JustCo Brand Guidelines: JustOffice of 2011, Three Brands & a 2026 Singapore Listing

A serviced office at Samsung Hub.

JustCo began in Singapore in 2011. The company says it started life as JustOffice, a serviced office of 3,132 square feet in the Samsung Hub tower, set up by Kong Wan Sing, Lu Liu and Kong Wan Long. English Wikipedia, citing EdgeProp, names the same three founders and describes Kong Wan Sing as a property developer and businessman who had worked for Mapletree Investments in Singapore before starting the company.

Growth was gradual at first. JustOffice opened in Asia Square, one of the city’s Grade A office towers, in 2013–2014 and had four centres by the end of 2014, the company says; it raised a Series A funding round in 2015 and a Series B two years later. The name changed to JustCo in 2018, according to the company’s own timeline, while English Wikipedia places the rebrand in 2015.

Between 2018 and 2020 investment from GIC, through its real-estate arm, and from Frasers Property paid for a fast regional expansion, the company says, describing that period as opening nearly one centre every three weeks. English Wikipedia records the 2018 move into Thailand, with four Bangkok centres after an investment by the Thai developer Sansiri, and a joint venture with Gunung Sewu in Indonesia. In 2019 the company leased a 16-storey tower in Seoul’s Gangnam district for its fourth centre in that city, the first time it had taken a whole building, English Wikipedia says, citing The Business Times and The Straits Times. In December 2019 it agreed a partnership with the Japanese builder Daito Trust Construction to develop workspaces in Japan.

Three brands, one network.

JustCo now presents itself as a family of brands. When it opened its first luxury space in Singapore in February 2026, EdgeProp reported that it ran 51 locations in ten business hubs across seven countries under three names: the premium JustCo, the luxury The Collective and the essentials-focused the boring office, written in lower case. Its website also lists the JustCo App, virtual offices and a pass product called SuperPass, and the company says it adopted a new brand purpose in 2024, “The Place That Works For You.”

The Collective began in Tokyo. EdgeProp reported in November 2024 that the first site took the ninth floor of GranTokyo South Tower, beside Tokyo Station, with 24,000 square feet of private suites, meeting rooms and hot desks, fitted with Herman Miller Aeron chairs and serving coffee from the Kyoto-founded % Arabica. The Singapore site, The Collective Labrador Tower, opened on the 30th floor of an office tower where Pasir Panjang meets Alexandra Road, with a nautical-themed design that the company says draws on the sea and skyline seen from its windows. It was the fifth Collective in Asia, after Tokyo, Osaka, Bangkok and Taipei, EdgeProp reported in February 2026. The company says several Collective centres won Real Estate Asia Awards in 2025 and 2026, one of them as Design Initiative of the Year. At Labrador Tower, EdgeProp reported, members get concierge services, daily breakfast and evening aperitifs and wellness programmes, which the company presents as “a destination where wellness, hospitality and design coexist.”

The boring office takes the opposite approach. The company describes it as a concept for growing teams “who just want to get to work,” built on simple transactions, transparent pricing and online customisation, and launched in 2025. JustCo also says its in-house workspace design team won a silver award for innovative and sustainable office design at the Employee Experience Awards in 2024, and that in 2023 it opened a pay-per-minute co-working centre in a terminal at Changi Airport.

How workspace brands present themselves.

Flexible workspace operators sell something hard to photograph: the chance to rent a desk, a room or a whole floor for as long as a business needs it. Their websites lean on interior and lounge photography, usually wide shots of shared kitchens, meeting rooms and breakout areas published by the companies themselves, so a brand is often read through its furniture, lighting and materials rather than by its logo.

Naming does much of the work. Some operators keep the history of their buildings in view: Workspace Group, the London landlord, lets space in places it calls the Metal Box Factory, The Biscuit Factory and The Old Dairy. Others name tiers rather than buildings: JustCo, in Singapore, runs a premium main brand, a luxury line called The Collective and an essentials-focused concept written in lower case as the boring office, according to EdgeProp.

Membership is also handled through software. Operators list apps for booking rooms and desks, passes for using several centres, and virtual-office services, and their sites present these as part of the brand alongside the physical spaces. The words they choose for customers vary: members, tenants, teams or simply businesses.

Behind the lounges sit corporate pages on owners, buildings and cities. Some operators are listed companies or real estate investment trusts that publish their histories, portfolios and board changes; others are private or owned by property groups. This guide sets out what can be checked about each brand — who founded it, who owns it and where it operates — and marks clearly what rests only on the company’s own word.

A listing on the Singapore Exchange.

In 2026 JustCo became a listed company. EdgeProp reported on 21 May 2026 that its initial public offering had been 3.4 times subscribed and that trading in its shares on the Mainboard of the Singapore Exchange would begin the next morning, 22 May; by September the same publication was describing JustCo as “Singapore-listed.” Kong Wan Sing is executive chairman and chief executive, and Kong Wan Long is chief commercial officer, EdgeProp reported.

Its Singapore network keeps adding addresses in well-known buildings. In September 2026 it opened JustCo Raffles City Tower, on the ninth and tenth floors of the tower above the City Hall MRT interchange, with about 16,000 square feet for more than 300 members; EdgeProp reported that it was the company’s 24th centre in the country. Earlier Singapore sites include The Centrepoint and OCBC Centre East, both opened in 2020, English Wikipedia says, citing The Straits Times and EdgeProp. The company’s website now lists centres in Australia, India, Japan, South Korea, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam. In February 2026 EdgeProp reported that the company had signed leases for eight new locations and was preparing its debut in India, Malaysia and the Philippines; all three now appear among the markets on its website.

For a design guide, JustCo shows how one operator can split a single idea into separate tiers, each with its own name, tone and interior, from hotel-style luxury to a deliberately plain “boring” office. Compare The Great Room, another Singapore operator, and Spaces, the IWG brand that began in Amsterdam. For this guide we use deep teal, warm sand and near-black with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep JustCo’s identity on hand — save it to a board in the Made Good inspiration library.