It is a terrible time of the year for an office worker. You arrive back at your desk and start wondering which of your colleagues is going to infect you with the flu. But imagine if your desk was in a co-working space. Life would be so much better. The decor would be brighter. Your desk buddies would be healthier. Most importantly, you could all laugh at the co-working company’s rebrand.
This week WeWork, the shared office provider that is valued at nearly $50bn, announced it would now be known as?.?.?.?The We Company. I am not making this up. You can see one rationale: someone had to get in there quick and occupy the initials vacated by The Weinstein Company.
I am sure that such lowbrow jokes go down poorly at We Company. “Our mission is to elevate the world’s consciousness,” it proclaimed on Tuesday, with no discernible humorous intent. “We’re in a constant state of self-discovery, self-growth, and change.” Bad news for anyone who just wants to rent a desk.