Urban Streets

Mixed-Use Development / USA

Large scale developments whether a theme park or a town center are designed to engage people and support or exceed the expectations of the people who visit or frequent the ‘place’. The ‘place’ doesn’t become a destination or a vibrant community however without planning and a strategy that focuses on the ‘guest’ experience.

While working with a development consulting firm in New York City that specialized in Mixed-Use Development, I had the opportunity to work on several planning studies for clients including the City of Rockville, MD, the Fulton Street Corridor Project (Lower Manhattan Development Council), and the City of Norwalk, CT.

Transforming buildings and streets into vibrant communities .....

Project Details

Involvement

Design Director (Research/Retail Strategy/Visual Communications)

When

2002 – 2004

Where

New York/Maryland/Connecticut

Client

Street-Works LLC

Insights

My experience in mixed-use development may seem like a disconnect, but it really helped me to better understand the planning process from a 30,000 foot view. It was a switch from micro to macro in terms of focus, but being exposed to the strategy and planning at this level only strengthened my approach to future projects.

I also discovered that effectively communicating the strategy and design of a mixed-use project was a lot like telling a 'story'. But at this level, it's not just about selling the physical design. The complete story needs to also address the market, the economics and the regulatory issues in a way that makes the project exciting and feasible.