# A Fundamental Shift In What Workspace Means
The modern workplace has undergone a dramatic transformation. What was once simply a functional space for daily operations has evolved into something far more strategic: a physical manifestation of organizational identity, culture, and vision.
"Space used to be a place to work; now it's a true representation of brand, culture, recruitment and vision for the future of an organization," explains Stephanie Dickson, account executive at Tangram Interiors. This shift represents more than aesthetic changes—it's a fundamental rethinking of how physical environments support business objectives.
## The Award-Winning Approach at Kawasaki Motors
This philosophy came to life in Tangram's collaboration with H. Hendy Associates on a 120,000-square-foot renovation at Kawasaki Motors' Foothill Ranch headquarters. The project, which earned the 2017 REmmy Award for Innovative Workplace from CoreNet Global's Southern California chapter, exemplified this new approach to workspace design.
One standout feature addressed the needs of 250-plus workstations by offering employees seven different seating and workspace options. This choice-driven approach reflects a deeper understanding of how different tasks require different environments.
## What Today's Design Process Demands
**Beyond the Traditional Brief**
Today's design teams must consider factors that extend far beyond square footage and desk counts. "Beyond creating a branded space and providing everyone a desk, we are looking at real estate maximization, where heads-down work and socialization happen, and we are studying how people collaborate as well as utilize technology," Dickson notes.
This comprehensive approach requires designers to understand: - How different teams collaborate - Where focused work happens most effectively - How technology integrates into daily workflows - What the organization's future growth looks like
**The Power of Visioning Sessions**
Todd Shumaker, senior designer at H. Hendy Associates, emphasizes the importance of involving diverse voices from the start. "We request that the client invite a cross-section of their staff, including leadership, managers and up-and-comers that will actively participate in a series of exercises to help define current workplace issues and future solutions."
These interactive sessions often reveal previously unidentified issues and help create truly customized solutions. The process includes: - Defining business objectives and cultural identifiers - Responding to design and style imagery - Selecting words that define project success - Identifying what to preserve and what to change from current culture
## Elements of Successful Modern Office Design
**Customization Over One-Size-Fits-All**
"It's difficult to make a sweeping generalization about the most successful office designs since they are significantly different for each client," Dickson observes. An accounting firm's needs differ dramatically from those of a tech startup, and effective design reflects these unique requirements.
However, some consistent principles emerge:
**Choice and Control** Successful environments allow workers to choose their position, posture, and place based on their current task. This flexibility acknowledges that different types of work require different settings.
**Transparency and Collaboration** Clients increasingly desire open, collaborative environments. But this transparency must be balanced with adequate private spaces for focused work, brainstorming, and confidential meetings.
**Amenity-Rich Spaces** Outdoor areas and amenity spaces with residential, casual aesthetics are becoming essential. These spaces must incorporate accessible technology to remain practical and functional.
**Brand Integration** Threading organizational brand throughout the workplace environment elevates employee pride and creates a stronger sense of belonging.
## Critical Pitfalls to Avoid
**Communication Breakdowns**
One of the biggest risks in workplace transformation is poor communication. "Everyone in the organization must be made aware of the changes being proposed," Shumaker emphasizes. "This message must come from organizational leaders, and milestones should be announced so all feel part of the process."
Clear communication extends beyond employees to all project partners—general contractors, brokers, project managers, architects, designers, and furniture providers. Each plays a critical role, making coordination essential.
**Technology as an Afterthought**
Despite technology's central role in modern work, it's often considered too late in the design process. "One of the biggest trends we see right now is that technology is sometimes an afterthought, even though it's such a transformative element in the way we work," Dickson notes. Integrated technology can significantly enhance a space, but it requires early planning and appropriate lead time.
**Ignoring Change Management**
Change management isn't optional—it's essential. Organizations like Steelcase offer specialized programs that can be customized based on client needs and the level of change anticipated. These programs help reduce anxiety and increase adoption rates.
"You may never get 100% buy-in on change from employees or the organization as a whole, but projects implemented through change management are six times more likely to be successful," Shumaker points out.
## The Future of Workspace Design
The shift from functional space to brand expression represents more than a trend—it's a fundamental evolution in how organizations think about their physical presence. Successful workplace design now requires understanding business strategy, employee behavior, technology integration, and organizational culture.
For design professionals, this means expanding skill sets beyond aesthetics and space planning to include change management, brand strategy, and behavioral psychology. The reward is creating environments that don't just house work—they inspire it, support it, and help organizations attract and retain the talent they need to thrive.
As workplaces continue evolving, the most successful projects will be those that view physical space as a strategic business tool, carefully crafted to support both current needs and future aspirations.
