Storytelling, Hybrid Work, and the Future of Workplace Products with Gensler’s Brandon Larcom
Key Highlights
-
Strategy-first product development: Treat products as business tools—ground decisions in research, user personas, and measurable outcomes.
-
Hybrid-ready by design: Prioritize flexibility, “hackability,” and modular systems to support rapid reconfiguration and evolving work patterns.
-
Sustainability as a baseline: Bake circularity, durability, and responsible materials into the brief from day one, not as add-ons.
-
Narrative as a differentiator: Use clear storytelling to align stakeholders and turn a spec into a culture-building product adoption.
In this episode of I Hear Design, host Robert Nieminen talks with Brandon Larcom, Global Director of Product Development at Gensler, about the strategy behind today’s most effective workplace products. Larcom unpacks how research, user personas, and storytelling guide the design process—and why “hackability,” flexibility, and hybrid work are redefining what products must do.
The discussion covers sustainability and circularity standards that are changing manufacturer partnerships, the role of emerging technologies in personalizing spaces, and how sensory experiences can strengthen culture and wellbeing. Larcom also offers practical advice for brands looking to collaborate with design firms more effectively and shares what he’s watching next in workplace product innovation.
Resources mentioned in this episode:
- Gensler’s Research & Insights
- Bulo Monica lounge chair by Gensler
Meet Our Guest
Brandon Larcom, Product Development Leader, Senior Associate, Gensler
Brandon is a global leader of Gensler’s Product Development practice. As Director of Product Development, he specializes in business development, identifying future design industry trends, and licensing for global product rollouts. He has successfully directed product launches with diverse industry leaders such as Arktura, Cambria, Halcon, Emser, Humanscale, Milliken, Muraflex, and Transwall. Brandon’s career began as an inventor, developing successful fitness and lifestyle products. He later founded a company that partnered with aspiring entrepreneurs to bring their ideas to the global infomercial, retail, and wholesale markets. An experienced tv and radio producer, Brandon currently hosts and co-produces the Gensler Design Exchange podcast, facilitating a dialogue between design experts, creative trendsetters, and thought leaders to discuss how Gensler is enhancing the human experience through the world of design.
Key Moments in This Episode
-
Opening & Setup — 00:00:05–00:01:22
Episode intro, guest/topic framing, and what listeners will learn (strategy-led product development, flexibility, sustainability, storytelling). -
Unconventional Path → Design Parallels — 00:01:29–00:05:06
Acting = personas & audience; figure skating = prototyping/iteration; branding, launch, and market feedback as part of the product lens. -
From Inventor to Gensler — 00:05:08–00:06:48
Fitness-product invention; serendipitous connections; perspective brought to product development. -
Leadership & Creativity Lens — 00:06:58–00:08:05
Passion, positivity, audience awareness, and market understanding as the basis of partnerships. -
Design as a Strategic Business Tool — 00:08:06–00:12:42
Research, user insights, and market intelligence drive outcomes; products conceived as part of an ecosystem. -
Collaboration Playbook — 00:12:43–00:13:12 & 00:13:48–00:12:59 (thread continues through ~00:12:59–00:12:42 context)
Align on business goals first, then design; pause to listen; combine manufacturing strengths with design expertise for strategy-rooted launches. -
Future-Proofing & GPS Standards — 00:13:17–00:16:06
Gensler Product Specification (GPS) standards; carpet circularity and take-back programs; 2030 embodied carbon neutrality commitment. -
Material Innovation, Flexibility & Wellbeing — 00:16:07–00:17:21
Tech-enabled flexibility reduces waste, supports hybrid workflows, and improves workplace experience. -
Experiential Tech Examples — 00:17:34–00:19:33
Solar rainscreen façades that feed energy back to the grid; scent programs linked to emotional wellbeing and HVAC/diffuser deployment. -
Hackability, Agency & Efficiency (“Three E’s”) — 00:19:38–00:22:15
Hospitality cues, biophilia, and product simplification to elevate execution and efficiency. -
Hybrid Work: Personalized Furniture & Spaces — 00:22:24–00:24:53
Sensor-enabled desks/chairs/pods; remembered preferences; posture/occupancy feedback; integrated power/touch for seamless collaboration. -
Storytelling as Foundation — 00:25:06–00:28:11
Design with empathy; communicate the “why”; narrative aligns teams and differentiates products beyond features. -
Case Study: Fashion-to-Furniture Narrative — 00:28:36–00:31:20
Belgian brand relaunch: fashion cues, wood veneer, and a named lounge chair (“Monica”) as a story-led market entry. -
What’s Shaping Next-Gen Workplace Products — 00:31:24–00:34:07
Global survey insights (agency, personalization, biophilia); only 14% favor traditional models; experience drives retention and pride. -
“Destination, Not Obligation” — 00:34:20–00:35:12
Earning the commute with memorable, experience-rich workplaces. -
How to Collaborate with Gensler — 00:36:11–00:38:02
Come with intentions and data; seek strategy + product, not just “a product”; boutique practice within a global firm. -
What’s Next & Where to Learn More — 00:38:12–00:40:04
Upcoming launches (Salone, NeoCon), IP mindset, and where to find reports and updates (gensler.com, @genslerdesign).
About the Author
Robert Nieminen
Chief Content Director
Chief Content Director, Architectural Products, BUILDINGS, and interiors+sources
Robert Nieminen is the Chief Content Director of three leading B2B publications serving the commercial architecture and design industries: Architectural Products, BUILDINGS, and interiors+sources. With a career rooted in editorial excellence and a passion for storytelling, Robert oversees a diverse content portfolio that spans award-winning feature articles, strategic podcast programming, and digital media initiatives aimed at empowering design professionals, facility managers, and commercial building stakeholders.
He is the host of the I Hear Design podcast and curates the Smart Buildings Technology Report, bringing thought leadership to the forefront of innovation in built environments. Robert leads editorial and creative direction for multiple industry award programs—including the Elev8 Design Awards and Product Innovation Awards—and is a recognized voice in sustainability, smart technology integration, and forward-thinking design.
Known for his sharp editorial vision and data-informed strategies, Robert focuses on audience growth, engagement, and content monetization, leveraging AI tools and SEO-driven insights to future-proof B2B publishing.