A Brand Renew Day

How to Reposition a Building to Meet Changing Expectations

November 18, 2019

Senior Associate / Commercial Market Director, NBBJ

Editor’s Note: An extended version of this post, co-authored by David Yuan, Robert Mankin and Chris Beza, was first published in NAIOP’s Development magazine.


As buildings age, they often need to be renewed to remain competitive at attracting or retaining tenants, employees or residents. The scope of a renewal can vary widely from building to building, but keeping a few important factors in mind can position a building for continued success for years to come.


The building’s established brand
Every building has an existing position in the marketplace, and the most successful renewals build on that. A contemporary intervention in a classic midcentury building, for instance, might feel foreign to that building’s character. For instance, the renewal of 177 Huntington, an I. M. Pei-designed landmark in Boston, focused on activating the lobby with new furnishings, finishes and a cafe, rather than alterations to the building’s bold architectural character. Something radically different can work under the right circumstances, but it has to be intentional. (Photo: 177 Huntington Avenue, Boston, MA © Christian Phillips)


The building’s existing condition
In addition to structural or mechanical upgrades, renewing an older building may require the remediation of hazardous materials like asbestos, lead or PCBs. Sometimes the cost of renewing a building to meet the needs of the market exceeds the cost of demolition and new construction — in which case, it makes more sense to start over. At the same time, older buildings often have historic texture or cultural importance that many tenants value and is worth preserving. (Photo: Maritime Building, Seattle, WA © Sean Airhart/NBBJ)


Your company’s business model and brand
For core real estate investments whose goals are to provide a steady income stream, it would not make sense to invest in a major overhaul. Value-add or opportunistic investments, however, acquire a building for the express purpose of making a significant investment and increasing its value. Also, keep in mind your company’s brand vision for the look and feel of a renewal project — are your properties edgy and creative, or subtle and sophisticated? This also extends to corporate workplaces — how can a renewed building better connect employees to the company’s brand and mission? (Photo: 407 North Maple Drive, Beverly Hills, CA © Sean Airhart/NBBJ)


Your desired tenants
Although nearly every tenant expects more amenities, the exact mix and appearance of amenities that appeals to potential tenants may vary. For instance, the recent renewal of Two Union Square in Seattle created public spaces that perform many of the same functions as a tech workplace — with areas for serendipitous interaction and impromptu gathering — but with a more sophisticated look and feel that is true to the building’s brand and position in the market. As a result, the space appeals to a variety of tenants, from brokerage firms like JLL, to tech firms like Apple. (Photo: Two Union Square, Seattle, WA © Kevin Scott/@K7Scott)


Your existing tenants
It’s difficult to renovate a building while it’s occupied, so it’s essential to align tenants’ expectations regarding the extent and duration of any disruptions. Communication is key. Many owners will deliver presentations to tenants nearing the end of their leases to show why the renovation makes it worthwhile to stay. Some tenants at 1201 Third Avenue in Seattle, for instance, initially disapproved of the contemporary aesthetic of the renewed lobby, until they understood the benefits of a more open building with new amenities. (Photo: 1201 Third Avenue, Seattle, WA © Sean Airhart/NBBJ)


The urban context
The ground floor — and even some of the floors above — can function as a hub for the surrounding neighborhood. Is a property near a hotel, a convention center, an entertainment district, or other offices? Think about how it can contribute to the life of those surrounding uses, perhaps in its retail mix, food and beverage, coworking space or a public plaza where people can congregate. (Photo: 85 Broad Street, New York, NY © Sean Airhart/NBBJ)


Typically a renewal is considered in only three dimensions, but there’s a fourth dimension too: time. Some landlords are even beginning to hire coordinators who program amenity areas with events, whether for tenants only or the public at large. “Experience design” and environmental graphics — encompassing murals and public art, music, VR and augmented reality and more — can also attract tenants and visitors. Think about how a space can change throughout the day or month or year, and provide reasons for people to visit again and again with special events, popups or interactive spaces. (Photo: Confidential Biotech Company, Cambridge, MA © Peter Vanderwarker)


As architects, what excites us most about this shift is that physical space, increasingly, is considered not as overhead but as an asset. Physical space helps employees work smarter, more creatively and more healthily. It generates revenue and brand vision for retailers. It helps residents live fuller lives. And the most successful renewals will be those that enable people to meet these changing expectations for work and life.

Banner image courtesy Umanoide/Unsplash.

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Could Public Space “Stitch” Atlanta Back Together?

A ULI Advisory Panel Investigates How to Reconnect Downtown and Midtown

November 4, 2019

Urban Design Director, NBBJ

Like many cities across the United States, Atlanta is bisected by a highway that separates thriving neighborhoods, depresses surrounding land values, and diminishes residents’ experience of the city. Currently a solution being studied by Central Atlanta Progress and other agencies is “The Stitch,” a ¾-mile long “lid” over the Interstate 75/85 Downtown Connector currently bisecting Atlanta’s Downtown. This “stitch” would both create open space in the heart of the city and provide new development opportunities. Most importantly, it would catalyze socio-economic cohesion — “stitching” — between disparate areas of the city.

