GENSLER 设计趋势展望 2021 | 重新建立关系的办公空间设计

新冠疫情使人们与城市的关系越发紧张。大约 三分之二想要搬迁的 城市居民表示，疫情引发的健康危机增加了他们搬迁的可能性。——GENSLER 《2020年度城市倾向调查》

THE PANDEMIC IS STRAINING PEOPLE’S RELATIONSHIPS WITH THEIR CITIES. ROUGHLY TWO-THIRDS OF URBAN RESIDENTS WHO WANT TO RELOCATE SAY THAT THE PANDEMIC HEALTH CRISIS HAS MADE THEM MORE LIKELY TO MOVE. —GENSLER CITY PULSE SURVEY 2020

《设计趋势展望》是Gensler位于全球50间办公室的5500多名团队成员的集体智慧结晶。凭借全球化的广度以及本土化的深度，Gensler的意见领导力带来前所未有的洞察、观点以及影响力。今年的《设计趋势展望》报告针对世界正在面临的严峻挑战以及重大机遇，进行了深入和全面的分析。包括新冠疫情在内的许多重大事件，对各个行业造成了严重的冲击并带来不确定性。《GENSLER设计趋势展望2021》，今年的主题是“重新建立关系：后新冠疫情时代的设计策略”。

主题“重新建立关系”侧重于重新进入和恢复背后的五个关键驱动因素：（1）人们重新连接的愿望（2）重新构想城市未来的机会（3）重新致力于气候行动（4）人类经验的重要性（5）重新定义后疫情世界中的位置和空间

This issue of Design Forecast offers a comprehensive and timely assessment of the critical challenges and profound opportunities the world are now facing. The events of the past year, and not least among them the COVID-19 pandemic, have resulted in serious disruption and uncertainty across all industries. Gensler’s Design Forecast harnesses the collective expertise of our 5,500+ team members, networked across 50 offices around the world. With global scale and local roots, Gensler’s thought leadership delivers unparalleled insight, influence, and impact.

RECONNECT focuses on five key drivers behind reentry and recovery:(1) The desire for people to reconnect (2) The opportunity to reimagine the future of cities (3) A renewed commitment to climate action (4) The importance of the human experience (5) Redefining places and spaces in the post-COVID world.

▼GENSLER设计趋势展望2021报告，GENSLER DESIGN FORECAST 2021

《GENSLER设计趋势展望2021》办公篇

重新构想未来的办公

REIMAGINING THE FUTURE OF WORK

受席卷全球的新冠疫情影响，人们的办公模式发生了巨大转变。我们养成了新的行为习惯，引入了新的技术，并适应了新的工作方式。与此同时，我们也深刻地认识到空间对于工作方式，尤其是协作方式，起到的基础性作用。在总结过去一年经验教训的基础上，全球各大机构正在重新构想未来的办公空间，并将重点放在团队幸福感和连接性上。总体来说，这种对未来办公空间的重新构想是一种全球性趋势，而未来，实体办公空间仍将在打造更互联、更公平的体验方面发挥核心作用，使个人、机构及周边社区从中受益。

WORK The pandemic has triggered a massive shift in global work patterns. We’ve learned new behaviors, adopted new technologies, and adjusted to new ways of working. We’ve also come to a deeper understanding of the fundamental role of place in how we work, especially how we work together. Organizations around the world are rethinking the future of the workplace based on experiences and learnings from the past year, with a particular focus on the well-being and connectivity of their teams. Collectively, we are reimagining the future of work on a global scale, with the physical office continuing to play a central role in creating more connected, equitable experiences that benefit people, organizations, and their surrounding communities.

4个定义新办公空间的洞察

4 INSIGHTS THAT ARE DEFINING THE NEW WORKPLACE

办公空间和办公楼的角色不断发生变化

THE ROLES OF THE WORKPLACE AND OFFICE BUILDINGS ARE EVOLVING

工作和办公场所之间的联系已经不再那么密切，根据新的定义，办公室是将人们聚集在一起的最佳场所——尤其是对于那些依靠面对面协作、需要特定空间或共享资源来开展工作的人而言。数字化系统将持续提升无缝连接能力和个性化水平，受此影响，真实和虚拟体验也必须充分融合。

Work and place have become uncoupled, redefining the office as the best place to bring people together — especially for those whose jobs rely on in-person collaboration or specific spaces or shared resources. Physical and virtual experiences must be fully integrated since digital systems will continue to shape a seamless level of connectivity and personalization.

