JLL, a real estate consultancy committed to technology and sustainability
Laura Caballero, director of digital business experience & head of the Barcelona office
What does JLL specialize in?
Currently employing around 92,000 people in more than 80 countries, JLL is an international consultancy that provides real estate and investment management services worldwide.
JLL opened its first office in Spain in 1987, and today, our Madrid and Barcelona offices employ some 430 people.
When was JLL founded and when did you start working for the company?
JLL was founded in 1760.
. I started working in the company in 2003, so I have spent a large part of my professional life working for this company.
What do you like most about your job?
I enjoy the dynamism and the need to continually explore new trends and implement new tools in the digital area. And office management gives me a great overview of the business and the chance to work with multidisciplinary teams. The world of real estate enables one to see the way in which cities are changing and to play a role in doing our bit to effect that change.
And what do you like least?
Having to work too quickly at times and not always being able to enjoy the moment as much as I would like.
What do you think your company excels at?
It has a real commitment to technology and data, an approach that will allow us to transform the sector in which we operate. Since the real estate sector is responsible for 40% of global carbon emissions, the company also has a real commitment to reducing the impact on the environment.
What is your main challenge?
As a global company, we at JLL feel responsible for to driving sustainability and corporate social responsibility. Together with our clients, we shape opportunities for growth, apply technology to bring about change, and build strong communities. Our purpose is to influence the real estate sector so as to build a better world.
Where is your company located?
JLL's Barcelona headquarters are located on the 26th floor of the iconic Torre Glòries.
Do you know why this location was chosen?
Our commitment to technology requires us to be based close to the city’s largest digital hub, which is located near Glòries in the 22@ district. In addition, this is a new center for Barcelona, and we wanted to be the first international real estate consultancy to set up in this area. Our office has incredibly inspiring views and is ideally suited for the new ways of working that have emerged since the pandemic.
What do you like most about the neighborhood where you work?
The vibrancy. People don't just come to work here; they also live, study, and enjoy their leisure time here.
How important is Barcelona for your company?
Barcelona is an important part of JLL’s growth strategy, not only for the real estate, but also because the values that make the city an international benchmark for business and talent.
With which city would you compare Barcelona?
Barcelona currently features in the major world rankings as one of the best cities in which to live and work. It is also a technological hub, on a level with cities like London, Paris, Dublin, Amsterdam, and Berlin, etc. Although every city has its own charm and potential, I realize I live in one of the best cities in the world whenever I come back from a trip.
What form of urban model should Barcelona adopt?
Traditionally, Barcelona has always done what is needed to put in on the international map. It’s not a question of resembling any city in particular, but of knowing how to value and detect projects that many cities have already undertaken with great success and to adapt them to our setting.
What best practices from other cities would you like Barcelona to adopt?
Barcelona faces challenges that other cities have already responded to. Along with taxation, housing, and sustainable tourism policies, it also needs to improve connections within the Greater Barcelona area and create more green spaces.
What do you ask of the Barcelona of the future?
We must do what is needed to respond to the major challenges and to make sure that the city remains an international benchmark. Effective and efficient cooperation between the public and private sector will make a direct impact on the economic environment and on the city as a whole.
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