Dialogue Gensler

Insights from the GENSLER RESEARCH INSTITUTE ISSUE 32
LIFESTYLE
AND THE FUTURE OF CITIES
LIFESTYLE 02
AND THE FUTURE Design Forecast LIVE:
Shaping the Future of Cities
OF CITIES
04
We are in the midst of a profound
conversation around the future of cities. Retail: Any Place, Any Time 06
Unprecedented population growth The Gensler Experience Index:

presents enormous challenges, but also Retail 10
offers unique opportunities for designers.

LIFESTYLE
Day to Night, and Everything
In Between 12
In this issue of Dialogue, we focus on
AND THE FUTURE the Lifestyle sector and explore the More Than a Mall, a ‘Retail City’ 14
OF CITIES
role of Convergence, Experience, and
Placemaking in reshaping cities around
16
the world. These stories underscore the
Hospitality with a Human Touch 18
importance of lifestyle developments
in cities—the evolving epicenters of the The Gensler Experience Index:
Hospitality 22
human experience.
Conversation: Redesigning the
Guest Experience 24
The Future of Stadium Design 26
28
Placemaking and the Art

of Mixed Use 30
A Civic Gateway Rooted in Place 36
The Digital Converges with

the Physical 38
40
32
Continue the Dialogue Online
on the cover and this page: The Hub on Causeway, Boston. For more on this project, see our Project Spotlight on page 36.
dialogue 32 | The Lifestyle Issue
DESIGN FORECAST LIVE
Designing for
Human Experience
SHAPING THE FUTURE OF CITIES

At Design Forecast LIVE, we brought together a cross-section of Gensler
clients with our thought leaders from around the world to co-create the
future of cities through the power of design.
For the first time in history, more Speaker Dene Oliver captured the
people live in cities than not, and spirit of the event in his heartfelt
that number is growing rapidly. remarks about the rise of people-
We talk a lot with our clients focused design. Oliver, of
about this, because we believe Brookfield OliverMcMillan,
cities will determine the future recounted a career in land devel-
of humanity. That’s why we opment that evolved from a focus
sponsored Design Forecast LIVE— on great design to a preoccupa-
to bring our clients together, tion with placemaking. “But I’ve
share ideas, and co-create the realized in recent years that it’s
future. Held in Los Angeles with about much more than making
the UCLA Anderson School of special places,” he said. “It’s really
Management, the conference about figuring out how to create
joined Gensler leaders with a connections. Isn’t that really what
cross-section of our clients to we are all trying to do?”
explore the forces we believe will
impact cities and influence the That theme of focusing design
human experience for decades. on human connections resonated
Built on the foundation of the

“ Cities are laboratories for constantly through the event.
From “companies are finding
Gensler Design Forecast, our innovation. They are the most that a people-first mentality is
flagship report on design trends
uncovered by the Gensler
diverse places on the planet, paramount” to “technology is
redefining retail to create new
Research Institute, the two-day and we know that out of layers of engagement with
event featured thought-provoking
keynote speakers, panel discus-
diversity comes innovation.” customers,” the overriding impor-
tance of human experience
sions, and breakout sessions. emerged time after time. This is
In their introductory remarks on — ANDY COHEN, GENSLER CO-CEO Gensler’s commitment: to design
“Shaping the Future of Cities,” cities that put people at the center.
Gensler Co-CEOs Diane Hoskins
and Andy Cohen acknowledged
the challenges that population
growth will present in the next
quarter-century. “But it’s not
all about the dire picture,” said
Cohen. “Cities are laboratories
for innovation. They are the most
diverse places on the planet, and
we know that out of diversity
comes innovation.”
opposite: Gensler Co-CEOs Diane Hoskins

and Andy Cohen. above: The “Shaping
Cities for an Urban Future” panel. clock-
wise from bottom left: DF LIVE speakers
Dene Oliver, Debbie Allen, Sinéad Burke,
and an audience Q&A.
2 A Gensler Publication 3
As technology allows for
anytime, anyplace interaction,
we’re seeing a convergence
of place and choice.
Our industry is going to

radically change. In the
future, your car, your home,
your office, and your hotel
will merge into a totally
new industry.”
— SIMON LOASBY, EXECUTIVE DIRECTOR,

DESIGN, HYUNDAI CHINA
Los Angeles’ Westfield Century City defies big-box archetypes with 200+ shops and restaurants, outdoor space, and events space. A Gensler Publication 5
Retail:
Any Place,
Any Time
As shoppers expect more
engagement from retail brands,
the future store will become
a multifaceted space that’s as
flexible as its online counterpart.
BY LARA MARRERO
“Reports of my death have been greatly exaggerated,”

Mark Twain once said to a reporter who was running
down a rumor. That quote could easily refer to the state
Taobao Choice Store
of today’s retail industry. Despite the news of bank- Hangzhou, China
ruptcies and store closures, retail is very much alive.
That’s because successful brands have realized that Gensler created the first offline
the purpose of place has changed. Customers expect experience for Taobao Choice
a seamless journey across every channel—from phys- Store, a subsidiary of the Alibaba
ical, to digital, and social. And physical stores, which Group. The holistic clicks-to-bricks
emphasize engagement over transaction, are vital to experience layers the tactile and
that equation. According to IHL Group, for every com- the physical with the personalized
pany closing a store, 2.7 companies are opening one, interaction and customized choices
and 77 percent of Gen Z prefer physical over online found online to create a real-world
stores, according to Accenture. While retail as we once browsing experience.
knew it may no longer be the same, the industry is as
vital as it’s ever been.
dialogue 32 | The Lifestyle Issue CONVERGENCE | Retail: Any Place, Any Time
Technology delivers
transaction, placemaking
delivers experience.
Retailers are well aware of the sea changes in customer
behavior and expectations brought about by e-commerce
behemoths like Alibaba and Amazon. That’s why the
successful brands have refocused on creating and deep-
ening connections between buyers and brands in the
real world. Success isn’t only having an online ordering
platform. It’s being able to deliver an engaging, authentic
brand experience no matter where the customer is.
The need for retailers to deliver engaging,

