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future that will be amazing. be a watershed year for our clients, large
and small, design will matter even more.
Our global knowledge of cities and regions
means that we understand the transitions
theyre going through from the ground up.
C 1
SIX DESIGN META-TRENDS
Cities Designed for The Workplace Building the Future At the Top of Mixed Use New Cohorts,
the 21st Century Revolution 3.0 on Techs Big Bets the Agenda Takes Over New Markets
As the world becomes more urban, In 1900, Frederick Taylor applied factory Technologys potential to leapfrog Resilience is the design problem par The world is embracing mixed use. Demographics predict where things
cities and their metropolitan regions will methods to offices. Around 1990, the the past will be even more apparent excellence. At every scalefrom It takes two forms: high-density are headed. In the US, the Millennials
face growing pressure to plan, invest, first workplace revolution challenged as big bets like self-driving cars coastlines and watersheds to regions, urban districts that are transit-served are equal in numbers to the Boomers.
manage, and govern more effectively. that vision. The second revolution took and digital wallets gain currency. cities, and townsmore is understood and alive with activities; and urban Versions of generational change are
Innovation will be the rule as cities look it further, leveraging mobility. The third As technology raises the stakes, today about the different factors centers outside the core with similar playing out elsewhere. In China, for
for more impactful approaches that are will rethink the nature of work itself businesses will race to exploit its that contribute to it.The challenges characteristics, but at a lower density. example, the Young Old, retired but
both pragmatic and affordable. As each as social media and business networks capacity to disrupt. Theyll do so ahead are complex, but its societys Both share an interest in urbanity that still active and affluent, will impact the
city develops new solutions around mesh. How talent is supported, how because consumers demand it and biggest opportunityan urgent reflects a hedge-your-bets desire for markets for housing and travel. Chinas
its specific situation and conditions, it teams connectthese issues challenge firms fear competitors will get there set of problems that need holistic the flexibility to rebalance over time. emerging middle class, another
will contribute to a global revolution current work patterns and settings. first. The human dimensions are design thinking, active management Mixed use avoids the sameness of growth area, makes up in volume its
in urban development. So the time is Trends like coworking speak to this, but designs territoryconsidering the and stewardship, and a willingness to all-at-once by orchestrating difference. still-moderate buying power. These
ripe for cities to leave 19th-century next-gen solutions will have to scale up. implications, looking beyond the cooperate for the common good. If It stays fresh by curating the offerings cohorts are moving targets. Design
infrastructure and technologies behind, Office real estate will be a more integral attraction of the shiny new thing, and we get it right, prosperity and a high and 24/7 events. The goal is to attract strategies that keep up with them will
and embrace new systems, materials, part of mixed use as works links to place integrating techs capabilities to pay quality of life will follow. So we cant the best tenants by creating amenity- increasingly draw on good data and
and means suited to the 21st century. converge with complementary activities. off its transformational promise. afford to get it wrong. rich, transit-served destinations. strong analytics.
2 3
WORKPLACE
A CLOSER LOOK
WORKPLACE TREND
YOUNG
WORKERS,
The future is urbane NEW VALUES 45
LOS
ANGELES
15mil
15 45
NEW YORK
CITY
20.5 mil
15 45 LONDON
9.5 mil
15 45 SHANGHAI
22 mil
15
as the most urban, multicultural, avg. commute time: avg. commute time: avg. commute time: avg. commute time:
bike. Wellness and resilience figure in this shift, but the bigger issue is the need to mix and transient of all generations. In 33 mins. 39 mins. 37.5 mins. 50.5 mins.
uses to attract the best tenants and enhance their performance. Pairing work with 2015, they will become the majority
other activities adds urbanity and amenity, and makes development easier to finance. in the workforce. POPULATION DENSITY (km2)
1500 6500
LESS VERY
DENSE DENSE
01
Corporate
Campuses
Redefining the idea of
campus p.06
02
Commercial Office
Building Developers
A building type in transition
p.08
03
Consulting
Making change
management work p.10
04
Energy
Staying agile in a
volatile world p.12
54%
of the world lives in urban areas.
