The future of work, at the new House of Communication
Serviceplan, Europe’s largest owner-operated agency group, moved into the new House of Communication (“HoC”) in Munich on July 4, 2022.
Located in the heart of Munich’s most innovative current construction project, the three connected building sections – Join, Heart, and Lab – stretch across 40,000 square meters, forming the centerpiece of the iCampus, which is just a few minutes’ walk away from the Ostbahnhof train station. combine worked closely with Serviceplan on this massive project starting in 2018, assisting with the development and implementation of the New Work concept for the new HoC and with preparing managers and employees for their future working styles and environment.
Congratulations on your new space! All of us at combine are proud to have been by your side throughout the project journey and to have worked with the Serviceplan weMOVE team to support the transformation of the working world and working styles for the Serviceplan Group over the past four years.
Head of Change Management
A superlative office
where people want to go
even if they don’t have to
The concept behind the House of Communication, which the Serviceplan Group has embraced internationally across locations, makes this property the only fully integrated agency model in Germany to date to bring all communication disciplines together under a single roof. The new location reinforces this integrated working style by forging even closer ties between all the areas of the agency group and bringing them to life architecturally as well. The open architecture supports flexible, activity-based working tailored perfectly to the diverse needs of the staff. HENN Interior hat für das House of Communication drei zuvor separat geplante Gebäude über Brücken verbunden und das Gestaltungskonzept für die Innenräume entwickelt.
THREE BUILDINGS (JOIN, HEART, LAB) ARE CONNECTED BY AN I-TRACK WITH LIGHTED FLOORING (130 METERS LONG, 6 METERS WIDE)
To make sure Serviceplan could find its way in terms of working style and culture and develop the right concept, we worked extensively with the responsible managers and change agents from the company to initiate the changes brought by ‘New Work’ within the organization and implement them on a lasting basis. We utilized the desired outcome that had been identified as a basis for developing a change strategy and roadmap for the entire planning period, together with the future users and in close dialogue with them.
Head of Change Management
This participatory method also included the key milestones for developing the new office concept, from the first kickoff workshop in 2019 to the supporting process of getting neighborhoods settled on the office floors that followed the move-in. Various change measures (workshops, group interviews, keynote addresses, info kits, discussions, and intensive work in small groups) continue to give workers the tools they need, even after moving in, to use their new activity-based working environment to its fullest potential.
WE HELD A WORKSHOP TITLED “A WORKING CULTURE THAT FOSTERS COOPERATION” WITH MANAGEMENT AND OTHERS TO MAP OUT HOW THEY CAN DRIVE COLLABORATION THROUGH THEIR LEADERSHIP IN THE NEW HOC.
CO-CREATION OF THE NEW WORKING WORLD IS AN IMPORTANT PARTICIPATORY ELEMENT SO COLLEAGUES CAN FULLY EMBRACE THE NEW WAY OF WORKING IN THEIR DAILY LIVES. THIS IS WHY THERE WERE VARIOUS WORKSHOPS ON THE USER JOURNEY, MODULE SELECTION, SPECIAL FEATURES, AND WORKING GROUPS THAT GATHERED IDEAS FOR DESIGNING INDIVIDUAL SPACES AT THE PROPERTY.
MANUEL AT THE CONSTRUCTION SITE TOUR, WITH AMBASSADORS
WE INVITED ALL EMPLOYEES TO THE WEMOVE STUDIO THREE MONTHS BEFORE MOVE-IN. IT HAD DEVELOPED INTO A HOC PROTOTYPE OVER THE COURSE OF THE PROJECT. GUIDED TOURS WERE PROVIDED SO THEY COULD GET TO KNOW THE NEW WORKING WORLD “IN MINIATURE FORM” AND DISCUSS ANY AND ALL TOPICS RELATING TO THE NEW WORKING STYLE WITH US.
The activity-based working concept
From socializing to hybrid presentations, collaboration, and focused solo work – the House of Communication offers the right spot for any activity and the right technical equipment, in line with the requirements of modern, independent, flexible working.
In addition to open loft offices, there are also separate spaces. A cafeteria on the ground floor of the middle building is joined by smaller coffee bars, patios, and recessed balconies, a play area featuring a table tennis table, a fitness room, and a spacious rooftop deck, providing a wide range of opportunities for personal dialogue and interpersonal connection.
The future working environment at the new HoC will be flexible and sustainable. What that means in practice is breaking the ties between colleagues and physical work spaces, creating opportunities for activity-based work, and giving the agencies in the group ways to work together on an integrated, collaborative, and connected basis, putting clients even more at the heart of what they do.
ATRIUM HEIGHT 22 M
THERE ARE 22 CONFERENCE ROOMS AND 50 OTHER WORKING SPACES IN THE OFFICE SPACE (INCLUDING PHONE BOOTHS, FOCUS PODS, CHAT BOXES, LONG BENCHES, AND TABLES)
This lease is the largest office leasing deal in Munich since 2006. There have been only four new leases signed for 35,000 m2 of space or more since records started being kept, in 1998.
Munich Real Estate Report,
October 2, 2018
TOUR OF THE CONSTRUCTION SITE WITH AMBASSADORS, MANAGERS, AND USER REPRESENTATIVES
Images: Serviceplan Group