WeWork enters Detroit market with grand opening celebration

Identity opens new doors and makes new connections at grand opening celebration for WeWork in Detroit

Our Approach

As the ultimate workspace, community and services provider for a global network of creators, WeWork is an organization dedicated to building connections and delivering the resources and facilities to make a difference in the communities in which it operates. When WeWork launched its two new locations in the city of Detroit, it turned to Identity to help forge the right relationships and introduce the company to the city in a big way.

The goals were clear—to expose hundreds of Detroit and Metro Detroit movers, shakers, entrepreneurs, and potential members to the WeWork platform in a memorable and meaningful way through a grand opening celebration at the Campus Martius location.

Identity’s approach began by taking a holistic look at WeWork’s company culture and key differentiators to determine how best to highlight the uniquely designed space and give attendees a clear understanding and taste of the benefits of WeWork’s engaging work philosophy and global platform.

At the same time, we worked to ensure that every element of the event was reflective of Detroit’s own unique culture and WeWork’s desire to play a key and ongoing role in the fabric of the city. The international theme of the event exhibited the global culture of WeWork and the resurgence of Detroit as a major international hub.

To achieve this, Identity curated an engaging guest list comprised of social, political, cultural and business leaders from across the city and Metro Detroit—building upon an extensive company network with research and outreach into prominent and relevant personalities. We connected with DIME (the Detroit Institute of Music Education) to feature a local student band that played a lively compilation of covers from the funky days of Motown to present pop and even disco. Throughout two different floors, we created a distinctly Detroit atmosphere with cuisine from four local pop-up chefs, including Detroit SOAR, Dr. Sushi, Guerrilla Food and Bandhu Gardens and signature cocktails from Detroit City Distillery and Blue Nectar.

All told, the event was hugely successful with an energetic and vibrant atmosphere and strong attendance of more than 200 of the region’s unique personalities. The grand opening celebration was featured in dozens of regional calendars in advance, and generated a strong media presence onsite, including prominent photographers and members of the media.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Brand Messaging
    • Community Relations
    • Influencer Marketing
    • Event Activation


  • 200+Detroit social, cultural, business and political influencers attended
  • 4media photographers onsite covered the event
  • 7distinctly Detroit food, entertainment and music vendors were featured