The Challenge
In 2024, the management of VDK Bank — a dynamic and customer-focused organization — decided to relocate its headquarters in Ghent to a modern and permanent location. For several years, the bank had been operating from temporary offices in the Lieven Bauwens building and saw this project as a strategic opportunity to stimulate project-based work and innovation within the organization. In addition, a contemporary and visible HQ was expected to reinforce the bank’s image and enhance its attractiveness as an employer.
Employees were already familiar with a flexible workplace concept, but they were working in a rather traditional and very open-plan office, often resulting in acoustic disturbances and a lack of professional meeting facilities. With the rise of hybrid working and the increase in online meetings, staff expressed the need for alternative workspaces, such as small meeting rooms, touchdown spaces, and project areas. There was also a desire to strengthen informal interactions across the organization by creating a cozy and accessible informal zone.
The ultimate aim was to create a professional and attractive working environment in the new building — based on an activity-based concept — that would support the bank’s ambitious future strategy.
Our Approach
brainmove began with a strategic exercise to define the vision and specifications for the future work environment. Through interviews, we mapped the perspectives of the executive committee. VDK Bank highly valued brainmove’s evidence-based and data-driven approach. The management wanted to rely on clear scenarios supported by a strong business case to substantiate the decision for a new building.
These insights were gathered through occupancy measurements, in which the use of offices and meeting rooms was observed over several weeks. A profile analysis helped categorize the types of activities in the future workplace, which were then translated into a tailored workplace mix. To further assess the needs of the teams and link them to the organization’s primary processes, we organized workshops with employees.
The output of this study was presented to the executive committee. During this workshop, the vision for the future workplace was discussed and validated. brainmove also supported internal communication efforts around the project. Together with VDK, we developed a communication strategy and defined the sequence of messages for employees.
Result
The study resulted in clear and quantified specifications — a true business case — for a new work environment optimally aligned with the bank’s operational processes. The designed workplace mix ensures a balance between collaborative and focused work. Using this dossier, brainmove supported VDK in finding a suitable building, as well as selecting and briefing the designer.
