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From logo-brand to experience-brand: how branding challenges shape workspaces?

Interviews

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What if you considered the overall employee experience in your offices?

## What makes your teams want to come back to work every day?

At Factory, we have a pretty good idea: offices designed to inspire.

Jerome Laan and his team discuss this in a Maddyness article. From [Voodoo](/en/projects/voodoo) to [Total Energies](/en/projects/total-digital-factory), including our own offices, we share key insights on transforming a workspace into a driver of cohesion and innovation.

An office isn’t just a place. It’s a story to live, and we love helping write it.

The full article, published in french on November 19, 2024, is available on **[Maddyness](https://www.maddyness.com/2024/11/19/de-la-marque-logo-a-la-marque-experience-comment-les-enjeux-de-marque-definissent-les-espaces-de-travail/)**.

### What if you made your office your best brand ambassadors? The idea is appealing, but how exactly can you do it?

This week, Tiphaine Serret from Mauraige, New Business Director at Factory, shares insights alongside Jean-Charles Samuelian-Werve, co-founder and CEO of Alan, Marine Chabot from Convictions RH, and Tristan Goguillot, Head of Product at Lucca.

Thanks to Maddyness and the entire team, including Florence Boulenger, Audrey Menager, Perrine Signoret, and Etienne Portais, for this enlightening discussion.

If you're interested in the topic, you know where to go!

The full article published in French on October 16, 2024, is available on **[Maddyness](https://www.maddyness.com/2024/10/16/du-bureau-incognito-au-bureau-manifesto-comment-lespace-de-travail-incarne-votre-culture-dentreprise/)**.

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From the Incognito Office to the Manifesto Office: when the workspace embodies company culture!

### This is the question that drives us when we support our clients. We even like to say that well-designed offices are a company's best marketing tool.

Since our offices serve as both our showroom and our laboratory, we followed our own advice by carefully refining our spaces down to the smallest detail. We entrusted Quintessence Paris with the task of creating a bespoke olfactory signature for us, aimed at enhancing team well-being and strengthening our brand identity. This is a first in the service sector!

It was a fascinating project led by Nicolas Micallef in collaboration with Vanina Muracciole and Valentine Pozzo di Borgo, which you can explore in this joint interview.

A huge thank you to the Quintessence team, especially Maëva Rocha, as well as Jérôme Laan, Creative Director at Factory, for successfully bringing this olfactory collaboration to life.

FACTORY x QUINTESSENCE

### What if the driving force behind a company's innovation wasn't strategic plans carefully laid out in advance, but rather their desire to retain and help their best employees grow? 

As the world accelerates and becomes increasingly uncertain, this is a perspective worth exploring.

This is, at least, the vision put forward by Jules Dubois, co-founder of Factory, alongside Florent Noël, director and professor of the Master’s program in HR & CSR at IAE, and Ludovic Cinquin, co-founder and former CEO of Octo, in this Maddyness article.

If you're interested in topics like learning organizations and enhanced offices, you know where to go!

The full article, published on September 23, 2024 (in French), is available on the **[Maddyness](https://www.maddyness.com/2024/09/23/du-bureau-aspirateur-au-bureau-incubateur-comment-redefinir-la-relation-des-salaries-a-leur-entreprise/)** website. 

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From vacuum office to incubator office: How to redefine employees' relationship with their company?

### Most of us have now left hotels to return to our offices, but how are these two spaces similar... or not?

In this article, Nicolas Micallef, founder of Factory, addresses this question alongside Jérôme Cherpin, Managing Director in charge of Asset Management at QuinSpark Investment Partners, and Emmanuelle Mordacq, founder of NeoPlaces, who supports hotels in transforming their service offerings.

Indeed, the corporate world has much to gain from drawing inspiration from the hospitality industry, particularly by focusing on the employee experience. At a time when office attendance is being negotiated, the employee experience has become a powerful tool to bring teams back to the office and attract talent.

From the 'symmetry of attentions' to 'blended living,' journalist Florence Boulanger highlights the trends shaping the future of work as well as the future of hospitality.

The full article, published on September 3, 2024 (in French), is available in French on the **[Maddyness]**(https://www.maddyness.com/2024/09/03/du-bureau-utilitaire-au-bureau-service-comment-lhotellerie-impacte-les-espaces-de-travail/) website.


