How to build a flex brand – giving landlords power through choice

In the rapidly evolving commercial real estate (CRE) landscape, flexibility is no longer simply something that tenants are demanding – it’s become a strategic imperative for landlords. 

Incorporating flexible workspaces into a CRE portfolio – and, more specifically, office buildings – has become essential for landlords to tap into a high-growth market. Just to put things in context, the value of the global flexible workspace market was estimated at $22 billion in 2024, is projected to rise above $36 billion by the end of 2025, and could then reach as high as $81 billion by 2033.

But the question for landlords remains – how can they effectively meet the ever-growing demand by launching a flex offering? We’ve written an in-depth guide on this challenge, which you can download here. 

In this blog, however, we want to specifically look at what it takes to create a flexible workspace brand. After all, a flex space is about so much more than bricks and mortar; it’s about more than the furniture and the décor; a flex space is about the experiences and feelings it evokes, and what it empowers people and organisations to achieve. And this is where true brands go beyond.

White-label workspaces

infinitSpace has always been proud to create and operate white-label flexible workspaces. In other words, we will run a workspace under a landlord’s desired brand. Naturally, we provide a consultative service in shaping this brand, ensuring it is perfectly positioned to attract the right type of tenant and that it complements the rest of the building (not to mention the wider area it is located within). 

Ever since our launch, this has been an important differentiator for us. We wanted to make sure landlords have an alternative to merely handing the keys to a building (or part of it) over to a third-party operator and, in doing so, relinquishing control. With the white-label option, landlords can collaborate with infinitSpace to launch their own branded workspace offering – complete with the infrastructure, technology, community programming, and day-to-day management needed to succeed.

This model allows building owners to retain autonomy, maximise revenue, and differentiate their asset in a competitive market.

Leveraging the beyond brand

Crucially, we give landlords another choice: they can launch a flexible workspace in their building under our premium workspace brand, beyond. 

By the end of August 2025, we will have launched nine beyond workspaces across Europe: four in London, three in Amsterdam and two in Berlin, providing a home to over 500 companies of all sizes and sectors, totalling over 5,500 workstations. 

As the name suggests, the beyond brand is all about thinking beyond the four walls of a workspace’s walls and windows. It is about bringing together technology, community, events and opportunities within incredible, inspiring spaces, to create a positive impact on people’s lives in local communities.

We continue to see a significant appetite from the landlords we work with to embrace the beyond brand within their buildings. Not only does the brand resonate with landlords – it embodies so many of the values and emotions that they want to see within their own flexible workspaces – but there are also clear commercial benefits. 

beyond has a vast, existing international network of members. It is a recognisable, celebrated name in the industry. And it has a tried and tested formula for delivering brilliant flex experiences. Landlords want to leverage that formula.

Why brand matters

The important thing, though, is that landlords have choice. As stated, we never want a landlord to feel as though they have to hand over the keys and lose control over their buildings. We form close partnerships with renowned landlords and asset managers around the world, delivering a flex proposition within their CRE portfolios that will truly stand out. 

Branding is an integral part of the puzzle, particularly as the flex sector continues to expand and become more competitive. Brand awareness, integrity and values are so important.

As tenants look for more than just square footage, they’re drawn to environments that reflect their values, inspire productivity, and foster connection. A strong, locally relevant workspace brand can be the deciding factor in a lease decision. Landlords understand this, and that’s why they trust infinitSpace as their partner, either to embrace the beyond brand, or launch a new one with our guidance and expertise.

Work with us

At infinitSpace, we specialise in helping landlords bring their vision to life. From market analysis and space design to operations and community management, as well as providing a tenant experience app to all tenants in the same building, we provide a best-in-class solution that ensures consistency, quality, and scalability – all while empowering landlords with a choice of powerful branding options.

To futureproof landlord’s flex offerings, we’re also embracing artificial intelligence across a range of functions, from building intelligent agents and automation tools to creating solutions that optimise sales and marketing, interpret financial data, and streamline reporting. These ensure all our locations are maximised for landlord and tenant alike, meaning we can create the next generation of flexible workspaces. 

As a reminder, if you want to find out more about what is involved in launching and operating a successful flexible workspace brand, be sure to download our in-depth guide.

Alternatively, get in touch with a member of our team to discuss how we could work together.