Urban Design Strategy
Updating 3,500 acres of prime land away from industrial use, how might a global conglomerate retain its vitality and meaning to society?
Project IntentAs a family-owned company looked to review the use of prime urban land it has owned for over 50 years, its main concern was to preserve the vitality of the land. The intent with this project was to define a set of guiding principles that would govern the future revival and redesign of the campus.
ApproachThe proposed guiding principles would act as the key to meaningful alignment for a 120-year old company, along with being evaluative and generative tools for engaged urban designers, architects and designers.
Research TracksIn mapping internal and external audiences of the current campus, we cast a wide net to understand what the campus symbolized to the family, its 25,000 employees, residents of the land, city-dwellers and local designers.
We tried to capture the essence of the space, while being respectful to its history. Activities included contextual observations, walks with residents, co-creation exercises, and in-person benchmarking.
Framework DevelopmentInterpreting various participant responses and analyzing several forms of data together, the team worked both at a higher strategic plane, as well as with a refined, nuanced approach.
Together, a foundational framework was built and populated, defining a distinct role for the seven key variables: Context, Community, Culture, Commerce, Leadership, Partnership, and Stewardship.