In an era marked by rapid technological advancements and changing work paradigms the entire rule book for how offices are built, used and managed needs tearing up says Philip Ross. He talks to Anna Mitchell.
Philip Ross’s recent book, Unworking: The Reinvention of the Modern Office co-authored with Jeremy Myerson, challenges us to unlearn a century of traditional office concepts, advocating for spaces that cater to the dynamic needs of modern workforces.
As the founder of UnGroup and the Cordless Group, which includes specialist AV, IT and smart building consultancy Cordless Consultants and management consultancy and research house Unwork, Ross has spent years advising, learning from and commentating on how some of the biggest corporations on the planet create workspaces and manage workforces.
Ross has advocated for companies to match the provision of technology and space to the activities of their employees for years. Case in point, in the pages of Inavate in 2015, he called for “activity-based working”, using buildings as “real-time resources” and argued for “workspaces that are interesting, dynamic and very rich in AV technologies.”
When Ross made those comments nearly a decade ago, examples of those ideals in practice were rare. So where are we now?
“In the last few years, the pandemic has transformed the vision that people can work from anywhere and therefore it puts a new focus on what the purpose of the office is,” says Ross. “I think people are very much reimagining offices around activity-based principles. What are the tasks we are doing when we are there? And how can we align the space or technology to the task?”
But how do you know what’s needed and how do you create workspaces that act as real-time resources? Ross says that is now based on evidence, and the way that evidence can be built has changed dramatically. Technology developments have delivered more sophisticated ways of gathering and analysing data. At the same time the value placed on that data and analysis has grown.
“Everyone wants to measure. All heads of real estate and workplace want some evidence,” he says, adding that there’s an opportunity for AV in this growth area. “The cost and complexity of adding standalone sensors is huge. Whereas AV equipment - with built-in sensors, cameras and analytics - is able to do some remarkable things now and going forward.
“Everyone wants to measure occupancy and utilisation, and cameras are the most effective way to do that. That’s a big area because when we’re doing studies there’s a huge mismatch between the size of the room and the number of people using it. We regularly see 12-person rooms being used by 2 people, while others can’t book a space to meet. AV can provide the real-time data required to manage resources more effectively.
“But I think cameras can be much more, they’re going to talk to the analytics around sentiment, around who is speaking in meetings. With AI and [systems like Microsoft] Copilot we have a lot more intelligence coming through. I think the industry has huge potential to deliver the dashboards around people and performance, not just space and performance.”
A specialist in the impact of emerging technology on ways of working, it’s clear Ross’s insights are particularly relevant to professionals in the AV technology sectors. With the rise of remote and hybrid work models, the reliance on video communications has surged; the technologies to support that are no longer optional but essential for facilitating seamless interaction and productivity in today’s workplace.
“We’re seeing people lease less space but higher quality space and we’re seeing the need for AV to be in every room,” says Ross. “You now can’t have a room without some kind of video end point.”
Challenges remain, however. “A new approach requires different geometries of space, different types of space, a new typology of space and I don’t always see that happening,” says Ross. “It’s partly because architects and designers still don’t get it, so the AV integrator comes in and is forced to try and fit this new technology into a classic eight-person room with a rectangular table.”
Ross says AV professionals need to have a louder voice if change is to happen: “The AV industry should be better at saying what it wants and driving a better vision for that.” He highlights Cordless Consultants as an organisation who pushes to be in the conversation from the very beginning of a project when first engagements with architects are happening. The successes of the approach are clear, but all too often that’s not the way a project is managed.
Technology developments and changing work approaches mean considering space design and technology provision together is now essential to realise the opportunities on offer.
“There’s a lot more work to do to achieve the optimal environment, particularly to accommodate advances in AI cameras, multiple cameras, the ability to interact on a display as well as present,” argues Ross.
“And then if you look at Teams Rooms and concepts, again we’re in a slightly uncomfortable place. Many are set up to optimise the hybrid nature of meetings at the expense of the physical. If people have made the effort to travel to an office to meet but end up looking at a screen, they may as well have stayed at a desk or at home.”
This all ties into Ross’s argument that modern offices must transform into destinations that employees see a benefit in visiting. This shift requires creating experiences and AV technologies are instrumental in achieving this transformation.
“There are some stunning examples in the public realm of how AV can create immersive experience,” says Ross referencing the Now Building at Outernet London and Sphere in Las Vegas. “That still rarely happens in the corporate world but there are some great examples like Salesforce where Obscura did a really good job, or Kenzo Digital’s work at the Summit, One Vanderbilt. Both examples show how AV can shape great experiences for clients and workforces. You can also personalise with AV, so I think there’s a huge opportunity if you get it right.”
Ross suggests that the corporate world can learn from theatre set design. Theatre professionals are experts in creating versatile spaces that can quickly change to suit different atmospheres and events. This concept can be translated into the corporate realm, where adaptable and responsive environments can significantly enhance the workplace experience. This crossover presents an exciting opportunity for those in the theatre and exhibition industries to apply their skills to corporate projects.
“More and more the workplace will become closer to the theatre set, the stage, flying in scenery and props and so on,” says Ross. “It’s beginning. If you look at Google King’s Cross, they’ve got this concept called Project Jack which is a fully movable, demountable meeting room. They’ve brought all the services in through the floor so there’s almost nothing on the ceiling and you’ve therefore got the flexibility to move things around. It’s a very interesting approach and AV will have to think about how they fit into that.
“The days of fitting out a big room, AV in the credenza and the approaches we used to take is gone. So now we need to think about how in-room technology can move and how the kit powering it can go back to a central equipment room.”
Reflecting on the interview with Ross nine years ago, it’s remarkable how many of his predictions have materialised. He foresaw the rise of flexible workspaces and the integration of advanced technologies before they became mainstream. What’s even more impressive is how these changes have progressed further and faster than anticipated. So where does he think the next few years will take us?
“The rise of [Microsoft] Copilot and Teams and the other platforms really require you to bring an endpoint into a meeting room. That presents a challenge: if you are carrying an endpoint with a camea, which is right in front of you, how do you marry up the device you brought with you and the room-based technologies? I would think going forward there will be less in the room and more brought with the individual. The intelligence will be there to stitch it together and use the integrated microphones and other technologies within the room.
“I’d therefore predict rooms will become simpler. They’ll go a different way from the large complex set ups we’re seeing today. They’ll be more about the people in the room and less about looking at the large screen at the end of the room.
“If you’ve made the commitment to commute to an office there will be more expectation of the people who are there, while still ensuring those who aren’t physically present have a good experience. There is change coming and I think we’ll see many more circular tables, circular rooms where you’ll get that equality. And the technology must find a way to bring in remote people effectively.”
Ross’s insights underscore the growing importance of AV technology in shaping the future of workspaces. As offices evolve, the demand for innovative AV solutions will increase, offering new opportunities to redefine the workplace. By staying ahead of technological advancements and advocating for their needs, AV professionals can play a pivotal role in creating the workplaces of tomorrow. This transformation will require a collaborative effort from all stakeholders to ensure that office spaces are not only functional but also dynamic and engaging destinations for employees.