Property marketing, placemaking and office strategy for a dynamic business campus in Ghent

#placemaking #offices

Project communication Leadgeneration

The Ghent office market has been challenging in recent years. With the increasing supply of office space, it is no longer a given that developers will be able to attract new tenants, particularly when a building is still under construction. Traditional property marketing – showing a building and offering square metres – is no longer enough. Companies are looking for a working environment that attracts talent, encourages collaboration and makes everyday working life more enjoyable.

For Banimmo, HOOOX therefore developed a broader real estate strategy and marketing positioning for Networks Campus at The Loop in Ghent.

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From office block to business campus

Rather than launching the new ATMOS office building as a standalone project, HOOOX chose to integrate it conceptually into the existing Networks Campus ecosystem. The site is already home to several leading organisations, including Deloitte, VMM and Farys.

Business campus

By positioning ATMOS as the next phase of an existing and well-functioning business campus, the narrative shifts from “a new office on the market” to “becoming part of a dynamic working environment”. This strategic project positioning makes the project more credible to companies looking for new office space in Ghent.

For prospective tenants, this means: not moving to an isolated building, but joining a campus where mobility, amenities, community and collaboration are central.

Community building as a marketing strategy

A second pillar of the strategy is actively building a genuine campus community. In collaboration with Banimmo, HOOOX organises various initiatives throughout the year that bring companies and employees together.

Sporting activities such as padel tournaments, running groups and fitness sessions are interspersed with social events and collaborations with local Ghent brands such as Bavet and Blauwe Kiosk. In addition, initiatives with a social focus are also given a place on the campus, such as blood drives, first aid training and wellbeing activities for employees.

Through these initiatives, Networks Campus is evolving into more than just an office location: it is becoming a place where companies, employees and entrepreneurs come together.

A new approach to office leasing

This strategy has a direct impact on the letting of office space. Today, companies are not just choosing a building, but an environment that supports their culture and employer branding.

By combining placemaking, community building and property marketing, Networks Campus creates a clear competitive advantage in the Ghent office market. Satisfied companies on the campus also become the best ambassadors for new tenants.

Networks Campus demonstrates how strategic property marketing, campus positioning and community management can contribute to a stronger market position for office developments.

Where strategy, marketing and activation come together

For HOOOX, this project is an example of how real estate strategy, marketing and activation can work together to successfully commercialise office property in a competitive market.

“Our collaboration with HOOOX has helped us position Networks Campus as much more than a traditional office development. In a challenging market, they have succeeded in approaching ATMOS not as an isolated building, but as a logical extension of an existing, vibrant business community. Their combination of strategic insight, placemaking and targeted marketing activation has created a strong and credible narrative for the market. Thanks to this approach, we now offer companies not just office space, but a working environment that attracts talent and encourages collaboration.”

— Laurent Calonne, CEO , Banimmo

Are you looking for a marketing communications partner to help you get started?

And will continue to advise you on the property project you have in mind? hooox would love to help shape that project as your strategic partner!

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