With remote and flexible working becoming the global norm, coworking spaces have evolved beyond mere functional services into dynamic hubs that blend workspace, aesthetics, and experience. According to the 2024 International Real Estate Advisor report, the premium coworking market in Asia-Pacific is growing at an annual rate of 18%. Tokyo, in particular, stands out with a market size exceeding ¥1.2 trillion, marking a 15% annual increase. Coworking spaces are increasingly becoming central fixtures in prime urban locations, effectively extending the work-life experience for the new generation of professionals.
“The Collective,” a premium sub-brand under JustCo, strategically launched its first flagship location at GranTokyo South Tower, targeting international business elites and senior professionals. Leveraging its unique spatial differentiation, the project integrated ADGo’s modules such as market intelligence collection, intensive creative brainstorming, integrated marketing strategy, and visual generation. This approach clarified how the brand could precisely penetrate Japan’s highly competitive and segmented market, redefining the luxury standards and value proposition of coworking spaces.
Phase 1: Market Intelligence Sweep
Through comprehensive market intelligence, ADGo identified that the main competitors in Tokyo collectively hold over 50% market share, primarily targeting tech startups, multinational corporations, and SMEs through social media and B2B channels. However, industry trends have shifted from merely providing space to delivering experience-driven environments. Users now prioritize community connections, design aesthetics, and brand identity. With JustCo’s distinct Asia-Pacific cultural background and strengths in premium and flexible spaces, it was strategically positioned to fill this market gap, attracting hybrid and remote-working startups, multinational firms, and senior professional talent.
Phase 2: Extreme Creative Brainstorm
Employing intensive creative brainstorming, ADGo combined the Japanese workplace culture’s emphasis on rhythm, discipline, and privacy, generating marketing directions that blend spatial design, emotional resonance, and cultural alignment. The focus was placed on individual user experiences, employing emotionally responsive design and culturally attuned operational mechanisms to create an office experience that harmonizes professionalism and personal well-being. More than just a workspace, this approach positions itself as a scalable lifestyle proposition, transforming workspaces into dual-axis environments promoting productivity and inner balance.
“Future Voice Booth”: Personalized AI Encouragement
Reflecting Japan’s deep cultural values around privacy and emotional restraint, JustCo THE COLLECTIVE introduced an intelligent interactive installation called “Future Voice Booth.” This booth offers users a private, quiet, and stress-free environment to express emotions or thoughts verbally. Upon completion, the system instantly generates a personalized AI-recorded encouragement message, gently responding to the user’s emotional state—emphasizing efficiency and flexibility while genuinely offering understanding and companionship.
“Global Breakfast Blessings”: Elite Networking Initiative
A daily “Borderless Breakfast Dialogue Table” provides each user with an international blessing note randomly paired with another space user. Users can both receive and give blessings, sharing these notes on social media under the theme “#EveryDaySomeoneWishesYouSuccess.”
“Breathing Office Furniture”: Influencer Community Engagement
Prominent business influencers were invited to experience Herman Miller’s “Resonance Breathing” chairs and AESOP aromatic mist setups, creating a ritualistic and elevated workspace environment.
Phase 3: Integrated Marketing Creativity
Initially inspired by slogans like “Work shouldn’t be ordinary—every day here feels like a runway” and “Coffee in the AM, Alcohol in the PM,” ADGo’s integrated marketing creativity module developed two luxurious, high-end B2B brand events. These events focused on collective team experiences, redefining the value proposition of shared spaces.
“The Collective: Your Office Runway”
In collaboration with premium fashion brands, The Collective hosted a “VIP Fashion Show + Workspace Experience,” immersing participants in its sophisticated aesthetic environment. Through spatial showcases and guided flows, the event emphasized self-expression and identity within professional settings.
Additionally, a members-only package was introduced, featuring one-on-one styling consultations with celebrity stylists, offering personalized professional fashion advice and style diagnoses to enhance the daily rituals of urban elites. The event conveyed the message: “Work should never be ordinary; The Collective transforms your workspace into your personal runway.”
“AM Coffee, PM Alcohol” Dual-Experience Initiative”
From morning coffee meetings to evening social drinks, this initiative dynamically transformed the workspace environment throughout the day. The space adapted seamlessly—from morning pitches and midday focus sessions to evening meetings and casual networking over drinks—aligning with users’ daily rhythms and emotional states.
Exclusive evening tasting events invited corporate executives, potential clients, and existing members, fostering relaxed conversations and business opportunities. The space thus transcended being merely a functional office, becoming an integral node connecting professional tasks and lifestyle rituals, facilitating a natural transition between work and social interaction.
Phase 4: Marketing Concept Visuals
Through marketing concept visualization, The Collective was metaphorically transformed into a “Train to the Future,” branding its Tokyo flagship as “The Collective Tokyo,” visually upgrading the entire space into an immersive “Transparent Luxury Train Cabin,” symbolizing the ultimate premium experience.
# Not AI Replacement, but AI Co-Creation
This project highlighted that while ADGo effectively provided initial creative inspiration, the irreplaceable element was the strategic convergence achieved by human operators during the ideation process. The marketing strategies generated through ADGo clearly emphasized unique product features, assisting the brand in pinpointing a precise market entry angle, thus boosting its foothold in Tokyo.