05 06 07 08
Consumer Products Real Estate Owners Technology Defense
& Managers & Aerospace
Its about the brand Relevance is leasing power Tech is impacting Secure, urban, and
p.14 p.16 real estate p.18 collaborative p.22
09 10 11 12
Government Media Financial
Services Firms
Professional
Services Firms
70%
of the worlds population
is expected to be urban
Doing more with less
p.24
Still a studio at heart
p.26
Embracing new realities
p.28
Mobile, engaged, and
future-proof p.32
SETTINGS TIED TO TRANSIT by 2050.
THAT ENGAGE
65%
Gen-Yers are more likely to live in walkable areas, to relocate if it
means a shorter commute, and to use car-share options.
13 14 Bonus
Product Life Content
Design Sciences
More on Workplace visit of companies average health-
related costs can be attributed
Multiple sources A fast-evolving workplace gensleron.com/2015-design-forecast
to absenteeism. Engagement
of innovation p.34 p.36
and wellness-focused workplace 75%
design can help reduce it. of Gen-Yers rank
walkability as a top
priority.
4 5
A CAMPUS THAT CONNECTS
Corporate
Campuses
Trend
01
Redefining the idea of campus
Location is a bigger issue today as location and format, campuses
companies weigh their workplace will promote wellness, as well as
needs against the preferences of integrate smart technology to
a workforce thats in flux. Vertical increase building performance.
campuses and repositioned large- But often theyll do moreadding
floorplate industrial buildings complementary, even community-
in the urban core will have an serving uses and amenities, and
edge with Millennials. Yet the melding non-office and office work
traditional corporate campus together to drive innovation.
persists, reflecting the importance The form campuses and buildings
of everyone under one roof to take helps forge a strong identity
boost productivity. Whatever the to reinforce corporate culture.
6 7
SUBURBIA TRANSFORMED
Commercial Office
B uilding Developers
Trend
02
A building type in transition
Developers are transforming that office buildings are less of a
the commercial office building stand-alone real estate product
model. Theyre focused on their and more a part of mixed use. In
tenants need to recruit a younger, some cases, the mix still takes the
more creative and collaborative form of towers combining uses in
workforce whose preference for a vertical format. More often, its a
buildings that map to its values richer composition that combines
puts a premium on sustainability, different scales, and blends the
wellness, loft-like spaces, and program imaginatively to promote
locations that are active, transit- the kind of informal interaction
friendly, and walkable. As this that generates higher retail traffic
suggests, another big shift is and evening and weekend activity.
8 9
TRANSFORMATIONAL CHANGE
is guided by business goals, strategies, and metrics,
and grounded in evolving brand and culture.
Consulting
OBSERVE CHANGE
Trend
03
Making change management work REFINEMENT TRANSITION
Change today is relentless and transformation, yet 70 percent of
getting more so! Along with a change initiatives fail. But failure
climate of disruption, the global isnt an option, so a revolution in
nature of business makes change management is unfolding. Beacons,
Behaviors After-Action Change Pre-Change
Pilot Space Real Time Guide Checklists
cultural integration even harder. The new approach will use social & Protocols Reviews
Voting
The workplace is the center of media to get end-user feedback.
the action. Factors like workforce Integrating an organizations
On-Site Change
Productivity Post-Change Satisfaction Internal
mobility and higher real estate business goals, strategies, and Calculator Reviews & Happiness
Live People Development &
Social Media
Guides Coordination
densities make it much harder for metrics, and its evolving brand
organizations to leverage change and culture, the process can be
to realize their vision of the future. tailored to ensure a successful
They have to achieve that kind of and transformative outcome.