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From utility office to service office: How the Hotel Industry influences workspaces?

### This week, it's Nicolas Hanart, Director of the Real Estate Strategy division (and for the record, Factory's first profession), who takes the floor in Maddyness alongside Fanny Lamarque, Director of Workplace Environment at Keolis, to answer the complex question: how much does an office cost?

On a daily basis, Nicolas helps companies better understand the real cost of their workspaces to optimize them more effectively by asking the right questions.

Indeed, the dashboard has begun shifting from cost per square meter to indicators related to employees themselves because, as you’ve likely noticed, companies need to provide much more than just square meters to bring teams back to the office.

And since one article won't be enough to cover the vast topic of real estate strategy, we've planned to give Nicolas a chance to answer (almost) all your questions.
Stay tuned...

The full article, published on July 4, 2024, is available on the **[Maddyness](https://www.maddyness.com/2024/07/04/du-cout-au-m2-au-taux-depanouissement-des-collaborateurs-comment-redefinir-la-performance-de-mes-bureaux/)** website.

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From cost per square meter to employee satisfaction rates: how to redefine real estate assets?

### This week, Adrien Pouillot, a sociology graduate and strategic planner at Factory, speaks for Maddyness to explain how the office can become an ally for our mental health.

The key, as often, is to focus on usage and friction points, such as noise, which generate stress and aggression.

It is also about creating spaces that facilitate concentration at a time when we are increasingly facing attention difficulties. And when design takes into account the most atypical profiles, it benefits everyone.

Moreover, it is important to think of spaces as facilitators of connections, because isn’t that the main reason we go to the office?

In short, a topic as vast as it is crucial for all those interested in the office of tomorrow.

The full article published (in French) on June 11, 2024, is available on the **[Maddyness](https://www.maddyness.com/2024/06/12/du-bureau-lessiveuse-au-bureau-refuge-comment-les-espaces-de-travail-peuvent-nous-guerir/)** website.

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From the washroom-office to the refuge-office: how our workspaces can heal us.

### Discover the perspective of Arthur de Charentenay, Director of Transformation at Factory, on the impact of climate change on offices.

At work, global warming will lead to three new risks: unprecedented health problems, new social divides, and a significant drop in productivity. 
Yet, these risks are often underestimated by users, raising the question of whether the world of work is the great forgotten aspect of climate change.

In addition to discussing new regulations that drive innovation, Arthur de Charentenay delves into the topic by distinguishing between anticipation and prevention:
"There is the aspect of anticipating disaster, risk management: if it’s 38 degrees for eight weeks a year instead of three weeks, how do we manage? And there is the aspect of participating in preventive actions: what actions do we take today to prevent these 38 degrees from becoming 40? How does the company become an active and responsible citizen of the world of tomorrow – and how does it engage its employees?"

An article that opens avenues for reflection on how to face a phenomenon as complex as it is urgent.

The full article published (in French) on May 23, 2024, is available on the **[Maddyness](https://www.maddyness.com/2024/05/23/des-cols-blancs-aux-cols-secs-comment-recruter-sous-38/)** website.

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From "White Collars" to "Dry Collars": How to recruit in 38°C weather?

### From the all-powerful manager to the inverted manager: discover the perspective of Elise Guiavarch, Project Director at Factory.

Work relationships are evolving, leading to a transformation of codes, postures, and workspaces.

In this article, Elise Guiavarch, Project Director at Factory, discusses this evolution and its implications for the work environment with Caroline Diard, Associate Professor at TBS Education and former HR Director, and Florent Noël, Director of the Master’s Program in HR & CSR at IAE.

"The all-powerful manager can no longer exist - our society is driving us to evolve. But I don’t believe in the inverted manager either; it’s not that binary. The new generations of employees express their needs, thus changing the relationship with the manager, who is also encouraged to 'loosen up'."

And how have your managers evolved?

The full article published (in French) on April 26, 2024, is available on the **[Maddyness](https://www.maddyness.com/2024/04/26/du-manager-tout-puissant-au-manager-inverse-comment-les-relations-avec-les-collaborateurs-ont-bascule/)** website.

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From the all-powerful manager to the inverted manager: how relationships with collaborators have shifted.

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