France’s second-largest coworking operator Morning rolls out Paris metro campaign with bold “pyjama” concept

French flexible workspace operator Morning has rolled out a bold new advertising campaign across the Paris metro and train station network, with a cast that is 100% in-house. The initiative stands out not only for its creative concept but also for its execution, as large-scale offline subway campaigns remain uncommon among coworking operators.

The campaign features large-format posters displayed in high-traffic commuter areas. It shows individuals arriving at work in pyjamas, working on laptops and holding coffee, alongside formally dressed colleagues. The visual contrast is designed to capture attention and create a strong, recognisable message.

According to the company, the concept is directly linked to its workspace proposition. The campaign highlights Morning’s aim to create offices that people want to reach quickly, rather than environments associated with routine or disengagement.

The campaign ran for one week across the transport network. It targets daily commuters and professionals, with visuals positioned to maximise exposure during peak travel times.

The initiative forms part of a broader marketing push as the company continues to expand in the French flexible workspace market and strengthen its brand presence in Paris.

Morning operates 54 locations across Paris and Hauts-de-Seine, with around 15,000 workstations. In 2025, it managed over 145,000 sqm of workspace, ranking as France’s second-largest coworking operator, according to Ubiqdata report.

Founded in 2014 and backed by Nexity since 2019, the company plans to add 15,000–20,000 sqm by 2026, with three openings already confirmed.

CEO & Founder Clément Alteresco will be a speaker at Coworking Europe 2026 in Paris, and Morning locations will be part of the coworking tour organised alongside the conference.

Pic Source: personal photo