Serviceplan, Europe's largest owner-managed agency group, recently opened its doors at the new House of Communication in Munich's Werksviertel district with more than 1,700 employees. Set within Munich's most cutting-edge building development to date, the three interconnected structures—"Join," "Heart," and "Lab"—form the focal point of the new iCampus, spanning 40,000 m². Since 2018, the management consultancy combine has been a key partner in this ambitious transformation, guiding the development and rollout of the New Work concept while preparing leaders and staff for the evolving workplace culture.

The vision was to unite all communication disciplines under one roof—from creative and content through media and data to experience and commerce—and express it through bold architectural design. The open architecture, flooded with natural light and glass, fuels flexible work practices: activity-based working means there's a dedicated space and the right tools for every need, whether you're socializing, presenting to hybrid teams, collaborating, or focusing on deep work. Open loft offices sit alongside private spaces. Gone are the days of fixed desks; instead, the emphasis is on collaborative, networked work in expansive, open spaces defined by fewer walls and barriers. A ground-floor cafeteria in the central building, complemented by smaller coffee bars, terraces, loggias, a recreational area with table tennis, a fitness room, and a sprawling roof terrace—all foster spontaneous connection and genuine human interaction. On move-in day, Florian Haller, CEO of Serviceplan Group, captured the spirit perfectly: "Today, standing here in the new House of Communication—our vibrant gathering place that brings us together and strengthens integration—I see an office people actually want to come to, not because they have to, but because they choose to."

Combine has been supporting all colleagues through the transition and beyond with targeted change initiatives to embrace the new activity-based working environment. "To help Serviceplan chart the right course on working methods and culture while developing the ideal concept, we worked intensely with the company's leaders and change agents to champion the 'new way of working' and embed it sustainably across the organization," explains Manuel Stabenow, Head of Change Management at combine. "Drawing on our shared vision, we crafted a comprehensive change strategy and roadmap for the entire rollout, in close partnership with the future users of the space." A portion of the House of Communication is also dedicated to "überlab," a collaborative space for external partners.

www.combine-consulting.com

Photography Credits:

Serviceplan Group
www.serviceplan.com

(Published in CUBE Munich 03|22)