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Exploring Paris to better imagine its future.

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

Comment Factory transforme les espaces de travail en outils de performance ? Nicolas Micallef (CEO)

## Can a project-based business really scale… without losing its essence?

That’s the question we explored with Julien Masson and Aymeric Marraud des Grottes on the Method to Scale podcast.

An opportunity for our CEO Nicolas Micallef to reflect on Factory’s journey — and above all, on what we’ve learned over the past 9 years by continuously building, testing, and refining our model.

At Factory, real estate is a strategic lever for performance, culture, and attractiveness.
That’s precisely what makes our work demanding… but also scalable — provided you structure the method, not standardize the projects.

A few key beliefs shared in the episode:

▪ Speak to the COMEX before speaking about solutions
An issue becomes strategic when it is connected to the leader’s vision and the company’s trajectory.

▪ In-house expertise to control execution
Real estate strategy, programming, interior architecture, experience design, furniture… integrating key capabilities helps secure quality, timelines, and performance.

▪ Tech as a management lever — even in services
Scoring, operational management, real-time finance: digitizing processes structures growth and supports better decision-making.

▪ Saying no to build better
Turning down misaligned projects protects the brand, the teams, and long-term performance.

▪ Standardize the method, never the impact
Every project remains unique. But the way we analyze, decide, and manage must be reproducible.

And above all, what fuels all of this every day: the people we meet, the leaders, the entrepreneurs, the visions that challenge us and continuously evolve the way we design workspaces.

Thank you to Julien Masson and Aymeric Marraud des Grottes, Margaux Theillier, Julien LAURE Vanessa Dujardin RAISE, Theodo & X-MAKERS for the invitation and the quality of the exchange.

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Podcast Factory on Method To Scale

This morning, our Real Estate Advisory & Strategy teams were at the heart of an iconic project: the Triangle Tower. An immersion that reminds us how the city is constantly reinventing itself, and how workplaces are becoming hybrid spaces-open, connected, and shaped by new ways of living and working.

At Factory, we believe that a relevant real estate strategy begins on the ground. Understanding volumes, views, technical constraints, and above all the future user experience is essential to reveal the true potential of an asset.

Supporting our clients means translating their corporate vision into places that create value and lasting impact spaces that will shape the Paris of tomorrow.

Project: Triangle Tower
Owners: Unibail-Rodamco-Westfield & AXA IM
Architect: Herzog & de Meuron
Photos: Maxime Nerguisian

## 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!

Interviews

### 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

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

### 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.

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