Take two female models as well as a colorful eat-in kitchen in Berlin and turn it into a coherent production. What could be better than creative working and a shared flat? Florian Küttler probably thought the same of his latest production. With these precise parameters, he supplies us with a colorful home-office production that couldn’t be more contemporary, and on top of that, very “Berlin.”

Personal branding within your own four walls

Society’s digital transformation has launched a mass of new jobs on the market and in the offices. Commercial enterprises and agencies, in particular, are benefiting from new work models, structures, and job titles. To be honest, this has also resulted in a veritable jungle of Anglicisms that is happily growing. But the country’s eat-in kitchens also benefit from the digital tidal wave—apparently here to stay indefinitely—which repeatedly breaks through the labor market and brings with it small innovations every time.

To Lightbox "Homeoffice"

To be an entrepreneur and self-made (wo)man, you need nothing more than a smartphone, tablet, or laptop and the jumping-off idea. Thanks to Instagram and co., today teenagers are already becoming entrepreneurs by skillfully positioning themselves on the respective platform and delivering exactly the right content for their followers. True to the saying: Relevance is key! So the Selfie in front of the kitchenette can quickly become a small project, because it’s important to show off your chocolate side skillfully and, not infrequently, also stage an advertised product. The magic word: Influencer!

Agile management results in satisfied employees

But it doesn’t always have to be the hip influencer who sits at home and works in the kitchen. Flexible working structures are becoming increasingly popular, especially in agencies and companies with modern management. Individual processes bring with them a complexity that is becoming more and more difficult to manage with long-established structures. The simplest example is hiring freelancers on a project basis. They often work from their own office or even within their own four walls. But employee motivation can also lead to workplace outsourcing, as can changing family structures. Single parents, in particular, can benefit from the part-time home office and can handle the balancing act between job and family more easily.

Trust versus conventional structures

The implementation of modern structures requires trust on the part of both management and employees. Well-functioning communication across all hierarchies and an established feedback culture make it possible to work together from different locations. This in no way weakens the corporate culture, but rather makes it more employee friendly, thus clearly strengthening it.

Westend61, right in the middle of it

A few years ago, we at Westend61 also heralded the transition to a remote corporate culture. While our office and thus the home of the Creative and Sales Departments is located in Munich, half of our 18 team members are spread out all over Germany, and Art Director Giorgio is outposted in Italy. We can only present our experience with this division in a positive light and are a bit proud of it. This structuring leads to a more frequent, direct exchange between the individual departments and team members and thus to the aforementioned improvement in corporate culture. Matters are discussed much more precisely because in the event of disagreements, for example, team members are spoken to immediately, simply, and directly, without involving the bosses. From an entrepreneurial point of view, we can only recommend this step. Send the team members back into the eat-in kitchen, and they’ll look just as happy as the two models in Florian Küttler’s latest production.

To Lightbox "Homeoffice