Co-Working Space Preference Based on Interior Design : The Case of Surabaya Co-Working Space

Co-working space has grown rapidly around the world over the last 10 years. Co-working space is becoming increasingly popular as the informal creative industry is growing. These creative industry players tend to like dynamics and flexibility. Co-Working Space is an ideal place for growing Start-Ups in Indonesia, beginner entrepreneurs or growing SMEs, and the joint venue is the real entrepreneurial marketing. In Surabaya, the annual growth of office rent demand index is the most superior among the other cities. It shows that Surabaya has the growth of commercial property, especially the largest leased offices in terms of supply and demand among other major cities in Indonesia. This research identifies the preference of co-working space in Surabaya based on the interior of the room which is applied by grouping some co-working with a similar interior design. The data isthen analyzed by using data sorting method to know its preference. From the interim results of this study, co-working space users in Surabaya tend to use co-working with motivation to find work atmosphere that can support and prefer to choose co-working space with the minimalist style of Scandinavian's interior design. The results of this research is useful for co-working developers in Surabaya to develop their business and for innovation for co-working development management.