14 questions with Soren Trampedach

Soren Trampedach’s journey is one of shaping spaces that go far beyond aesthetics alone – he’s on a mission to redefine the very nature of work and community.

As the Founder and CEO of Florence Guild, his vision combines the pragmatic with the inspirational. And at the heart of this vision lies Work Club, a brand where stylish work spaces and innovation go hand in hand.

"At Florence Guild, we believe in creating spaces and experiences that inspire a new way of living, working and connecting. Our core brand, Work Club, offers more than just premium workspaces – it’s a place where creativity thrives and productivity flows," Trampedach tells The CEO Magazine.

In this exclusive interview, Trampedach explores the role of physical spaces in the digital age and the values that guide his vision for creating connected human ecosystems.

How does Work Club fit into the larger vision of Florence Guild? Can you tell us about the relationship between the two?

Work Club provides thoughtfully designed workplace environments that foster creativity and productivity, while Florence Guild complements this by creating cultural programs, events and experiences that inspire diversity of thought and meaningful interactions.

The relationship between the two is symbiotic – Work Club offers the physical ‘where’ and ‘how’ of work and living, and Florence Guild adds the ‘why’ by helping members connect, learn and grow.

Our vision is simple: to create a connected community where every member grows, personally and professionally. As part of the Florence Guild portfolio, our restaurant Freyja, Valhalla Bar and Sagas Cafe, along with experiences like Florence Guild Presents, Concierge, Wellness and Connectivity, are all designed to help foster this human connection and growth.

What is Florence Guild Presents?

Exclusive to all Work Club members, with some events open to tenants as well, Florence Guild Presents offers a program of events and experiences to inspire creativity, diversity of thought and connection.

These events and experiences bring together thought leaders, innovators and experts from diverse fields to host discussions, workshops, performances and collaborations.

How has Work Club evolved since its inception?

Work Club represents a new era of living, where work, community, wellness and continuous learning come together. We’ve evolved beyond just providing a physical space, offering an environment where members access a full spectrum of services and wellness programs designed to optimize the mind and body.

Work Club by Florence Guild is a place where innovative thinking, lifelong learning and holistic wellbeing are embraced, creating a community that enriches life in every sense.

Florence Guild has hosted an impressive lineup of global thought leaders. What do you consider when curating speakers and events?

For us, diversity of thought is our most important consideration. Our goal is to give members the best possible experience, and we believe a key part of that is providing exposure to different ideas and learning.

We don’t take sides; we remain neutral and focused on dual narratives, providing a platform for the world’s greatest minds to share their views and the reasons behind them.

One event we’re especially proud of took place in late November 2023, when we invited Aziz Abu Sarah, a Palestinian peace builder and National Geographic Explorer, to speak to our members. The event began with an Israeli band, and on stage were Israeli cultural representatives alongside Aziz.

Instead of focusing on differences, the conversation highlighted what they had in common. It was a powerful moment of unity. There were tears, gratitude and a deep sense of safety as members felt free to ask questions. That event still resonates with our community as a moment of shared understanding and empathy.

We’ve also hosted many other notable figures, including Sir Bob Geldof, Jennifer Robinson, Sarah Wilson, The Gottman Institute, Frances Haugen, Salim Ismail and Berry Liberman, among others. We aim to create intimate, money-can’t-buy experiences where the world’s greatest minds come to speak, offering members a chance to pause, reflect, learn and connect.

With events like the recent one with Bob Geldof, what do you hope members take away?

Sir Bob Geldof is a true humanitarian, dedicating his life to the fight against poverty. He’s also a rock star and an incredible storyteller, full of fascinating ‘backstage moments’.

Despite having no social media presence, he remains deeply relevant, continuing to be an activist for the issues that matter to him. He mobilizes fans and the broader public through traditional media, inspiring them to take action for causes he’s passionate about.

He’s a force of nature, and we had such a brilliant conversation. We delved into big topics, like what happiness meant to him, as I was eager to understand the person behind his monumental efforts with Live Aid, Band Aid and beyond.

At Work Club, we strive to create experiences and spaces where our members feel a genuine sense of belonging. Members had the exclusive opportunity to see, learn and hear from Geldof up close in an intimate setting and also ask questions directly.

Our goal was for everyone to leave feeling inspired and more deeply connected to the community, and we hope we accomplished just that.

If you could give one piece of advice to emerging leaders and entrepreneurs, what would it be?

