In this keynote from The Hybrid Work ’25 Conference in Helsinki, Finland Caleb Parker, Founder and CEO of Brave Corporation, delivers a challenge to the real estate industry:
The office is no longer where work happens — it’s where culture is amplified.
For decades, the logic of office real estate was built on proximity.
But proximity doesn’t drive performance anymore — culture does.
People no longer come to the office to work
In an era where work and life are inseparable, people no longer come to the office to work; they come when it gives them something they can’t get anywhere else — real human connection.
Caleb calls these “cranberry muffin moments” — the spontaneous, human connections that can’t be scheduled on Zoom but can be designed for.
He explains how hospitality enables those connections — turning culture from an idea into an everyday experience.
He explores how hospitality-led destinations are reshaping what performance means in the modern workplace
What is the role of the office?
In this talk, he challenges leaders to rethink what the office is really for — and how hospitality can help them create environments where culture thrives and people perform at their best.
“The future of office isn’t about desks,” Caleb says. “It’s about superpowers — the kind people only unlock when culture leads.”
This keynote is for landlords, operators, and workplace leaders reimagining how space, service, and culture come together to drive performance.
Watch the full 20-minute keynote to see how hospitality, trust, and purpose are redefining the future of work — and the future of office value.
Listen to this episode with a 7-day free trial
Subscribe to Brave Ideas to listen to this post and get 7 days of free access to the full post archives.
