Business Park Sofia

Business Park Sofia is the pioneer of modern office real estate in Bulgaria. In the early 2000s when companies would rent apartments and convert them into offices, Business Park Sofia introduced a completely new model – purpose-built office buildings organized in a campus environment.

For years, it held a strong competitive advantage simply by being first of its kind. But Business Park Sofia represented something bigger than office space. It became a signal – if your company was based there, it meant you had made it – you were one of the serious players in the market.

The market shifted rapidly. New office buildings began appearing across Sofia – along Tsarigradsko Shose, Bulgaria Blvd., and the Ring Road. They were modern, polished, some centrally positioned, and aggressively marketed.

Suddenly, Business Park Sofia was no longer the only symbol of contemporary business infrastructure. It was becoming harder to distinguish it from competitors – what was once differentiated and seen as prestigious started blending into the category.

Brand communication did little to counteract this shift. Messaging remained generic: “We offer office space.” But in a market flooded with new office supply, offering office space was no longer a differentiator.

Our goal was to reposition Business Park Sofia from a traditional office provider to the ultimate productivity ecosystem – the place companies choose when they truly mean business.

We aimed to:

• Reframe the Park as an environment, not a building
• Turn its spatial and lifestyle advantages into strategic differentiators
• Strengthen its attractiveness in a return-to-office era

Our core finding was that well-paid professionals in Sofia were no longer motivated by incremental salary increases. After a certain income level, an extra 200 bucks didn’t sway you to prefer one employer over another. What mattered was convenience, time, and reduced stress. They were optimizing their whole life, not just their paycheck.

Business Park Sofia’s biggest advantage was hiding in plain sight (in plain air even). It wasn’t just an office complex. It was an actual park. Most office buildings in Sofia focus primarily on the building itself – the architecture, the parking, etc. The surrounding environment is rarely a defining part of the experience.

Business Park Sofia, on the other hand, offers something fundamentally different: space, greenery, walking paths, and an entire ecosystem built around the workplace. Employees can step outside into green areas. They can run errands during the day as shops, restaurants, and services are within walking distance. The metro station sits just steps away from the office entrances.

In other words, the Park doesn’t just provide offices. It provides an environment where work fits naturally into life.

After successfully repositioning BPS around the amazing environment it provides, we translated that into their next offering – ParkShared: a co-working space with probably the best environment in Sofia. A space geared towards startups, event facilitators and current tenants in need of changing their environment to enhance their thought processes. 

Since working together, BPS has become a trusted partner in helping its tenants in persuading their employees back to the office. It’s obvious why that worked – because it is a walk in the park.

In 2025 Business Park Sofia announced a major transformation into The Park District – a new mixed-use urban destination combining offices, retail, housing and cultural spaces. Not far from today Business Park Sofia will not only serve as a preferred office destination for leading local and international businesses, but it will grow and transform into a mixed-use hub that is currently building Sofia’s most ambitious buildings. 

We’re glad we had the opportunity to work on setting the foundation for Bulgaria’s own little Manhattan.