Using Events and Activations to Increase Office Lettings: A 5-Minute Masterclass by DS.Emotion

The Proof is in the Data

• Over 80% of occupiers and employees would prefer to work in a socially activated environment. (Source: DS.Emotion Research)
• Well-activated office spaces have seen an 18% increase in footfall within mixed-use developments, benefiting local businesses and enhancing the sense of place. (Source: JLL)
• Office buildings with regular tenant activations experience up to 30% higher tenant retention rates than those without. (Source: Cushman & Wakefield UK)
• 72% of UK businesses consider workplace experience a key factor when selecting office space, prioritising environments that foster collaboration and creativity. (Source: JLL

In a world of hybrid routines, evolving expectations, and fierce competition for occupiers, workplace environments can’t be passive. They need to perform. That’s where place activation comes in, transforming square footage into vibrant, adaptable, and engaging spaces. This masterclass offers three practical insights to help developers and asset managers activate their commercial and mixed-use spaces for maximum impact.

1. Wellbeing is no longer optional. It’s expected

From natural light and airflow to breakout zones and biophilic design, occupiers increasingly expect environments that support health and happiness. But wellbeing isn’t just a feel-good trend. It directly influences letting potential.

In fact, 60% of UK office workers say wellbeing features influence their decision to remain in a workspace.
Source: Leesman Index, 2023 Global Workplace Experience Report (UK sample)

To stay competitive, developers are introducing activation layers like outdoor fitness zones, mental health days, healthy food pop-ups and green social spaces. These investments are proven to lift tenant satisfaction and reduce churn.

2. Flexibility is a feature, not a compromise

The most sought-after spaces are those that move with their users. Modular furniture, bookable rooms, blended indoor-outdoor layouts. All signal a workplace designed for flexibility and innovation.

In the UK, 68% of organisations say flexible working spaces improve both morale and output.
Source: CIPD (Chartered Institute of Personnel and Development), UK Working Lives Survey, 2023

Place activation adds a layer of dynamic utility: spaces that can host a team workshop one day and a public event the next. For developers, this adaptability increases appeal without sacrificing identity or quality.

3. Community connection drives long-term value

Workplaces aren’t just places to work. They’re places to belong. Activating a development with local partnerships, seasonal events, shared facilities or coworking hubs creates bonds between occupiers and their environment.

Office spaces with active community programming report 29% higher satisfaction scores from tenants.
Source: British Council for Offices (BCO) research, “The Value of Placemaking,” 2022

These aren’t soft metrics. They’re signals of deeper engagement, brand alignment and long-term tenant loyalty. And they are what turn buildings into destinations.