Does Your Office Have “Main Character” Energy?

Design of the physical office is evolving to adapt to an AI-enabled workforce. SmithGroup's Madeline Dunsmore explores why hospitality-inspired design is fading and why more organizations want their offices to showcase the culture and characteristics that make their companies unique.

Key Takeaways

• Design of the physical office is evolving to adapt to an AI-enabled workforce.
• The trend of incorporating hospitality-inspired design elements into the workplace is fading.
• Organizations increasingly want the design of their offices to showcase the culture and characteristics that make their companies unique.

The Next Era in Workplace Design

Hospitality-inspired design has become the standard for modern offices. For the past decade, principles and trends from hotels, restaurants and other hospitality spaces have brought comfort and functionality into today’s office design. The era of hospitality-inspired design helped employees and guests feel welcome, but today it can feel flat, inauthentic and difficult to execute on a budget. The generic “it-could-be-anywhere" nature of hospitality spaces inherently feels bland and lacks personality. A hospitality-forward space fades into the background and creates comfort and ease but does not project identity or ideas. Or as Bob Varga, Design Director at SmithGroup put it, “For years the focus on hospitality has sent a signal: You are welcome here, BUT you are a guest, not a resident — there is not ownership of the space.” The time has come for the next chapter in office design, where we transcend hospitality and explore designs that signal ownership, empowerment and narrative.  

At the same time, the needs of the office are evolving to adapt to the ever-growing demands of an AI-enabled workforce. A different tone is needed to encourage the collaboration and innovation required to excel in today’s workplace. To create vibrancy in space, people must feel as though they belong. It is time to shift the model from "Be our guest" to "Be one of us".  To do this we need spaces that are authentic and tell a clear and compelling story — the office needs Main Character Energy.  

What is Main Character Energy?

While many characteristics can make up Main Character Energy in an office, we are seeing a few standout concepts that help an office space have a clear point of view: uniqueness, narrative design and a hero’s spirit.  

When a space is unique, it reflects the organization, geography and people who work there. It could not be anywhere else in the world for any other organization or group of people — it is the right fit for all three and could not be authentically replicated elsewhere.

An excellent recent example of this uniqueness is a confidential global technology company’s new office in San Diego. This space was inspired by the city of San Diego and the company itself — balancing urban and nature vibes to reflect the history, landscape and culture of the community with the company’s own playful culture. The lobby art celebrates the skate culture of the city, with surprises and whimsical details woven throughout. Surfboard leashes were used as a visual barrier in the break area — a nod to the local surf culture and the company’s sense of whimsy.

The time has come for the next chapter in office design, where we transcend hospitality and explore designs that signal ownership, empowerment and narrative.

The office also blends the quirkiness of the company and teams occupying the space. Several conference rooms were themed around local references — like a famous sunken ship off the coast (a room complete with five hidden treasure coins) and a meeting room that mimics being on a bus at the famous San Diego Zoo. “The success of this project is the same as a great film — it’s layered experience of discovery,” Mette Shenker, Design Director, SmithGroup. This office is choosing its own adventure and reflecting the story of San Diego, the company and its employees in every square foot.   

Storytelling Through Design

Telling a story about an organization is essential in good narrative design. A recent project for a confidential holding company in Arlington, Virginia did just that by using its lobby space to tell the history of the organization and its many companies and brands. It also left room for future acquisitions as the organization continues to evolve — as if to say, “we are just getting started” and there is much more to our story. The client wanted a polished and refined space that reflected the company’s long history and presence in the Washington DC area. As the story continued to evolve, the client wanted a space to celebrate wins, so a champaign and pizza room was created for moments of triumph. This space puts the narrative on display in a refined and sophisticated way while leaving space for fun.   

In any great story there is a memorable hero that you root for and want to succeed. An office that exudes Main Character Energy can reflect that same collective spirit, so the entire organization cheers for itself and provides motivation during hard times. This hero mentality is reflected in Michigan State University Federal Credit Union’s new headquarters, where branded colors and slogans are woven throughout as a motivator and reminder of the bigger picture. Employees are a part of the hero’s journey and want to see how the story ends. By being reminded of where it all began, the design reinforces the humble beginnings of the organization, how far they’ve come and the adventure that lies ahead.  

The Office is a Reflection of Your Corporate Culture and Employees

Spaces like these have a clear point of view — they reflect something about the character of the people who work there and are special and unique. These elements reflect a larger narrative about a place, its people and an organization that feels authentic and exciting — it’s giving off Main Character Energy. 

To unlock human potential in the AI era, the office needs to be something people can rally around and embrace — a place that will support the organization’s journey and is as unique as the people who work there. An office that exudes Main Character Energy embodies a special and unique personality that communicates a perspective to visitors and residents; it creates a sense of ownership and belonging. As we turn the page on hospitality to storytelling, we begin the next chapter in office design.