authentic brand experiences has never been
more vital. Now more than ever, customers
expect a holistic, seamless experience
across every channel.
The fact is, retailers no longer dictate the what, when,

where, and how of shopping. Now, the power is almost
completely in the hands of consumers, and time is
their most valuable commodity. Embracing the
“I want what I want, when I want it” mind-set is critical
to retail success. Technology has set a precedent for
immediacy and set a new standard for efficiency. In an
era when consumers can get an Uber in minutes and
Amazon Prime Now delivery in hours, they expect that
their desired size, color, and model will be available
10% 19%
immediately, 24/7.
Harman
Experience Store THE CONVERGENCE OF PLACE
Munich AND CHOICE: CONSUMERS DO
MORE THAN JUST SHOP. 7%
The Harman Experience Store source: Gensler Experience Index: Retail
can transform from day to night
for lectures, concerts, car launches,
and other events. Visitors can
demo solutions from Harman
Respondents’ Task
15%
49%
Social
and its popular audio brands primary reason for Entertainment
(JBL, Harman Kardon, and AKG). visiting the store, Discovery
by mode Aspiration
dialogue 32 | The Lifestyle Issue CONVERGENCE | Retail: Any Place, Any Time
INSIGHT
The Gensler
Experience Index:
Retail
The future of retail is
WHAT MAKES A GREAT RETAIL EXPERIENCE?
Our Experience Index: Retail report comes at a challenging time for the
moving from ‘grab and
industry, in which store closings and bankruptcies are commonplace. But go’ to ‘play and stay.’
our research shows that retail is far from dead. A new wave of retailers—
often with their roots in e-commerce—are investing in physical places that When it comes to retail, there’s no one-size-fits-all
are becoming the platforms on which customers can interact with brands approach. It used to be “if you build it they will come.”
Now, it’s “how do you build it so they will keep coming
in a meaningful and engaging way. Here are a few key findings.
back?” If you don’t provide a positive experience,
consumers won’t show up. The future of retail will encour-
BY SHARON LESSARD
age customers to “play and stay” rather than “grab and
go.” Core to this will be programming and dayparting—
learn more: gensler.com/d32-1 expanding the times of the day that retailers are open
and the services and events they offer—to engage with
different audiences and give them a reason to go to
a physical environment. Place must be fit for purpose.
The best brands and They understand their Successful retail brands Typically, retailers measure the ROI of their operational
stores design for a customers’ in-store meet and exceed and financial commitment based on traditional metrics
complete experience. purpose. customer expectations. like year-on-year sales and dollars per transaction.
But since the goal of brand engagement is bigger than
product sales, those metrics alone aren’t sufficient.
Quantitative and qualitative measures are now on equal
footing. Key Performance Indicators (KPIs) should
reflect brand engagement like awareness, media impres-
EXPERIENCE AT ANY AGE THE IMPACT A STORE MAKES EVERY MOVE COUNTS sions, entertainment and social interaction, dwell time,
and online sales lifts. These new metrics are critical to
Shifts toward more nuanced forms of customer
profiling and engagement, and exploring
Customers read a lot into how a store is
designed, and how that design relates to the
Customers expect stores to be employing/
embedding the latest technology, and for
b8ta Service and delight are key for b8ta
(pronounced “beta”), an Internet of
understanding how consumers spend their time.
new ways to save customers’ time and effort, value proposition of the products being sold. in-store content to be managed at the pace multiple Things retail concept with an array As important to retailers embracing what customers
can improve experiences for everyone. of change they see in the world. locations of products like robotic mowers and want is honoring what they don’t. Digital isn’t going to
smart wallets that rotate based on solve retail. Technology must always be in service to the
MILLENNIALS ARE DESIGN IMPROVES PERCEIVED PRODUCT QUALITY TECHNOLOGY FORMS A STRONG IMPRESSION sales and customer engagement data. customer. Take Gen Z, which is on track to become the
2x 1.4x
Ratings of product display by users who see products as high Percent of respondents who rated a store as having the latest
largest generation of consumers by 2020, according to
quality vs. those who see products as poor quality. technology who had a great experience.
Forbes. Inundated with technology, Gen Z doesn’t want
digital-driven spaces; they want tactile spaces where
32% 39%
MORE LIKELY MORE LIKELY they can see, touch, and feel things. Technology that
TO BE IN TO BE IN
ENTERTAINMENT DISCOVERY gets in the way—like big flashing screens or extraneous
MODE MODE
RATE PRODUCT
DISPLAY AS
HAD A GREAT
EXPERIENCE
Customers want unique apps—can be perceived as gimmicky, a death knell to
brand trust and authenticity.
EXCELLENT
experiences beyond
1.6x products and transactions.
Retailers of the future could take a cue from these
digital natives. In an age of Snapchat, pop-ups, and driver-
83% 76%
less cars, it’s no longer enough to be a retail store. The
LESS LIKELY
TO BE IN future is seamless, personal, and engaging. To stand
TASK out, brands must provide something unexpected and
MODE
RATE PRODUCT HAD A GREAT Consumers’ desire for engagement means that there’s fresh that keeps people coming back, again and again.
DISPLAY AS EXPERIENCE
EXCELLENT been a renewed focus on service in the physical retail
environment. They want to interact with humans over
screens. Retailers must think of employees as consul-
People who rated product quality poor Places without the latest technology tants who add value to the larger brand experience,
LARA MARRERO, based in London, is a global leader of
People who rated product quality high Places with the latest technology providing expertise and customizing their experiences.
Gensler’s Retail practice.
Quality of service is critical to overall brand success,
and failing to deliver negates even the most exceptional
physical space.
SHARON LESSARD, based in Atlanta, is a global leader of

