Launch campaign feature Willabelle Ong to make “boring” the new bold
SINGAPORE, July 15, 2025 /PRNewswire/ — JustCo, Asia Pacific’s leading flexible workspace provider, announces the launch of the boring office (@thisistheboringoffice) the latest addition to its diverse coworking portfolio. As a digital-first, self-service workspace brand, the boring office is designed for this generation’s workforce who value focus, flexibility, and simplicity.
A bold brand story: function over frills
The creation of the boring office is rooted in a simple yet powerful insight: not every business wants beanbags, baristas and high-touch hospitality. Many simply want a distraction-free space to do their best work. the boring office brings this to life with its promise of “no frills. no distractions. no gimmicks.” by offering essential, functional private offices without the clutter. The launch of the brand’s first location is at MacDonald House, Dhoby Ghaut.
“We recognised that some teams just want a straightforward space to get things done, without distractions or unnecessary extras,” said Kong Wan Long, Co-Founder and Chief Commercial Officer at JustCo. “the boring office delivers exactly that: a practical, customisable and purpose-built solution for businesses that value function over frills.”
the boring office: customisable, transparent, and fully digital
the boring office redefines coworking memberships by becoming the first coworking brand to be fully sold online. Customers can seamlessly customise their office through an intuitive e-store at https://www.justcoglobal.com/theboringoffice, choosing from modular add-ons like premium Herman Miller chairs, sit-stand desks, custom wall paint colours and dedicated IT solutions, or keep it as minimal as they prefer. Pricing is clear, upfront and free of hidden costs, so businesses know exactly what they’re paying for.
This approach offers flexibility to build the workspace you truly need and nothing you don’t.
A creative partnership: launching with Willabelle Ong
To bring the brand to life, the boring office has partnered with renowned local content creator Willabelle Ong (@willamazing) for its launch campaign. Willabelle’s entrepreneurial spirit, creative mindset and trend-setting influence align perfectly with the boring office’s target audience: modern, pragmatic professionals who value style and substance.
JustCo: Multi-brand portfolio innovation
As part of JustCo’s evolution into a multi-brand portfolio operator, the boring office marks the latest brand innovation, targeting users who prioritise productivity and cost transparency over lifestyle perks. This follows the recent launch of the group’s first luxury brand, The Collective, which has since opened in Tokyo, Taipei and Bangkok. Together, these new brands reflect JustCo’s commitment to meeting diverse and evolving business needs through a differentiated multi-brand strategy, anchoring the group’s ambition to double its portfolio over the next five years.
About JustCo
JustCo is Asia Pacific’s leading provider of flexible workspaces for businesses of all sizes seeking flexible work solutions. Founded in 2011 and headquartered in Singapore, JustCo leads Singapore’s coworking scene with the largest network, offering close to 50 coworking centres across eight gateway cities in the region.
JustCo empowers flexible work across our network of high-quality coworking centres in prime locations, seamlessly integrated with technology to enable our members to work from any of our premises. Beyond flexible workspace solutions, we also strive to be the place that works for all individuals and businesses, revolutionising how people work by providing a platform that fosters growth, connections, collaborations and opportunities for our ever-growing JustCo community and beyond.
Part of this vision includes the boring office (tbo), our new digital-first, self-service workspace brand created for professionals who value focus, clarity and customisation. the boring office offers distraction-free private offices that can be fully customised online, giving modern businesses the flexibility to choose only what they need and nothing they don’t.
For more information, visit: justcoglobal.com/theboringoffice
