ROW: Reimagining the Optimal Workplace

A study to the social-organizational and physical workplace needs linked to left/right brain theory for different types of talent in the luxury industry

Master thesis (2023)

Authors

J.J.S. Kuurstra Architecture and the Built Environment

Contributors

H.J.M. Vande Putte Real Estate Management - Architecture and the Built Environment (supervisor 1)
L.M.M. de Wit Situated Architecture - Architecture and the Built Environment (supervisor 2)
Faculty
Architecture and the Built Environment
Copyright: © 2023 Jessica Kuurstra
Corporate real estate management Workplace strategy Luxury conglomerate Left brain, right brain theory Optimal workplace
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Published Date

22-06-2023

Language

English

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Faculty

Architecture and the Built Environment

Abstract

Purpose - The purpose of the research is to use existing data from literature, collect qualitative and quantitative data from experts in the luxury industry to discover what the optimal workplace is for left and right brained talent.

Methodology - This research follows the explanatory sequential mixed method design, presented by Blaikie and Priest (2019). In retroductive research, quantitative and qualitative data from in-depth interviews, as well as an expert review, are used to formulate the results. Participants are selected that are working in the service office of the Benelux for various maisons (right brained talent) or for the holding (left brained talent) itself. The experts for the review are chosen based on their seniority in the corporate real estate department of the holding company's headquarters.

Findings - The results showed that left brained talent sees itself as the binding factor of the organization who value (in)formal activities and connectivity in the workplace, while right brained talent values integrity, identity, and expressions of brand heritage. A workplace that takes integrity into account whilst providing informal meeting spaces. As well as standardization of the office interior with easy demountable and transferable objects to express brand heritage boosts productivity and overall sustainability of the workplace. The new proposed strategy ‘Workplace 5.0’ presents a set of 4 objectives with each a corresponding means/tool to develop workplaces that best support the staff in developing their skills, their activities and retaining the best talent to ultimately improve performance.

Practical implications - Insight in the core values and preferences of talent in the luxury industry can fill a future gap in formulating CREM strategies that tackle the upcoming trends from a user perspective.

Social implications – Insight into workplace core values can contribute to the potential of the industry reform.

Originality/value – There have been few to none studies that investigate the workplace core values of left and right brained talent in an office where they coexist.