Gensler’s Retail practice.
dialogue 32 | The Lifestyle Issue CONVERGENCE | Day to Night, and Everything In Between
slideshow: 7 Must-See Retail experiences/spaces.
view images: gensler.com/d32-2
Starbucks Reserve Roastery Shanghai, Shanghai.
Day to Night, With freshly roasted beans whizzing overhead

and carefully choreographed baristas deliver-
ing nitrogen-infused tea and coffee-infused
needs throughout the day. The purpose of
the store today is less about solely selling
product, and increasingly to humanize the
30,000-square-foot store—the first of its kind
in Asia and the largest in the world—provides
an immersive destination for visitors to expe-
brewing methods by scanning their mobile
phones at selected features in the store for
an augmented reality experience co-created
and Everything
beer day and night, the Starbucks Reserve brand and engage people emotionally. More rience the roasting process. Open from 7 a.m. with Chinese e-commerce giant Alibaba. The
Roastery Shanghai isn’t your average coffee and more, retailers are including convertible to 11 p.m. daily, the part-shop, part-showroom Roastery cements the brand’s foray into the
shop. It’s retail as theater, a multifaceted space spaces to host different events in-store— is the first Starbucks in China to also serve company’s fastest-growing market, while pro-
In Between
that can flex from morning coffee to evening from fashion shows to cooking classes—and beer, wine, and spirits. viding an archetype for future locations.
dinner to late-night cocktails. And with queues expanding their service offerings so people
wrapping around the block, they seem to be can shop, work, relax, socialize, or be enter- By turning everyday coffee and tea consump-
RICHARD CHANG, based in Shanghai, is a regional leader
onto something. tained at different points throughout the day. tion into a dynamic, ritualistic experience
of Gensler’s Retail practice.
where visitors can choose their own “journey,”
To be successful, food & beverage retailers need to For retailers like Starbucks, success is no
longer about being a single-use business just
From the moment visitors walk in the
Starbucks Reserve Roastery Shanghai—before
the Roastery is a model for other locations
around the globe. Guests can sample freshly
become flexible, 24/7 destinations. for purchasing coffee or tea; customers want their first sip—their senses are engaged with baked pastries and handcrafted beverages;
to visit a space with multiple experiences the distinct aroma and sound of freshly observe coffee beans being roasted in a two-
BY RICHARD CHANG that can adapt to accommodate their shifting ground beans roasted in the open. The story, four-ton copper cask; or learn about
dialogue 32 | The Lifestyle Issue CONVERGENCE | More Than a Mall, a ‘Retail City’
PROJECT SPOTLIGHT
The Avenues
Phase 4
Kuwait City
MORE THAN A MALL,

A ‘RETAIL CITY’
Inspired by the world’s great
walkable cities, The Avenues
adds new experiences to
a regional shopping mecca.
BY MABLE SO
Drawing inspiration from the world’s most

vibrant urban shopping districts, the recent
Phase 4 enlargement of The Avenues Kuwait
adds 167 new restaurants and stores, an
entertainment zone, and two hotels that
have boosted the shopping mecca’s reputa-
tion as a regional destination.
More than a mall, The Avenues is an exer-

cise in placemaking that redefines the retail
experience in Kuwait, where shopping is a
social activity, according to Oxford Business
Group. In total, four new districts have
been added and three existing ones have
been extended. Grand Avenue, the retail
center’s signature promenade, has been
lengthened to over 700 meters (765 yards).
Characterized by a mix of local, Western,
and contemporary architectural influences,
it binds The Avenues’ districts together.
The bustling retail street funnels shoppers
into the center’s new Grand Plaza—an open
and flexible area for events and celebrations
that also serves as the gateway to the cen-
ter’s new multiscreen cinema.
To enhance its appeal to a young generation,

the design team introduced a new district
called Electra, where digital and electronic
retailers are clustered. The centerpiece of
Phase 4 is The Forum, an 80-meter-wide
(260-foot) domed space that encourages
shoppers to linger. A new Gensler-designed
hotel, scheduled to open in early 2019, will
expand the center’s appeal as a world-class
destination and meeting venue.
MABLE SO, based in Abu Dhabi, is a

Gensler principal.
above: The extended Grand Avenue leads above: Pedestrian pathways and passages above: The shopping mall is enclosed by a top: The centerpiece of Phase 4 is above: The illuminated spherical entrance
to the new Grand Plaza, an open flexible are scaled to acknowledge that shopping in lightweight ETFE roof that allows the space The Forum, an 80-meter-wide (260-foot) of the center’s multiscreen theater has
space that is designed to host events and Kuwait is a social activity. to be cooled year-round—a necessity in the domed space that evokes the feel of a become a popular place to see and be seen.
celebrations. challenging Kuwaiti climate. monumental civic square.
Consumer behaviors have
shifted dramatically, making
experience the differentiator as
we think about place.
We had to create a culture.

We had to create the
passion. We had to create
our following. We had
to do it all from nothing.
That’s what has made
me so passionate about
experiential design, and the
ability to create a place that
brings people together.”
— TOM PENN, PRESIDENT AND CO-OWNER,

LOS ANGELES FOOTBALL CLUB
Los Angeles’ Banc of California Stadium attracts fans, locals, and visitors with a mix of uses, uniting them in one shared experience. A Gensler Publication 17
Hospitality with a
Human Touch
As Airbnb shakes up the hospitality industry, hotels are embracing
authenticity, curation, and personalization to attract guests.
BY TOM LINDBLOM AND STEVEN UPCHURCH
In less than a decade, the rise of Airbnb, hotel mega- A hotel can no longer be just a place to sleep. To
mergers, and micro-boutique hotels have disrupted resonate with leisure guests and business travelers,
the hospitality industry. Airbnb offers listings in more hospitality spaces must offer unique, immersive
than 190 countries, and its total number of listings— experiences. Brands have an opportunity amidst the
4 million—is higher than the top five major hotel disruption. Through a curation of design, architecture,
brands combined, according to Forbes. technology, entertainment, and unique programming,
hospitality companies can foster loyalty in an increas-
Part of the reason the sharing economy has soared— ingly competitive marketplace.
Brookings estimates it will be a $335 billion market by
2025—is that while technology has made it easier to In the Gensler Experience Index: Hospitality, research-
book travel or a place to stay, many people are looking ers compared the number of activities a guest engages
for human connection that’s often lacking on their in at a hotel with the guest’s rating of that hotel’s expe-
devices. As paradigms shift, hoteliers and developers rience, and a distinct pattern emerges: The broader the
are reinventing themselves and embracing new mod- experience, the better. The best hotels are multifaceted
els to compete with upstarts like Airbnb. and can accommodate a range of interests without
sacrificing excitement or becoming generic.
Hotel Chaco
Albuquerque, NM
For Hotel Chaco, the design team

