A ‘Michelin-star workspace’ tackles stress at Previously Unavailable

Previously Unavailable, an Auckland innovation studio and venture firm, has designed its office around a “Michelin-star workspace” concept meant to reduce unnecessary stress. The space includes natural light, curated plants, wood and other natural surfaces, im

The first thing you notice at Previously Unavailable’s Auckland office in Grey Lynn isn’t a new poster or a productivity dashboard—it’s the atmosphere. Natural light spills through large windows. wood and other natural materials soften the room. and a curated mix of plants fills the space. Twice a month, a massage therapist sets up in the office. And the whole building carries a custom scent meant to evoke a high-end day spa.

The company’s founder, James Hurman, built all of it around a simple premise: if work is going to ask a lot from people, the environment should stop adding friction.

“A Michelin-star workspace” is Hurman’s name for an office designed with intention and care. The goal is to make the company’s team of 18 excited about showing up in person every day—by supporting their well-being, reducing avoidable stress, and letting them focus on the work they love.

Hurman explained the logic in plain terms: it isn’t about pampering. but about thinking thoughtfully about what people need to thrive. In his view. “If we hadn’t invested in our people — not only in terms of the space. but in terms of all the stuff that we do for our people — we wouldn’t be this successful.”.

He estimates the company spent between NZ$300. 000 and NZ$400. 000 (about $170. 000 to $230. 000) designing the main office space. arguing that many organizations see that kind of spend and recoil from it on cost alone. He pushed back on that mindset, framing the expense as an investment rather than an indulgence.

Previously Unavailable, which invests in startups, creates new companies, and works with organizations on new ventures, was founded in 2014. The firm moved into its current Auckland building in Grey Lynn five years ago. and in 2025 it bought the building outright. The property has two floors: a venture studio on the lower floor and the main workspace on the upper floor.

Hurman has described the company’s ambition in big, operational terms—creating million-dollar companies out of New Zealand. To do that, he said, the team needs to operate at peak capacity. That means building a workplace around the “ingredients” the company believes it needs to pull off what other teams aren’t capable of.

To shape that workplace, several employees formed a working group inspired by the way Michelin-star restaurants combine thoughtful details into a dining experience. Their question was straightforward: what would make a “Michelin-star office experience” feel right for them?

They developed a “three-star framework” inspired by three Māori concepts connected to how the company wants the office to feel:

Āhua pai. or good form. which the company associates with comfort and functionality;
Mauri tau. or a state of peace and equilibrium. which refers to energizing the team and supporting their well-being;
Te Taumata. or the summit. which refers to “the transcendent space that elevates potential and fosters deep connection. ” according to the company.

Hurman said he reads the Māori wisdom culture as long-term thinking, rooted in a profound connection to place and nature, and focused on collectivizing value—creating it and sharing in it.

When employees rated the workplace against the framework, it scored 2.17 out of 3. Hurman described that number as an opportunity to be more thoughtful about the space.

The feedback helped shape a series of changes, including more “focus-friendly zones,” improved acoustics, better air and temperature controls, and efforts to reduce clutter. Hurman said they first aimed at quick wins before turning toward longer-term improvements that honor the three concepts.

The layout supports that balance. In the office’s 2. 100-square-foot main space. the team shares two long desks designed for face-to-face collaboration. with ample room to move. Previously Unavailable is “studio first. ” Hurman said. encouraging employees to spend most of their time together while still keeping flexibility when needed. He also argued that concentrating people in one place matters for a creative organization.

“If we were dispersed, it would be really, really hard,” he said.

But the point isn’t to remove pressure entirely. Hurman drew a clear line between stress that helps and stress that harms. There is necessary stress at work—deadlines and pushing each other to deliver results. Yet he said things like bad lighting. uncomfortable temperatures. and spaces that make it harder to focus can add avoidable friction.

