All Projects : MIRO a new office concept by BGO 
new office space concept with branding by Radiant - commercial real estate marketing strategy

Commercial Real Estate Marketing Strategy for a New Office Concept

The commercial real estate market has faced one of its most dramatic shifts in decades. Hybrid work changed how businesses think about office space, and long-term buildouts became a dealbreaker. Companies no longer wanted to spend months (or years) customizing an office—they wanted something flexible, high-quality, and ready to go.

BGO saw the shift early. Rather than waiting for tenants to adapt to the old leasing model, they rethought how office space should be delivered. The solution? MIRO (Move-In Ready Offices)—a new category of office space designed for speed, flexibility, and modern tenant expectations.

MIRO spaces eliminate lengthy and costly buildouts, providing fully furnished, high-design offices that tenants can move into immediately. By leveraging BGO’s in-house expertise in design and construction, the concept transformed previously under-utilized spaces into in-demand, tenant-ready workplaces.

Theme: Reinventing the office experience with a move-in-ready approach.

logo and concept

What Was BGO’s Goal with MIRO in Commercial Real Estate?

With office properties across the US, BGO wanted to provide a new concept in an office build-out to increase tenancy and lease renewals. BGO hired international architecture firms to design and develop a new human-centered, researched-based move-in ready office concept for tenants. MIRO aims to revolutionize the traditional office experience by providing fully furnished and equipped spaces that can be easily customized according to the needs of individual tenants. This hassle-free approach eliminates the need for lengthy and costly buildouts, making it an attractive option for businesses looking to quickly establish a physical presence.

The concept was focused on creating an enhanced human work experience in a hybrid work environment with a focus on building amenities and collaborative spaces. The intent is to attract, retain, and lease these properties and fill their buildings.

How Radiant Helped Bring MIRO to Market

To successfully introduce MIRO, Radiant partnered with BGO to develop a comprehensive branding and marketing strategy that positioned MIRO as a game-changer in the office leasing landscape.

  • National Marketing Campaign: We launched a multi-channel digital marketing campaign, including targeted digital ads, retargeting, email marketing, and a CRM integration that connected BGO brokers with potential tenants.
  • Branding & Naming: We created a name that clearly communicated the value: MIRO (Move-In Ready Offices).
  • Market Research & Positioning: Extensive national research to understand the evolving needs of tenants and brokers.
  • Website & Digital Presence: We developed a destination website that brought MIRO’s value proposition to life.

The MIRO concept, backed by Radiant’s branding and marketing strategy, drove real business impact across BGO’s office portfolio.

creative website design

From Strategy to Execution: What Made MIRO Successful?

  • National Expansion: The initial success in San Francisco, New York Metro, DC, Chicago, and Boston has led BGO to expand MIRO to additional urban markets.
  • Immediate Leasing Success: MIRO has successfully attracted major technology companies, law firms, and even an international embassy to its spaces.
  • High Engagement Rates: The marketing campaign generated 50% open rates in its first month, a strong indicator of broker and tenant interest.

With MIRO, BGO didn’t just differentiate—it redefined how office space is marketed and leased. The combination of strategic branding, market research, and execution-driven marketing turned MIRO into a tangible solution that meets the needs of today’s workforce.

commercial real estate marketing strategy for MIRO - Move in Ready Offices

MIRO isn’t just a name or a campaign—it’s a fundamental shift in how office space is designed, marketed, and leased.

Branding Meets Business Strategy

According to lead brokers for BGO, they have now signed major technology companies and law firms as well as an international embassy to MIRO spaces. The national marketing campaign also helped to raise brand awareness for BGO, positioning them as an innovative and forward-thinking real estate investment firm.

At Radiant, we believe great branding isn’t just about looking different—it’s about aligning with what the market actually needs. MIRO is proof that when branding and business strategy work together, real change happens.