IWG banks on multi-brand strategy for growth

Chopra: We are an extremely client-centric organisation. Our location decisions are driven by our anticipation of clients’ needs, and our brand strategy is guided by the kinds of environments they would enjoy and thrive in. (Picture: Samuel Isaac Chua/EdgeProp Singapore)
SINGAPORE (EDGEPROP) - London-listed IWG, a global operator of office and flexible workspaces, is banking on its multi-brand strategy to expand its presence in Singapore. Over the past five months, its Spaces brand has opened in new locations – TripleOne Somerset, Clarke Quay, and Paya Lebar Quarter. The fourth and latest location is in the retail mall of One Raffles Place, in the heart of the financial district.
“Spaces is one of our fastest-growing brands worldwide, including in Asia, and demand is always high,” says Samit Chopra, executive vice-president for enterprise and sales at IWG. “Being in a thriving retail environment like One Raffles Place or TripleOne Somerset, which are mixed-use developments with office and retail elements, adds to the overall brand appeal.”
Spaces has opened a new co-working location at One Raffles Place (Picture: Samuel Isaac Chua/EdgeProp Singapore)
In addition, Singapore is the first city in Asia where IWG launched its premium corporate workspace brand, Signature by Regus. Located on the two penthouse levels of Asia Square Tower 1, the 75,347 sq ft space opened in June this year. It is a mix of office suites, co-working areas, meeting rooms, and a business lounge. The space can accommodate 1,165 desks.
IWG will also launch its luxury co-working brand No18 at Capitol Singapore next quarter. Occupying 20,600 sq ft in Capitol Piazza, the retail component of the mixed-use development, it will be the brand’s flagship location and first space in Asia. The space includes a members’ lounge and can accommodate 250 desks.
A No18 business lounge in Stockholm. The luxury flexible workspace brand will open its first location in Singapore next quarter. (Picture: IWG)

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