Commercial design and build firm Thirdway shines a light on London landmarks in a bid to redefine the word ‘of**ce’

Sep 28 Commercial Design and Build Company Thirdway spotlights London landmarks to redefine
The word ‘of**ce’

Commercial design and construction company Thirdway launches campaign to ‘redefine the O-word’ and updates dictionary definition of ‘Office’

Thirdway last night lit up a series of iconic London buildings with the letter ‘O’ in a series of oversized projections, kicking off their mission to change the definition of the word ‘office’ – an outdated word and a word therefore deceased – in the Oxford and Cambridge Dictionary. Site-specific locations, including Canary Wharf and Tower Bridge, were all emblazoned with the letter ‘O’ in a series of hard-hitting guerrilla projection visuals to grab the public’s attention.

Passionate about change and redefining the workplace to reflect that, Thirdway is committed to creating the future of the workplace. Such is their belief in this mission that they have trademarked the term ‘Redefining the O Word’ – and from now on, until the Oxford and Cambridge dictionary changes their definition, ‘office’ will be a dirty word at Thirdway and will instead be called of**ce.

According to the Oxford Dictionary, an office is “a room, set of rooms, or building where people work, usually seated at desks.” Thirdway believes that this definition is outdated and should be redefined to something more suited to its purpose.

Thirdway’s aim is to persuade the Oxford Dictionary to change the definition of ‘Office’ to:

“A designed space where an organization’s engagement, collaboration, culture, and productivity are enhanced through its people, to achieve stated goals and objectives.”

Thirdway strongly believes that the workspace is an essential tool for companies to attract and retain high caliber employees in this evolving market. Hybrid working is here to stay; although a desire for socialization is bringing employees back to the workplace (as is the cost of living crisis!).
And it seems that the move away from working from home is coming from younger employees. According to a recent Embourse survey, a quarter of under-35s are considering returning to the workplace due to soaring energy prices. But the demands have changed. The role of the workplace must now enhance our working lives, offering better amenity provisions than might be encountered when working from home.

Thirdway’s belief and commitment to creating the future of the workplace is the driving force behind every design they work on. They practice what they preach and continue to be forward-thinking, adapting their own workspace accordingly. By listening to what their employees wanted, they created an engaging, useful and invaluable space in their own work environment that is not only always in use but also flexible. It encourages collaborative working, a fantastic company culture, increased productivity and overall happier people, creating a higher level of work than ever before. This way of working has always been a part of life at Thirdway and since the 2019 pandemic more and more people are following suit and doing the same. Therefore, the definition of “office” is no longer factually correct.

“The projections we posted last night kick off Thirdway’s ongoing mission to redefine the word ‘Office’ – we plan to relentlessly sue the Oxford and Cambridge dictionary for an amendment. Workplaces are constantly changing and the crisis is accelerating the change, which has been demonstrated by the widespread adoption of hybrid working after the pandemic. The impending recession will further accelerate this change. Companies must focus on people; improve collaboration, creativity, culture and productivity to enable instead of the workplace being a useful and profitable tool for them.So until this definition has been revised to properly define this, Thirdway considers the word ‘Office’ to be an obscenity.Ben Gillam, Third Way

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