The Choice to Show Up: How Industrious Is Reimagining the Office as a Destination

Five real estate partnerships that prove experience is now a powerful differentiator

 

In the new era of work, there’s really only one question that matters: is the office a place where people actually want to be, even if they don’t need to be there? 

The most successful office buildings aren’t just places to work, they’re places people choose to be. This shift is redefining what it means to operate a commercial asset. No longer is square footage alone the draw; it’s the sum total of how a building feels—how it welcomes, supports, and inspires the people inside.

That’s where Industrious comes in.

We’ve spent a decade perfecting how to deliver the world’s best flexible workplaces. Since 2017, we’ve also been providing Tenant Experience Management (TXM) for buildings across the country. The electric energy happening within the two coworking floors of Industrious quickly begs the question from landlords on how to replicate that same feeling throughout the building.

For the past few years, we’ve begun partnering with owners to transform entire buildings into dynamic destinations ready to thrive in a new era of work. It’s led to higher tenant attendance and satisfaction, higher renewal rates, and assets that set new standards and outperform the competition. We call ourselves dot-connectors, paying close attention to the building ecosystem that consists of fitness, conferencing, food and beverage, workplace, and lobby, and the experience and operations side of community management, technology and hospitality.

In some instances, Industrious is helping with full building tenant experience starting before construction, and in others, it’s providing soft programming to bring the building across the line. For any level of involvement, Industrious is bringing its expertise in workplace hospitality to a larger scale. 

Industrious’ TXM reimagines traditional office spaces as dynamic ecosystems where productivity, community, and well-being intersect. With a focus on hospitality-driven services, we’re transforming buildings into thriving hubs that support not just work, but a holistic experience for tenants. By fostering a vibrant workplace culture, we make coming into the office a choice employees look forward to—spaces where people connect, create, and grow.

Here’s an inside look at five workplace experience projects we manage and why they work. 

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1. Nuveen Portfolio

When Nuveen set out to reimagine its U.S. office portfolio in January 2023, they weren’t looking for a vendor. They were looking for a partner who understood how to turn physical space into competitive advantage and create real long-term value.

Nuveen ultimately selected Industrious to design, deploy and operate a brand new tenant experience program across its US portfolio of 67 office buildings. The program includes a roll-out of robust hospitality standards and training, data collection, monetization, and amenity networking. This has increased tenant satisfaction and retention, accelerated leasing activity, and driven incremental building revenue.

It’s a part of Industrious’ efforts to help interested building leaders win the amenities race with intentional choices around what to offer tenants. According to JLL, multi-tenant office park “ups” the amenity game, increasing the leasing rate by 200%.

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2. 660 Fifth Avenue, Brookfield Propreties – New York City, NY

Our ongoing goal is to craft a hospitality and community strategy tailored to each building that resonates and drives engagement and attendance. After a $400M renovation, Brookfield Properties knew 660 Fifth needed more than a facelift, it needed energy. When the existing amenity operator fell short, Industrious was brought in to elevate the experience from entry to rooftop.

We deployed a hospitality-first strategy, managing everything from building communications and mobile app content to community programming and F&B activations. As an embedded partner to property management, Industrious brings both the vision and the operational muscle to deliver.

Besides elevating experiences within the building with things like food and beverage pop-ups and workshops, we help handle all communications. That includes managing a mobile app, like 660 Sixth Avenue has. We essentially are an extension of a property management team, except we have all of the resources to make it happen seamlessly. Beyond building a mobile app, we build other tenant communications plans, including newsletters.

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3. The Cove at 525 Market Street,  J.P. Morgan, Cushman & Wakefield – San Francisco, CA

In a lot of instances, these buildings are becoming mixed-use. That includes us helping oversee all food and beverage, integrating it into a consistent customer offer and experience.

This $22.5M hospitality-first amenity space redefines what an office can be: immersive design, wellness services, and best-in-class hospitality brought to life by the Industrious team. Located in San Francisco and branded The Cove, this spot includes conference rooms, event spaces, group fitness rooms, a bar, cafe, market, speakeasy, game room, podcast studio, and more.

Selected by JPMC after an extensive vetting process, we provided design consultation, meetings and conferencing, community management and leasing marketing support for this project.

It’s designed not just for tenants, but for the city. The Cove is open for external meetings, private gatherings, and offsites. It’s poised to become downtown San Francisco’s new go-to destination for meetings and events. This is more than a space — it’s the operational and emotional heart of one of San Francisco’s premier Class A office buildings.

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4. Mosaic at Embarcadero Center, BXP – San Francisco, CA

By operating exceptional conferencing from tenant-only amenities to public commercialized spaces, we are balancing the magic of shared-use spaces. The Mosaic is a good example of this. 

BXP selected Industrious to manage Mosaic, a new 11,000 square foot amenity experience located at Embarcadero Center in San Francisco. It includes a 2,850 square foot outdoor garden with terrace lounges, robust food and beverage offerings and conference space with a capacity of up to 550 people.

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5. PENN 1, Vornado Realty Trust – New York City, NY

Helping to design amenity programs that tenants want is our mission. We are bringing it to life through a proven hospitality approach. It’s one of the reasons why Vornado Realty Trust selected Industrious as the amenity and flex operator at PENN 1. This project was an over $450 million reposition effort, which comprises over 120,000 square feet of Industrious-managed flex and amenities. 

Those amenities include all-day coffee, espresso, tea, water and snacks, a seamless check-in process and coat check, eight individual phone rooms, a wellness room, high-speed internet and more. With an increased focus on amenities across the board, we ensure our operations go off without a hitch.

Today, the building sees over 95% occupancy and generates more than $2M annually from amenity operations alone. This isn’t just about premium perks—it’s about strategic, scalable value creation.

 

 

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What once set Industrious apart on a single coworking floor is now being applied across entire buildings. From design input to daily activation, we act as the hospitality layer—the people-first operating system that helps buildings outperform the rest.

Above all, though, people are happier coming to our buildings because they feel a sense of belonging from the moment they walk in the door to the second they leave for the day. Knowing that there is a direct correlation to a sense of belonging and employee performance and well being, this work is important.

Are you interested in working with Industrious for full building optimization?

Click here to develop the experience layer of your real estate plans.