_'Virtual clustering' has emerged through digital channels, has it replaced 'physical clustering'?

Physical clustering develops where people need to come together to perform various similar tasks, to tap into a knowledge pool, to get access to technology or to provide an offer that is attractive to communities who congregate in a particular place.

Clustering has historically been promoted and reinforced through historical association, as in medieval guilds, or through government in the form of subsidies, tax zones and levies.

However, the emergence of multiple digital communication channels have challenged physical clustering, offering in its place something akin to ‘Virtual Clustering’.

Where cities were the old aggregators of information - through libraries, schools and town halls - now that is Google. While removing barriers to information, virtual clustering retains the idea of clustering by providing online profiling, exclusive online groups and specialist knowledge forums where to access particular information.

However, you are only seeing what Google wants you to see so clusters are formed under the categories that sit behind the search engines. 

Yet, despite the ability to virtually cluster, physical clustering is almost stronger than ever now. Why?

The answer is that humans need physical space; the Japanese word for “human without space” is ghost (スペースのない人間).The appropriation of space and its arrangement in a particular manner to suit human rituals is part of what confers humanity its identity over time.

This manifests itself primarily in two ways: 

Lifestyle choices; the need for individual and collective identity becomes stronger and ever more necessary as lives become increasingly led in the virtual space. 

Expression of ‘corporate self’ through workplace; landlords and tenants locate their HQ according to the prestige and status of the buildings or locations they occupy and not according to merely functional/operational considerations (i.e. there are offices in Gherkin because it is an iconic landmark which people are proud to be part of). 

Also, we see ourselves through the eyes of other people, and so we choose to be at work because of a need for assurance and self-identity.

As our work becomes increasingly wrapped up in virtual space and opportunities in physical workplace for workers to 'do their own thing' decrease as a result of clean desk policies, a trend in architecture/interior design/furniture to create 'authentic' experiences is emerging. These are defined and characterised by features, signifiers and anchors in the physical space designed to make life more tangible.

We could be going towards a paradox which sees our increasingly virtual and digital work being rooted in “heightened reality” environments which bring us in contact with others through shared and intense sensorial experiences.

Perhaps not so much of a paradox but a necessary and complementary pairing of virtual and physical.

Knight Frank's EMEA Strategic Consulting team works with large and small business helping them to align property to business goals and objectives and, in turn, making them more future-proof, competitive and fast moving.

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