Industrious to Run "Tenant Experience" Across Nuveen Portfolio

Nuveen has announced that New York-based co-working flex space provider Industrious will run the shared space—including amenities, conference and event space as well as lobbies—in Nuveen’s 64 office buildings, offering a branded “tenant experience” across the portfolio.

Industrious will offer an experience built around suite of amenities that create a “hotel, hospitality vibe” at workplaces, the flex co-working provider’s first attempt to create a branded offering of this sort across an entire office portfolio.

Industrious said in a release it also will be providing Nuveen’s tenants with consulting services focused on “tenant experience and community engagement programs” including office “hospitality standards, programming, content and analytics,” as well as talent attraction and training, among other services.

Industrious will collect an unspecified management fee to create and manage the branded offering, which was rolled out in a pilot program last year at Nuveen’s office tower on 730 Third Ave. in Manhattan.

Like many of the enhanced amenities packages being developed by office building owners to stimulate leasing activity in the post-pandemic era of hybrid work patterns, the perks that were introduced at 730 Third Ave. are tilted towards attractions that will get you to visit the office frequently—but also will provide numerous opportunities to take a lot of the drudgery (i.e. the “work” part) out of the workplace.

At Nuveen’s Third Ave. tower, these perks included the installation of an 8K SF fitness center, a 6K SF sky lounge, in-house catering and a Topgolf Swing Suite immersive entertainment simulator as well as a modular conference center in the building.

According to both companies, office tenants in the post-pandemic leasing environment are leaning on landlords to help them deliver enhancements to workplace environments that will become magnets drawing workers back to offices.

“We weren’t doing a good enough job of engaging with tenants,” Brian Wallick, Nuveen’s director of asset management for offices, told Bisnow. “The whole goal is to make the workplace not just feel like work, we wanted to kind of give it that hotel, hospitality-type vibe.”

The branded tenant experience will now be expanded to Nuveen’s portfolio, which encompasses 18M SF of office space in 13 states including New York, NJ, Florida, Texas and California.

In 2021, CBRE acquired a 35% stake in Industrious for $200M.