Nadel Architects’ Greg Lyon: Designing Creative, One-Stop-Shopping

Greg Lyon is principal and design director at Nadel Architects, a leading Los Angeles-based architecture and planning firm. Connect Media asked Lyon to share a few insights gleaned from this year’s ICSC Western Conference & Deal Making gathering in Los Angeles in our latest 3 CRE Q&A.

Q: What are some of the new spaces you’re being asked to design?
A: The newest spaces we’re being asked to design and are seeing an influx of are communal outdoor spaces – think of it as an outdoor “living room” – where residents and guests have the ability to socialize and spend time with family and friends. These centers are now being designed with an exclusive, personalized experience – promoting the brand and catering to its specific audience – where one-size-fits all, cookie-cutter designs no longer fit; instead, each brand is seeking a unique brand experience to provide their guests.

Another trend we’re seeing in the overall real estate sphere is getting constant, consistent and continual use out of every section of the space. Having a 24-7 space that allows for integration will not only drive traffic to the brand’s website, but it will also drive people to the brick-and-mortar stores themselves. The brands who are successful with both their website and physical storefront are those that understand how to tie their brand messaging together.

Q: How is commodity retail changing built environments?
A: Developers are becoming more flexible and synergistic with the way they initially develop their spaces. In turn, architects like us are providing the creativity to bring their vision to life. Many shopping centers have the common food & beverage and apparel and beauty stores, but now they’re also incorporating services such as healthcare and lifestyle – think of dental and internet providers, which would usually be found in a specific medical office or strictly office building type of setting.

The Trails at Silverdale

For example, we designed The Trails at Silverdale, a 35-acre ground-up neighborhood retail center that embraces the lifestyle and culture in Washington. The design, inspired by authenticity and sustainability, showcases repurposed materials and expansive outdoor amenities. Not only is the design creative, but the spaces cater to a variety of services which can be amended depending on market trends. At The Trails at Silverdale, brands like Ulta Beauty and Home Goods are in the same shopping center as Total Wine and Silverdale Smiles, adjacent to Chipotle and Mod Pizza – an easy, one-stop-shop for many consumers.

Q: How is the concierge experience affecting the way mixed-use buildings are being designed?
A: With the advent of technology and the rise of social media, “Instagrammable” moments and places are at the forefront of brand awareness and social interaction. If a center has a gorgeous backdrop with a clean and lively atmosphere, guests are going to feel “at home” and share that feeling with their social media following – inviting them to join them in this setting. Additionally, when a brand goes out of their way to cater to their target audience successfully, those guests are going to come back over and over again for that same memorable experience.

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