HYBE Corporation is an Entertainment Company encompassing an expansive range of operations from music to gaming. Recently, the new HYBE HQ office was announced, impressing all who perceived the 3D model of the structure, CBO Min Heejin briefed the public on her inspiration for the place branding and building design, drawing inspiration from the concept of the “hyper nomad” workplace. Min Hee-jin, Chief Business Officer (CBO) of the company, who is also in charge of the design of the new HQ building, quoted: “Good space branding has a purpose in creating attitudes. We hope to establish a more creative and efficient working culture in HYBE’s new office space.”
According to South China Morning Post, the company said it would create a system to encourage employees with expertise in different fields to work together (Park 2021). The company stated that it incorporated the meanings of connection, expansion and relationship in the new name, aiming to create a system that shifts away from hierarchy and allows employees with expertise in various fields to work horizontally.
HYBE Corporation goes by the slogan “We Believe In Music”. The company, according to Chairman and CEO Bang Si Hyuk, operates various businesses and understands the area of entertainment much wider than previously perceived. “I felt the need to change our name as a symbol of the structure that could connect and expand the current businesses.”
Major roles are divided into three divisions:
HYBE Labels for music and artist management.
HYBE Solutions for new technology ventures.
HYBE Platforms to connect their services to the public.
HYBE HQ is designed in such a way that communication between members of different sectors accommodates for eased communication. The area between floors is constructed in this way.
HYBE Forum and Common Place
HYBE Open and Closed Space Strategy
HYBE Forum and Common Place
An area between floors was made for refreshment and communication among the employees. Therefore, interior staircases have been installed in every three floors of the office space.
A lounge was made using these interior stairs. Not only does this make it easier to move up and down, but this also creates an environment whereby employees can communicate more freely. Aside from this, six floors have a library where one can get inspiration.
Also, there are three other floors that contain a fitness center with a more focus on refreshing. You can work from and rest anywhere in HYBE. There is no need to be at a desk all the time. You can rest while enjoying the view.
Why is employee welfare important?
There is increased productivity within the corporation.
More possibilities for innovation within HYBE.
Less staff turnover which saves time, money and increases output.
Reduced talent flight, staff seek to grow within the company rather than leave.
Dynamic corporate culture leading to more independent, proactive, healthier and happier staff members.
Cost reduction.
Employee welfare improves the PR of HYBE.
HYBE Forum
Another work and common space like the lounge but containing different characteristics is the 19th floor. This space is called the “Forum”. According to CBO Min Heejin, it’s a common and work space for communication and can be used as an auditorium. The four meter ceiling creates spaciousness and stability.
An appropriate amount of white noise can help one focus within this work space. Aside from this, it fulfills the role of a common place, being a place for communication and rest. Powered curtains can create a more private setting for group workshops or company events.
HYBE Fritz Cafe
A coffee shop will open within the space barricaded by the curtains. Partnering with a renowned specialty coffee brand Fritz, a cafe branding unique to HYBE will be introduced.
Past the cafe counter top, there is an outdoor garden named “Comb”. This area was named comb because about 200 birch trees as tall as six meters are planted in this space reminding you of a comb.
HYBE Corporation Nomadic and Flexible Strategy
With HYBE Corporation’s Hyper Nomad Strategy, dedication to one’s work is accommodated in different spaces such as the forum, one person seats and the lounge. The office space is flexible and dynamic in order to adapt to changes within the corporate environment. However, many factors bring coziness into the building in order to increase employee welfare.
Every choice made was based on the belief that even small choices lead to good branding. All of the choices made within HYBE Corporation have a great deal of deliberation. CBO Min Heejin quoted “Good place branding is not just about decorating space. It is about creating the desired attitude. The goal was to create the most efficient and reasonable office culture. COVID 19 came unannounced and it was our responsibility to adapt to a New and Nomadic Office Structure.”
PARK, J., 2021. BTS Agency- Big Hit Entertainment Changes its name to HYBE. [online]. SOUTH CHINA MORNING POST. [21/03/2021]. Available from:https://www.scmp.com/lifestyle/k-pop/news/article/3126200/bts-agency-big-hit-entertainment-changes-its-name-hybe-it
DEVLOPER, D., 2020 Why employee welfare should be a priority in your business. [online]. THRIVE GLOBAL. [21/03/2021]. Available from:
©Keren Obara Mar 2021
Comments