Modern workplace strategies have fundamentally transformed both the use of office space and the role of real estate within urban centers. The shift away from static, desk-centric layouts is giving rise to dynamic, hospitality-inspired environments that prioritize collaboration, culture-building, and flexibility.
Urban centers are adapting in response, and central business districts are evolving into mixed-use destinations where work, living, and leisure converge. The traditional 9-to-5 commute model is giving way to more fluid patterns of occupancy, which influences everything from transit infrastructure to different retail uses and hours.
At Synergy, we have been at the tip of the spear closely watching the flight to quality within asset class, and how it’s accelerating a divergence in asset performance. Buildings with hospitality driven lifestyle amenities including wellness, exclusive lounge and meeting spaces, food & beverage and tech integrations are seeing strong demand, while commodity office stock continues to struggle.
Landlords and operators are adopting a hospitality mindset, expanding beyond physical amenity space and delivering on detailed oriented service and curated experiences. This includes things like on-site concierges, white glove support, and tenant experience & engagement teams that foster community and responsiveness.
According to Lauren Hasson, SVP of Workplace Strategy at JLL, studies have shown that the most successful buildings get the essentials right first. This includes healthy food options to fuel tenants, meeting spaces, and fitness options. When those needs are met, it is then the ‘brag’-worthy amenities that tenants are seeking. In today’s market, tenants and their employees are aware of how great the workplace can be, and value is linked to the profile and story behind a building.
In addition to these amenities, we at Synergy are offering tech-enabled hospitality services. Mobile apps and platforms offer a suite of concierge services and on-demand assistance from property management to address needs faster and maximize amenity spaces- such as instant booking meeting rooms. These digital layers bring hospitality to tenants’ fingertips and personalize their experience.
This strategy is proving successful. Across the Synergy portfolio, we’re seeing a significant return-to-office trend. This momentum reflects strong market demand from businesses looking to expand, as well as the appeal of our Turnkey approach which delivers a seamless experience from leasing and build-out to ongoing tenant engagement.
Synergy has leased close to 1,000,000 sf this year – which equates to nearly 150 transactions across the portfolio. This not only exemplifies the success of our team but is unveiling a trend of successful businesses across multiple industries that are driving more workplace engagement and collaborative environments.
Synergy’s Turnkey experience extends well beyond move-in, offering a comprehensive suite of services from touring and design to construction and ongoing client success. Our clients seek a hospitality driven workplace environment complete with amenity and event spaces paired with elevated, concierge-level hospitality.
The world has changed and only operators and landlords that embrace the specific client demands of today will be successful. Synergy understands we are no longer in the business of providing space. We are driving solutions and work with our clients in a true partnership. All our clients should demand and expect this level of service. This is workplace today.
Brian Collins
Executive Vice President, Head of Asset Management