文化、社区和协作是影响新工作体验的核心因素

CULTURE, COMMUNITY, AND COLLABORATION ARE AT THE CORE OF THE NEW WORK EXPERIENCE.

办公室的基本角色已经发生转变，正在成为一个将人们聚集在一起进行合作、建立人际关系和工作关系以及将人们与公司特有的业务、使命和目的联系起来的场所。灵活的远程办公模式要想取得发展，需要新的举措、技术和政策作为支撑，同时还需要具备培训和辅导能力，并需要打造更加公平、更加包容的体验。

The fundamental role the office is shifting to become a place that brings people together to collaborate, to build personal and professional relationships, and to connect with a company’s unique business, mission, and purpose. New behaviors, technology, and policies will be required to allow flexible and virtual work to thrive, while also supporting coaching and mentoring and more equitable and inclusive experiences.

疫情前的趋势正在加速显现

PRE-PANDEMIC TRENDS ARE ACCELERATING

选择权、自主权、身心健康和幸福感已经成为个人和团队发挥最佳效能的首要条件。从健康检查、无接触式安全保障到升级后的空气质量系统，业主和用户都把目光集中在绿色建筑和体验上。户外空间日渐成为办公环境中不可或缺的组成部分，而开放式立面与改造后的屋顶花园可以提供额外的灵活办公空间。

Choice, autonomy, health, and well-being have become paramount for individuals and teams to perform at their best. From health checks and touchless security to improved air quality systems, owners and users are focused on healthy buildings and experiences. Outdoor spaces are increasingly becoming part of the workplace environment, with open façades and retrofitted rooftops providing additional work settings.

灵活性和适应性是混合型劳动力模式的关键要素

FLEXIBILITY AND ADAPTABILITY ARE CRITICAL FOR A HYBRID WORKFORCE

混合办公模式指员工采取办公室办公和远程办公相结合的工作方式，这种新的办公模式不仅有助于解决办公空间在疫情前存在的问题，而且有助于探索新的地产策略。楼宇智能化的水平将持续提升，促进办公室办公人员与居家办公人员的互联互通，并能够预测不断变化的租户需求。新的办公空间必须能够更加敏捷地适应新的工作方式，并配备灵活的空间和设施，满足新兴办公模式的需求。

A new hybrid workforce, working both at the office and remotely, is an opportunity to fix the pre-pandemic issues of the workplace, and to explore new real estate strategies. Office buildings will increasingly get smarter to enable office-to-home connectivity and anticipate evolving tenant needs. New workspace approaches must be more responsive to rapidly adjust to new ways of working with flexible spaces and furniture for newly emerging work patterns.

金融服务公司

FINANCIAL SERVICES FIRMS

在金融服务行业，居家办公甚至居家交易已经成为许多公司的通用模式。而如今，这些公司开始在推广远程办公理念的同时，尝试打造更深层次、更丰富的办公空间体验。在设计新工作环境时，应着重平衡科技与不可替代的人际关系需求；只有兼顾科技与人际关系的设计理念，才能带来变革性的效果

Many financial services companies have thrived working — and even trading — from home. Now, for the first time, they are embracing the idea of remote work in pursuit of a deeper, richer workplace experience. The design of new work environments should balance technology with irreplaceable human connection; the right mix will prove transformative.

趋势01

办公空间流动性

办公空间流动性是一个机遇

WORKPLACE MOBILITY

WORKPLACE MOBILITY IS AN OPPORTUNITY

此次疫情带来的变化将持续影响到它们所释放的商业价值；办公空间流动性便是其中之一。在看到远程办公项目的益处后，金融服务公司对办公室进行了大胆的重新定义，希望将其打造为一个目的地。在这里，专用个人空间将让位于全新的、多样化的多用途空间，以促进员工联系、激发创新和增加灵活性。鉴于金融服务公司的客户和顾客一般都是饱受财务问题困扰的人群，那些能够增进人际关系的金融服务公司将备受青睐。

Changes brought by the pandemic will endure for the business value that they have unlocked; workplace mobility is one of them. After seeing the benefits of remote-work programs, financial services companies are boldly redefining the office as a destination. Dedicated individual space is giving way to new and varied multi-use space types to drive employee connection, spark innovation, and embrace flexibility. As clients and customers face ongoing financial anxiety, the ability to foster intimate human connections will differentiate the most successful companies.

