April 15, 2026
Recent events highlight a clear shift in how firms approach workplace strategy
Two recent events hosted by HubStar in London and Amsterdam suggest there has been a shift in how organisations now approach workplace strategy, with a growing focus on three core priorities. The regular quarterly gatherings bring together senior leaders from corporate real estate, facilities management, HR, IT and workplace experience to discuss current challenges and emerging trends. Conversations at the two sessions centred on how organisations are responding to changing expectations around hybrid work and the role of the office. Organisations are increasingly focused on creating workplaces that: justify the commute; develop a clearer understanding of how space is used through better data; and adopt more flexible approaches to planning and design.
One of the most consistent themes was a move away from mandating office attendance towards creating environments that attract people in. With the office now competing more directly with home working, there is greater emphasis on experience, including how spaces support different types of work and employee needs. Attendees noted variations in attendance patterns across career stages, with mid-career professionals less likely to come into the office, prompting interest in more tailored, persona-based design approaches.
There was also a growing recognition that the workplace experience extends beyond the building itself. The commute is increasingly seen as part of that experience, influencing how organisations think about location, accessibility and the overall journey to work.
The role of artificial intelligence was another area of discussion, with participants describing a shift from operational uses towards more strategic applications. While there is an expectation that AI will influence future workplace requirements, there remains uncertainty about how this will translate into space planning decisions.
Data continues to play a more prominent role in workplace design, although attendees suggested the emphasis is moving from data collection to interpretation. The value of workplace data is seen in the insights it can generate, with a continued role for human judgement in understanding and applying those insights.
Flexibility in the physical environment is also becoming more important. Organisations are placing greater emphasis on modular and reconfigurable spaces that can adapt to different uses, reflecting a view of the workplace as something that evolves over time rather than remaining fixed.
Concerns about the relationship between the work environment, attention and output are also shaping design decisions, with some organisations exploring how space can support concentration as well as collaboration.
At the same time, productivity remains difficult to define and measure in hybrid settings. Participants described a shift away from traditional metrics towards broader indicators, including employee sentiment, as organisations seek more practical ways to understand performance.