explored the region’s indigenous
Chaco ruins—a UNESCO World
Heritage Archaeological Site—and
incorporated regional materials to
capture its rich history as a central
hub for the ancient Pueblo people.
dialogue 32 | The Lifestyle Issue EXPERIENCE | Hospitality with a Human Touch
Hotels are becoming

hybridized, launching
new brands and models
that support a blend
of business and leisure.
The hotel has become a hybrid of work, play, discovery,
and focus. The best hotels support a blend of business
and leisure and the growing blur between them. Our
research found that 70 percent of business travelers did
leisure activities on a work trip and 20 percent of vaca-
tioners conducted business. Even airports, workplaces,
and corporate training facilities are incorporating
hospitality spaces with a residential feel. To compete
with upstarts, traditional hotels are launching new
brands and models. Take Marriott’s Autograph collec-
tion or Hilton’s Tapestry Collection: each hotel has its
own local aesthetic and identity, while still providing
great service and access to the brand’s loyalty programs.
The best hotels are multifaceted,

accommodating a range of interests
without sacrificing excitement or
becoming generic. They support a
blend of business and leisure and the
The Collective growing blur between them.
Technology helps meet Seattle
guests’ expectations
for a frictionless,
personalized stay.
A members-only club in Seattle,
The Collective reimagines tradi-
tional club elements and pairs them
with activities like bouldering and
coworking and authentic details
65% 20%
of business travelers of leisure travelers
such as local food, art, and music
also did leisure- also did business-
to instill a sense of community that
Technology plays a key role in meeting guests’ expecta- enhances the experience.
related activities related activities
tions. Everything from mobile check-in to in-room apps during their hotel/ during their hotel/
that allow guests to control temperature, lighting, and resort stay. resort stay.
more help create seamless, effortless experiences. With
digital experience design—a practice in which physical
spaces are designed with the digital experiences they source: Gensler Experience Index: Hospitality
enable in mind—operators can influence the guest expe-
rience and make it exciting every time guests return.
dialogue 32 | The Lifestyle Issue EXPERIENCE | Hospitality with a Human Touch
INSIGHT
The Gensler
Experience Index:
Hospitality Burj Alshaya
Four Seasons
Kuwait City
WHAT MAKES A GREAT HOTEL EXPERIENCE? Inspired by the region’s rich archi-
The hospitality industry is in the midst of massive change, driven in tectural history, the hotel couples
contemporary luxury with local
large part by new customer expectations. The research detailed in
building traditions and vernacular
the Gensler Experience Index: Hospitality report shows the myriad practice. The traditional idea of the
factors affecting the guest experience with hotels today, and reveals the mashrabiya—an Arabic carved wood
factors that matter most—from design features to elements of service, latticework window treatment—
is modernized to create privacy and
technology, and marketing. It’s clear that guests want far more than just
shade for those inside.
a place to sleep for the night. Here are a few of our key findings.
BY GAIL McCLEESE
learn more: gensler.com/d32-3
Take care of basics like Cater to both business Plan for the hotel
comfort and safety first. and leisure travelers. experience before
guests ever arrive.
MILLENNIALS ARE EXPECTATIONS ARE SET WELL BEFORE THE DESIGN FACTORS THAT
THE MOST MULTIMODAL GUESTS WALK IN THE DOOR MATTER MOST
Younger travelers report doing a wider range Hotel recommendations determine which Among the factors most predictive of
of activities in hotels today than their older hotels we pick and prime us to have a better a great experience, a suite of six design
peers. Chart shows percent of respondents who experience. How we get those recommendations variables prove most important to creating
reported doing each activity during a recent varies widely by generation. a great experience.
hotel visit.
Great service gives Providing a unique,
BOOMERS ARE
traditional hospitality authentic sense of

HAVE FUN
1.8x
UNPLUG OR ESCAPE BEAUTY
brands an edge. place inspires loyalty.

CELEBRATE AN OCCASION
BE INSPIRED
MORE LIKELY INSPIRATION
ATTEND AN EVENT THAN MILLENNIALS
TO CHOOSE A HOTEL
WORK IN QUIET SPACE BECAUSE THEY’VE
Part of the success of Airbnb, HomeAway, or VRBO For hoteliers, one of the driving concerns is how best to
MEET A CLIENT
STAYED THERE BEFORE.
INTIMACY is that those experiences are often predicated on the serve travelers’ seemingly disparate desires for reliably
unknown, which makes traveling feel like a more great service and a unique experience. Part of great story-
MILLENNIALS ARE MILLENNIALS ARE AUTHENTICITY authentic experience than simply checking into a hotel. telling is authenticity, which in turn offers a singular
2.9x 1.9x
MORE LIKELY But these upstarts don’t offer the assurances of great experience for travelers that they’ll want to return to.
THAN BOOMERS service you can get with a branded experience—a key Hotels of the future must offer a curated experience
TO USE HOTELS LATEST
AS A PLACE TO
TECHNOLOGY differentiator for traditional hospitality brands. that accommodates a range of intentions and activities,
MEET CLIENTS.
MORE LIKELY with a keen understanding of what guests want.
THAN BOOMERS
TO CHOOSE A HOTEL Long-stay options or service apartments aim to straddle
BECAUSE THEY FOUND COMFORT a hotel and a home while providing unique services
IT SEARCHING ONLINE.
to guests that upstart home rentals can’t provide. The
rooms are a little bigger, with a small kitchen and a
concierge. This option is also cheaper for hoteliers to TOM LINDBLOM, based in London, and STEVEN
MILLENNIAL
UPCHURCH, based in Dallas, are global leaders of
GEN X operate; they don’t have to commit to as many staff or
BABY BOOMER Gensler’s Hospitality practice.
resources. For travelers, it’s a similar cost to a hotel, but
it allows business people to feel like they’re living in
a neighborhood and to cook their own meals. They’re
thinking, “I want to live like this.”
GAIL McCLEESE, based in Houston, is a global leader
of Gensler’s Hospitality practice.
dialogue 32 | The Lifestyle Issue EXPERIENCE | Redesigning the Guest Experience
CONVERSATION
Client Quick Take
REDESIGNING THE GUEST EXPERIENCE

