Bharti Real Estate's Vision for Worldmark: Reimagining Office Campuses as Lifestyle Destinations
In an exclusive interaction with MediaBrief, Cherryn Dogra, Chief Marketing Officer of Bharti Real Estate, speaks about reimagining office campuses as social and cultural destinations, curating the right mix of retail and experiential partners, and how integrated ecosystems are strengthening brand positioning for developments like Worldmark.
As India’s office landscape evolves beyond traditional workspaces, developers are increasingly reimagining commercial complexes as complete lifestyle destinations where retail, dining, cultural programming, and community engagement play a central role. Bharti Real Estate has been integrating this philosophy into developments such as Worldmark, curating environments that balance productivity with leisure while redefining the ‘work-live-play’ ecosystem within integrated campuses.
Explaining the thinking behind this approach, Cherryn Dogra, Chief Marketing Officer at Bharti Real Estate, says, “At Worldmark, office-led developments are viewed as living ecosystems rather than isolated work zones. The objective is to create destinations where people choose to spend time, not only during work hours but also for social and leisure pursuits. By thoughtfully integrating high-quality retail, diverse F&B formats, wellness offerings, and curated entertainment, we ensure that our campuses support everyday life alongside business.”
These elements, she adds, “are planned as extensions of the workplace experience, encouraging interaction, relaxation, and community building. The outcome is a commercial hub that feels vibrant throughout the day and into the evening, creating a sense of belonging and cultural relevance.”
From a marketing lens, curating the right mix of retail and experiential partners requires balancing convenience-led offerings that drive daily engagement with destination experiences that attract visitors beyond office hours. Explaining this approach at Worldmark, Cherryn Dogra says, “Curation begins with a deep understanding of the end user, including employees, visitors, and the surrounding community.”
From a marketing perspective, Dogra says, “it is essential to strike a balance between utility and aspiration. Daily engagement is driven by convenience-led offerings such as cafés, collaborative common areas, and essential retail, while after-hours footfall comes from destination dining, cultural programming, and experience-driven brands.”
She continues, “Data insights, tenant profiling, and behavioral patterns inform these decisions, but intuition and brand synergy play an equally important role. The goal is to create a complementary mix that feels organic, encourages repeat visits, and transforms the campus into a place people associate with both productivity and lifestyle.”
Speaking about how evolving workforce and consumer expectations are driving the shift towards experience-first, multi-use campuses, Cherryn Dogra says, “The modern workforce places high value on experience, flexibility, and well-being, and this is reshaping how commercial real estate is conceived. Efficiency and infrastructure have emerged as baseline expectations as differentiation comes from how a campus makes people feel and function holistically. Experience-first, multi-use campuses respond to this shift by blending workspaces with social, wellness, and leisure environments.”
Employees, she shares, “want places that support collaboration, creativity, and balance, while occupiers recognize that such environments help attract and retain talent. This evolution has pushed developers to think beyond square footage and focus on journeys, moments, and everyday experiences.”
Bharti Real Estate's vision for Worldmark is a testament to the company's commitment to creating integrated ecosystems that not only meet the needs of the modern workforce but also enhance the quality of life for all who engage with the campus. By blending high-quality retail, diverse F&B options, wellness programs, and cultural events, Worldmark is setting a new standard for what an office campus can be—a vibrant, dynamic, and inclusive community that supports both professional and personal growth.
