ReInvent and NORNORM partner to define the office 3.0

ReInvent and NORNORM are announcing a strategic partnership to change the way we think about and use the office.


The Netherlands has 50 million square meters of offices. The knowledge worker will still come to the office on average for two to three days. So actually at least 30% of the use of the office should be different. How? That will have to be determined case by case. But 15 million square meters can and will have to be given a new purpose.

These square meters will have to be attractive, social, and useful for users but above all for the neighbourhood and network of users.

Together we want to reshape the office landscape towards a high-quality, user-centric, bookable, and flexible design platform within a building.

“Let's redefine the office model. This starts with circular thinking and defines each user of a building as a customer. ReInvent and Nornorm are both examples of office 3.0. We see great opportunities to jointly add value in the new office value chain.” says Martijn Roordink of Reinvent.


Why should you invest if you can subscribe to it on-demand? The world is changing. The behaviour of the workers is changing. We must become more circular. NORNORM provides businesses with attractive workplace furniture solutions based on a subscription model. ReInvent offers a new, digital, way of operational asset management, on behalf of the asset owner, that makes the building outperforming, flexible, social, and sustainable.

“We share the same vision as our partner ReInvent, which will make way for how we think about office spaces. Right now, we see a growing demand from our customers for a more flexible and sustainable solution, so why invest in furniture when you can subscribe to it. Let’s change the game” says Jonas Kjellberg, co-founder and Chairman of the Board at NORNORM.

Both companies act as a platform that transforms offices and B2B into consumer experience buildings.

This partnership will combine the NORNORM sustainable furniture service with ReInvent’s overall asset management to significantly improve the office experience towards a flexible, user-centric workplace.

The fundamental dynamics of real estate have changed over the last two years. Factors like connectivity, sustainability, digitization, and well-being emerging as major considerations for office users while Environmental, Social and Governance (ESG) topics have become an important business consideration for real estate investors.

Our partnership offers a complete package for creating office buildings of the future, enabling both building owners and their users to achieve their ESG targets and create an attractive place to be.

“Our partnership with ReInvent will take us further on our joint mission for a more innovative and sustainable future in real estate, Netherlands. Our first project together will be Daalsesingel51 in Utrecht. A building of a.s.r real estate” says Douwe Dirks CCO at NORNORM Netherlands.


ReInvent is the orchestrator, on behalf of building owners, to transform the traditional landlord-user relationship into a hybrid of service provider and hospitality expert supported by a Smart Digital Asset Management Platform and management. We make work easier for the modern property owner by providing the best user experience and generating the best return on investment.

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NORNORM is a flexible, subscription-based furnishing service that helps businesses adapt to changing workspace needs. Our affordable and fully circular model has a simple mission: to make workspaces better — for the people they serve, the businesses they house, and the planet they impact.

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Arno Kelders, ReInvent,
Pernilla Angelin, NORNORM,