From multifunctional lobbies to seamless check-in, hotel brands
are constantly striving to meet guests’ changing expectations.
We sat down with an industry leader to find out how citizenM
hotels, in particular, are rising to the challenge.
“ Gone are the times How can you make the guest experience a
more human experience?
generator. Wherever they move into, that
place becomes a destination. That’s magic.
when you could If you can sprinkle your brand on a property
afford to have a dead MENNO HILBERTS: The guest room is pretty
okay the way it is, but we’re seeing quite
and make it instantly successful, that’s the
holy grail.
hotel lobby; it needs a dramatic shift in the way our lobbies are
to be vibrant all working. We’re seeing much more flexible,
interactive use of what is traditionally a hotel
How is technology shaping the guest
experience?
the time.” lobby. It’s breakfast space in the morning, it’s
lunch space in the afternoon, it’s coworking MH: Technology is a big enabler in stream-
space—people are working in their hotel of lining the whole experience. If you buy some-
choice, because as an urban nomad, you pick thing on Amazon, it’s a click of a button, yet
places you feel are appropriate to have meet- if you check in a hotel, people still want to
ings or send emails or relax and have a drink. make copies of your ID. It should be seamless
and integrated. For us, technology is basic
We’re seeing big transformation in the public infrastructure. There shouldn’t be any hur-
areas, especially in the front of house. In the dles. You don’t expect to go into a hotel and
future, that will expand rapidly. Gone are the not have the functionality you have at home.
times when you could afford to have a dead It should exceed that.
hotel lobby that’s empty for the rest of the
day; it needs to be vibrant all the time. We’re What is the future going to look like?
looking at opportunities to cross the bound-
aries between meeting spaces and bar. The MH: We’ll see further integration between
hotel is much more flexible than it used to be. office, residential, and hospitality—asset
classes that in my view are outdated. These
Menno Hilberts When you enter a market, what do you want boundaries will blur quickly, because urban
Managing Director, to bring to your guests? users demand a seamless experience between
Development, USA where they work, live, and travel; it should
citizenM Hotels MH: We have a talented group of developers all be part of one ecosystem. Airbnb is blur-
who travel a lot and live these cities. We do ring the boundaries between residential and
a tremendous amount of research, and find hospitality. Hotel developers and owners need
out where exactly the beating heart of a city to respond and include long-stay, short-stay,
is. Where does the urban nomad hang out? or flexible-stay options. Coworking should
That’s where we want to be. We follow the also integrate more into the hotel offering.
people. We look at where the new restaurants Exciting times ahead.
are, where sports venues will be, and how
crowds move. Location is often more import-
ant than the actual product. When you’ve
really advanced, you can be the destination.
Eataly, for example, is a great experience
opposite: citizenM, Seattle.
dialogue 32 | The Lifestyle Issue EXPERIENCE | The Future of Stadium Design
PROJECT SPOTLIGHT
Banc of California
Stadium
Los Angeles
THE FUTURE OF
STADIUM DESIGN
Sports stadiums are finding
fans in the urban core by
embracing far more than just
the game.
BY RON TURNER
In an era of 24/7 entertainment, it’s no

longer enough for sports arenas to simply
rely on game-day revenue and lie dormant
in the off-season. Today, the modern sports
arena is a lively retail and hospitality
destination for fans, and a major selling
point for players. Exemplifying this global
trend by setting a new benchmark for
the premium Major League Soccer (MLS)
experience, Los Angeles’ Banc of California
Stadium creates a year-round destination
that is active on non-game days, rather than
simply a sports venue.
A European-style soccer experience

for the league’s latest expansion team,
the Los Angeles Football Club (LAFC), gets
fans closer to the action. The 22,000-seat
stadium’s seating bowl is the tightest to
slideshow: Sports experiences that span from the
the pitch in the MLS, with expandability
luxury box to the field.
for special events. Field-level boxes,
private suites, clubs, rooftop lounges, and view images: gensler.com/d32-4
a 360-degree concourse yield a compelling
fan experience for every price point. The
stadium anchors the larger complex in
Exposition Park that includes a restaurant,
food hall, team store, rentable private party
terrace, and bar. The stadium extends its
use beyond game day with these ancillary
elements. The new facility serves as an
anchor and city catalyst, promoting eco-
nomic development in the region.
RON TURNER, based in Los Angeles, is a global leader

of Gensler’s Sports & Convention Centers practice.
above: Field-level boxes, private suites, above: The open-air stadium anchors the above: Located in Exposition Park, which top: The 22,000-seat stadium’s bowl is above: A true home for “L.A.’s team” that
clubs, rooftop lounges, and a 360-degree larger complex that includes 37,000 square is home to museums, sports facilities, and the tightest to the pitch and the steepest houses year-round activity, the facility
concourse yield a compelling fan feet of new development, including a recreational areas, the stadium extends its cantilevered seating bowl in the MLS, with is a cultural destination and entertainment
experience for every price point. restaurant, food hall, team store, and bar. use beyond game day for fans and visitors. expandability for special events. hub, as well as a sporting venue.
While technology is
very good at delivering
transactions, placemaking
can deliver experience.
It’s about much more than

making special places. It’s
really about figuring out how
to create connections. Isn’t
that really what we are all
trying to do? Whether it’s our
employees, our families, our
customers—it doesn’t matter.
We’re all human beings. And
we long for connection.”
— DENE OLIVER, CHIEF VISION OFFICER,

