Purpose This study aims to reinforce the importance of taking HR beyond administrative activity leading to stronger market orientated performance and the greater use of its people. Many organizations underestimate the effects of deliberately combining market orientation with internal communication demands. As a strategic partner, HR can offer support for designing effective workplace concepts that address such a challenge. Design/methodology/approach Using in-depth interviews, the authors explore aspects of effective workplace designs in high-performing German firms. This work is taken from a wider study of commercial office solutions completed in 2017. Findings Workplace designs need to be carefully developed to meet firm-specific needs dedicated to a market orientation strategy. Originality/value Practical lessons are drawn for helping HR professionals to better facilitate market orientation and communication needs from inside the organization.