Let’s talk about a modern phenomenon: the CEO office flex.

You know the type. They’re all over LinkedIn with soft-focus shots of their new HQ. Concrete floors. Neon signage. Ping pong tables no one plays on. “So proud of our new home,” they say. Translation: “Look how big and shiny my company looks.”

But here’s the thing, office space has become the new Rolex. The new Range Rover. The new “look how successful I am” prop for CEOs who are more concerned with appearances than operations.

It used to be about the corner office. Now it’s about entire floors in landmark buildings. Glass boxes in EC2. Overpriced design-led spaces with artisanal coffee bars and rooftop yoga decks. And half the team’s still working from home.

Let’s be clear: not all bold moves are bad. There are some genuinely inspiring spaces out there that do reflect culture, growth, and ambition. But the key word is authenticity. And you can spot the difference a mile off.

If your office looks more like a set from Succession than somewhere your team can actually get work done, you might not be projecting confidence you might be overcompensating.

We’ve seen it all. CEOs doing site visits with full camera crews. Office launches with branded champagne. Spend per sq. ft. that makes your head spin while hiring freezes and budget cuts hit the actual team.

It’s not just ridiculous. It’s reckless.

Because here’s what’s really happening: the office isn’t about the team anymore. It’s about the optics. The investor visit. The talent video. The “look how well we’re doing” illusion that masks a business running on vibes and debt.

One FT-backed start-up signed a lease on a 15,000 sq. ft. space in Farringdon with only 20 employees. You read that right. That’s 750 sq. ft. per person. And yet… the marketing? “Collaborative culture. Hybrid-first. Empowering flexibility.” You couldn’t make it up.

Meanwhile, the real power players? They’re doing the opposite. Quiet, functional, purposeful space. No flash. No frills. Just great design, good light, and enough room to grow. No Instagram post needed.

Why? Because they’re not trying to impress. They’re busy building.

This isn’t about being anti-office. It’s about being pro-sense. The best office space isn’t the biggest or the loudest, it’s the one that reflects your business honestly. That fits your people. That supports how you actually work. Everything else is ego burn.

So if you’re a CEO thinking of making a splash with your next HQ, ask yourself why. If the answer has more to do with how it looks than how it works, maybe you don’t need a new office. Maybe you need a new strategy.

In a world full of performative leadership, humility is underrated.

And no, your office doesn’t need a DJ booth.