The Cryptic Rollout of WeWork’s Residential Concept Continues

• February 2, 2016

by UrbanTurf Staff

If mysterious is what WeWork is going for with the launch of their residential concept, the company is achieving its mission.

On Tuesday, the co-working company sent out an email to members that simply read “We invite you to help us build something new — a home for people who join as ‘me’ and become part of a greater ‘we’.” Along with that vague missive, the email included an RSVP to an event on February 9th.

UrbanTurf RSVPed to the event, and got a nice email back that said all attendees would need to sign non-disclosure agreements “due to the confidential nature of this event.”

Vague and cryptic seem to be the early marketing plan for the company’s residential concept WeLive. In December, new coffee mugs showed up at the Wonder Bread WeWork office in DC with the motto “Live Better Together,” a clear nod to WeLive. Wonder Bread staff said that the mugs were mistakenly sent to the office instead of mugs with the usual motto “Do What You Love.”

WeWork and Vornado/Charles E. Smith are converting Crystal Plaza 6, a vacant office building in Crystal City into two floors of co-working office space with 216 micro apartments on the upper floors, which would be the first WeLive development in the region.

This article originally published at http://dc.urbanturf.com/articles/blog/the_slow_cryptic_rollout_of_weworks_residential_concept_continues/10828