RCA's Jeremy Myerson, and Cornell University's Frank Becker seemed to be at one with the idea of the creation of workspaces that reflect the nature of the occupier. Myerson called it the Narrative Office while Becker suggested 'Physical Marketing'.
Examples include an entrance like a running track for a sport goods manufacturer and Sheppard Robson's building - 'like the inside of a giant car' - for Toyota. Becker described the need for offices that reflected a 'messy vitality' rather than the formal layouts favoured by corporate occupiers. But the impression was that these solutions cut little ice with the property-oriented audience and only survived at the hipper end of the market - advertising agencies in the main. John Worthington summed it up when he said 'Flexible working is struggling to break out of the institutional office shell'. He described a neat piece of lateral thinking by DEGW. When asked to provide training accommodation for Shell, DEGW did a deal with Holiday Inn which only used all its accommodation at weekends.During the week the building was rebranded with Shell signage and logos; at the weekends it reverted to its original use.