In an area where paying £1,500 per month for a rented desk is not unusual, O2's new flagship store is as surprising as it is refreshing. Yes, it's a shop, but downstairs there's free workspace for start-ups and small businesses with wi-fi, power outlets and wireless printers for all. There are meeting and conference rooms for breakout sessions - and a not-too-shabby coffee machine. We were very impressed! And you can't argue with free.