Details
As hybrid work accelerated during the post-COVID transition, TDJ Estate faced a critical strategic decision for its flagship office developments, KTW I and KTW II in Katowice. The challenge was to determine the optimal model for flexible office solutions: should the buildings host an in-house coworking concept, cooperate with an external operator, or integrate flex space as an amenity for existing tenants? To answer this, we delivered a comprehensive research and strategy process, verifying the real business potential of flexible solutions in the Upper Silesian metropolitan area (GZM) and defining a roadmap for a future-ready office ecosystem.
Introduction
The study aims to assess the potential of the flexible office concept in the KTW office complex and to indicate recommendations for space based on observed trends and conducted research.
In the analysis, we combine publicly available reports, scientific studies and benchmark studies with an analysis of the local context and a detailed understanding of the motivations and barriers of consumers from the GZM Metropolis area.
1
Defining the model
The rise of hybrid work forced a reevaluation of traditional leasing models. TDJ Estate needed to answer a fundamental question regarding the KTW complex: was the Katowice market ready for a sophisticated flex office product? The dilemma extended beyond mere feasibility; the client needed to decide between building a proprietary in-house brand or partnering with an established external operator.
Targeting the right user
The investigation required deep insight into the specific behaviours, expectations, and concerns of potential users in the region. The strategy had to address a diverse spectrum of tenants, ranging from large corporations and SMEs to startups and freelancers, ensuring the final solution would be commercially viable for all segments.
2
Deep market insight
The project utilised a multi-layered research approach to verify the business potential of flexible solutions. We combined high-level desk research and global trend analysis with rigorous local market benchmarking. This allowed us to contextualise international shifts in work culture within the specific realities of the Upper Silesian metropolitan area.
Qualitative and quantitative rigor
To gather primary data, the team conducted a large-scale quantitative survey among companies operating in the region, supplemented by qualitative interviews. We went beyond standard data collection by incorporating ethnographic observations of existing coworking spaces and conducting site visits. This hands-on research provided a granular understanding of how people in Katowice actually use office space versus how they say they use it.
3
Strategic assessment
Working closely with TDJ Estate and external research partners, we assessed multiple strategic scenarios to find the optimal fit. The team evaluated the viability of treating flex office space as a simple extension of the office complex ecosystem versus establishing coworking as a standalone business model.
Hybrid integration
The analysis also explored hybrid solutions that integrate flexible space with long-term tenants, as well as the critical decision of cooperation with external operators versus building an in-house brand. Each scenario was stress-tested against the data to understand the operational risks and potential returns.
4
Evidence-based strategy
The final outcome was a clear, data-backed strategic recommendation: a flexible, scalable office ecosystem tailored specifically to the maturity of the Katowice market. The strategy integrated the solution with the broader urban and cultural context of the city centre, ensuring it would not be an alien concept to local users.
A solid foundation
We defined precise target user segments, space typologies, and a functional mix that would support the business model assumptions. This comprehensive report formed a solid foundation for further design and commercial decisions, demonstrating how evidence-based workplace strategy can effectively reduce investment risk and shape future-ready environments.
Outcome
– Verified market readiness for flex solutions
– Defined flex office ecosystem model
– Clear recommendations for scale, structure, and positioning
– Strategic foundation for design and commercial phases
Scope
Research
Methods
Team
Board
Bogusz Parzyszek
CEO I Founder
Dominika Zielińska
Former Managing Partner, Workplace
Research and Design
Katarzyna Gajewska-Kulma
Strategy Manager & Researcher
Aleksandra Czarnecka
Senior Architect
Aleksandra Piotrowicz
Architect
Urszula Kuc
Architect
Daniel Dziczek
Architect
Katarzyna Gajewska-Kulma
Strategy Manager & Researcher
Client
TDJ Estate
Suppliers & partners
Kaja Baszkiewicz | KONSULAB
Sociologist
Michał Gmurek | BRAINLAB
Analyst
