Post-pandemic, flexible work models were meant to deliver the best of both worlds: freedom and fluidity without losing the spark of in-person collaboration. As the pendulum swings back toward on-site work, companies still need to compete for top-tier talent—notably in tech. But increasingly, they also need to convince those people to come back to the office.

It’s not enough to offer a desk and a decent coffee machine. The office has become something more symbolic: a reason to believe. A space that reflects your company’s intent and identity. That’s why commercial real estate, once just a line item on the P&L, is quietly becoming a talent brand platform.

And if you think that’s an exaggeration, look at the competition happening right now at the high end of the office and mixed-use market. Despite a general oversupply of space and an ongoing shift to remote work, premium buildings are still in demand in prime markets such as New York, Miami, and Los Angeles. That’s because they’re delivering more than square footage. They’re transforming the workplace into a cultural and connective experience—a choice, rather than a mandate.

Before the pandemic, Class A developers were already beginning to differentiate through design and lifestyle. But post-pandemic, the stakes have risen. At the top of the market, the most successful commercial real estate developers are now acting more like boutique hospitality brands. They’re curating experiences, designing for well-being, and programming spaces in ways that resonate with a workforce that values autonomy, connection, and purpose.........

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