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Starwood Capital Launches New Office Brand With A Presence In Madrid, Barcelona And Milan

Kudos. This is the name of the new office brand launched by the investment firm Starwood Capital Group, which brings together a portfolio of ten assets spread over Madrid, Barcelona and Milan . Together they add 370,500 m² of space where hospitality and user experience are the central axis.

According to the company, the workspaces are adapted to the needs of an environment in full transformation, at the same time that it guarantees the best standards of health and traceability. Kudos proposes a new experience for professionals that is defined through flexibility, technology and the most advanced design .

Madrid brings together most of the brand’s office space with more than 257,300 m² spread over its Innovation Campuses in San Fernando, Las Mercedes, Omega and Urban Buildings in Julián Camarillo, Manoteras and Valportillo. In Barcelona it has 37,000 m² made up of the Urban Building of Pallars 193 and the Innovation Campus of Inneo. Finally, outside of Spain, the Innovation Campus Energy Park in Milan has an area of ​​76,200 m².

“The emergence of the Covid-19 pandemic has caused a paradigm shift in the way in which people work in office buildings. For this reason it is necessary that there be a new conception in work spaces, based on a continuous improvement of the facilities, their services and the activities we offer to our tenants. The birth of Kudos responds to all these new needs “, explains Ignacio Sagüés, director of Starwood Capital for Spain and Portugal. The values ​​of the new brand are community, flexibility, collaboration, well-being, innovation, technology and sustainability .

For his part, Federico Bianchi, Head of Asset Management at Starwood Capital for Europe, ensures that the birth of Kudos reinforces the company’s commitment to sustainability and innovation . “We have focused our efforts on the creation of sustainable buildings, developing multiple actions aimed at reducing water and energy consumption, optimizing air quality or adjusting the materials used and waste management. In addition, we continue applying innovative strategies aimed at making our buildings more connected and more sustainable, reaching the highest ESG standards “, he said.

State-of-the-art assets
According to the report The Future of Work prepared by the consulting firm McKinsey & Company, in Spain only 18% of professionals have the ability to work remotely between three and five days a week, while another 18% can do it between one and two.

It is therefore necessary, say from Satrwook Capital, that spaces go from being static buildings to become flexible, safe, experiential, reflecting a way of being and living. These have to be linked to the values ​​of the brand and adapt to the needs of people and new trends: flexibility, sustainability, mobility, cutting-edge technology and the phygital model .

In a context in which ensuring health safety has become an essential pillar for workspaces, Kudos assets have the Disinfection Monitored Cleaning accreditation issued by SGS and which certifies the proper maintenance of the different protection and hygiene measures. and disinfection of spaces .

Along the same lines, these office spaces will soon receive the WELL Health & Safety Rating seal , which evaluates cleaning and hygiene procedures, emergency plans or air and water quality management.

Likewise, eight of its assets already have the BREEAM ‘Very Good’ environmental sustainability certification , while two of them have the LEED Platinum seal, the highest certification for sustainable buildings.

This certification is a key element for Kudos, as it represents a clear and rational roadmap to improve sustainability and reduce operating expenses by allowing the establishment of objectives and the development of an action plan, its implementation and periodic review for categories. such as waste management, efficient use of energy or pollution.

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