Short answer
Design and market coworking spaces by emphasizing productivity and cost-effectiveness in urban settings, and by highlighting reduced commutes, natural surroundings, and comprehensive services in non-urban areas.
- Field
- Innovation & Design
- Source
- Journal of Corporate Real Estate (2025)
- Method
- Systematic Literature Review
- Evidence
- Strong effect
Coworking spaces must tailor their offerings and marketing to the distinct user motivations and preferences found in urban versus non-urban environments. This innovation & design research insight is drawn from a 2025 study published in Journal of Corporate Real Estate. Using Systematic literature review, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design and market coworking spaces by emphasizing productivity and cost-effectiveness in urban settings, and by highlighting reduced commutes, natural surroundings, and comprehensive services in non-urban areas.
Location-Specific Value Propositions Drive Coworking Space Success
Coworking spaces must tailor their offerings and marketing to the distinct user motivations and preferences found in urban versus non-urban environments.
Journal of Corporate Real Estate · 2025
Key Findings
- 01Urban coworking space users often prioritize increased productivity and affordability, with neighborhood image also being a factor.
- 02Non-urban coworking space users are motivated by reduced commuting time and focus on service offerings and proximity to nature.
- 03While user characteristics may appear similar, the underlying motivations and preferences differ significantly based on location.
Application
Design takeaway
Design and market coworking spaces by emphasizing productivity and cost-effectiveness in urban settings, and by highlighting reduced commutes, natural surroundings, and comprehensive services in non-urban areas.
How to apply
When designing a new coworking space or re-evaluating an existing one, conduct a thorough analysis of the local user base's primary motivations and preferences, differentiating between urban and non-urban contexts.
Project actions
- 01When researching user needs for a design project, consider the geographical context of your target users.
- 02Investigate how location influences user priorities and tailor your design solutions accordingly.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Comprehensive systematic review methodology.
- +Addresses a gap in the literature regarding non-urban coworking spaces.
Limitations
The findings are based on a review of existing studies, so the data might not be entirely current or specific to a very niche location.
Reliability & validity
The reliability of the findings is strengthened by the systematic review methodology, which aims for comprehensive coverage of existing literature. Validity is supported by adhering to PRISMA guidelines, ensuring a structured and transparent approach to data synthesis.
Think critically
How might the increasing trend of remote work blur the lines between urban and non-urban coworking space preferences?
Design Principles
"Contextualize design solutions based on user location and associated motivations."
Understanding the nuanced needs of users in different geographical contexts is crucial for designing effective and appealing coworking spaces. This insight helps in developing targeted strategies that resonate with specific user groups, leading to higher occupancy and user satisfaction.
What This Means for Your Design
Where you build a coworking space matters! City spaces need to focus on getting work done and being affordable, while country spaces should highlight easy commutes, nature, and good amenities.
How to use in your project
- 1.Use this research to justify why you are focusing on specific user needs for your design project, linking it to the location of your proposed solution.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that the success of coworking spaces is heavily influenced by their location. Urban spaces tend to attract users prioritizing productivity and cost-effectiveness, whereas non-urban spaces appeal to those seeking reduced commute times and a connection with nature. Therefore, any design proposal for a coworking space must consider these location-specific user motivations to ensure relevance and user satisfaction.
Source
Journal of Corporate Real Estate
Coworking space users: a literature review on characteristics, motivations and workplace preferences in urban and non-urban areas
journal · 2025
View sourceQuestions About This Research
- What does the research say about location-specific value propositions drive coworking space success?
- Design and market coworking spaces by emphasizing productivity and cost-effectiveness in urban settings, and by highlighting reduced commutes, natural surroundings, and comprehensive services in non-urban areas. Evidence: Journal of Corporate Real Estate (2025).
- Why does "Location-Specific Value Propositions Drive Coworking Space Success" matter for design?
- Understanding the nuanced needs of users in different geographical contexts is crucial for designing effective and appealing coworking spaces. This insight helps in developing targeted strategies that resonate with specific user groups, leading to higher occupancy and user satisfaction.
- How can designers apply this research?
- Design and market coworking spaces by emphasizing productivity and cost-effectiveness in urban settings, and by highlighting reduced commutes, natural surroundings, and comprehensive services in non-urban areas.
- What were the main findings?
- Urban coworking space users often prioritize increased productivity and affordability, with neighborhood image also being a factor.. Non-urban coworking space users are motivated by reduced commuting time and focus on service offerings and proximity to nature.. While user characteristics may appear similar, the underlying motivations and preferences differ significantly based on location.
- What research method was used?
- Systematic Literature Review.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from Journal of Corporate Real Estate.
- What should I do differently in my next project?
- When designing a new coworking space or re-evaluating an existing one, conduct a thorough analysis of the local user base's primary motivations and preferences, differentiating between urban and non-urban contexts.
- What are the limitations?
- The review is based on existing literature, which may have its own inherent biases or gaps, particularly concerning the under-researched non-urban coworking space sector.