150. Designing for People, Not Desks: Dean Connell on Reclaiming Creativity in the Coworking World

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Recorded13 May 2025

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What happens when a designer trades luxury bars and boutique hotels for coworking spaces—and ends up helping shape WeWork's global footprint? You get Dean Connell: design veteran, creative provocateur, and someone who's not afraid to say what coworking needs most right now. In this episode, Dean shares his personal story of stumbling into WeWork, building over 2 million square feet of flexible workspace around the world, and why coworking still has a culture problem. We dig into what's missing from today's flex space design and how operators can bring purpose, creativity, and—yes—a little rebellion back into the process. This one's part inspiration, part challenge to the status quo, and a must-listen for anyone trying to build spaces that matter. We cover: Dean's unexpected journey from bar designer to creative director at WeWork, and how it changed the trajectory of his life. Why so many coworking spaces feel soulless—and what to do about it. The tension between creativity and repeatable models in coworking design. How to build spaces that reflect culture, not just brand palettes. Dean's call for operators to stop playing it safe and start building the future, not just repackaging the past. If you've ever looked at your space and thought "there has to be more to this," you'll want to hear what Dean has to say. Resources Mentioned in this Podcast: Dean on LinkedIn I-AM.D.C website Wesley Edmonds on LinkedIn Connect with your Hosts: Connect with Giovanni on LinkedIn Connect with Jamie on LinkedIn Find Jamie on the Everything Coworking Podcast

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