The Urban Land Institute recently convened an advisory panel to review the Stitch that included two economic development experts, a planning commissioner, a landscape architect and one other architect/urban designer in addition to myself. The agenda for the five-day panel was intensive: an in-depth briefing day including a site tour, meetings with sponsors, a day of hour-long interviews of some 70 key community representatives, then two days of formulating recommendations.

On the final day of the panel we made an oral presentation of our recommendations to the sponsor:

Scale the Stitch: As proposed, the Stitch is highly ambitious in its physical scope. After conducting an analysis of the economics, land-use context, history, national precedents and financial feasibility, we concluded that a project of the scale initially proposed was neither necessary nor financially feasible to achieve a transformative impact and the highest benefits for the greatest amount of people in Downtown Atlanta. We recommended halving the extent of the highway cover while improving the existing highway bridges nearby.

Honor Your Story: We encouraged local partners to use the opportunity of the Stitch to celebrate the history of Downtown Atlanta.

Align Implementation Actions: At present, the Stitch remains an exercise in visioning. In order to move the project forward, it will be imperative to align efforts relating to governance, funding and development.

Formalize Partnerships for Implementation: We suggested the creation of partnerships with key agencies that address housing, homelessness, wellness and transportation.

We hope the recommendations can provide lessons for Atlanta and other cities who are seeking to mitigate infrastructural severances and knit key pieces of their urban fabric back together. Read the full report here.

Banner image courtesy Joey Kyber/Unsplash.

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The Re-Socialization of Patient Care

True Patient-Centered Care Requires a Holistic Approach to Meeting a Patient’s Physical, Mental, Spiritual and Social Needs

October 28, 2019

Healthcare Partner, NBBJ

Editor’s Note: This essay was originally co-authored by Rich Dallam and Ryan Hullinger for the December 2018 issue of A+U. It is reprinted here with the permission of the publisher.

Healthcare has seen a widespread shift in focusing on the patient experience. While this encompasses many, sometimes competing, priorities, for NBBJ a major concern is the social aspect of care. Hospitals today are increasingly building single-patient rooms to reduce infection and improve the patient experience; however, true patient-centered care requires much more than maximizing comfort: it requires a holistic approach to meeting a patient’s physical, mental, spiritual and social needs.

This approach brings many different clinical specialties — physicians, nurses, mental health professionals, dieticians, physical therapists and more — together to work for the patient’s benefit. As a result, examination and patient rooms are frequently expanding in size, even as cost concerns drive healthcare providers to reduce square footage wherever possible.

To accommodate these diverse specialties without inflating space needs and construction costs, NBBJ has adopted rapid prototyping in the planning of examination and patient rooms. This process engages clinicians, patients even cleaning staff to role-play within full-scale mockups of a proposed room, and then to quickly reconfigure and iterate the layout to not only better accommodate staff workflows, but also to holistically meet patients’ needs.

In an April 2013 workshop with the Canterbury District Health Board in Christchurch, New Zealand, rapid prototyping aimed to design a multi-patient room that would improve healing by increasing socialization amongst both staff and patients, while still meeting contemporary needs for privacy and infection control. NBBJ is now using three-dimensional scanning to import physical mockups like this into digital models — a process referred to as digitally augmented rapid prototyping — which enables designers to document, analyze and make adjustments to a layout in real time and arrive at solutions faster.

Working with Native populations — particularly in Alaska and the Pacific Northwest, in addition to the Maori of New Zealand — challenges the prevailing notion that de-socialized, private patient rooms are always the best solution. In tight-knit Native communities, the social aspect of a person’s well-being is tied to their cultural identity. That’s why several integrated healthcare clinics designed by NBBJ for Alaska Natives and the Umatilla people of eastern Oregon are organized around a central gathering space, where people can connect and support each other through their healthcare journeys.

Lessons from this work with Native populations are now informing other projects, by finding new ways to incorporate patients’ families in the healing process. This has long been done, and amenities are continually improving, but new design concepts take this further by enabling the patient room to flex throughout the day to accommodate work, socializing, family meals and overnight guests — allowing daily life to continue even during an extended hospital stay.

For times when families are unable to join their loved ones in the hospital, NBBJ is now prototyping an augmented reality patient room that will enable them to be virtually present. The concept utilizes projection mapping and surround sound to create an immersive, 3D environment customized to the fixed perspective of a patient lying in bed. With this technology, the patient room can virtually disappear, replaced by a live view into the home that allows patients to remain connected to their families. This technology can also create immersive natural environments, as exposure to nature — even if only simulated — is proven to reduce stress and help people heal faster.

Like digitally augmented rapid prototyping, the augmented reality patient room utilizes the newest design tools and features. Most importantly, however, that technology is always employed in the service of increasing social connections and improving the human experience.

The potential — and challenge — of integrating new technology into the patient room suggests a new frontier for patient care: flexibility. When social demographics and technology are undergoing massive changes, too quickly for fixed infrastructure to keep up, how can we design an environment for rapid adaptation? Only when healthcare environments are flexible enough to keep pace with our evolving communities, as the ways in which people live and socialize inevitably shift, will we truly be prepared to provide the healthcare of the future.

Banner image courtesy Benjamin Benschneider/NBBJ.

All other images courtesy NBBJ.

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