JustCo ditches beanbags for focus and function with 'the boring office'

Flexible workspace provider JustCo has launched a new digital-first coworking brand in Singapore called “the boring office”, targeting professionals who prioritise focus and function over lifestyle perks.

Positioned as the first coworking concept in Asia Pacific to be fully sold and customisable online, "the boring office" allows customers to build their own private workspace via an e-store, selecting add-ons such as Herman Miller chairs, sit-stand desks, wall colours and IT solutions. Pricing is transparent, with no hidden costs, according to the brand.

Located at MacDonald House in Dhoby Ghaut, the space marks JustCo’s latest move to cater to evolving business needs through a differentiated multi-brand strategy. The new brand follows the launch of its luxury offering, The Collective, which has expanded to Tokyo, Taipei and Bangkok.

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“Not every business wants beanbags and baristas,” said JustCo in a statement. “Many simply want a distraction-free space to do their best work.”

To launch the brand, JustCo has partnered with local content creator Willabelle Ong, whose audience of design-conscious entrepreneurs aligns with the brand’s pragmatic and style-savvy positioning.

The company said the new concept is part of its broader ambition to double its portfolio over the next five years.

“We recognised that some teams just want a straightforward space to get things done, without distractions or unnecessary extras. 'the boring office' delivers exactly that: a practical, customisable and purpose-built solution for businesses that value function over frills," said Kong Wan Long, co-founder and chief commercial officer at JustCo.

JustCo isn't the only brand to be shaking up the workspace. Income Insurance recently brought back its stress ball mascot, Max, in a follow-up campaign that finds the foam character more agitated than ever.

In a regional campaign by BBH Singapore, Max returns to promote Income Insurance’s capital-guaranteed savings plans, Gro Cash Plus and Gro Cash Sure. Aimed at middle-aged Singaporeans seeking low-risk, stable returns, the campaign highlights how capital guarantees can reduce financial stress, much to Max’s dismay.

At the centre of the campaign is a 90-second film featuring Max alongside Income employees. It opens on a wrecked office before rewinding to reveal the source of chaos: Max's meltdown after his owner, David, discovers the calming effects of capital-guaranteed savings.

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