beyond grade-a

Is there more to Grade A than just a buzzword?

Grade A is a term we hear often in commercial development. Sometimes too often. Like the word 'organic' in the food world, it has become shorthand for quality, even when it is not backed by fact.

That is why the new guidance Redefining the Market: Beyond Grade A, developed by the British Council for Offices and JLL, is such a welcome step forward. It introduces a structured scoring matrix that brings clarity to how office developments are classified. For a term that has long been overused, this new framework provides a much-needed benchmark.

But benchmarks are only the beginning.

The matrix sets the technical standard, but it does not define the full experience. Just like having all the right ingredients does not guarantee a Michelin-star dish.

What turns compliance into quality is the architecture itself — the design, the vibes, the way a space makes people feel. Rationality may narrow down the shortlist, but emotion seals the deal.

The best commercial spaces go beyond specification. They make an impression. They align with how a company sees itself and wants to be seen.

This is where design becomes decisive.

Architecture carries commercial value by fulfilling the needs of prospective tenants, by addressing their desires and aspirations, and by resonating with them when the space feels right. In a market that offers choice, this is what matters when making a decision.

After all, when choosing between two leather bags from Dior or Bottega Veneta, do we count the stitches or measure the volumetric capacity in litres?

In all other consumer goods, technical specification grounds the product, but what sells it is the design and the lifestyle it augurs. If technical specification dictated the design, all smartphones would look the same. All laptops would look the same. All cars would look the same. All fashion would look the same. So how can brands then stand out to claim a share of the market?

The same question applies to commercial buildings. Design is not just an aesthetic overlay. It is what wins over consumers. It is what transforms performance into presence. It is what makes a building matter.

For developers, design is a strategic tool for differentiation, leasing velocity, and long-term asset performance.

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