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Social Interactions: Designing Beyond the Building

July 12, 2012

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Among the drivers of demand for mixed-use is a tectonic shift in societal values. People now question whether self-worth or social status is effected or perceived based on owning a personal castle in a suburban pasture or renting instead. People move frequently for work these days, and also crave variety and rich life experiences. The preferred dining table is often on a cafe terrace, with social interaction a part of the meal. The costs of the single-family house and its requisite cars – not just in time, money and environmental degradation but also in boredom and isolation – are being acknowledged. It’s not only about sustainability. People seek connection, collaboration and shared experiences, which urban places and mixed-use lifestyles can deliver. This is profound emotional and cultural change.

As developers, we can profit from this desire by building mixed-use places. I believe that we also have a civic duty to put these places together well, so they truly foster community and interaction. If we succeed at that, we’ll profit even more.

But how? Focus on people, place and experience and the design will come. Too many people get so engrossed in what the building looks like aesthetically or from a costs perspective, they lose the grasp on what the consumer wants.

A focus on building arrangement, integrated uses, and accessibility is more consequential. Are we allowing for shared spaces where events like music or markets can be programmed? People may care less about the physical structure, the flashy building, than about inhabiting spaces that encourage spontaneous and stimulating experiences – and the creation of memories.

For commercial elements in a project, think experiential. People increasingly buy standard consumer goods online. What can’t be found online are the retail, service and civic uses that are just what residents need to live an engaged, urban lifestyle: restaurants, music venues, fitness centers, clinics, libraries. And a common mistake is letting retailers demand things that aren’t in their own best interest, and which degrade the center – like inappropriately located and unnecessary quantities of parking.

We can do good by building good places – and do well financially at the same time.