BROOKFIELD OLIVERMcMILLAN
A 77-acre mixed-use project with walkable districts, Msheireb Downtown Doha in Doha, Qatar, is an exercise in placemaking. A Gensler Publication 29
Placemaking and
the Art of Mixed Use
As more people turn to technology for their daily transactions,
designers of mixed-use developments are focusing on
placemaking to deliver meaningful experiences.
BY SHAMIM AHMADZADEGAN
Riverwalk Place
Tampa, FL
More than 50 stories tall, the mixed-

use tower will activate downtown
Tampa with high-end condominiums
and street-level retail, cafés, and
restaurants. A new promenade
and access to an adjacent park
that hosts downtown events will
connect the project to the city and
the waterfront.
dialogue 32 | The Lifestyle Issue PLACEMAKING | Placemaking and the Art of Mixed Use
Can we create
mixed-use projects that
connect people to the
soul of the city?
In my work as a mixed-use practitioner, I’m constantly
aware of the importance of the public realm in making
great cities that are layered with experience. I’m talking
about the plazas, courtyards, passageways, sidewalks,
and parks—the in-between spaces that serve as the
connective fabric weaving together the threads of a city
and its people. To me, these interstitial spaces are where
a city’s soul lives and where social interactions reside.
The question I have is, can we create mixed-use projects

that stitch together this connective fabric and truly
connect to the soul or spirit of the city? I believe we
can. After all, mixed-use developments weave together
seemingly disparate typologies to create something
cohesive, dynamic, and unabashedly new. As with
defining the spaces in between, the focus for new
mixed-use developments must be on creating a sense
of place that is intimately tied to the city in which that
development resides.
Creating a sense of place

leads to authenticity,
connectivity, and a great
experience.
During research for the Gensler Experience Index, we
discovered that a sense of place adds significantly to
a great experience. When we work with clients on new
developments, we focus on characteristics that are
Fifth + Broadway
rooted to the place they’re in. We’ve found that this Nashville, TN
adds authenticity and allows visitors to feel connected
to where they are. Ultimately, mixed-use projects are Pedestrian paths weave between
all about porosity and connectivity, from the connection two hybrid mixed-use buildings—
to public transportation, to different parts of the city, a 350-unit residential tower and a
to all of the components in between. 425,000-square-foot office building.
Both draw on the local vernacular
of converted warehouses, with easy
access to nearby retail, restaurants,
music venues, and a market hall.
dialogue 32 | The Lifestyle Issue PLACEMAKING | Placemaking and the Art of Mixed Use
Mixed use is revitalizing

urban cores as more
people move to cities.
Mixed-use developments can also reanimate a sense
of place in inner-city pockets that have fallen into
decay. In fact, hybrid places are growing in popularity
because they’ve been able to recalibrate traditional
land planning practices and address the influx of
urban populations.
By activating the spaces

in between buildings,
we can build community.
The spaces in between the buildings of mixed-use proj-
ects are key to creating a sense of place. These spaces
or voids may be the most difficult to quantify, but they
matter the most, because that’s where people gather and
experience community.
These spaces or voids may be the most

difficult to quantify, but they matter
the most, because that’s where people
gather and experience community.
Gensler’s multiyear Spaces in Between research exam-

ines this overlooked aspect of city-making. We identified
six elements—nature, community, human scale, culture,
New Changning connectivity, and art—that can be blended into devel-
opments to create places with spirit and energy. When
Group Mixed-Use applied effectively, these elements can unlock project
Development potential, generate higher revenues, and create more
Shanghai, China soulful spaces and, ultimately, more soulful cities.
By focusing on the connections between the building,

This mixed-use development is site, and city—and by being alert to the sense of place in
tailored to the Changning district’s urban settings—we can deliver the types of hybrid expe-
reputation as an arts and culture riences that people expect in today’s connected world.
hub. The two office buildings are
lifted above the new retail podium
SHAMIM AHMADZADEGAN, based in Washington, DC,
to create community space that can
is a global leader of Gensler’s Mixed Use practice area.
host events and exhibits. We also
introduced a sunken plaza lined
with boutiques and artists’ studios
that enrich the district.
dialogue 32 | The Lifestyle Issue PLACEMAKING | A Civic Gateway Rooted in Place
PROJECT SPOTLIGHT
The Hub
on Causeway
Boston
A CIVIC GATEWAY
ROOTED IN PLACE
A legendary site in downtown
Boston is the catalyst for
neighborhood transformation.
BY JF FINN
Conceived as a city within a city, The Hub

on Causeway is a 2-million-square-foot
mixed-use development that blends a vari-
ety of uses on the site formerly occupied
by the famed Boston Garden. The project
introduces a new retail podium and creative
office, residential, and hotel towers while
integrating new entertainment venues,
specialty retailers, and high-concept dining
into the existing TD Garden arena.
A critical aspect of the design is the

streetscape, which recalls the legacy of the
Bulfinch Triangle neighborhood’s industrial
and shipping aesthetic, enhancing the
public realm while establishing a new shop-
ping experience along Causeway Street.
Interconnected public spaces, promenades,
and pedestrian amenities form the inter-
stitial fabric that connects and expands the
district. At the heart of the public space is
a five-story arcade, covered by a steel-and-
glass canopy and lined with restaurants,
markets, and shops. It culminates in
a grand entrance that will also connect
pedestrians to the North Station transporta-
tion hub. A hybrid mixed-use development
that creates both a gateway into the city
and a civic destination, The Hub on
Causeway leverages the synergy of uses
to stimulate vibrancy in the district and
activate it throughout the year.
JF FINN, based in Boston, is a global leader

