LONDON – Two months into operations at Finlaison House, Alex Passler‘s bet on premium flexible workspace is paying off in ways that have surprised even the former WeWork executive himself.

“Co-working spaces typically are relatively loud, buzzing places.” says Passler. “By design, we achieved a somewhat calming environment, which has been really well received. That was probably not even intentional, it just so happened that people are really embracing a slightly more toned down, quiet, and exclusive environment.”

The revelation challenges conventional wisdom in the flexible workspace industry, where energy and buzz have long been considered selling points. At Vallist‘s Holborn location, the opposite approach is resonating with professionals seeking productive environments rather than social scenes.

Passler, former Head of WeWork Asia Pacific and The Americas Real Estate teams, launched Vallist with a hypothesis about changing workspace demands. The first sixty days have validated that thesis faster than anticipated.

“We’re in an interesting phase now,” Passler notes. “When you’re new to the market, people are using us as a test case. They’ll come in, experience working from there, see how it is, and then decide if it’s something for them long term.”

The testing phenomenon has attracted unexpected demographics. Rather than the anticipated freelancers and small companies, Vallist is seeing larger corporations send team members to evaluate the space before committing.

“We’ve actually had some quite big companies come in and use the space,” Passler reveals. “They’ll send one or two team members to go out, try it out, and report back on their experience.”

The landlord partnership model, which eliminates lease risk through white-label management agreements, enables Vallist to maintain quality standards without the pressure to maximize occupancy immediately. This patient approach allows for curated member selection rather than rapid fill rates.

“I think it’s a robust business plan and very good alignment with the landlord on how we run the space, which gives us the possibility to say no and be a bit more selective on the type of clientele that we bring in,” Passler explains. “We make sure that the clients we do bring into the space align with each other and create benefits by co-using or co-working in the same area.”

The strategy accepts slower initial ramp-up in exchange for long-term stickiness. “I’m sure we ramp up our occupancy a bit slower this way, but I think in the long term it keeps people stickier, provides a better experience, and that’s only possible with great alignment with the landlord,” Passler adds.

Work Club memberships, Vallist’s alternative to traditional hot-desking, are following a different trajectory. After a slower start requiring market education, demand is accelerating as awareness builds.

The Holborn location’s proximity to major law firms has shaped operational priorities. Vallist invested heavily in soundproofing and cybersecurity infrastructure to meet the demands of legal and financial services professionals handling sensitive information.

As Passler evaluates lessons for future locations, the early data points toward maintaining the premium positioning while refining the office mix to include smaller suites that generate faster deal flow alongside the larger corporate spaces.

Vallist delivers premium flexible workspace through landlord partnerships that eliminate lease risk and enable patient investment in design, technology, and hospitality. Founded by former WeWork executive Alex Passler, Vallist creates hospitality-led environments for professionals who prioritize quality, privacy, and genuine service. Learn more at https://vallist.com.

Disclosure: Individuals or companies mentioned may have a commercial relationship with KeyCrew.

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