In a market shaped by hybrid working, ESG compliance and shifting tenant priorities, the definition of “prime” office space is evolving rapidly. For landlords, investors and occupiers, understanding what qualifies as premium is no longer just about postcode — it’s about performance, flexibility and future-proofing.
London’s office market is evolving fast, with today’s prime spaces setting new standards for both business and wellbeing. Here’s what we consider to be the key factors in determining an office as ‘prime’ in the current property market.
Location Still Leads
Mayfair, Victoria and the City remain high-demand zones, but proximity to transport, amenities and green space is now just the baseline. Tenants are looking for buildings that support productivity and wellbeing, not just prestige.
Example: Crossweys House, Guildford
Located at 28–30 High Street, Crossweys House offers 5,307 sq ft of newly refurbished Grade A office space. Just five minutes’ walk from Guildford’s mainline station, it combines central convenience with lifestyle appeal. Flexible floorplates allow subdivision into suites of around 1,500 sq ft, while amenities include showers, bicycle racks and three secure parking spaces. With an EPC B rating and competitive quoting rent of £25 psf, Crossweys demonstrates how location and specification together define prime space.
Grade A Isn’t Enough Without ESG
Refurbished stock is outperforming legacy assets, especially where EPC ratings, air quality and energy efficiency are front and centre. BREEAM certification, smart building tech and low-carbon operations are no longer optional — they’re expected.
Amenities That Mean Business
From concierge services to wellness suites, occupiers want more than desks and meeting rooms. The best-in-class assets offer breakout zones, bike storage, showers and even rooftop terraces. These spaces support culture as much as operations.
Flexibility Is the New Currency
Long leases are giving way to agile arrangements. Prime space now means adaptable floorplates, Cat A+ fit-outs, and the ability to scale or reconfigure without friction.
Case Study: Broadway Studios, Hammersmith — 10,000 sq ft Refurbishment
Location: Broadway Studios, Hammersmith
Scope: Full refurbishment + project management + lease advisory
Size: 10,000 sq ft
Target Occupiers: Creative industries
The Brief
The landlord sought to reposition 10,000 sq ft of underperforming office space to attract design and media-led occupiers while improving ESG credentials and long-term asset value.
Our Approach
- Installation of efficient HVAC systems and secondary glazing
- Sustainability-focused improvements achieving EPC B rating
- Contemporary Cat A finish with exposed services and maximised natural light
- Reconfigured layouts for flexible, collaborative zones
- Full coordination of contractor, design and compliance
The Result
- Repositioned as a high-quality creative workspace
- New lease terms maximised rental income and reduced landlord exposure
- Increased appeal to media, design and digital tenants
Why It Matters
This project demonstrates how targeted design, ESG upgrades and strategic lease negotiation can transform secondary offices into competitive, sector-focused assets.
At John D Wood, we work with clients to identify and present high-quality assets that meet evolving occupier needs. Whether you’re repositioning a building, seeking strategic advice or searching for your next investment, our team delivers insight, discretion and results.
Explore our latest listings here or speak to our team to discuss what “prime” means for your portfolio.
