The research environment is challenging libraries to raise their game by providing higher-end services in response to technological change and policy developments. Librarians are being urged to move from service-as-support to a partnership model involving “deep collaboration” across the whole knowledge lifecycle. But libraries are no longer the “go-to” place for researchers. Perceived as dispensers of goods, more geared to students and education, they struggle to gain take-up for research offerings. Innovative practitioners are using various strategies to reposition themselves as key players in the research arena, notably space-as-service strategies, which can bring researchers back to the physical library and improve visibility of virtual services.