10
10 11
Energy
FLEXIBILITY FOR GROWTH
12 13
Consumer
UNEXPECTED PLACES
Products
to foster innovation and improve
speed-to-market. Inspiration comes
from unexpected places, so theres
a mix of quiet/loud, dark/light, and
serious/playful spaces.
05 Somerset, NJ
14 15
Real Estate Owners
& Managers
Trend
06
Relevance is leasing power
The mantra of real estate owners changing needs. Both want
and managers is market relevance. amenities that cater to their social
That means active management nature. Both like things urban, but
of the assets, investing to attract there are many ways to provide it.
the most desirable tenants and All of this points to a rising tide of
support new cohorts of end users. buildings that will be repositioned,
The Millennial generation and rethought, and upgraded. Literally
its creative employers are looking every building type is in play now,
for the play of imagination including towers in the downtown
in the buildings they inhabit. core. Tapping new technologies
Both expect spaces that can be and systems makes the remaking
reshaped on the fly to suit their cost-effective and ROI-attuned.
16 17
Technology
EMBRACING DISRUPTION
07
Chicago
opposite: Facebook headquarters,
Menlo Park, CA
50%
sectors. Their planning horizons on metrics, so it wants real-time
fluctuate, so the ability to turn on building data. Tech disrupts, so its
a dime is crucial. Making sense of questioning how buildings work. of new office
this at different stages in a tech That means rethinking their construction is in
tech markets.
companys evolution is an ongoing performance and exploring
challenge. It leads to surprising innovations like untethered power.
twists and turns. Some companies Tech is wide open to change,
like large-floorplate campuses so its prepared to support a
to get everyone under one roof range of work styles that include
and boost productivity; others lean making and thinking.
18 19
19
New kinds
Technology company, Austin, TX
of work need
dynamic new
spaces.
20
20 21
A SYNTHESIZED WORKPLACE
Boeing, Renton, WA
opposite: Bell Helicopter Flight
Defense &
Simulator, San Diego
Aerospace
Trend
08
Secure, urban, and collaborative
Security is a given in this sector, these companies is their need
but the companies will be under to align engineering and product
greater pressure to find the best fabrication with each other and
employees, balance work modes, with broader business goals. This
and broaden their locational will help them get to market faster
options. Urban areas with transit without compromising product
access and a mix of nearby quality. Facilities need to support
amenities are in play, adding a cross-team collaboration and let
layer of security requirements teams reshape the workspace
for the owners and developers of to meet their evolving needs.
buildings catering to the sector. Analyzing workflow in human
Also reshaping the workplace for terms will be key to their design.
22 23
Government
STATE OF THE ART
09
Rockville, MD
24 25
Media
OPEN AND AMENITY-FILLED
Zimmerman, an Omnicom
Trend
Company, Fort Lauderdale, FL
opposite: Time Warner Cable,
El Segundo, CA
10
Still a studio at heart
The media sector is in growth traditions: Media work is fluid,
mode as the hunger for digital intense, and highly collaborative.
content surges. A proliferating Media workspace will be open,
array of channels, venues, and amenity-filled, flexible in relation
distributors makes the creation to new technologies, and capable
cycle shorter and shorter. The of being scaled up fast for growth.
technology is getting smaller and Fans are important for this sector:
smarter, shifting the work itself online game creators global fan
from the equipment-heavy con- base fills stadiums for their annual
text thats still the sectors image, championships. While fans wont
but this is a creative industry with crowd their workplace, they may
an attitude thats true to studio expect to be welcomed there.
26 27
WORKPLACE INNOVATOR
70%
of global financial services
firms believe space impacts their
employee productivity.
Financial
Services Firms
Trend
11
Embracing new realities
As financial services shifts to that inspire creativity. The need
apps and other digital interfaces to make protocols and policies
with customers, the sector is more transparent in finance is
seeing growth of tech and digital leading US firms to embrace open
innovation teams. Especially in plan. With the right features, it
tech-centric cities, competition for lets people scan the room and
the best and brightest is intense. interact spontaneously, but also
When the work is collaborative, access spaces with privacy when
the teams need workspace thats needed. Asias limited stock of
atypical of the sector generally, Class A buildings means activity-
but maps well to the desire of based work settings are necessary
younger employees for settings to accommodate future growth.