▼保密金融服务公司，纽约，CONFIDENTIAL FINANCIAL SERVICE FIRM, NEW YORK

趋势02

混合公室

混合办公室为有助于最大限度提高绩效

THE HYBRID OFFICE

THE HYBRID OFFICE PRESENTS OPPORTUNITIES TO MAXIMIZE PERFORMANCE

经过这场疫情的洗礼，金融行业员工掌握了新的工作方式和新的技术。办公空间必须能够支持这些新的实践和做法，持续推动混合办公模式的演进，并促使员工队伍提高绩效。各大银行开始考虑将私人财富管理办公室、零售分支机构和业务连续性站点作为替代性办公空间，相应地，办公灵活性持续改进，当地社区影响力也不断上升。

Financial workers have emerged from the pandemic with new ways of working and utilizing technologies. These new practices must be embraced in the workplace itself to facilitate ongoing hybrid working and to support an even higher-performing workforce than had existed before. Increased flexibility and opportunity for local community presence come as banks reconsider networks of private wealth management offices, retail branches, and business continuity sites as alternative workplaces.

▼SOFI总部，旧金山，SOFI HEADQUARTERS, SAN FRANCISCO

趋势03

促进公平

新的空间类型能够并且应该促进公平

PROMOTING EQUITY

NEW SPACE TYPES CAN AND SHOULD PROMOTE EQUITY

温馨舒适的办公空间能够给人以归属感、安全感和品牌认同感。受员工队伍流动性的影响，办公室中会腾出更多剩余空间，因此，雇主们正在投资设计有助于开展学习和发展、入职教育和培训等集体性活动的空间。随着对这些新空间类型的探索，金融服务公司将进一步评估自身的实体和虚拟环境对代表性不足群体的支持程度，由此促进公平。

Hospitality-inspired, welcoming workplaces generate a sense of belonging, safety, and engagement with the brand. As mobility for all frees up space, employers are investing in designs to support collective activities, such as learning and development, onboarding, and training. With the exploration of these new space types, financial firms have an opportunity to promote equity by assessing how supportive their physical and virtual environments are of underrepresented talent groups.

▼现代资本公司，英国赖盖特，HYUNDAI CAPITAL, REIGATE, U.K.

趋势04

组织结构一体化

组织结构一体化是机构明确和强化战略的契机

ORGANIZATIONAL INTEGRATION

ORGANIZATIONAL INTEGRATION CREATES OPPORTUNITIES FOR FIRMS TO SHARPEN STRATEGIES

银行能够成功应对这场疫情的主要原因之一是，它们能够将地产、设施、人力资源、IT和其他部门协同在一起，共同制定办公空间设计和体验决策。将机构视为一个一体化系统可以助力开创新的发展可能。在一体化系统内收集并共享数据，将有助于制定更加明智的决策。在此过程中，智能技术发挥着至关重要的作用，有助于地产和设施团队制定入住决策，特别是在AI和自动化技术的作用不断增强的情况下。

One of the chief successes of bank responses to the pandemic was the alignment of real estate, facilities, HR, IT, and other departments in making decisions about workplace design and experience. Seeing an organization as an integrated system opens new possibilities. Collecting and sharing data across this system will inform better decision-making. Smart technologies are of the utmost importance in this process to support real estate and facilities teams in making occupancy decisions, especially as the roles of AI and automation grow.

▼Roundpoint Mortgage总部， 南卡罗来纳州米尔堡，ROUNDPOINT MORTGAGE HEADQUARTERS, FORT MILL, S.C.

▼优利时集团搬迁，纽约，TRAXYS NORTH AMERICA RELOCATION, NEW YORK

▼保密客户，德克萨斯州奥斯汀，CONFIDENTIAL CLIENT, AUSTIN, TEXAS

专业服务公司

PROFESSIONAL SERVICES FIRMS

专业服务机构的办公室正在发生变革，以吸引专业人士和客户的目光。管理咨询机构正在实施沉浸式、定制化的空间体验，以激励员工采用移动办公模式、并能同时处理多项任务；而律师事务所正在引入新的元素，以促进员工间的互动和协作，激发共同的使命感。

Professional services firms are transforming their offices into magnets for professionals and clients. Management advisors are implementing immersive, tailored experiences to motivate a highly mobile, multitasking workforce, while legal firms are introducing new elements to spur interaction, collaboration, and a shared sense of purpose.