of Gensler’s Mixed Use practice area.
above: The development’s two towers will above: The 120-foot-tall arcade creates a top: A gateway to shopping, dining, and above: Office, residential, and hotel towers
serve as beacons on the urban landscape, grand entrance to the district and improves entertainment, the project connects to will spring from a podium that houses
rising above the Charles River. pedestrian flow to the busy transit hub. TD Garden, home to professional teams, specialty retailers, high-concept dining,
including the Bruins and Celtics. and loft-style office space.
dialogue 32 | The Lifestyle Issue PLACEMAKING | The Digital Converges with the Physical
DXD Digital
Experience
Design
The Digital
Converges with
the Physical
Gensler’s Digital Experience
Design practice is helping clients
create new types of personalized
and connected experiences.
Fifth Third Bank Family Pavilion at Navy Pier, Chicago.
BY HANS NEUBERT
Most people understand how digital technol- technology, but the focus is always on design- online with recommended and consistently Taobao Choice stores are cashless, creating a over the products while integrating screens, We translate user insights and data to
ogy and the Internet have transformed human ing better experiences. In the near future, how updated products. But technology alone isn’t frictionless checkout experience. touch computers, and digital programming. yield smarter, more engaging spaces.
life over the past 10 years, but few are aware we shop, travel, work, and live will be much enough to provide a dynamic experience. Time and convenience are a customer’s most
of how significantly both are affecting the different. Our digital behaviors have changed To be effective, digital technology must be This is just a glimpse of what’s possible when Today, our starting point is not about figuring valuable currency. With DXD, we are not only
physical spaces in which we work and live. our expectations of the brands we interact used in service to the user—whether they’re we think about how technology can enhance technology into architecture. We are basing designing for time and experience, but also
That’s about to change. We’re in the midst of with and the physical spaces they occupy. a worker, shopper, traveler, or sports fan. human experience. Digital technology and design on an insightful understanding of the creating adaptability so buildings can change
a convergence of computing power into the design is part of the new language for design- client or consumer, regardless of the type as fast as technology and the expectations
built environment, and it’s being defined by Spaces now have to be multipurpose, flexi- We’ve already helped some of our clients ers to provide a greater range of experiences of building, interior, or environment we’re that come with it. Our future spaces will be
a blend of intelligent sensing, data collecting, ble, and adaptive—just like technology. break new ground. Retail-as-a-service outfit in our built environment. addressing. What experiences are users actu- convenient, personal, and connected.
wearables, voice computing, and automation. Today, spaces need to be multipurpose b8ta uses sensors embedded in the ceilings ally looking for? Where does that experience
and flexible to be adaptive to rapidly changing and floors next to each product to collect DXD increases business value with an break down? How can we design to solve that
HANS NEUBERT, based in New York, is Gensler’s global
Our digital behaviors have changed our technologies. People who have grown up shopping data and customer feedback, intimate understanding of the customer. breakdown for them? In solving these ques-
creative lead of Digital Experiences.
expectations of physical spaces. with social media expect their lives to be rich allowing product brands to track engage- DXD began nearly five years ago with a focus tions, we get closer to reaching our goal: a
At Gensler, our Digital Experience Design and dynamic, and they want physical spaces ment. For its first offline experience, Taobao on designing immersive spaces for workplace seamless experience, with connectivity that is
(DXD) practice has been shaping this new to reflect that. In the workplace, they want Choice Store in Hangzhou, China, uses facial lobbies, retail stores, and exhibits. Our early ultimately as frictionless as possible. For our
reality over the past few years. Our clients a space that helps them feel connected to recognition to detect return shoppers and to work with Harman and Cadillac House in clients, these investments translate to higher
come to us because they’re interested in their coworkers. In a retail environment, they push relevant content or past purchases to New York remains relevant. In those projects, brand affinity, more personalized customer
keeping up with the latest developments in expect the same dynamism they experience nearby screens (see page 7). Both the b8ta and we helped both brands emphasize experiences engagement, and increased business value.
Editorial Director Designer
online
Sam Martin Ngoc Ngo
Editors Photo Editor

Kendra Mayfield Clay Kessack
Vernon Mays
UX Designer
Managing Editor Jonathan Skolnick
Jessica Rodger
Oversight
Online Editor Andy Cohen
David Weible Diane Hoskins
Leslie Taylor
Contributors
Shamim Ahmadzadegan, Nick Bryan, Richard
Chang, JF Finn, Michael Gatti, David Glover, Alexis
Green, Matthew Keeshin, Sharon Lessard, Tom
Lindblom, Lara Marrero, Yng Yng Marshall, Gail
McCleese, Hans Neubert, Tim Pittman, Mable So,
CHARTING THE FUTURE OF CITIES AT Ron Turner, Steven Upchurch
DESIGN FORECAST LIVE

Photo Credits
Cities are epicenters of culture and ideas, and laboratories for advancements in design as urban All images are credited to Gensler unless
populations skyrocket. With a focus on the urban experience, we brought together clients and otherwise noted.
Gensler leaders at Design Forecast LIVE to share ideas and co-create the future.
Gensler/Heywood Chan: pages 20–21
Gensler/Ryan Gobuty: pages 2–3; 11; 16–17;
26–27; 41 top
Gensler/Chris Leonard: page 40 top right
read more: gensler.com/d32-8
Gensler/Jared Shier: page 27 aerial
7 MUST-SEE RETAIL Hansi Heckmair: pages 8–9
EXPERIENCES AND SPACES Hufton + Crow: pages 14–15; 23; 40 top left
Nick Merrick © Hall + Merrick: pages 18–19
HOW AUTHENTICITY In today’s digital age, it’s no longer enough to simply
Nacasa & Partners: page 41 bottom left
AND LOCALITY SHAPED be a retail store. Retail experiences must be personal,

Ai Qing: pages 6–7
Jim Simmons: pages 4–5
A LUXURY HOTEL seamless, and engaging. Think in-store coffee shops, Courtesy of Starbucks: pages 12–13
customized products, demo spaces, and other
The Four Seasons Hotel Kuwait at Burj Alshaya brings a events that entice customers to visit—and stay.
Gensler is a leading architecture, design, planning,
new level of luxury to Kuwait City’s skyline. The contextually and consulting firm, with offices in the Americas,
sensitive scheme uses the regional architectural concept Asia, Australia, Europe, and the Middle East.
of mashrabiya shading, with a contemporary twist. The new Dialogue magazine focuses on design’s ability to
view the slideshow: gensler.com/d32-6
transform organizations and improve people’s lives.
hotel not only highlights the importance of authenticity
in hospitality design, but also design’s power to shape and WHAT WE’RE
enhance the human experience. LISTENING TO NOW Dialogue is a Gensler publication, © 2019 Gensler,
all rights reserved. To comment or request a copy
of the print edition, please write us at
Gensler’s Lifestyle leaders share their picks dialogue@gensler.com. Dialogue is online at
for what podcasts they’re listening to, and CUSTOMIZING gensler.com, where added content and an archive
download the report: gensler.com/d32-5
more—from Design Matters to Invisibilia. THE FOOD EXPERIENCE of past issues can be found.
AT QUICKEN LOANS
ARENA
“When evaluating a good experience, Kevin Kearney, Aramark’s District Manager
design is one component (along with specializing in food service at Quicken Loans
Arena, spoke to Ryan Sickman, Gensler Dialogue is printed on FSCTM-certified, 10 percent
factors like service, product quality, postconsumer-waste paper with ultralow-VOC
Sports practice area leader, to discuss why
and technology). But when evaluating RESEARCH: BUILDING stadium concessions are an integral part
(<3 percent) vegetable oil–based ink. Savings to
our natural resources include:
an experience that exceeds expecta- BOOMTOWN of the game-going experience, and how the
tions, key design factors such as beauty, QUICK TAKE: BETH NOVITSKY redesign of The Q in favor of more social 7 million BTUs of net energy
authenticity, inspiration, sense of ON BRANDS AND THE Are today’s cities prepared for a rapidly spaces with food accessibility is enhancing
the community connection of fans with

