6 Powerful Storytelling Techniques to Elevate Your Coworking Space

If you've been reading about coworking space design recently, you've probably come across an article or two that mentions narrative design and wondered what exactly it is and how it differs from traditional interior design, as well as how it can be used to improve design.

Starting from a deeper point

Traditional design seeks to optimise a space by combining functionality and aesthetics. However, narrative design introduces an underlying layer: it attempts to tell a story that connects all the elements of the space and seeks to establish an emotional bond with its users. This narrative layer acts as the foundation of this design philosophy, on which everything else is built.

A good example of the application of this philosophy is the Pinterest offices in Dublin. Here, you can find everything from a recreation of a Celtic forest to a pub. Both spaces are easily identifiable and anyone can relate them to local culture and history. In addition, the space includes a deeper narrative ‘second level’, with elements that only locals will be able to identify: a meeting room inspired by the aesthetics of the Irish railway system, a different one based on a local ice cream parlour near the beach or a concentration workspace based on the library of Trinity College to name a few.

Why is this design strategy or philosophy interesting?

As the sector matured the design of the spaces converged. There was a time when it was hard for me to even know what space I was in if I only had the interior design of the coworking space as a clue, and this is always bad.

I'm sure you've heard me argue that coworking space branding should be applied with caution as clients may feel that exaggerated branding or excessive aesthetics can eat away at their own brand image. However, for various coworking space brands to create spaces that are virtually indistinguishable from one another only adds exponentially to the end user's perception that, as an industry, we are a commodity. And believe me... no one wants that.

For our service to be perceived as a commodity is to be perceived as interchangeable, as not providing any differential value from our competitors, and that in the end we only differ in price. Although it is not just the convergence of the interior design styles of the different brands that got us here, analysing all the factors that have brought us to where we are would be another debate, one that not all the industry stakeholders would like. What you need to know at this point is what it brings: pointless discounting or price fights and an increase in turnover.

Creating spaces that have their own character and that stand out from the crowd helps to combat the increasing commoditisation that the industry has become immersed in.

Defining and applying, narrative design

Narrative design is a tool that, when used correctly, can be very powerful. It will help you create a unique space by shaping experiences, spaces and environments.

For a coworking space owner aiming to create or improve their space, narrative design provides a strategic framework that extends beyond aesthetics. By establishing an initial narrative layer as the foundation for all other elements, the space gains greater depth of identity, making it stand out through its distinctiveness. This approach seeks to create a story that connects with the emotions, values and work habits of its members, generating a sense of belonging, purpose and inspiration that a generic space can hardly offer.

For instance The Wing, a coworking brand for women, acquired by IWG in 2021 and closed in 2022. It incorporated elements that evoked the role of women through art, colour choices and applied designs.

In addition, consistently applying this strategy consistently not only attracts the right audience and improves retention (the uniqueness of the space makes it harder to replace), but also reinforces brand consistency. In the case of multiple spaces, an additional layer may be necessary to cohere and establish a common thread between the different narratives of each space, unless they all share the same narrative.

A coworking brand that takes this approach is Tribes. Their spaces are inspired by nomadic tribes, where each location pays homage to a different tribe. It is a good example to illustrate a common narrative applied very differently in each centre. However, I think I would try to avoid such narratives, as they might generate controversy, as some people might perceive a certain cultural appropriation, unless of course you belong to the collective represented or integrate it in some way into your business. Moreover, it is worth noting that, at least in some centres, this perception could be accentuated if the application of the narrative is limited to a merely cosmetic treatment in a few common areas.

Another example of narrative design is Second Home. These spaces in London and Lisbon have brought a smile to my face on more than one occasion when someone has written to me asking ‘what was the name of the “plant space” we visited in Lisbon?’ With something ‘so simple’ the British brand has earned a place in the brains of more than a few people, something that any branding expert knows how complex it is to achieve... and if you doubt it, I would just like to remind you that Coca-Cola continues to invest in advertising despite being one of the brands best installed in the collective imagination.

Some think that WeWork could be another example of a space applying this strategy given that the US brand “focuses on modern urban professionals with sleek design, bold colours, and shared work hubs reflecting a high-energy narrative”. And while this may have been true at the time, I’m reluctant to use it as an example of narrative design for a very simple reason: WeWork laid the foundations for what is today a Flexible workspace and its layouts and designs were copied endlessly. This fact has led to the fact that in terms of interior design, layout, etc. there is so little difference between many of the players that ‘based their designs’ on those of the American brand, to put it mildly.

Although I would not take this operator as an example of narrative design, I do think it is interesting to mention WeWork because:

- It personalises spaces by making small nods to the cities in which it operates with works by local artists or a key moment in the history of a city, for example in the old building on Diagonal 444 a neon that made a nod to the Barcelona 92 Olympic Games (an event that marked a turning point for the city).