趋势01

混合办公模式

针对混合办公模式采用新的协作设施

HYBRID WORK

ADOPT NEW COLLABORATIVE SETTINGS FOR HYBRID WORK

这场疫情催生了新的协作模式和不同于传统的办公模式。管理咨询机构减少了开放式工位的数量，以换取更多的协作空间。这些公司还应该执行政策，并遵循设计策略，帮助员工适应全新的混合办公模式，即面对面互动与虚拟协作相结合的办公模式。这样可以将团队偶然的相遇与智慧的碰撞延伸至虚拟领域。

The pandemic has encouraged new forms of collaboration and nontraditional working. Management advisory firms are seeing a reduction of open workstations in exchange for more collaborative settings. Firms should also implement policies and design strategies that help employees work in a new hybrid model that combines face-to-face interactions with virtual collaboration. This can extend chance encounters and informal collisions to the virtual realm.

▼Ridgelinez， 东京， RIDGELINEZ, TOKYO

趋势02

通用化设计

推动通用化设计理念的本地化应用

UNIVERSAL DESIGN

EMBRACE UNIVERSAL DESIGN WITH A LOCAL APPROACH

一些管理咨询机构正在采用一种通用化设计方法，其中绝大部分办公空间设计理念是全球通用的，但也有相当一部分设计理念着重于体现本地文化特色，采用本地特色材料。通用化设计可以让空间设施被更广泛人群使用，不存在“普通“用户，能够创造一个为所有需求用户带来集体性收益的环境。

Some management advisory firms are taking a universal design approach, where a large

percentage of workplace design is globally prescriptive, but a meaningful amount is reflective of local culture and materials. Universal design makes facilities more functional for a wider range of people, recognizing that there’s no such thing as the “average” user, and creating an environment

that has a collective benefit for all people who need to use it.

▼Frankfurt Kurnit Klein & Selz律师事务所，纽约，FRANKFURT KURNIT KLEIN + SELZ LAW OFFICE, NEW YORK

趋势03

内在的灵活性

这场疫情正在催生一种更具灵活性的文化

BUILT-IN FLEXIBILITY

NEW SPACE TYPES CAN AND SHOULD PROMOTE EQUITY

受新冠疫情以及向远程办公模式转变的影响，一些律师事务所开始重新思考其办公空间的需求。动态的工位配置、灵活的便利配套设施以及酒店的办公套房等替代性选择，对于律师事务所来说都是非常新颖且有吸引力的模式，并且能够帮助公司节省大量办公室空间。鉴于律师这个职业可以在任何地方都高效地开展工作，律师事务所开始将远程办公模式作为永久性组成部分纳入到业务的运营体系中，并在此基础上营造更具灵活性的文化氛围。

The COVID crisis and the shift to remote work have prompted some law firms to rethink their real estate requirements. Dynamic seating, along with flexible amenities and alternative choices like hoteling suites, is an emerging paradigm that can help some firms achieve significant space savings. Recognizing that lawyers can be engaged and productive no matter where they are, the industry has an opportunity to build a more flexible culture by making remote working a permanent part of their operations.

▼伊斯顿城镇中心， 俄亥俄州哥伦布市，EASTON URBAN, COLUMBUS, OHIO

趋势04

办公室内部的关系网络

办公室内部的关系网络变得比以往更加重要

IN-OFFICE NETWORKING

NETWORKING IN THE OFFICE BECOMES EVEN MORE CRITICAL

随着各项活动与会议的恢复，专业服务机构将积极探索新的创造性方式来拓展自身的关系网络，与客户进行互动交流，重新建立彼此间的联系。随着办公室的重新开放，在办公场所举办活动的能力将变得尤为重要。各大机构应扩大和优化其社交空间，这些空间白天可作为员工的工作区域，而经过重新布置后，在白天或夜晚承办各种客户和员工活动。

As events and conferences resume, firms will look for new and creative ways to grow their networks, engage with their clients, and reconnect with each other. As offices reopen, the ability to host events in offices will become even more important. Firms should enlarge and enhance social spaces that can be areas of work during the day, but are reconfigurable for client and employee events for day or evening.

