WeWork is launching a new format that offers a café, shop, events and on-demand workspace you can rent from a half hour to a full day.

The first location for the new format, called Made by We, is at 902 Broadway in Manhattan’s Flatiron neighborhood. It debuts today with an event this evening on “redefining beauty and health” with Hannah Bronfman and Elaine Welteroth.

WeWork, which now refers to itself as the We Company to better reflect its philosophy of connecting people and growing services, characterized the new format as a “town square.” WeWork is part of the We Company.

Made by We has 100 workplace seats that can be reserved online via madebywe.com and meeting spaces for groups of four to 10 people.

For the café, Bluestone Lane will offer coffee and “healthy, seasonal eats” as well as catering for meetings at Made by We. The new format does not require a membership unlike the regular WeWork format.

There is also a market stand with apparel and other products made by WeWork member companies including wallets and laptop cases made by Dynomighty Design, and chickpea snacks by Lebby.

“Everything we do at The We Company, from the spaces we curate to the service offerings we provide, is intended to create meaningful human connections,” said Julie Rice, partner in WeWork. “Made by We was launched with a vision to connect the We community with the rest of the world and provide people with the best on-demand workspace, services and products, no membership required.”

As reported, WeWork is buying the Lord & Taylor flagship on Fifth Avenue for $850 million to create a New York headquarters as well as some new retail space. The deal is expected to close soon. The flagship closed in early January.

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