Magazine B – Issue 52 (WeWork)

Magazine B Issue 52 (WeWork) is available now at LOREM (not Ipsum). The workspace brand WeWork was founded in 2010 by Israeli-born Adam Neumann and Oregon native Miguel McKelvey. WeWork expanded and improved on a model the duo had successfully and profitably tested with their previous startup, Green Desk, through which they leased an entire floor of a building in New York to re-lease as a co-working space to multiple tenants. And so WeWork was born, not in Silicon Valley — the West Coast home to world-famous startups — but in New York. As of the first half of 2016, the company had locations in 39 cities in 12 countries around the world, not to mention a valuation of US$17 billion.

WeWork has become home to a diverse pool of tenants, officially called “members.” Freelancers and small businesses make up a large majority, but major corporations are also setting up their global distribution and marketing teams in WeWork spaces. WeWork plans come in a variety of options and prices, including private offices, dedicated desks, and the flexible, undesignated “Hot Desk” option. The spaces are also outfitted with a variety of convenient features and amenities, from a private phone booth for quiet calls to a lounge for relaxing or holding meetings, to a kitchen. Most every element one might consider necessary in the modern working space has been included.

Recently, the company launched WeLive, a platform for co-living spaces, generating ample interest and close attention to this next stage in WeWork’s evolution. But as co-founder McKelvey told Magazine B, WeLive is less about WeWork venturing into accommodations and more about the company providing its members with spaces they can use for different purposes. If it’s a space that members want or need, WeWork is ready to consider it. In the same vein, WeWork’s acquisition of both CASE, an architectural agency that uses technology to conduct 3D analysis of buildings and quantify aspects of the building process, and Welkio, a company that has developed digital sign-in software for the office, demonstrates the company’s willingness to diversify the spaces it operates. Such moves are strengthening WeWork’s capacity to one day become a total solutions provider for all things related to space. Discover Magazine B Issue 52 (WeWork).

Magazine B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. Between its covers, Magazine B not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease. Magazine B attempts to discover truly good brands from today’s market where countless brand-named products are overflowing. Magazine B pursues its quest for true value of a printed medium by becoming a magazine that would be worth possessing, not affected by advertisements since it receives no financial support from the brand, and maintains a unique and independent perspective which is increasingly disappearing due to overflowing information mingled among different media outlets.

Magazine B dedicates each issue to the story of one specific brand, which is one of the well-balanced brands that JOH. discovers from around the world based on four standards: beauty, practicality, price, and philosophy. And each issue is packed with B’s unique insights and in-depth analysis. Magazine B will continue to search brands that it pursues to introduce cover-to-cover, such as Swiss recycled bag manufacturer Freitag and Japanese camping gear maker Snow Peak.

Content

EDITOR’S LETTER

OPINION
Devin Vermeulen, Creative Director

PHYSICAL PRODUCT
WeWork’s well-designed co-working space

DIGITAL PRODUCT
WeWork’s online member network

MEMBERS
A look at the diverse members who call WeWork home

ANYWHERE
A look at WeWork locations around the world through Instagram

OPINION
David Fano, Chief Product Officer Dolores O’Connor, VP, Real Estate Strategy & Operations

MAPS
WeWork’s criteria for choosing locations, as witnessed in five major cities

WE LIVE
WeWork’s new model for living

OPINION
Rebecca Paltrow Neumann, Chief Brand Officer

CO-
Co-working and co-living options in major global cities

HOME OFFICE
BRAND STORY
The birth and growth of WeWork

BENEFITS
Special offers for WeWork members

MISSION POSSIBLE
Giving back to the community by supporting mission-driven companies

INTERVIEW
Co-Founder & CCO

FIGURES
WeWork and the co-working movement in numbers

Details: Magazine B – Issue 52 (WeWork)

240 x 170 mm, 132 pages