An underused-office problem grew into the concept for a premium business destination, researched across different markets and tested against real properties, operators, specialists and everyday experience.
Design a complete premium destination from human experience to business reality, then test every layer before committing the investment.
The project started internally at BAMHUB in 2023 with a problem we were experiencing ourselves: hybrid work had changed how companies used offices, while businesses still maintained spaces designed for another way of working.
The ambition became much larger than filling empty desks. What if going to work could feel closer to entering business class or a five-star destination than renting an office?
International Research
Workplaces, coworking concepts, hospitality environments and premium service experiences were observed and compared across Europe, Dubai, Los Angeles, Miami and New York — focusing on how people actually moved through them, not just what they advertised.
Concept Evolution
The idea moved from sharing square metres to sharing an entire business infrastructure: private offices, a business lounge, hospitality integrated into the working day, on-demand professional support and a digital interface connecting occupants with services inside and outside the building.
Experience Design
Each property revealed different possibilities — from villas to multi-level buildings — expanding the programme to include restaurant, fitness, medical, beauty and wellbeing services, always asking what people should experience before deciding what had to exist.
Reality Testing
The concept was tested down to furniture, equipment, operators, food, accessibility, legal conditions and investment requirements across real properties in Sao Paulo, progressively removing uncertainty before larger commitments were made.
The Reality Check did not invalidate the concept. It invalidated the conditions for that investment.
Years of exploration took the project through workplace, hospitality, property, fitness, medical and wellbeing services, accessibility, digital experience, operations, architecture, suppliers, regulation and legal due diligence. That work required considerable time and specialist involvement, but remained small compared with the capital that would eventually have been required.
When further investigation revealed fundamental problems with a selected property, BAMHUB recommended that partners should not proceed — even though continuing would have been the convenient decision. The Business Home was put on hold for that property in 2025, but the concept and the partnership continue.
Sometimes the most valuable outcome is knowing when not to invest.
Bring us an idea, a problem, a property, capital, an existing business or a project already in progress. We first understand what is already there and then explain what we think should happen next.
The first conversation is free. If we believe BAMHUB can add value, we explain what we recommend, why we recommend it and what it would involve before sending a proposal.