- In some markets or regions, WeWork adapts its spaces and events to local needs. In the words of a public relations person from the firm in Mexico the spaces are tropicalised: “In the case of Latin America, we transmit to the architecture team the different way of looking at life that we have in these latitudes: we need a kitchen where we can heat our food and have a larger area where we can eat and socialise. Culturally, we prefer to eat hot dishes and do it in a group, whereas in the United States they prefer a cold sandwich in the same workstation. On the other hand, he adds, ‘events are also tropicalised, WeWork adapts them to the tastes and local character of each space”.

Both strategies are good examples of how even a big brand tweaks their designs for different cities and cultures.

Steps to Implement Narrative Design in Your Coworking Space

1. Define Your Core Story

The first step would be to choose a story. Upon this foundation, we will construct the remaining elements. Start by asking yourself the following question: Are you looking for a single concept for the whole brand or will each brand space have a different concept (like Tribes mentioned above)? If you opt for the latter, remember that it is at this point that you must think about how the narrative of each space will fit in with the rest to form a coherent brand image while at the same time all your locations have a certain uniqueness.

Now you are ready to answer the following questions:

• Which core values should your space embody?
• Who are the people you want to attract?
• What is the mission behind your coworking space?

2. Create scenes

Your coworking space doesn't need to feel identical in every room. Envision diverse scenes or environments that can be thoughtfully represented throughout the space. A good example of this would be the Pinterest office in Dublin mentioned above.

3. Establish Design Elements that Reflect Your Narrative

Consider various elements that can effectively convey your narrative across multiple dimensions.

Think about for example:

• Color Palette: What colour palette best represents your narrative?
• Materials: What kind of materials and textures work best with your theme.

Furniture: Finding furniture that aligns with the theme can be challenging in different areas. Keep in mind that materials, colours, and textures play a key role in reinforcing the narrative.

3. Create Spatial Flow and Zoning

Apply the scenes chosen above wisely, so that the themes align with the needs of the people and activities taking place in that particular space.

• Entrance: The importance of first impressions in establishing the narrative tone.
• Collaboration Zones: Open areas designed for teamwork and brainstorming can benefit from vibrant, energizing themes that inspire creativity and interaction.
• Focus Areas: Quiet zones designed for deep work can benefit from calm, soothing themes that promote concentration and minimal distraction.

Although these areas are distinct, it's important to consider how they interact to create a cohesive visual identity. Pay attention to how their arrangement influences the overall layout and the experience of members or visitors moving through the space. Aim to avoid abrupt transitions, instead striving for smooth, harmonious shifts between areas unless at the points in which you want to create a wow effect..

4. Storytelling Through Art and Decor

Decorative elements reinforce the message. You can use different elements to add depth to the space.

• Murals and Graphics: Custom artwork designed to visually represent the theme and enhance the atmosphere.
• Quotes and Messaging: Wall text featuring carefully selected quotes that align with the space's core values and purpose.
• Artifacts: Decorative objects that reinforce the narrative, such as vintage typewriters for a writer-centric space or old laboratory equipment for a medtech-themed environment.

5. Sensory Elements

Remember that we experience the world through all five senses. Engage each one thoughtfully, considering how to tailor sensory elements to suit each zone and the activities taking place within.

• Lighting: Adjust the warmth or coolness to suit the desired atmosphere and mood. Light, or its absence, can also be strategically used to frame spaces and create a captivating ambiance.
• Sound: Curate playlists that complement the space's ambiance and purpose in certain areas.
• Scent: Introduce signature scents, as they can be powerful triggers for memory and emotional connection. However, use strong scents with caution, as some individuals may be more sensitive to fragrances than others.

A great example of this, inspired by the Pinterest space, is how the Celtic forest area features ambient sounds like birdsong or rainfall, dynamically changing based on the weather outside the building.

6. Engage the Community

Fostering a connection between the narrative and the events hosted in the space enhances the overall user experience.

• Events: Host themed events that align with and reinforce the space's story.
• Workshops: Organise skill-building sessions and talks that reflect the core values of the space.
• Collaborations: Partner with brands or artists who share and complement the narrative.

Measuring the Impact of Narrative Design

Evaluating performance is essential for any coworking space. So let’s check the extra effort to follow a narrative design strategy is worth it..

• Lead Conversion: Assess whether the application of narrative design is effectively increasing lead conversions.
• Member Retention: Monitor if members are staying longer and building loyalty.
• Feedback: Gather qualitative feedback on the emotional impact and resonance of the space.
• Community Engagement: Track participation rates in events and networking activities to gauge community involvement.

Comparing these metrics with those of spaces where narrative design is not applied is crucial for evaluating its effectiveness. Similarly, if different narratives are used across multiple locations, identifying which ones perform better and which fall short is essential for guiding future expansions or refurbishment decisions.

Final Thoughts

Narrative design elevates coworking spaces from mere functional environments to inspiring destinations. By crafting a cohesive story and aligning every design element with it, you can create a workspace that not only attracts the right members but also enhances collaboration, productivity, and long-term loyalty by setting your space apart from the competition.

Begin with a clear narrative, translate it thoughtfully into design choices, and consistently engage your community to keep the story evolving. This approach will ensure your coworking space becomes a truly unique and memorable place to work.

Cover image source Etienne Girardet