14
60
fully grown trees
pounds of solid waste
welcome, and novelty become critical.” PROMISE OF EXPERIENCE growing aging population? Gensler’s ageless
community model, BoomTown, proposes a the arena.
8,000 pounds of greenhouse gases
3,000 gallons of waste water
Today’s consumers expect easy access to anything, mixed-use, intergenerational, urban commu-
nity, based upon the idea that smart design Environmental impact estimates were made using
— BETH NOVITSKY, anywhere, at any time. Gensler’s Beth Novitsky talks the Environmental Paper Network Paper Calculator
Gensler Brand Design Leader about how consumers’ heightened expectations for and planning can integrate senior living learn more: gensler.com/d32-11 Version 3.2. FSC is not responsible for any calcula-
“everything, anytime” access is shaping brand design. spaces into existing communities. tions on saving resources by choosing this paper.
learn more: gensler.com/d32-10

40
expertise office locations
COMMUNITY LIFESTYLE WORK Abu Dhabi Hong Kong Portland
Atlanta Houston Raleigh-Durham
Aviation Brand Design Consulting & Austin La Crosse San Antonio
Airlines Community Brand Real Estate Services Baltimore Las Vegas San Diego
Airports Lifestyle Brand Community Strategy Bangalore London San Francisco
Work Brand Lifestyle Strategy Bangkok Los Angeles San Jose
Critical Facilities Real Estate Services Beijing Mexico City San José, CR
Command Centers Digital Experience Design Work Strategy Birmingham Miami São Paulo
Data Centers Bogotá Minneapolis Seattle
Hospitality Office Buildings Boston Morristown Shanghai
Education, Civic & Culture Gaming Built-to-Suit Charlotte Munich Singapore
Civic & Culture Hospitality Architecture Development Chicago New York Sydney
Education Hospitality Interiors Landlord Services Dallas Newport Beach Tampa
Religious Tall Buildings Denver Oakland Tokyo
Mixed Use Detroit Philadelphia Toronto
Health & Wellness Entertainment Product Development Dubai Phoenix Washington, DC
Healthcare Mixed Use
Wellness Residential Workplace
Senior Living Consumer Goods
Urban Strategies & Design Energy
Cities & Communities Retail Financial Services
Planning & Urban Design Consumer Products Foundations, Associations &
Transportation Department Stores Organizations
Food & Beverage Government & Defense
Service Retail Environments Legal
Management Advisory
Retail Centers Media
Sciences
Sports & Technology
Convention Centers
Convention Centers
Sports Facilities
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Insights from the GENSLER RESEARCH INSTITUTE ISSUE 32

Unprecedented population growth The Gensler Experience Index:

offers unique opportunities for designers.

The Future of Stadium Design 26

Placemaking and the Art

A Civic Gateway Rooted in Place 36

The Digital Converges with

DESIGN FORECAST LIVE

SHAPING THE FUTURE OF CITIES

Built on the foundation of the

opposite: Gensler Co-CEOs Diane Hoskins

anytime, anyplace interaction,

we’re seeing a convergence

of place and choice.

Our industry is going to

— SIMON LOASBY, EXECUTIVE DIRECTOR,

“Reports of my death have been greatly exaggerated,”

The need for retailers to deliver engaging,

The fact is, retailers no longer dictate the what, when,

SHARON LESSARD, based in Atlanta, is a global leader of

slideshow: 7 Must-See Retail experiences/spaces.

view images: gensler.com/d32-2

Starbucks Reserve Roastery Shanghai, Shanghai.

Day to Night, With freshly roasted beans whizzing overhead

MORE THAN A MALL,

Drawing inspiration from the world’s most

More than a mall, The Avenues is an exer-

To enhance its appeal to a young generation,

MABLE SO, based in Abu Dhabi, is a

shifted dramatically, making

experience the differentiator as

we think about place.

We had to create a culture.

— TOM PENN, PRESIDENT AND CO-OWNER,

For Hotel Chaco, the design team

Hotels are becoming

The best hotels are multifaceted,

traditional hospitality authentic sense of

brands an edge. place inspires loyalty.

Client Quick Take

REDESIGNING THE GUEST EXPERIENCE

opposite: citizenM, Seattle.

In an era of 24/7 entertainment, it’s no

A European-style soccer experience

RON TURNER, based in Los Angeles, is a global leader

very good at delivering

can deliver experience.

It’s about much more than

— DENE OLIVER, CHIEF VISION OFFICER,

More than 50 stories tall, the mixed-

The question I have is, can we create mixed-use projects

Creating a sense of place

Mixed use is revitalizing

By activating the spaces

These spaces or voids may be the most

Gensler’s multiyear Spaces in Between research exam-

By focusing on the connections between the building,

Conceived as a city within a city, The Hub

A critical aspect of the design is the

JF FINN, based in Boston, is a global leader

Editors Photo Editor

DESIGN FORECAST LIVE

AND LOCALITY SHAPED be a retail store. Retail experiences must be personal,

Insights from the GENSLER RESEARCH INSTITUTE ISSUE 32