes against exclusion, racism, and big hierarchies which contributes to support diversity in the creative city.

Further Research Questions to investigate in the future: - Where did the trend begin?

- What is the most beneficial factor of co-work ing?

- How does the trend change the society when increasing in a hierarchical city?

- How do co-working places increase interna tionally, how in third world countries?

- What would a city existing only of co-working spaces look like?

- What challenges do co-working spaces face?

VIDEO about the future of co-working spaces https://youtu.be/0KvbzvtMIjA

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BIBLIOGRAPHY (n.d.). Retrieved April 04, 2017, from http://medialabamsterdam.com/ (n.d.). Retrieved April 04, 2017, from http://www.timeless.nl/b-amsterdam/ A’DAM toren. (n.d.). Retrieved April 04, 2017, from http://adamtoren.nl/ A. (2017, April 04). Amsterdam European Capital of Innovation. Retrieved April 04, 2017, from https://www. amsterdam.nl/bestuur-organisatie/volg-beleid/innovatie-0/european-capital/ B. Building Business. (n.d.). Retrieved April 04, 2017, from https://www.facebook.com/pg/B.BuildingBusiness/ about/?ref=page_internal B.3 I B. Amsterdam. (n.d.). Retrieved April 04, 2017, from http://b-buildingbusiness.com/amsterdam/b-3/ Better Together Meeting Rooms. (2017, February 11). Retrieved April 04, 2017, from http://livezoku.com/ meetings/ Bienvenue sur le site de Creative Wallonia, propulseur de créativité et d’innovation en Wallonie ! (n.d.). Retrieved April 04, 2017, from http://www.creativewallonia.be/ Bitterzoet. (n.d.). Retrieved April 04, 2017, from https://www.bitterzoet.com/ Carsten Foertsch, Founder bei Deskmag - Explore Coworking Follow. (2016, December 06). First results of the 2017 Global Coworking Survey. Retrieved April 04, 2017, from https://www.slideshare.net/carstenfoertsch/ the-first-results-of-the-2017-global-coworking-survey Community. (2016, May 06). Retrieved April 04, 2017, from http://livezoku.com/community-mission/ Coworking space in Amsterdam where innovators connect | B. Amsterdam. (n.d.). Retrieved April 04, 2017, from http://b-buildingbusiness.com/amsterdam/coworking-space/ Coworking spaces - creative sparks in the urban milieu. (n.d.). Retrieved April 04, 2017, from http://www.kvartti.fi/en/articles/coworking-spaces-creative-sparks-urban-milieu Creative Cities | Creative Cities Network. (n.d.). Retrieved April 04, 2017, from http://en.unesco.org/creative-cities/ Creative City. (n.d.). Retrieved April 04, 2017, from http://www.reading.ac.uk/PeBBu/state_of_art/urban_approaches/creative_city/creative_city.htm Creative city. (2017, March 04). Retrieved April 04, 2017, from https://en.wikipedia.org/wiki/Creative_city Directory (redirected from Directory Bruno Moriset – University Jean Moulin and UMR 5600 EVS, Lyon). (n.d.).

Retrieved April 04, 2017, from http://wiki.coworking.com/w/page/29303049/Directory Bruno Moriset – University Jean Moulin and UMR 5600 EVS, Lyon Dwivedi, V. (2017, March 20). Delhi startup ONE Co.Work helps provide co-working spaces to entrepreneurs, freelancers. Retrieved April 04, 2017, from http://economictimes.indiatimes.com/wealth/earn/delhi-startupone-co-work-helps-provide-co-working-spaces-to-entrepreneurs-freelancers/articleshow/57701309.cms Key term definition: Creative cities. (2010, November 11). Retrieved April 04, 2017, from https://understandingsocialscience.wordpress.com/2010/11/11/key-term-definition-creative-cities/ The Living Kitchen. (2017, February 28). Retrieved April 04, 2017, from http://livezoku.com/eat/ The Office, Reinvented. (n.d.). Retrieved April 04, 2017, from http://bouncespace.eu/

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PICTURE SOURCES 1: https://pixabay.com/en/amsterdam-holland-architecture-1643644/ 2: Waters-Lynch, J. M., & Potts, J. (n.d.). The Social Economy of Coworking Spaces: A Focal Point Model of Coordination. SSRN Electronic Journal. doi:10.2139/ssrn.2770874 3: http://catalystreview.net/infographics-revolutionary-road-to-creative-cities/ 4: https://pixabay.com/en/travel-amsterdam-bike-694675/ 5: http://en.unesco.org/creative-cities/home 6: http://en.unesco.org/creative-cities/home 7: https://pixabay.com/en/amsterdam-city-bridge-river-sun-1769540/ 8: https://issuu.com/johnnymilka/docs/hstrvld__0 9: https://www.volkshotel.nl/nl/hotel/ 10: https://www.pinterest.com/pin/25755029095273652/ 11: http://medialabamsterdam.com/contact/ 12: http://www.lolalik.nl/spaces/ 13: http://www.lingotto.nl/projecten/adam/ 14: http://adamtoren.nl/site/ 15: https://www.instagram.com/bitterzoet/ 16: https://www.bitterzoet.com/ 17: Waters-Lynch, J. M., & Potts, J. (n.d.). The Social Economy of Coworking Spaces: A Focal Point Model of Coordination. SSRN Electronic Journal. doi:10.2139/ssrn.2770874 18: https://www.slideshare.net/carstenfoertsch/the-first-results-of-the-2017-global-coworking-survey 19: https://pixabay.com/en/startup-meeting-brainstorming-594090/ 20: https://pixabay.com/en/startup-meeting-brainstorming-594091/ 21: http://bouncespace.eu/memberships/

Any other pictures were taken by Malin Gadea, Sophie Weresch, Julia Gill

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