28 29
Teamwork
Financial firm headquarters
lets firms
work at a
global pace.
30 31
Professional
Services Firms
Trend
12
Mobile, engaged, and future-proof
To increase real estate efficiency, will be a high priority, with greater
professional services firms will flexibility to accommodate head-
continue to reduce space. This count shifts and evolving work
high-performance workplace will styles cost-effectively within the
consist of a variety of settings that same footprint. Coworking space
provide choice and balance among is on the horizon for professional
work modes. Technology will be services firms with creative sector
an enabler of communication and clients and a Millennial workforce.
mobility wherever work happens. Coworking can be a catalyst for
The office will be the focus of face- inspiring and supporting the kind
to-face engagement with clients of spontaneous interaction that
and colleagues. Future-proofing generates and speeds innovation.
RECONFIGURABLE SPACE
32 33
Product
Design
Leland
Trend
13 Luxo
Multiple sources of innovation
The current revolution in materials micro-markets for products, with
and fabrication methods will push an outsize influence on consumers
products in new directions. So will elsewhere. As such, they function
tech developments that improve as innovation hubs. This is why
the qualities and metrics buyers firms are locating their innovation
value. An important product labs where the action is, rather
design focus will be on prototypes than closer to home. As the Leland Datesweiser
HBF
Halcon
Leland
Stylex
Tuohy
HBF
34 35
Life Sciences
RETHINKING THE LAB
Mylan, Canonsburg, PA
Trend
opposite: Organovo, Portola Campus,
San Diego
14
A fast-evolving workplace
Technology is transforming Companies and institutions
the life sciences workplace in are competing for an emerging
significant ways. For example, it is generation of researchers who
making lab spaces more modular prize creativity and want to make
and flexible. Traditional labs are a meaningful contribution to
being supplanted by technically society. The trend in life sciences
complex workspaces that support is to integrate the methods and
the latest scientific advances. means of advanced research with
This is freeing researchers to the qualities of place that spark
form interdisciplinary teams and connection and interaction among
collaborate synergistically with researchers, locally and globally,
different types of scientists. so innovation happens faster.
36 37
37
Innovation
Bayer HealthCare, Whippany, NJ
depends on
exchanging
ideas.
38 39
COMMUNITY
A CLOSER LOOK
35%
USA
COMMUNITY TREND
27%
Community Redux EU
When it comes to community, tradition outweighs innovation in the publics mind. But anticipated cost reduction due to
things are changing. Airports and transit led the way, reinventing terminals and stations 35% better healthcare coordination.
around new aircraft and faster trains. Now, others are joining in, invoking change in To bridge the innovation gap,
sometimes radical ways in order to give their missions and mandates new and potent JPN universities are partnering with
industry to form hybridized
life. The values havent changed, but the ethos is strongly future-positive. incubator spaces.
43%
37% of incubators focus on technology
COMMUNITY PRACTICE AREAS
1.0mil
54% are mixed use
15 16 17
Aviation & Education & Health &
Transportation Culture Wellness
Airports take the next step Picking up the pace of change A healthcare paradigm shift people worldwide move from rural
p.42 p.44 p.48 to urban areas every week. But
people are also leaving large cities
for a higher quality of life. Whether
large or small, sustainable cities
4.1%
growth in annual
have the strongest Millennial draw. passenger traffic for the
next 20 years.
18 19
Mission Critical Planning &
Urban Design
Meeting a burgeoning need Communities as ecosystems
p.50 p.52
24 OF 30 BUSIEST US AIRPORTS
experience major holiday-style crowding 2.5 times the normal
passenger volume at least one day per week.