Being an entrepreneur isn’t just about liking the idea, it’s about truly loving what you do, the concept and the vision behind it. Without that passion, you probably won’t have the stamina to keep going. It takes immense resilience.

Don’t be swayed by those who have never taken the leap, never tried it or never been bold enough or stupid enough to pursue it themselves.

How do you see the role of a physical workspace evolving in today’s increasingly digital and remote world?

The role of physical workspaces is shifting from being mere places of work to environments that nurture connection, collaboration and culture. In today’s increasingly digital and remote world, physical workplaces must offer something uniquely valuable – an experience that can’t be replicated virtually.

These spaces should not only enhance productivity but also encourage thoughtful interactions. They are essential for bringing people together, facilitating face-to-face meetings and fostering relationships.

As isolation becomes more prevalent, physical workspaces are more crucial than ever in combating the slowly growing loneliness pandemic.

You’ve lived and worked all over the world. How has this global perspective influenced your approach to leadership?

The older you get, nothing is ever truly black and white, right or wrong. Having lived and worked globally, I’ve come to realize that humanity’s essence transcends geographical boundaries and theological differences.

Our shared quest for connection, belonging and dignity unites us, highlighting the importance of empathy, respect and inclusivity in fostering a harmonious world.

We human beings are all just passing through. We are not the first, and we will not be the last either. Traveling and learning from different cultures helps us realize there are many ways to approach or view a situation. This fosters humility and ignites further curiosity to understand different viewpoints and solutions.

Many leaders today grapple with the balance between technology and human connection. How does Work Club navigate this balance?

Many leaders make the mistake of thinking it’s all about the latest tech, but that’s not the case. Technology should simply support the experience – it should be invisible, seamless and unobtrusive, allowing people to connect authentically. That’s our approach at Work Club.

The focus should always be on real conversations and fostering human interaction, not merely the technology itself.

What principles guide you in designing Work Club spaces, and how do they support productivity and wellbeing?

When designing Work Club spaces, we draw inspiration from Nordic philosophies, which focus on simplicity, functionality and sustainability. Our spaces feel premium but are created to support productivity, connection and wellbeing.

The design is human-centric, crafted to encourage collaboration and engagement rather than closing us off. This is clear from the moment you step inside any Work Club.

Whenever possible, our team sources solid timber, raw leather and natural finishes. We follow a Danish philosophy focused on longevity, selecting products that won’t need to be disposed of in the future. By doing so, pieces will age beautifully, improve over time and be passed down through generations. That is sustainability to me.

Thinking of Work Club’s latest Chifley Square location specifically, how do you think its Nordic-inspired design and premier location impact the member experience?

Work Club Chifley Square is a space we’re proud of, where beauty, function and history seamlessly come together. It offers a calming escape from the hustle and bustle of the city, with an abundance of natural light and expansive views of Sydney.

Members can focus, collaborate and prosper in an environment that has been intentionally created to balance work with relaxation. The Club Lounge, which we often refer to as the heartbeat of the space, is designed to bring everyone together.

Ultimately, we wanted to create a space where members are truly inspired to do their best work.

With your focus on creating ‘connected human ecosystems’? What role does community play in Work Club’s success?

Community is absolutely central to Work Club’s success. We’re deeply committed to fostering connected ecosystems where members can collaborate, learn and grow together.

By bringing together a diverse group of individuals from different fields, we spark innovation and create invaluable opportunities that extend both personally and professionally.

Our supportive community provides the foundation, inspiration and momentum for members to reach their full potential and stay engaged. These relationships and shared experiences elevate our spaces from simple places to work into hubs for such creativity and growth.

Ultimately, it’s the sense of belonging and the connections forged that make Work Club unique and successful. This approach embodies a renaissance in how we live, work and connect.

What does leadership mean to you, and how has your perspective on it evolved over your career?

Leadership means removing roadblocks, making quick decisions and treating people with respect. It’s about being consistent, setting high expectations and never settling for ‘good enough’.

Over time, I’ve realized the importance of protecting core cultural values. These are the non-negotiables and are needed to build a strong, unified team that achieves great things together.

What’s next for Work Club and Florence Guild? Are there any upcoming projects or initiatives you’re particularly excited about?

We’re always evolving and never standing still. In 2025, we will open a few more locations. Our focus is shifting more toward wellness, offering an antidote to loneliness in today’s disconnected world.

We’re eager to create spaces and experiences that balance both the practical and human needs of our members, fostering growth, connection and innovation in impactful ways.​​