Listen to this articleBelow is our recent interview with Omer Granit, Founder and CEO of MIXER:
Q: Could you provide our readers with a brief introduction to MIXER?
A: First of all, let me say just how excited we are to be launching our first location in the US—MIXER Rowhouse– in Washington, DC early next year.
In short, MIXER is the Four Seasons for business. We offer a new take on the coworking concept, mixing lavishly designed spaces, luxury amenities, and 24-hour concierge services with the latest in technology, culture, wellness, and entertainment.
Our goal is to create a holistic solution for companies navigating what is an entirely new business environment. We know that the concept of work is changing. Research shows that employees value their environment as much as their salaries. There is no longer a line between work and leisure. As a result, the workplace of today must be different– companies must adapt or go bust. MIXER offers businesses a one-of-a-kind, high-end, flexible way to adapt.
Q: Can you tell us a little bit about your background?
A: I’ve been a lot of things before I cofounded MIXER. I started off as a combat solider, and then I was an M&A lawyer in a major NY law firm who evolved into finance and investing when I cofounded a hedge fund in the real estate space. From there I was a managing director at a London-based investment company and served as Managing Director of the asset management arm of Israel’s largest insurance group.
I’m a bit like MIXER, a real blend of diverse parts.
Recommended: Q: What made you want to get into this field?
A: Speaking of the many professional hats I’ve worn, MIXER came out of some experiences that my childhood friend Eyal Naveh and I have both had over the course of our careers. We were intrigued by the coworking concept—while we saw a ton of potential in the idea, we were disappointed in the way we saw it being executed.
We experienced firsthand that the traditional business environment was changing, and that companies needed to adapt or go bust. We knew we could provide a better experience than the models that existed at the time. In 2016, we teamed up with our friends Dror Katzir and Ziv Sapir to open the first MIXER in Tel Aviv Israel.
Q: What are the advantages of a co-working space, and why MIXER?
A: Flexibility. Coworking companies mitigate the gap between the economy and real estate. Driven by technology and globalization, today’s economy moves unbelievably fast. Even traditional businesses like banks and insurance companies don’t know if they can maintain the same headcount for the next 10 years. What if artificial intelligence replaces credit and insurance underwriters? What if the market turns and instead of the 300 headcount a company was expecting when they signed the lease, they find themselves stuck at 100? During any downturn, companies look to cut long term liabilities and reduce unnecessary costs. The trouble is that real estate requires long term commitments.
In such an environment, companies are willing to pay a premium for flexibility. The coworking model is the perfect solution. Coworking allows companies to adapt to current market conditions, while still providing their employees with a competitive work experience. Even from the landlord perspective, a diversified workspace is much less risky than a one-tenant utilized space.
And why MIXER? Think of us as the Four Seasons of the coworking industry. Our mission is to offer not just optimized office space, but a new holistic experience that changes the way we think about work.
Q: What types of workspace solutions do you offer to your clients?
A: Unlike other coworking companies, we offer a high-end, exclusive experience that is focused on building a unique community. We know that diversity leads to innovation. So not only do our members represent a broad range of industries, but we spend a lot of time and resources mixing up the very best in technology, design, food, wellness and culture to create a one-of-a-kind environment in each of our locations.
Recommended: Q: What’s included in MIXER membership?
A: As I just mentioned, each location is different based on the needs of its unique members. However, at any MIXER we offer our members a tailored suite of services, space and amenities. For instance, MIXER Rowhouse will feature a luxury gym, curated business lounge, private rooftop and exclusive events space where we’ll feature pop-up restaurant experiences alongside a diverse range of talks, trainings and networking opportunities.
Q: What are the benefits of working in coworking spaces? Who is it for?
A: Any company that values flexibility—the ability to easily scale up or down– while still offering their employees the “Google experience” would find MIXER appealing. Our members are a truly diverse mix; from fortune 500 companies to start-ups, and everything in between, our model really does work for any business enterprise.
Q: What are your plans for the future?
A: We are focused on launching MIXER Rowhouse early next year, and ensuring we create the ultimate blend of business and leisure for our DC members. You can follow our progress on Instagram @mixerrowhouse. Beyond that, we are also exploring expanding into specific verticals such as academia and healthcare. Stay tuned!
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