Bonus
Content
$71.3b
More on Community visit FINDING YOUR WAY
gensleron.com/2015-design-forecast Wayfinding is essential, especially
as airports get busier. The ability to is the estimated backlog
easily get in and out of the terminal, of airport projects to be
know where and how to check in, completed by 2017.
and locate the gate are key factors
in a positive travel experience.
40 41
Aviation &
TAKING CUES FROM PLANNERS
Transportation
city planning precedents can inform
new areas of meeting, leisure, and
entertainment as they envision the
airport of the future.
ENVIRONMENTAL QUALITY
IMPROVES THE EXPERIENCE Trend
(Key factors in overall satisfaction
with airports) 15
QUALITY OF CHECK-IN POINTS Airports take the next step
67.0% Next-generation aircraft provide arrivals sequence will take place
a growth opportunity for large, on one level, celebrating the
COMFORT OF SEATING non-hub airports to offer direct city and connecting directly to
61.8% international service, city to city, transit. While the terminals will
bypassing existing gateway hubs. be more compact, their revenue-
They will grow. So will the global generating spaces will increase.
San Francisco International
mega-hubs, competing head to Primed by smart devices, the
Airport, T3 Boarding Area E, head as leisure destinations with passenger experience will take
San Francisco more than just great connections. cues from retail centers and
opposite: LaGuardia Airport Airport terminals will start giving hotels. Differentiating service
expansion, New York
less space to ticketing and more levels will be more important to
to airside retail and dining. Their airlines in their airport facilities.
42 43
Education &
WHERE TOWN MEETS GOWN
Culture
connections. Anchoring the building
is the Gensler-designed Sun Devil
Marketplace, a vibrant, next-
generation college bookstore.
44 45
No surprise,
PlayMaker School,
Santa Monica, CA
education is
experiencing
big changes.
46 47
Health &
Wellness
Trend
17
A healthcare paradigm shift
From providers to consumers, Work-based wellness is moving
from organizations to individuals, into the healthcare space. Theres
healthcare is in the midst of also a move to a consumer model
massive change. Facing price that gives people more choices,
competition for services, the looks at health holistically as
industry is consolidating to share prevention, not just treatment,
costs and grow revenues. New and focuses on individuals. A step
players are entering the market, further, personalized medicine CUSTOM-FIT TREATMENT
including retailers. Demographic integrates clinical innovations
Tulsa Cancer Institute embraces
disrupters, like retiring Boomers, with tailored care delivery.
many aspects of personalized
make older-affluent living and The rise of specialty care facilities medicinewhere data-driven risk
specialty clinics a bigger market. reflects this development. assessment and genetic testing,
combined with improved diagnostic
technologies and new therapies,
tailor treatment to the individual.
WORKING HEALTHIER
87%
of US employees believe wellness
positively impacts work culture
up 10% from 2013.
Anadarko, Houston
above and lower left: Tulsa Cancer
Institute, Tulsa, OK
48 49
Mission Critical
Trend
18
Meeting a burgeoning need
As organizations move to the Thats important because theyre
Cloud and ordinary people make starting to supplant university
smart devices integral to their libraries and R&D facilities. They
lives, data centers have to keep allow medical centers to go digital
pace. With modularity, data and, using supercomputers, to do
centers can be up and running the gene sequencing that cancer
faster, with less cost. Future- therapies demand. Their impact
proofing is crucial, so flexibility is on diagnosis and treatment, and
essential. Changes in technology their role in reducing human error,
mean that data centers are more make data centers indispensable.
reliable and efficient, and cheaper Their design quality is ramping up
and easier to fit with other uses. to fit into these new contexts.