▼保密客户， 洛杉矶，CONFIDENTIAL CLIENT, LOS ANGELES

科技公司

TECHNOLOGY COMPANIES

科技公司的办公空间始终秉持以人为本的理念。如今，随着混合办公模式的兴起还需要做到以目的性为中心，基于数据制定决策。无论在何处开展工作，社区、平等、再利用、幸福感和平衡等元素已经成为全新办公体验不可或缺的组成部分。

People have always been at the center of the tech workplace. Now, as a hybrid model for work emerges, the office will be centered on purpose and informed by data. Community, equity, reuse, well-being, and balance have emerged as vital components of the new work experience, regardless of where work happens.

趋势01

知识共享

对健康问题的关注凸显了知识和数据的重要性

KNOWLEDGE SHARING

HEALTH CONCERNS ARE PRIORITIZING KNOWLEDGE AND DATA

员工安全已成为科技公司的头等大事，而数据和知识的需求也成为当务之急。如今的科技公司迫切希望获得与员工工作和学习模式相关的数据。知识（和知识获取）已经成为企业新的优势。在后疫情时代，科技公司需要对工具的使用加大投资，使员工能够及时掌握各项信息——从建筑和安全协议，到时间协调以及企业最新信息等。与员工共享数据和知识将成为企业发展的关键。

As worker safety has become a priority, the need for data and knowledge has come to the forefront. Now, tech companies want to create data about how people work and learn from it. Knowledge (and access to it) is the new amenity. In a post-pandemic world, companies will need to invest in tools to keep their workforce informed — from building and safety protocols, to scheduling coordination, and company updates. Data and content sharing with employees will be key.

▼保密客户，纽约，CONFIDENTIAL TECHNOLOGY CLIENT, NEW YORK

趋势02

社区空间

通过“首层”与社区进行互动

COMMUNITY SPACES

ENGAGE THE COMMUNITY THROUGH THE “FIRST FLOOR”

科技公司正在尝试通过对“首层”的改造来扩大对周边社区的影响力——打造街面空间并配备办公配套设施，以全新方式为社区提供便利。通过沿街店面和大厅的改造设计，企业可以借助特色空间和项目，让社区居民及当地机构更好地与建筑进行连接，或推动企业文化从办公空间传播至整个社区。借助这样的努力，企业不仅可以满足员工的日常办公需求，而且能够为社区中更多人群提供服务，推动重塑城市的基层生活。

Tech companies are looking to extend their reach into the surrounding neighborhood by investing in the “first floor” — creating streetlevel spaces and workplace amenities that can be enjoyed by the community in new ways. By reinventing sidewalk-facing storefronts and office lobbies, companies can design spaces and programs that bring people and local organizations into the building or extend their culture from the workplace to the street. In doing so, they can serve more people in the community beyond just the daytime workforce and reimagine the ground floor of our cities.

▼第二大街222号办公楼，旧金山，222 SECOND STREET OFFICE TOWER, SAN FRANCISCO

趋势03

平等的居家办公环境

加大投入，营造平等的居家与办公室办公条件

OFFICE EQUITY AT HOME

INVEST IN EQUITY BETWEEN HOME AND OFFICE WORK ENVIRONMENTS

随着远程办公模式的日益普及，企业需要考虑员工居家办公条件的差异。企业可以投资购买必要的工具和资源，例如增强无线网络，购买显示器及办公家具等，帮助员工优化居家办公条件，从而将办公室的公平原则延续到员工居家办公当中。此外，企业还应对办公空间进行改造，使其能够支持混合办公模式，而经过重新设计后，会议室应该能够为与会者，无论是以线下还是线上方式出席会议，营造平等的会议体验。秉持平等公平和包容性理念打造的办公空间，将有助于增强企业文化并建立新的联系。

As remote work accelerates, companies will need to reckon with disparities in people’s home environments. Organizations can extend principles of office equity to people’s homes by investing in tools and resources to optimize WFH setups, such as monitors, improved Wi-Fi, and office furniture. Within the hybrid office, redesigned conference rooms can create equality among participants, regardless of physical or virtual presence. By focusing on equity and inclusion, the workplace can strengthen company culture and form new connections.

