Discover how hospitality-inspired design can transform workplaces into dynamic, engaging environments as guest, Tanner Campbell, shares insights on creating office spaces that foster connection, creativity, and a sense of belonging.
Tanner Campbell, President of Aspect Company, shares his expertise in hospitality, branding, and experiential environments, emphasizing how these principles can be applied to workplace design. Through Aspect Company, a multidisciplinary advisory firm, he helps clients create unique spaces that foster connection, creativity, and competitive differentiation. Tanner’s approach to design is rooted in lessons from urban planning, particularly Jane Jacobs, adapting them to the built environment to create dynamic, engaging spaces that function like mini-neighborhoods.
Tanner believes that work environments should not simply mimic hospitality spaces but should adopt their underlying philosophies—designing for human interaction, fostering spontaneous collaboration, and providing a variety of experiences throughout the day. Drawing from his background in hotels, he highlights the importance of activating spaces to encourage movement, interaction, and “accidental collisions” that can lead to innovation. By curating amenities, integrating natural light, and using thoughtful design elements, workplaces can cultivate a sense of belonging and well-being, which in turn enhances productivity and engagement.
He also emphasizes the role of storytelling in space creation—every element, from materials to layout, should have a purpose that reflects the organization’s culture and values. By designing workplaces that align with an organization’s identity and the needs of its people, companies can create environments that attract and retain talent while reinforcing their brand. Tanner stresses that great office design should go beyond functionality; it should provide employees with a lifestyle that supports their work, health, and overall experience.
He concludes by encouraging leaders to think about office design in the same way as hospitality—considering how people arrive, interact, and experience the space holistically to create environments where employees truly want to be.
Here are 6 important takeaways from the discussion
1. Design for Interaction and Serendipity Workplaces should be designed to encourage spontaneous interactions, much like in hospitality environments. By creating pathways and shared spaces that foster “accidental collisions,” companies can enhance collaboration, creativity, and culture-building.
2. Create a Mini-Neighborhood Inside the Workplace Tanner draws inspiration from urban planning and hospitality, advocating for workplaces that function like vibrant neighborhoods. Integrating diverse settings—cafés, lounges, collaborative zones, and quiet areas—ensures a dynamic and engaging environment throughout the day.
3.Storytelling and Brand Identity Matter in Design Every aspect of a workspace should reflect the organization’s culture, values, and identity. From the choice of materials to the layout of spaces, intentional storytelling in design strengthens brand equity and helps employees feel more connected to their work environment.
4. Balance Between Private and Public Spaces Just as hotels provide a mix of private guest rooms and vibrant public spaces, workplaces should offer a variety of environments to accommodate focused work and social engagement. A well-balanced office design supports both deep work and casual interactions.
5. Workplace as a Lifestyle Choice Since people spend a significant portion of their lives at work, office environments should be designed with their well-being in mind. Thoughtful design elements—such as access to natural light, curated amenities, and seamless user experiences—make workplaces more attractive and enjoyable.
6. Empathy-Driven Design for Employees Companies should approach workplace design with the same level of care as they do for customer experiences. By considering how employees arrive, move through, and use a space, organizations can create environments that make people feel valued, supported, and motivated to perform at their best.
Chapters & Timestamps
00:00 – Introduction
02:20 – Rethinking Workplace Design
03:23 – The Power of Accidental Collisions
04:30 – How Hospitality Can Transform the Workplace
06:22 – Make it Beautiful
07:24 – Tools that Facilitate Social Interactions
10:44 – The Importance of Storytelling in Design
12:26 – Dig Into Your Own Culture
14:49 – Taking Care of the Talent
15:32 – What’s the Arrival Sequence?
16:00 – Make a Great Neighborhood
18:00 – It’s a Lifestyle
19:30 – Designing with Empathy for Employees
20:42 – Private v. Public Spaces & Social Mix
24:47 – Start With the Story You Want to Tell
27:06 – Treat Employees Like You Treat Clients
27:47 – Expect the Unexpected
Credits:
- Created By Bob Fox
- Produced By Work Design Studios
- Directed By Bob Fox
- Special Thanks to Katie Sargent and Michelle Weiss
