Successful community oriented mixed-use architecture?
January 7, 2011 4:53 PM Subscribe
What are your suggestions for successful/interesting mixed-use architecture projects? Bonus points for ones in New York City.
I run an interdisciplinary design firm that focuses on Architectural Branding and Image Development (i.e. we brand businesses, then incorporate that branding into their architecture). I am from Philly (new to New York City) and putting together a proposal for a large mixed-use project located in Brooklyn. The project includes renovations to an old brewery, and as well as new construction. The project includes residential space on upper levels, workspace within the renovated brewery building, retail on the ground floor, and a new brewery within the large beautiful basement. We are looking for some precedent studies to help research for the project.
We are specifically looking for similar developments or mixed-use projects (within urban environments) that have been more successful (monetarily, popularity, or longevity) because they branded the complex a certain way.
Being from Philadelphia, A couple places we are interested in are:
The Piazza at Schmidts - branded as an interesting/hip place with exciting things happening all the time.
Sherman Mills - branded as an artist community, where you can "live, work, play"
I'm looking for places that "have it all" and sell that fact without looking like a giant corporate monster within the community. What are some mixed-use projects that the community LOVES? Large mixed-use projects like this can help the community (or hurt it) tremendously, what are some places you know of that have worked?
I am hoping for a couple places in New York City - but anywhere in the world would be great!
I run an interdisciplinary design firm that focuses on Architectural Branding and Image Development (i.e. we brand businesses, then incorporate that branding into their architecture). I am from Philly (new to New York City) and putting together a proposal for a large mixed-use project located in Brooklyn. The project includes renovations to an old brewery, and as well as new construction. The project includes residential space on upper levels, workspace within the renovated brewery building, retail on the ground floor, and a new brewery within the large beautiful basement. We are looking for some precedent studies to help research for the project.
We are specifically looking for similar developments or mixed-use projects (within urban environments) that have been more successful (monetarily, popularity, or longevity) because they branded the complex a certain way.
Being from Philadelphia, A couple places we are interested in are:
The Piazza at Schmidts - branded as an interesting/hip place with exciting things happening all the time.
Sherman Mills - branded as an artist community, where you can "live, work, play"
I'm looking for places that "have it all" and sell that fact without looking like a giant corporate monster within the community. What are some mixed-use projects that the community LOVES? Large mixed-use projects like this can help the community (or hurt it) tremendously, what are some places you know of that have worked?
I am hoping for a couple places in New York City - but anywhere in the world would be great!
...sell that fact without looking like a giant corporate monster within the community... that the community LOVES... Large mixed-use projects like this can help the community (or hurt it) tremendously, what are some places you know of that have worked?
What concrete steps is the developer taking to help the community? You might look into the projects' progressive features, think about how to feature them in your marketing materials, and consider how to include them in your outreach. What is the developer's actual relationship with community groups and advocates? Assuming the developer is doing that work, could the advocates give the project an award? The projects that come to mind here in the San Francisco area often attained their "great project" fame through networks of those who follow planning closely, via awards lunches or being featured in case studies. Those people considered the actual impacts on the community, through the lens of the award giver's vision and priorities, more than the marketing and branding. Projects that provide a range of housing prices (including some subsidized affordable units), local hiring and living wage agreements, green building standards, future uses that benefit the community like daycare or a grocery store, bike facilities on-site -- those were the projects that had the reputation you are looking for. Projects' reputations get built by newspaper, alt. weekly, blog coverage, and other earned media as much as paid advertisements. (I probably don't have to tell you this, and as someone who works in the field, I may be biased.)
To find specific examples, you might look into what projects win awards from groups like the Project for Public Spaces, the Urban Land Institute, your APA chapter, your regional planning agencies, and the many progressive bike/housing/justice/urban-revitalization advocates in NYC.
posted by slidell at 2:31 PM on January 8, 2011
What concrete steps is the developer taking to help the community? You might look into the projects' progressive features, think about how to feature them in your marketing materials, and consider how to include them in your outreach. What is the developer's actual relationship with community groups and advocates? Assuming the developer is doing that work, could the advocates give the project an award? The projects that come to mind here in the San Francisco area often attained their "great project" fame through networks of those who follow planning closely, via awards lunches or being featured in case studies. Those people considered the actual impacts on the community, through the lens of the award giver's vision and priorities, more than the marketing and branding. Projects that provide a range of housing prices (including some subsidized affordable units), local hiring and living wage agreements, green building standards, future uses that benefit the community like daycare or a grocery store, bike facilities on-site -- those were the projects that had the reputation you are looking for. Projects' reputations get built by newspaper, alt. weekly, blog coverage, and other earned media as much as paid advertisements. (I probably don't have to tell you this, and as someone who works in the field, I may be biased.)
To find specific examples, you might look into what projects win awards from groups like the Project for Public Spaces, the Urban Land Institute, your APA chapter, your regional planning agencies, and the many progressive bike/housing/justice/urban-revitalization advocates in NYC.
posted by slidell at 2:31 PM on January 8, 2011
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posted by kimdog at 5:04 PM on January 7, 2011