▼MathWorks AH2 翻新， 纳蒂克， 马萨诸塞州，Athworks AH2 refurbishment, Natick, MA

趋势04

权力下放

中心辐射模式将呈现增长势头

DECENTRALIZATION

HUB-AND-SPOKE MODELS GAIN MOMENTUM

受疫情影响，企业开始重新思考自身的空间和运营需求。在此过程中，“中心辐射（hub-and-spoke）”模式迅速引起商业地产投资者的关注，这种模式下，企业不再沿用以往的单一总部运营模式，转而在具有战略意义的新兴市场设立多个小型附属办公室。科技公司正在探索分散式办公空间的理念，而中心辐射模式或能够让他们更好地适应并为不确定的未来做好准备。

The pandemic has acted as a catalyst for companies to rethink their space and operational needs. One idea that is rapidly gaining traction with commercial real estate investors is the “hub-and-spoke” model, in which companies are looking to move away from a single centralized headquarters in favor of multiple, smaller satellite offices that are strategically located in new and emerging markets. As tech companies explore a decentralized approach to the workplace, the hub-and-spoke model may allow them to adapt and prepare for an uncertain future.

▼Zendesk， 旧金山，ZENDESK, SAN FRANCISCO

趋势05

协同办公

通过空间的重新规划从而达成使命

REALLOCATE SPACE TO MEET PURPOSE

建筑面积的分配是相同的——不同的是我们如何使用这些空间。未来，企业将更加注重空间的设计和空间利用/再利用方式，因为办公空间将担负起更高的使命。为了满足混合办公模式下的会议需求，企业需要重新设计会议和协作空间。随着办公空间将逐渐承担起协作枢纽的作用，空间规划的重点也将从办公桌慢慢转至更高比例的协同工作，而这样的规划有望促使人们重返办公室办公。

The allocation of square footage will be the same — it’s how we use it that will be different. An emphasis on design and how we use/reuse the spaces will be even more important because the office will have greater purpose. A redesign of meeting and collaboration spaces will be needed to accommodate hybrid meeting modes. As the office becomes more of a collaboration hub, planning will evolve from a space-by-desk basis to account for the higher ratio of collaborationdriven work that’s expected to bring people back into the office.

▼Workday发展中心， 加利福尼亚州普莱森顿，WORKDAY DEVELOPMENT CENTER, PLEASANTON, CALIF

趋势06

中层空间

整合室外和室内空间

MID-DOOR SPACES

INTEGRATE OUTDOOR AND INDOOR SPACE

科技公司正在尝试增加露台或阳台等室外空间，以解决员工担忧的室内空气质量问题，并为员工提供了多样化的空间选择。中层空间（并非完全意义上的室外/室内空间）越来越普遍。人们喜欢这种室内外的无缝连接，并且这些空间可以为户外办公提供第三种选择。集成室内和室外空间的共同开发，对于潜在租户和住户来说，更为可取。

Tech companies are looking to the addition of outdoor spaces, such as terraces or balconies, to address workers’ concerns with indoor air quality and to offer more choice and diversity in space. Mid-door (not fully outdoor/not fully indoor) spaces are becoming more prevalent. People enjoy having a seamless indoor-outdoor connection, and these spaces can serve as third places where work happens outdoors. Developments that integrate indoor and outdoor space will be more desirable to prospective tenants and building occupants.

▼脸书室外露台， 旧金山霍华德街250号，FACEBOOK 250 HOWARD EXTERIOR TERRACE, SAN FRANCISCO

消费品公司

CONSUMER GOODS COMPANIES

新冠疫情加快了经济衰退和供应链中断的趋势，为了应对这种情况，消费品公司通过同地协作体验中心和研发设施，发掘到了消费者参与和创新的机遇。消费品行业从整体上愈发关注远程办公的灵活性。

In response to the economic downturn and supply chain disruption accelerated by the pandemic, Consumer Goods companies see opportunity in consumer engagement and innovation through co-located experience centers and research and development facilities. Across the industry, there is sharper focus on flexibility for remote work.

趋势01

办公空间文化

优先考虑办公空间的文化和联系

WORKPLACE CULTURE

PRIORITIZE CULTURE AND CONNECTION IN THE WORKPLACE

公司文化以及与品牌之间的联系变得更加重要。Glassdoor 发布的2019年多国情况调查显示，75%的员工表示在求职前会密切关注求职公司的文化；56%的员工表示公司文化比薪资待遇更重要。办公空间对于营造公司文化来说必不可少，而这种重要性也进一步体现在虚拟领域。普华永道（PwC）相关信息显示，相较于同行业内的其他公司，拥有特色企业文化的机构在创收和盈利能力方面表现更好，并且可能是前者的两倍。

Company culture and connection to brands have become even more critical. According to a 2019 Glassdoor multi-country survey, 75% of employees pay close attention to a company’s culture before applying for a job. And 56% say that culture is more important than salary. The workplace is essential to building culture, and that extends to the virtual realm. According to PwC, organizations with a distinctive culture that gives them a competitive advantage are twice as likely to outperform other companies in their industry peer group on revenue and profitability.

