- Adam Neumann said Flow will “compete with or partner with” WeWork.
- After visiting the first building, I can tell you that Flow doesn’t need WeWork.
- Flow focuses on professional networking. Residents I spoke to said it was helpful.
When I entered the lobby of Society Las Olas, Adam Newman’s apartment building in Fort Lauderdale, Florida, I felt like I was walking into a WeWork. There were playful neon signs on the walls (“Choose Happiness”), colorful mid-century modern furniture, soft lighting, and plenty of greenery.
I came here to better understand Mr. Neumann’s secretive residential real estate startup, Flow.
Last month, Mr. Neumann’s associates agreed to let me tour Flo’s first building, Society Las Olas, when it officially opens early next year. We also arranged interviews with staff and residents.
in July conference, Mr. Neumann, who co-founded WeWork in 2010, said Flo will “compete with or partner with” his previous company. Since WeWork filed for bankruptcy protection last month. There is also speculation that Mr. Neumann might buy it back.
As far as I know, Flow doesn’t need WeWork. First, Neumann’s non-compete agreement expired at the end of October. Second, if you’re using Flow’s own coworking space, there’s no reason to pay hundreds of dollars a month for a WeWork subscription, especially as more people work from home. Gig employment is growing in popularity.
And finally, Flow has a strong focus on commerce and professional networking, which residents I spoke to said helped them grow their businesses.
Matthew Sorrentino, a young life insurance broker, said, “The building gave me the opportunity to get more clients because I was able to network with different people.” “I’m in the relationship industry.”
“Demo Days” are held regularly for residents and guests to showcase their businesses and anything else they would like to present, such as financial health or wine history.
A so-called community commerce digital bulletin board in the lobby allows residents to advertise services like car detailing and mental health counseling.
Real estate agent Tara Carter said living in the building has generated so much business that “you can essentially live there for next to nothing.”
read more: Adam Newman secretly founded a multibillion-dollar startup to transform apartment living into a utopian fantasy. I was the first reporter to step inside.
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