Nae

Nae is a leading consultant in the Telco market, made up of 350 professionals spread across the globe and driven by a shared mission: to challenge and support organizations through their transformation. But what matters most isn't what they do—it's how they do it: personally and closely, with a creativity and innovative spirit that delivers incredible results.

At Soluble, we were fortunate to experience this philosophy firsthand when we supported them through their identity transformation. Working with Nae, we learned to go further to reflect their unique vision: close, expert, and disruptive. That's why their new identity breaks so far from convention. And that's why, when we set out to work on their brand, strategy revealed a similarly unique activation opportunity: conceptualizing their workspace in Madrid.

Guided by strategy, we co-created a truly multipurpose, flexible space adaptable to all of Nae's team needs and hybrid work collaboration. Open to their entire ecosystem, self-managed by those who bring it to life, and designed to connect people and ideas. A space as unique and challenging as the Nae brand itself.

THE STRATEGY THAT ILLUMINATES OPPORTUNITY

Our most valuable tool—the one that lets us bring consistency and coherence to every brand action, and guides us as we bring it to life—is strategy. We always return to it for every decision, and in Nae's case, strategy lit a path less traveled and deeply exciting.

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One of the pillars of the Nae brand is the creativity it applies to everything it does, approaching each project with fresh eyes, understanding specific needs and the people who form part of it, to work in a personalized way. At Nae, they've created a space where paths of transformation are expressed with freedom and a co-creative mindset. A solid collaboration that happens across different countries, even different time zones, using every kind of tool. From this understanding, we identified another tool to challenge people to improve and reach their goals: their workspace. A touchpoint where they can express the brand, layer in value, and connect everyone at Nae: teams, clients, and partners.

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THE PURPOSE OF AN OFFICE

We were clear that at Nae it would be impossible to connect the way they do if they didn't have people with a shared purpose; one that permeates every relationship and every project: driving change. And when this purpose reaches all their tools and all their channels, it's natural to drive change in the physical space too, to connect in an authentically Nae way.

And the timing couldn't have been better. Right in the post-pandemic period, a time of uncertainty when companies had to decide—with greater or lesser team involvement—how and where to work. But uncertainty activates levers of opportunity, and at Nae, where their international activity already had them seeking collaborative and remote ways of working, this new context helped them make a decision rooted in their own nature: breaking down physical barriers.

That's how we started at Soluble a deep immersion in which we researched, held internal forums, and conducted multiple interviews to understand what the Nae brand and its team needed to work without limits in a hybrid model, to discover new ways of understanding work spaces and reveal how they could adapt to their unique way of doing things. This essential phase, and the brand strategy we'd already worked on, helped us make decisions to move toward our main goal: helping Nae create an ideal base to work from, continue building its culture, and strengthen its connection.

A DIFFERENT WORK SPACE

The main challenge in designing this space was that, due to their multidisciplinary team, the constant mobility of their professionals, and the variety of projects, the work spaces they needed at Nae also multiplied. But they could and should all look for the same thing: the well-being of whoever occupies it, facilitating teamwork and conveying the essence of their brand.

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Another challenge was bringing together opposites: the physical with the virtual, teamwork with focus. The people at Nae wanted an office with an integrative function, an optional work space that addressed the hybrid model without forgetting individual comfort. They needed a dynamic space that would foster their innovation and their drive to collaborate as a team. An open and inspiring space for conversation, collaboration and creativity, where Nae's talent and its clients would be the stars.

PLAZA NAE, FLEXIBILITY AND COLLABORATION

Focusing on these keys, we worked collaboratively with the architects and Nae's team to find all the solutions this space needed to offer. An Activation project in which continuous communication, with weekly meetings, was essential to work in a very agile way and co-create between teams—and in minimum time—this ideal space, Plaza Nae.

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To meet all the team's needs, we found inspiration, of course, in their brand. Nae is an organization that adapts to each project, each client, and each person, and that's why whoever interacts with the brand decides how that connection is visually expressed. So they give color and form to their unique relationship with Nae. And couldn't their workspace and collaboration space also adapt to who uses it and how they use it?

We were clear that it could, and under this premise we created a liquid, flexible, and multipurpose space where you can define independent and private work zones, or combine meeting rooms to collaborate with a larger group. That transforms to host exhibitions, talks, debates, and workshops. Where everything revolves around a gathering place, the plaza: natural, luminous, and ambivalent. But where there are places to disconnect, like the bar, places to focus, like the 'focus point' booths, and open spaces for inspiration.

One of these spaces is an environment equipped with flexible furniture and tools designed to encourage creative, enjoyable, and active work, which responds to Nae's '2go2gether' methodology. In it you find a pleasant alternative to sitting 100% of the time facing a screen; with furniture adaptable to different heights and positions, with wheels to redesign the environment according to needs, to facilitate continuous movement, change posture, and work with your hands.

So, just like the brand, each space in Plaza Nae exists to adapt to each person, each team, and each project. To build the ideal environment—or the multiple ideal environments—from which to face each challenge, provoke change, and discover how to go further: with new ways of working, new methodologies, and new sources of inspiration. This is the opportunity that Plaza Nae, the unconventional office of an unconventional brand, gives to all its team members, its clients, and its partners.

GRAN VÍA, CALLAO, EL RETIRO, NAE

A brand is its people, and a space that communicates what Nae is couldn't do it without them. Those now enjoying this workplace were also at the center of every decision: the resources they needed to reach their goals, the fundamental connection between the physical and virtual, and the opportunity they sought for collaboration and spontaneity to share ideas. Their people also decided how to name the spaces at Plaza Nae: the meeting room 'Gran Vía', the central area for sharing ideas 'El Retiro'…

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And as it could be no other way, this team went further by making their workplace self-managed. There's no single person in charge of keeping the office running; the whole team collaborates to make it function like a Swiss watch for everyone who uses it. Because this space is authentically theirs, and authentically Nae.

Since they opened Plaza Nae in Madrid, at Soluble we're eager to discover what their next stop on the map will be: it could be Barcelona, or it could be Bogotá. What we know is that this team has a great future ahead. Their latest success is proof of it: since September 2023 they've been part of Minsait and the Indra ecosystem, a union that strengthens Nae's role as the largest Telco sector consultant in Spain.

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