▼Lucid Motors总部， 加利福尼亚州纽瓦克，LUCID MOTORS HEADQUARTERS, NEWARK, CALIF

趋势02

增加协作空间

安全的协作空间最受欢迎

MORE COLLABORATION SPACE

SAFE COLLABORATION SPACE IS IN DEMAND

独处空间和协作空间的布局正在发生变化。消费品公司正在围绕产品和消费者参与等方面，对空间进行更有效的利用——减少独处空间，增加协作空间，增设形象展示空间、陈列室、虚拟现实休息室等。对于消费品公司员工来说，他们依然有在办公室内处理产品和实体物质的迫切需求。在数字化技术的帮助下，现场办公人员和远程办公人员可以实现无缝协作。因此，我们可以考虑创建一个办公空间的“数字孪生体”，让现场办公和远程办公的人员能够相互联系。

The distribution of focus and collaboration space is changing in the workplace. Consumer Goods companies are leveraging space more effectively around product and consumer engagement, where there will be less real estate dedicated to focus work and more toward collaboration, with mockup spaces, showrooms, virtual reality lounges, and more. There is still a critical need for Consumer Goods workers to work in the office with products and physical collateral. Digital technologies can bring remote and on-site team members together for seamless collaboration. Consider creating a “digital twin” of the workplace to allow employees — whether collocated or remote — to connect.

▼Inspire Brands支持中心， 亚特兰大，INSPIRE BRANDS SUPPORT CENTER, ATLANTA

趋势03

体验中心

办公空间、研发中心和体验中心正在融合

EXPERIENCE CENTERS

WORKPLACE, R&D, AND EXPERIENCE CENTERS ARE CONVERGING

新冠疫情加速了办公空间成为消费者参与触点的趋势。为了更好地迎接未来，消费品公司正在推动创新中心、体验中心和研发设施与办公空间的融合。办公空间和零售体验中心的融合也是整个消费品行业正在显现的趋势。

The pandemic has accelerated the trend of the workplace becoming a touch point for consumer engagement. In order to position themselves for the future, Consumer Goods companies have taken a more keen focus on innovation and experience centers, as well as research and development facilities, all co-located with workplace. The industry is seeing a convergence of workplace and retail experience centers.

▼Muraflex展示厅，纽约，MURAFLEX SHOWROOM, NEW YORK

新媒体公司

MEDIA COMPANIES

随着流媒体服务和5G技术、移动技术的普及、整合合并现象日趋增多，以及内容创建速度和数量的提升，媒体行业的变革速度持续加快。这也给媒体公司的空间策略带来了重大影响，业界正在考虑采用灵活的办公模式、新的空间设置和更多采纳数字技术。

The rate of change in the media industry has accelerated with the increased adoption of streaming services and 5G, mobile technologies, consolidation, and increases in the speed and volume of content creation. The velocity of change is impacting the spaces media companies inhabit as the industry considers flexible work options, new settings, and digital technologies.

趋势01

弹性工作制

出于健康安全考虑，媒体行业开始

FLEXIBLE WORK

HEALTH CONCERNS HAVE PUSHED THE INDUSTRY TO EMBRACE FLEXIBLE WORK

采用弹性工作制度传统上媒体行业普遍不采纳弹性工作方式，然而，现在越来越多的媒体和娱乐公司开始考虑转变，例如无固定工位、居家办公和其它灵活的工作安排等。受疫情影响，先前处于测试阶段的技术得到迅速推广，促使媒体行业的工作模式向分布式工作流程无缝转换，实现了远程的内容创作和发布。虽然传统的视频和音频工作室不会就此消失，但媒体行业的办公空间和场地设计需要充分考虑到信息的收集与发布。

The media industry has traditionally not embraced flexible work; however, media and entertainment companies are now increasingly considering flexible work options such as unassigned seating, work-from-home, and flexible arrangements. With the pandemic, the industry has also rapidly adopted technologies that were previously in beta cycles, making it possible to seamlessly shift to distributed production workflows enabling remote content creation and distribution. While studios for video and audio content creation will not go away, the media workplace and campus will be designed to support content capture and distribution.