Plants are part of the attempt to reduce that friction. The office has around 40 different plants. including two dozen hanging baskets. and Hurman said they were chosen partly for air-purifying properties. The company said snake plant converts carbon dioxide and produces pure oxygen even at night. while English ivy has been shown in studies to absorb pollutants and carcinogens such as benzene and formaldehyde from the air. The company also pointed to a 1989 NASA study finding houseplants could remove air pollutants in sealed spaces. while noting that more recent research suggests hundreds of plants would be required to meaningfully improve indoor air quality.

Still, Hurman said the plants serve another role.

“It’s not only the work that the plants are doing, but it’s the visual,” he said. “Almost like forest bathing inside.”

Natural materials extend that same approach. The office includes wooden tables. natural materials. and large windows—elements that fit within biophilic design. which incorporates nature into built spaces. Research cited in the article suggests such features can help reduce stress, promote relaxation, and sometimes improve attention and productivity. A 2021 review published in Indoor and Built Environment concluded that seeing wood indoors was associated with improved mood and some indicators of reduced stress. though the authors noted evidence was limited.

“When you work at a natural surface, it’s much better for your well-being than if you work at a non-natural surface,” Hurman said.

Even the light is part of the design story. In addition to smaller meeting rooms. a boardroom. a kitchen. and eating areas. the office includes a large lounge filled with daylight. Hurman said it has a huge window where “the sun just pours into it.” Research cited linked daylight and office views to cognitive benefits. including working memory and satisfaction with the surrounding environment. as well as improved sleep.

Then there is the scent—another detail designed to shape how people feel when they walk in. Hurman said the office smells like “a high-end day spa.” Previously Unavailable worked with a company called Aroma. which creates scents for hotels and retail spaces. to build a scent named “Sandalwood Gold” for the office. Using an air diffusion system, it fills the space.

“If you walked in here, it’s like if you walked into a high-end day spa,” Hurman said. “It just smells lovely and calming.”

The office also includes local art tied to the company’s values. Previously Unavailable supports local Māori and Pasifika artists by commissioning special prints or visiting annual art fairs. then featuring their work throughout the office. Multiple works by New Zealand-born artist Salome Tanuvasa hang in the workspace.

Last August, for the company’s 10th anniversary, Previously Unavailable commissioned a painting by Tongan-Sāmoan artist Salome Tanuvasa for its invitations. The company said it wanted to “create something memorable and unique, truly reflecting PU’s spirit.”

Wellness services are built directly into the rhythm of the office. Twice a month, a massage therapist comes to the workplace. Hurman said every two weeks. a massage therapist sets up in a room at the office. and sometimes it becomes “a little counseling session for people as well.” Employees get a Slack message to sign up for a free 15-minute massage time slot.

While he described it as a reward, Hurman said it’s also a health and wellness tool.

“All of this stuff is in the service of reducing unnecessary stress,” he said. “That massage component, there is a real kind of health and wellness benefit to that.”

Food is present too, though Hurman said it’s an area he still wants to improve. Snacks are available in the kitchen area—nutritious options as well as less nutritious ones—and the office has a large fruit basket replenished every week. Hurman said his dream is to eventually have an in-house chef making lunch every day with a focus on nutrition.

“We’re not doing that yet, but that’s something that we’re working towards,” he said.

The company treats the space as a work in progress. After employee feedback, Hurman said there was a call for more quiet breakout spaces. He said. “It’s a work in progress. but everyone’s kind of engaged in how we get to that three-star space.” He also stressed that not many companies would score a 2.17 on the scale. adding that he believes the team is already “a long way down the road.”.

Hurman said the results are difficult to isolate and measure, especially when it comes to design elements. But he pointed to the behavior he sees from his staff.

“The proof is in how his staff comes to the office every day — and rarely leaves the company,” the article notes. Hurman added: “People love the space. They love coming to it. They do amazing work in it. That creates extraordinary value.”

Previously Unavailable James Hurman Auckland office workplace design biophilic design employee wellness massages office scent Michelin-star workspace startups venture firm