WeWork has a new face… The We Company

We’re huge fans of WeWork at The Vanity Project.  Our New York HQ is the WeWork in Soho.  The company has no doubt transformed the idea of office life.  This morning WeWork unveiled a new brand identitycalled The We Company. The new name is apparently related to the vision of CEO Adam Neumann to expand the company "to encompass all aspects of people's lives, in both physical and digital worlds," according to Fast Company. 

As of now, WeWork provides office and commercial spaces, in almost 100 cities in more than 25 countries, for businesses to rent out and employees to use as office space.  But under the new We Company brand, the startup will consist of three pillars; WeWork, WeLive, WeGrow.

WeLive are community-oriented coliving "hacker houses" in New York and Arlington, Virginia.  WeGrowis education-focused. WeGrow opened its first school last fall, an elementary school with a focus on entrepreneurship that operates out of a WeWork space in New York City. 

Some speculate the rebrand coincides with the announcement of losses in the first three quarters of 2018, it generated $1.25 billion in revenues at a loss of $1.22 billion.  Regardless, the We Company still has a valuation of more than $47 billion and leases large offices to Amazon, Salesforce, Pepsi in addition to the desks and small offices for thousands of start ups and small businesses.

What does this rebrand say for the future of The We Company?  WeEat? WePlay? WeSweat? WeBuy? We hope not.