01
Human-Centric First
We don't believe in adding technology just for the sake of it. Spaces must be designed around the people who use them — fostering connection, well-being, and productivity.
PlaceWorks Advisory · Amsterdam
Shaping the
Future of Work.
Strategic advisory for hyper-growth and enterprise organizations. We bridge the gap between corporate real estate, human-centric workplace design, and digital transformation.
Our PhilosophyA regenerative approach
A regenerative approach
to the workplace.
02
Strategic Scaling
Rapid growth requires agile real estate. We help organizations scale their physical footprints efficiently without losing their core culture or compromising on sustainability.
03
AI & Digital Integration
The future of real estate is data-informed. We seamlessly integrate workplace strategy with IT and AI transformations to create smart, responsive environments.
Selected Work
What success looks like.
Hyper-Growth & Global Scaling
Scaling the global footprint at Miro
Guided the global workplace strategy during a period of extreme hyper-growth. Designed and implemented scalable, hybrid work environments across international hubs — ensuring physical spaces supported a rapidly expanding, distributed workforce while maintaining a unified company culture.
Transitioned the real estate portfolio to support flexible, asynchronous workstyles globally.
Technology with Purpose
Smart buildings vs. meaningful data
As featured in Facto Magazine, our approach to workplace technology avoids the trap of simply hanging sensors everywhere. Success means deploying technology — including AI and spatial data — only when it directly improves the employee experience, optimizes space utilization, and drives sustainable ESG outcomes.
Featured in Facto Magazine on the meaningful application of workplace data.
Expertise forged at industry-leading companies
MiroServiceNow
Our Core
Redefining the Value of Corporate Real Estate.
The Purpose
To bridge the gap between human behavior, physical spaces, and digital innovation. We exist to elevate the human experience at work, ensuring the built environment gives back to the people, the organization, and the planet.
The Vision
We envision a future where workplaces are no longer viewed merely as physical assets or overhead costs, but as dynamic, strategic drivers of company culture, sustainability, and competitive advantage.
The Mission
To provide world-class workplace advisory. We partner with global leaders to optimize their real estate portfolios, ensuring their spaces are resilient, financially efficient, and relentlessly focused on the human experience.
Industry Leadership
Insights & conversations.
Featured perspectives on the future of workplace, sustainability, and the strategic role of corporate real estate.
Podcast
A Conversation with Daaf Serné: Global Head of Workplace
WerkCast
ArticleWhy we don't just fill the headquarters with sensors
Facto Magazine
InterviewExperts Choose Experts: Colliers in conversation with Daaf Serné
Experts Choose Experts - Colliers
Customer StoryCreating dynamic spaces at Miro with Program
JoinProgram
Meet the Founder
Daaf Serné, MCR, SLCR
With extensive leadership experience as the Global Head of Workplace at hyper-growth tech companies like Miro and ServiceNow, Daaf founded PlaceWorks Advisory B.V. to help corporate leaders navigate the complex intersection of real estate, sustainability, and the future of work.
Holding Master of Corporate Real Estate (MCR) and Senior Leader of Corporate Real Estate (SLCR) designations, Daaf brings a deeply strategic, proven approach to spatial optimization and change management.