▼Entercom Communications总部， 费城，ENTERCOM COMMUNICATIONS HEADQUARTERS, PHILADELPHIA

趋势02

内容创作

办公空间对于内容创作仍然至关重要

CONTENT CREATION

THE WORKPLACE REMAINS CRITICAL FOR CONTENT CREATION

受疫情影响，全球各地的娱乐和媒体设施被迫关闭，行业开始转而采用虚拟和远程制作与编辑模式。尽管工作方式有所转变，但是实体办公空间依然不可或缺；媒体行业属于人际关系驱动型创意产业，办公空间有助于增进人际关系，营造诚信、透明、平等的氛围。媒体行业在公开披露健康、文明、平等信息方面发挥着核心作用，因此上述特质对于媒体行业来说不可或缺。媒体行业员工重返办公空间不仅仅是为了拥有内容创作空间，也是为了营造信任。

The pandemic prompted a shutdown at entertainment and media facilities across the globe and necessitated the move toward virtual and remote production and editing. Despite this shift, the physical workplace remains integral; in a highly relationship-driven creative industry, the workplace can foster human connections and evoke honesty, transparency, and egalitarianism. Such qualities are critical for an industry at the heart of a healthy, civil, and equitable public discourse. Media employees will return to the workplace not just for access to content creation spaces, but also to cultivate trust.

▼虎牙总部，中国广州，HUYA HEADQUARTERS, GUANGZHOU, CHINA

趋势03

新兴业务模式

疫情催生了新的业务模式

EMERGING BUSINESS MODELS

THE PANDEMIC INTRODUCED NEW BUSINESS MODELS

这场疫情在颠覆媒体行业部分细分领域的同时，也促使部分领域蓬勃发展，包括视频点播和流媒体服务。此前已经将业务重心转向居家娱乐的公司得以从中受益。为了发掘新的盈利机会，一些媒体公司正在开拓新的业务模式，旨在更好地满足消费者的居家和线上娱乐需求。游戏平台正在与电子商务进行整合，数字平台也开始承办能够提供沉浸式居家娱乐体验的直播活动。据普华永道（PwC）相关信息显示，疫情期间，中国的直播模式电商业务取得蓬勃发展。紧密结合的线上线下体验设计在提高客户忠诚度方面发挥着重要作用。

While COVID-19 has upended some segments of the Media industry, others have thrived, including on-demand video and streaming services. Companies that were already moving toward home-based entertainment are well positioned for this shift. To open up new revenue opportunities, some businesses are creating new business models to meet consumers where they are — at home and online. Gaming platforms are integrating e-commerce and digital platforms are hosting live events that deliver immersive home entertainment experiences. In China, for example, rising e-commerce use via live streaming has amplified in the lockdown period, according to PwC. Designing cohesive digital and physical experiences is important to drive customer loyalty.

▼AT&T Xandr总部，纽约，AT&T XANDR HEADQUARTERS, NEW YORK

趋势04

办公空间的平等性

后疫情时代的混合办公空间有助于促进平等

WORKPLACE EQUITY

THE POST-PANDEMIC HYBRID WORKPLACE CAN PROMOTE EQUITY

未来的办公空间必须持续演变，才能满足不断涌现的新需求：支持灵活、混合办公模式；促进员工平等。

如果居家办公成为新兴混合办公模式的常规组成部分，那么我们必须承认，并非所有家庭都具备平等的办公条件。许多家庭的网络连接不够稳定，没有足够的空间来放置办公桌，缺少符合人体工学原理的办公椅，或没有安静的办公条件等导致无法专注工作。如果能够以平等为优先要素打造面向未来的混合办公空间，那么企业将可以吸引更广泛的新型多元化人才。

The future workplace must evolve to serve new needs; support flexible, hybrid working styles; and promote equity for all workers. If working from home is a regular part of the emerging hybrid work model, we must acknowledge that not all homes are equal. Many homes do not have strong internet access, enough space for a desk, ergonomic chairs, or enough silence to accommodate focused work. By creating a workplace for a hybrid future that prioritizes equity, companies have an opportunity to engage with and support a broader range of new and diverse talent.

▼美国电影协会（MPA），华盛顿特区，MOTION PICTURE ASSOCIATION OF AMERICA (MPA), WASHINGTON, D.C.

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