Date
9 Sep 2025
Category
Thought Leadership
Culture the Ultimate Competitive Advantage: Working Apart, Feeling Apart | Part 1

The Culture Gap

Written by: Rachel Basha & Nicola Osborn | CEO & Creative Director, Basha-Franklin

Published 10th September 2025

The Park, Super Group, St Pancras Campus. Photography: Taran Wilkhu
The Park, Super Group, St Pancras Campus. Photography: Taran Wilkhu

CEOs aren’t calling people back to the office out of sentimentality or overarching sense of control. They’re responding to a critical risk: the erosion of culture.

At Basha-Franklin we design workspace to enhance culture - adding value that keeps on giving.

Culture is not a perk. It’s the backbone of performance, innovation, and trust. When it weakens, so does an organisation’s ability to adapt, compete, and grow.

Hybrid and decentralised work have unlocked flexibility, but they’ve also tested the cultural glue that binds organisations together. The shift is subtle, but the consequences are profound.

When left unaddressed, this loss creates deep fractures: disconnection, disengagement, and decline in performance.

To create a high-performing culture, the solutions must be multifaceted. Rebuilding cultural strength requires leadership that tackles these challenges head-on, putting culture at the heart of business strategy. As part of this multifaceted approach, workplace design plays a pivotal role, giving culture a physical platform to grow, connect, and succeed. At Basha-Franklin, we partner with organisations to design environments that do exactly that, turning space into a strategic asset for cultural and commercial success.

Culture at Risk
This three-part series tackles the cultural risks facing modern organisations and the role of design in solving them. We’ll explore the cornerstones to building a strong culture: Connection, Belonging, Identity

The Culture Gap: Working Apart, Feeling Apart
We begin with the most urgent and widespread challenge: the shift to decentralised work.

In the UK, as of early 2025, 28% of employees are working in a hybrid pattern, with 13% fully remote. The majority (59%) remain office-based positioning hybrid as the dominant flexible model. On paper, this shift supports autonomy and work-life balance. In practice, it’s creating new cultural disconnect.

Without shared space, organisational coherence, loyalty and agility suffer. Teams become siloed. Trust declines. Knowledge transfer stalls. The human interactions that once fuelled innovation and mentorship simply don’t happen as often, if at all.

Culture thrives through intentional action. Tailored workplace design is a fundamental part of the solution.

There are six key aspects essential to navigating this new landscape and ensuring your culture remains strong, aligned, and future-ready:

Social Capital is the New Currency of Culture
Double-Height Auditorium, Super Group, St Pancras. Photography: Taran Wilkhu
Double-Height Auditorium, Super Group, St Pancras. Photography: Taran Wilkhu

Why it matters:
Culture doesn’t live in handbooks, it lives in relationships. As teams become more dispersed, organisations are struggling to build the trust and human connection that powers collaboration and resilience. Without strong social capital, engagement suffers, and silos thrive.

Design solution:
You can’t build trust over email. Create intentional social spaces cafés, collaboration lounges, vibrant team hubs, that bring people together naturally and frequently. These aren’t perks; they’re platforms for connection, belonging, and shared culture.

The new workspace represents so much more than a physical transformation - it marks a new chapter in how we grow, connect and thrive together as a group.

Kirsty Ross, Chief People Officer, Super Group
The Club, Super Group, St Pancras Campus. Photography: Taran Wilkhu
The Club, Super Group, St Pancras Campus. Photography: Taran Wilkhu

Real-world example: Super Group

At Super Group, a global sports gaming and iGaming technology business, we designed a multi-level social hub to foster authentic connection and energise everyday culture.
At its heart is The Park - a central, double-height auditorium that serves as a flexible gathering space for large-scale collaboration and team-wide moments. Surrounding it are social anchors including a beer bar, coffee bar, and console gaming areas.

In the UK, as of early 2025, 28% of employees are working in a hybrid pattern, with 13% fully remote. The majority (59%) remain office-based positioning hybrid as the dominant flexible model.

Forbes Magazine
The Arcade, Super Group, St Pancras Campus. Photography: Taran Wilkhu
The Arcade, Super Group, St Pancras Campus. Photography: Taran Wilkhu
Leadership Must Be Human-First, Not Top-Down

Why it matters:
The old command-and-control model is out. Today’s leaders are expected to be visible, emotionally intelligent, and genuinely connected to their people. Without transparency and empathy, leadership feels distant and culture becomes performative.

