When Abir Moussa founded flowork, her vision was simple but radical: to create workspaces that don’t just house people but empower them. “Every space has the power to influence how we feel, think, and perform”, she says. “Design isn’t decoration – it’s a silent partner in human health and creativity. That’s why our process didn’t start with materials. It started with a mindset.”
From its first location in Dubai’s Business Bay, flowork quickly established itself as part of a fast-evolving industry reshaping how the region works. The UAE’s flexible-workspace market has been growing at more than 15% annually, driven by entrepreneurs, startups, and global companies embracing hybrid work. Around 60% of SMEs in the Emirates now use some form of shared office or serviced facility, and the number continues to rise.
Abir anticipated that movement long before it became mainstream. “The way we work has changed forever”, she says. “People no longer want just a desk. They want an environment that fuels purpose, collaboration, and wellbeing.”
From adversity to innovation
The founding of flowork coincided with one of the most challenging chapters of Abir’s life. As she was building her company, she was also undergoing treatment for breast cancer. “There were mornings when I was finalising deals and afternoons in chemotherapy”, she recalls. “It wasn’t easy, but resilience isn’t built in comfort. It’s built when you keep showing up – even when the odds say you can’t.”
That period forged both her leadership style and the culture of flowork. “The space became a reflection of what I was learning: that people need to feel seen, supported, and inspired”, she says.
The experience also deepened Abir’s conviction that wellbeing and performance are inseparable. “Burnout isn’t a badge of honour”, she adds. “You can’t pour from an empty cup. That’s why wellbeing isn’t a luxury at flowork; it’s a foundation.”
The rise of human-centred workspaces
The global coworking market surpassed USD 30 billion in 2023, and the UAE remains one of its fastest-growing regions. Flexible spaces now account for nearly 10% of total commercial real estate in Dubai, reflecting a broader shift toward agile, experience-led working.
Abir believes this evolution is redefining not just office design, but corporate culture itself. “The future of work is not remote versus office: it’s balance,” she says. “People want flexibility, but they also want belonging. The spaces of tomorrow must deliver both.”
At flowork, that philosophy translates into spaces intentionally designed to promote energy, focus, and flow. “We designed every detail around how people actually work”, Abir explains. “There are places to collaborate, places to think, and places to pause. It’s all about flow – mental, physical, and emotional.”
Her slogan captures the idea succinctly: “Spaces that work for you.”
flowork’s concept is captured in its slogan: “Spaces that work for you.”
Leadership, experience and execution
With nearly ten years of experience managing coworking spaces and office environments across the region, Abir understands that success in this sector requires more than design flair – it demands precision, operational depth and community intuition.
An early milestone confirmed flowork’s formula was working: within just six months of launch, the Dubai Hills location reached full capacity. “That moment was incredibly validating”, Abir says. “It told us that people were looking for something different – a workspace that truly understood their needs.”
That hands-on approach continues to define her leadership. “People don’t follow titles; they follow authenticity”, she says. “If you create an environment where people feel trusted and valued, they’ll give you their best. That’s what leadership means to me.”
Today, flowork is home to founders, consultants, and creatives who value both community and performance. Networking sessions, wellness events, and collaborative projects have turned it from a workspace into a platform for ideas. “Our success isn’t measured by occupancy”, Abir says. “It’s measured by impact. If our members feel happier, more productive, more inspired: that’s the real metric.”
flowork is home to founders, consultants, and creatives who value both community and performance.
Resilience as strategy
Abir’s guiding principle is clear: “Vision is what gets you started. Determination is what keeps you going.”
That determination has carried her and flowork through uncertainty, expansion, and recovery alike. “You can’t separate who you are from what you build”, she reflects. “The obstacles shape the outcome. Cancer taught me clarity – about what really matters and how precious time is. I want to spend mine building something meaningful.”
Looking forward
As flowork enters its second year, expansion is underway. On 1 November, the company opens a new location at Vision Tower in Business Bay, offering a workspace with unrivalled visibility and connectivity. Directly linked to Sheikh Zayed Road and minutes from Downtown Dubai, this flagship location positions members at the heart of the city’s business pulse – ideal for ambitious startups, freelancers and established enterprises alike.
flowork’s second business centre will be opening in Business Bay’s Vision Tower in November.
“The goal is to keep evolving”, Abir says. “Work itself is changing, and we want to stay at the front of that change.”
Beyond physical growth, flowork is introducing hybrid memberships and curated partnerships to meet the needs of an increasingly mobile and collaborative workforce. Each new initiative reinforces the company’s belief that workspaces should adapt to people, not the other way around.
Despite the momentum, Abir remains grounded in her founding purpose. “It’s easy to get caught up in growth”, she says. “But the essence of flowork will always be the same: creating spaces that make people feel good about coming to work.”
Her message to entrepreneurs is both pragmatic and inspiring: “Don’t wait for the right conditions. Start with what you have, where you are, and who you are. The rest will follow. Purpose doesn’t need permission.”
For Abir Moussa, that purpose continues to unfold – one space, one connection, and one story of resilience at a time.
Kris Evans, Editor-in-Chief