In today’s fast-evolving world of digital collaboration, remote work, and virtual connectivity, it’s tempting to believe that culture can transcend physical space. However, as an architect and designer, I believe that culture is intrinsically tied to the physical environments we inhabit and create. Whether in cities, homes, offices, or public spaces, physical space is where culture takes shape, evolves, and thrives. Without it, the very essence of culture risks becoming diluted, disconnected or abstract.
Amazon CEO Andy Jassy's recent letter about the importance of in-person collaboration and strengthening company culture reflects this idea. He emphasizes the tangible benefits of being together in the office, not just for practical collaboration but for reinforcing the company’s culture. His insights resonate deeply with the principles of architecture and design, where space plays a central role in shaping how people interact, learn, and build communities.
Physical Space: The Culture Mixing Bowl
Culture, at its core, is the shared practices, values, and experiences of a community. These are not abstract ideals floating in the digital realm of some cyberspace void but behaviors, traditions, and interactions that are grounded in physical reality. From ancient civilizations that gathered in forums and amphitheaters to modern offices designed to foster creativity, space has always been a canvas for culture.
As architects, we understand the profound influence that physical environments have on human behavior. The layout of a building, the placement of communal areas, the quality of light, and the textures of materials all contribute to how people feel, communicate, and work together. In this sense, culture is not merely a product of the people within a space but also of the space itself. Space plays an important part in creating culture itself.
For example, Amazon’s decision to return to a more traditional office setup reflects a recognition of this truth. As Andy notes, learning, brainstorming, and collaborating are all more seamless when people are physically together. For architects this means pointing to a physical plan with your finger and saying, here this door needs to be flipped rather than aimlessly moving a pointer on the screen that nobody can see, LOL. This is because space encourages spontaneity and deepens connections—things that are hard to replicate in a purely virtual world. The architecture of an office, or any workspace, is critical in fostering these dynamics.
Architecture as a Reflection of Culture
Consider some of the world’s most culturally significant spaces: The Louvre in Paris, the Parthenon in Athens, or the Forbidden City in Beijing. These iconic structures are more than just buildings—they are manifestations of the cultures that produced them. Architecture and design serve as tangible expressions of a society’s values, creativity, and ambitions. This is true in every field, from civic structures to corporate offices.
When a company, like Amazon, seeks to strengthen its culture, it does so by addressing both the organizational structure and the physical environment. By reintroducing assigned desks and increasing in-office presence, Amazon is not just creating efficiency in operations; it is reinforcing a physical sense of belonging and shared identity. This is so counteractive toward the Covid and pre-covid eras where we thought it was OK to roll out of bed and jump on a zoom call. Physical space activates and invigorates the creative spark and the productive urges we all share. These changes are a reminder that while innovation and technology are important, the spaces we occupy are vital in creating a sense of ownership, connection, and purpose.
The Role of Design in Culture Creation
Good design is not about decoration; it’s about creating spaces that serve and enhance the human experience. Whether it’s a public park that encourages social interaction, a library that fosters learning, or an office that facilitates collaboration, design has the power to shape culture. In the case of Amazon, the office design isn’t just about efficiency—it’s about fostering the company’s startup-like mentality, where innovation and agility are key. Something we all can learn from.
Designing for culture means thinking beyond the immediate needs of a space and considering how it will influence the behaviors and relationships of those who inhabit it. It’s about designing spaces that are adaptable and responsive to the people using them. This is what makes physical space irreplaceable in cultivating a thriving culture.
Why Physical Spaces Still Matter in a Digital Age
The increasing reliance on digital communication and remote work during the pandemic has led many to question the need for physical offices. However, Andy's message highlights that culture cannot fully exist in a vacuum. Virtual interactions, while convenient, often lack the depth and spontaneity that arise from face-to-face encounters in shared physical spaces. There is an alchemy to being present and sharing the same space.
In architecture and design, we have long known that space is a fundamental component of human interaction. Offices, for example, are not just places where work gets done; they are where relationships are built, ideas are exchanged, and culture is fostered. The shift back to in-office work highlights that physical environments are still crucial for maintaining strong cultural ties, even in an increasingly digital world.
Designing for Cultural Continuity
As an architect and designer, I’ve seen firsthand how space can either strengthen or weaken culture. In my practice, I strive to create environments that foster connection, collaboration, and creativity, knowing that culture is deeply embedded in the spaces we create and inhabit. Whether it’s a company office, a public square, or a home, physical spaces are where culture lives, grows, and evolves.
In the words of Andy Jassy, keeping culture strong requires ongoing effort. In architecture, we understand this well. It’s not enough to build a space and hope for the best; we must continually adapt and improve the environments we create, ensuring they support the culture we aim to cultivate. As we move forward, both in business and in life, let’s not forget the vital role that physical spaces play in shaping the culture we all cherish.