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The We Company Debuts New Subscription-Free Coworking And Retail Space

902 Broadway in New York, in the Flatiron District neighborhood of Manhattan

The company formerly known as WeWork has added yet another venture to its spread of offerings.

On Tuesday, The We Company announced on its blog the debut of Made by We, a hybrid of coworking and retail, at 902 Broadway in Manhattan's Flatiron District. For the first time in a space managed by The We Company, the nearly 100 desks in the space can be reserved on demand, without a membership.

Made by We's retail section will sell products made by entrepreneurs and companies that are partners with or members of WeWork. Upscale coffee chain Bluestone Lane will occupy part of the space, and is a partner with The We Company on the 7,460 SF lease signed last month, The Real Deal reports.

Customers of the coworking space can walk in and reserve desks for a minimum of 30 minutes, and by the minute after that, or can reserve a desk for a full day online the night before. The space also contains meeting rooms for four to 10 people, also available for online reservation. The mix of spaces and the more transient nature of the community contribute to what The We Company called "a new town square, revitalizing the [Flatiron District] with a center of community" in its blog post.

WeWork filed a trademark for Made by We back in 2015, according to TRD, suggesting a venture that has been in the works for some time. Plans for Made by We may even predate the concept of reorganization that led WeWork to rebrand as The We Company earlier this month. A spokesperson for The We Company told Bisnow that the company would not comment on how Made by We fits into its new three-pronged structure.

"Made by We pulls together offerings from all three of our business lines under The We Company, from on-demand workspace (WeWork), to events and programming that help facilitate lifelong learning (WeGrow) to acting as a new town square where people can come together (WeLive)," the spokesperson said in an email.

Made by We sits on the ground floor of 902 Broadway, which will soon house the 73K SF headquarters of online ticket broker SeatGeek on four of the floors above, TRD reports. The building lies a block away from an office building that WeWork has leased in its entirety for one of its mid-tier offerings, HQ by WeWork.