In the early months of 2021, the company behind BTS announced that they were adopting a new name, switching from Big Hit Entertainment to HYBE Corporation. This was a big change for the 16-year-old company, so the new brand was introduced in a way that would reassure all the interested parties that it was a positive change. For the new brand’s launch, they posted a forty-minute-long video where the main executives explained how the rebranding would affect different aspects of the organization. Among these executives was Hee-Jin Min, executive director, who offered insight into the themes, values, and goals that inspired the design of their new building.
The new HYBE building was designed with a clear philosophy that reflects their brand identity, making it the perfect example for us to examine.
Key Concepts
Many ARMYs were interested in this new development, but the video had a large amount of information that could be overwhelming or confusing. In order to understand this process of rebranding better, let’s start by defining a few key concepts mentioned in the video.
Work culture includes the attitudes, principles, and ideologies that guide the actions of a company and its employees. Min explained how the building was designed with functionality in mind and how each decision was intended to encourage HYBE’s ideal work culture. This culture determines the company’s priorities, management, and communication styles. If it’s a healthy one, it should bring out the best of the people working there.
Another relevant idea was horizontal communication, which was cited as one of their values. This could be applied in a few different ways. Generally speaking, horizontal communication is intended to enhance coordination peer-to-peer and isn’t as attached to rigid company hierarchies as vertical communication.
We must also take a brief look at the term HYPER NOMAD. In short, it refers to creative intellectuals seeking new ways to innovate and break molds while being free from temporal and spatial limitations. Min’s vision was inspired by this term. She wanted to create a comfortable and convenient workspace where people could ‘come together’ according to their needs, rather than just being ‘placed together’ in cubicles.
Thoughtful Design
The theme of the design was ‘nomadic office,’ summarized by Min in the phrase “you can work and rest anywhere in HYBE.” How did this manifest in the building design itself?
The HYBE building is set up so that people can choose to work at individual or group desks, with a view or without distractions. Employees are free to move around since their seats are not fixed, although they can be reserved. To take this idea further, the offices have mobile racks on grids that allow employees to rearrange the space and create different styles of meeting rooms according to the needs of each project.
That being said, offices aren’t the only place where people can work at HYBE. The building is divided into three sections: entertainment production, office space, and welfare space. If someone is in need of inspiration, they can spend some time at the library, lounge, or maybe work out at the fitness centers to refresh. Other spaces include the auditorium, where presentations can be held, the coffee shop, and the outdoor garden, which are great for both doing work and taking breaks. This nomadic office’s best feature is clearly its incredible flexibility.
HYBE’s belief as a company is that small choices lead to good branding. Attention to detail was essential in the planning of this building and in the entire conception of the new brand. The ceiling was built to reduce stress on the eyes, the coffee shop has a special partnership with Fritz Coffee Company, a renowned specialty coffee brand, and even the chairs were selected carefully for each space. Every decision, no matter how small, followed the same philosophy.
Positive Comparison
Unsurprisingly, the work culture described in the presentation video reminded many of Google, which has long been known for being one of the best places to work for. This comparison makes sense, given that both companies share similar values. They both encourage the flexibility to be creative — which is essential in an entertainment company producing art — as well as a growth and improvement mindset. They also greatly emphasize their shared organizational values that must be applied on all levels, starting with workspace design choices and staying aligned with employees’ needs and best interests.
At least, in theory, the HYBE building is achieving its goal to create the “most efficient and reasonable office space.” It allows different styles of work, prioritizes comfort, creativity, and wellbeing, and carries a coherent philosophy. Time will tell if these ideals are kept in practice. Many companies have tried to apply these values into existing workplaces with mixed results, but HYBE took the extra step of designing the building from scratch. Building from the ground up, everything tailored towards the company’s leading philosophy, makes a huge difference and shows the company’s level of commitment to creating their desired work culture.
It’s necessary to note that no company is perfect and that establishing a healthy work culture and maintaining it are two different hurdles to cross. However, if HYBE is able to keep these values and continue innovating with functionality and employees’ needs in mind, it should become a great workplace and a prime example for others to emulate.
DISCLAIMER: We do not own any audio & visual content in this video except for the editing. ALL RIGHTS BELONG TO THE RIGHTFUL OWNERS. No copyright infringement intended.
Written by Rebeca
Edited by Clare
Checked by: Esma
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