How can we create working environments that inspire people and are also economically profitable?
This question was the focus of our second AWAT event at the IDX22 showroom in Hamburg on February 12, 2026. Despite a wave of illness and typical North German February weather, around 40 guests from the architecture and building design sectors accepted our invitation to the main Elbstraße. It was an intimate evening that once again demonstrated that the office is by no means obsolete, but rather a space with renewed strategic importance.
The future of the office: How must it develop?
Digitalization, hybrid work, AI – our working environments are changing rapidly. This raises a central question for many companies: What will the office even be needed for in the future, and what meaningful role can and must it play to remain relevant?
Under the guiding principle of "The Office in the Tension Between Well-being and Profit," Tim Eder , Workplace Consultant at Aeris, moderated the evening and set the stage for a discussion that could hardly be more relevant. Together with two prominent voices from architecture and strategy, the keynote speakers Martina Rahmfeld from wow tomorrow and Prof. Sabine Krumrey from brandherm + krumrey interior architecture opened up new perspectives on the future of the office.
Speakers Martina Rahmfeld and Prof. Sabine Krumrey and moderator Tim Eder from Aeris.
Dialogue instead of monologue: Two perspectives in direct exchange
Instead of isolated individual presentations, the two workspace experts deliberately opted for a dialogue-based presentation format. This allowed expertise and experience to be incorporated into a lively, back-and-forth exchange, directly relating and building upon each other's perspectives.
Their shared message was clear:
Well-being and profit are not contradictory, but two sides of the same coin.
Martina Rahmfeld summed it up perfectly:
"A good compromise doesn't always mean meeting in the middle."
And Sabine Krumrey added a clear appeal for corporate culture and responsibility:
"People work better when they are responsible."
The audience was also involved: Interactive elements turned listeners into active participants and impulses into lively discussions.
When spaces tell stories
The SoundCloud headquarters in Berlin was highlighted as a particularly impressive example of how architecture becomes a narrative space. In a converted brewery building on the former Berlin Wall strip, the architects at KINZO created a space that combines identity, function, and experience. In the two-story atrium with its central staircase, acoustically inspired ceiling baffles were installed as an abstract representation of the sound waves of the greeting "Welcome to SoundCloud."
Those who ascend the stairs experience not only design, but also a personal welcome within the space itself. The spoken word becomes visible, identity becomes spatially tangible, and the reception transforms into an emotional moment.
Networking with a view
After the presentations, the evening transitioned into an open exchange with a view of the Elbe River. With excellent catering and a relaxed atmosphere, participants continued their lively discussions, networked, and brainstormed further. Despite typical Hamburg weather, the mood was anything but coldly Nordic. On the contrary, the conversations revealed the strong desire to redefine workspaces – not as obligatory places, but as spaces of possibility.
Conclusion and Outlook
Hamburg has once again proven that the future of the office lies not in reduction, but in conscious design. When spaces foster responsibility, strengthen identity, and facilitate interaction, they create places that inspire people and drive business forward.
A big thank you to everyone who was there and to our partner Gabriel, as well as Artemide and Ege for providing the showroom!
👉🏼 Will you be there next time?
We're already looking forward to our next AWAT stop in Berlin ! You can find more information on our event page and our social media channels!
