Esquire (Singapore) - - Feature -

are a lot of Bren­dans in the Repub­lic of WeWork, and many are right here in this cor­ri­dor. Some of the out­fits in the South Wil­liams­burg, Brook­lyn, lo­ca­tion trade in worldly goods, like Con­scious Step, a sock com­pany that do­nates a share of its pro­ceeds to char­ity; Car­vana, an on­line used-car deal­er­ship; Mo­torino, a pizza mi­cro-chain; and Visual Mag­net­ics, which sells idea boards. Oth­ers are en­tirely ether-based, such as One Door, a com­pany that of­fers cloud­cen­tric “mer­chan­dis­ing ex­e­cu­tion”; Mish Guru, a Snapchat-fo­cused “man­age­ment & an­a­lyt­ics plat­form”; and DevTribe, a so­cial-me­dia con­sul­tancy seek­ing “in­flu­encers look­ing to in­crease rev­enue through per­sonal brand­ing.” There’s at least one self-em­ployed “vlog­ger and de­sign con­sul­tant,” as well as Turnkey & Be­spoke, which man­ages re­tail con­struc­tion projects, be they popup shops, pro­mo­tional booths, or, yes, of­fices in­side WeWork build­ings. There’s also a com­pany called NSFW, whose func­tion might be de­scribed as “fa­cil­i­tat­ing cu­rated grat­i­fi­ca­tion.” (It puts on swingers’ par­ties.)

Since 2010, WeWork has been leas­ing of­fice space in cities—by the desk, the room, or the floor—and now op­er­ates in nine­teen coun­tries, with more than 170 lo­ca­tions world­wide [in­clud­ing two in Sin­ga­pore] and 38 in New York alone. (In Oc­to­ber, the com­pany an­nounced it was buy­ing Lord & Tay­lor’s flag­ship build­ing in mid­town Man­hat­tan for USD850 mil­lion and mov­ing its head­quar­ters there.) Plenty of big com­pa­nies are now ten­ants with their own floors

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