Flexible workspace is no longer a stopgap or a short-term fix. When delivered with the right strategy, design and operational excellence, it becomes a powerful growth engine for landlords, driving performance, resilience and long-term relevance. More than that, great flex spaces have the potential to deliver a meaningful, positive impact on the people, organisations and communities they serve.
Few projects demonstrate this better than beyond Zuidtoren, where sustained success has led to infinitSpace doubling its footprint within the same building. This expansion is not only a proud milestone for infinitSpace, but also further evidence (if it was needed) for the flex business case.
A landmark building, and a shifting market
Amsterdam’s office market has been evolving rapidly. Enterprises across the city increasingly expect high-quality, hospitality-led environments that support hybrid working, employee experience and operational agility. At the same time, traditional leasing models expose landlords to longer void periods, higher upfront costs and greater re-letting risk.
For the iconic Zuidtoren building, the tallest and most recognisable in Hoofddorp, the objective was clear: it needed to keep pace with the changes taking place in both the business world and commercial real estate sector.
The building is owned by Bryant Park Services B.V. (a fund affiliated with New York-based global asset manager Marathon Asset Management), while the asset management mandate is held by BNP Paribas Real Estate. Back in 2023, when infinitSpace first entered into a partnership with the landlord, it had recently undergone extensive refurbishment; it held strong sustainability credentials and benefitted from exceptional connectivity, being directly next to Hoofddorp station, with fast links to Schiphol Airport and Amsterdam Zuid. What was needed was a workspace model that could fully activate the asset, deliver stable income and future-proof demand.
That’s where infinitSpace came in.
A different approach to flexible workspace
infinitSpace partnered with the landlord to launch beyond Zuidtoren in September 2023, introducing a premium, hospitality-led flexible workspace designed with enterprise occupiers firmly in mind. The aim was not to create a conventional coworking space, but a strategic flexible office solution that aligned with the quality and status of the building itself.
The solution was built around a clear set of principles:
The result was a workspace that gave organisations flexibility without compromise – private, beautifully designed space combined with outstanding service and seamless connectivity.
From strong demand to sustained performance
The response was immediate and long-lasting. beyond Zuidtoren quickly reached full occupancy and, crucially, it has maintained it for the two-and-a-half years we have been operating the space. Demand has been driven by the large number of enterprises that are drawn to the location, premium fit-out and the ability to scale flexibly without sacrificing quality.
Global names such as Allianz, ADP and IPL Schoeller are just some of those that have made beyond Zuidtoren their home, validating the concept and reinforcing the building’s positioning as a destination for modern, forward-thinking businesses. High retention levels reflected not just the quality of the space, but the experience delivered day in, day out.
That consistent performance sent a clear signal to the landlord.
Why the landlord approved expansion
The decision to dedicate additional space to flex was rooted in results rather than theory. From a real estate perspective, the case was compelling:
The outcome was decisive: approval to expand beyond Zuidtoren onto a second floor of 900sqm, doubling the size of the workspace. This marks the first time infinitSpace has expanded within the same building, and is a clear demonstration of landlord trust earned through delivery.
A blueprint for what flex can achieve
The expansion of beyond Zuidtoren is a powerful example of what flexible workspace can deliver when it is thoughtfully designed, expertly operated and aligned with an asset’s long-term strategy. Flex, when done properly, doesn’t just fill space – it creates momentum.
For landlords, the message is clear. White-label flexible workspace models allow them to retain control of their assets while benefiting from specialist expertise. Proven operators can unlock additional value within existing buildings, turning flexibility into a growth strategy rather than a compromise.
Want to assess if flex can outperform leasing in your asset? Let’s run a 30-minute underwriting and concept fit session. Contact us here!