Design solution:
Design to break down barriers. Diversity of settings is key, marry closed offices with visible, approachable touch-down areas. Create informal settings where leaders can show up, listen, and lead in ways that feel real not rehearsed. Proximity fuels trust.

The ‘Watercooler Effect’ is Missing in action

In the shift to hybrid, we’ve lost the casual encounters that once shaped culture, built relationships naturally, the corridor chats, desk-side debates, and spontaneous sparks of creativity. Digital platforms keep us connected but they don’t build shared experiences.

Design solution:
Culture happens in the in-between moments. Design your workplace to make these moments possible and elevated with inviting flow spaces, visible routes between teams, and communal touchpoints that encourage informal collisions. Spontaneity can be designed for.

Trust Doesn’t Happen on Teams Calls In remote and hybrid models, interactions become task based. The relational layer, where trust is built, is often missing. Without face-to-face connection, it’s harder to form bonds across departments, generations or seniority levels.

Design solution:
Trust grows through presence. Create neutral, inclusive spaces that bring people together across functions, not just for meetings, but to share ideas and build mutual understanding. Real culture doesn’t form in silos.

The result is much more than a fit-out. It’s a cohesive brand experience that touches every part of the organisation, creating strategic long-term value. A workplace that reflects exactly who we are and where we are going.

Neal Menashe, CEO, Super Group
Cross-Pollination is at Risk
Related Argent HQ, Kings Cross. Photography: Ed Reeve
Related Argent HQ, Kings Cross. Photography: Ed Reeve

Real-world example: Related Argent
At Related Argent, trust and cross-functional collaboration were at the heart of the workplace strategy. The design supports visibility, movement, and informal interaction across the business while also welcoming guests and partners into the culture. Chance encounters and knowledge-sharing become part of the everyday rhythm.

Open, flowing circulation routes connect visitors, teams, and functions, while a rich mix of shared spaces, from project zones to relaxed breakout areas, encourages collaboration across disciplines. These spatial cues don’t just promote transparency; they build trust through proximity and shared purpose.

By creating an environment where people can easily see, hear, and connect with one another, the design breaks down silos and makes cross-pollination inevitable, reinforcing a resilient, agile culture that thrives on openness and interaction.

Mentorship is Losing Its Shadow

Why it matters:
You can’t learn what good looks like from a distance. Junior staff miss the subtle cues, overheard conversations, and everyday behaviours that shape growth, identity, and role modelling. Seeing role models in action is crucial.

Design solution:
Let’s be honest real mentoring needs in-person interaction. Design layered team neighbourhoods mixing experience levels and encouraging shared time. Create zones for observation, dialogue, and informal coaching. The next generation learns by seeing it done.

More Than Operational Friction
Collaboration Lounge, Related Argent HQ, Kings Cross. Photography: Ed Reeve.
Collaboration Lounge, Related Argent HQ, Kings Cross. Photography: Ed Reeve.

Taken together, these challenges aren’t just logistical. They point to a deeper cultural disconnect that’s playing out across sectors.
The subtle cues that once shaped behaviour and belonging; proximity, visibility, informal interaction, have been disrupted. And unless addressed through purposeful workplace design, the office risks becoming just a space: underutilised, uninspiring and a poor return on investment.

The Risk of Cookie-Cutter Design - and the Basha-Franklin Difference

Copying the design and aesthetic of industry peers might feel like a safe bet but cookie-cutter workplaces are a hidden risk. Spaces that aren’t purpose-built around your unique culture and values won’t inspire loyalty or attract top talent. Worse still, they can lead to disengagement, dilute your culture, and stall business growth. In the war for talent, a generic workplace offers no point of difference, no sense of identity, and no connection to a bigger purpose.

At Basha-Franklin, we don’t just design workplaces, we craft environments that are authentically yours. Spaces that bring your people together, strengthen your culture, and fuel long-term success.

Basha-Franklin’s vision has exceeded our expectations.
The space is incredible, a game-changer for our culture,
collaboration, and talent strategy.

Toma Donici, Global Head of Facilities, Super Group
Your Workplace is a Cultural Tool - Use It

Now more than ever, the workplace must be a strategic asset, one that strengthens culture, supports your people, and helps your business thrive.
Don’t default to what’s familiar. Don’t settle for safe.
Design with purpose. Design for culture. Design for the future.
Partner with Basha-Franklin to create a workplace that works - because it means something.

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