ANTICIPATING CHANGE
50 51
A CAMPUS FOR IDEA EXCHANGE
Planning &
Urban Design
Trend
19
Communities as ecosystems
The movement toward resilience This means that planning has to
is leading to a new understanding be more holistic and more agile.
of cities as ecosystems. With that The model for planning large-scale
move come new models of how development, the communities
to plan them. When you think of of the future, is the ecosystem.
a city as an ecology, questions of Nature builds evolving wholes
inputs and outputs matter. Cities with simple, distributed, flexible
are part of regions, watersheds, parts. Communities can do this
climate patterns, and population too: achieving long-term resilience
shifts. Fluctuations and anomalies by planning their development
are in the picture, since resilience or continued growth holistically
depends on anticipating them. not apart from nature, but part of it.
52 53
LIFESTYLE
A CLOSER LOOK
49%
As buildings get taller, elevators are
Place and experience are combining in new ways to
82%
getting faster. At 18 meters/second,
Shanghai Towers elevator will set the
redefine leisure for a new generation of customers. record as the worlds fastest.
46%
Untethered and self-directed, this is our human reality going forward. Yet weve service, what counts is the social
network embraced by a brand,
never been more connected, navigating the world with digital prompts. Every
foray into experience is loaded with content thats curated, diverse, and social.
and how the individual customers
are looped into it. 18 m/s
The settings, from the smallest shop to the densest, tallest urban district, attract
and engage us in personal terms: You matter, they seem to say. We like that. think that brands truly
work at doing so.
70+mil
Looking for differentiation Retails new worldliness Urbanization drives favorite sports brand.
p.56 p.58 mixed use p.62
x
o
26 27
Hospitality Tall Buildings
RELATIONSHIPS
86% 86% of people surveyed ackowledge the positive impact of friendly
service, signaling an opportunity for brands to differentiate.
54 55
Retail
Centers
regional architectural settings. But
it does so with a nod to local social
customs and shopping habits, which
favor a group dynamic.
20
Looking for differentiation
Instead of taking a House worlds converge, the browse/buy
of Brands approach, retail function is evolving. Shoppers
centers are celebrating context go to stores, then buy online,
by personalizing placemaking or vice versa. This and instant
to their location and targeted access to information are disrup-
demographic. The differentiator tive, yet centers conversion
is engagement, connecting rates, sales, and revenues are
centers to their communities by rising. With less need to stock
curating content. Real-time data merchandise, store formats will
on shoppers movements helps get smaller, focusing on brand-
centers tailor the experience. building and catering to their
As retailers real and digital customer communities.
RISING AFFLUENCE
Trend
64%
21
Retails new worldliness
The widespread desire on the part Cloud, retailers will find that no of the global middle class will live
in Asia in 2030 (but account for 40%
of national brands to push beyond store is an island. Even the most of middle-class consumption).
their core markets means that craft-based or curated backstreet
established legacy brands will shop will be in conversation with Diesel, Shanghai
opposite: El Palacio de Hierro,
be competing on their own turf the wider world. Retail is both
Quertaro, Mexico
with new formats and offerings. local and much broader. Word of
For their part, legacy brands will mouth, so important to sales, is
continue their global push, often part of the smartphone data that
reinventing themselves in the gives retailers the bigger picture.
processboth to be relevant In time, that knowledge will
to a new customer base and to reshape the stores around how
move up market. Thanks to the customers really browse and shop.
58 59
Experiences
Harman Flagship Store, New York
are built on
hands-on
interaction.
60 61
Mixed Use
NEW GATEWAY TO L.A.
22
Urbanization drives mixed use
While urbanization will take many away from variations on limited
cities to higher densities, it will real estate products and embrace
also spur development of urban new, hybrid programs and formats
centers across their regions. with greater flexibility to mix,
Mixed use is emerging as the new curate, and deliver the cachet
normal because its proving to be needed to attract the best tenants.
a scalable solution to the need to Large-scale mixed use is likely
use land intelligently. It creates real to be generated by fast-growing
destinations that leverage transit, cities, while others will focus
encourage walking and biking, and on redeveloping what exists
deliver urbanity and authenticity. to preserve the authenticity of
So look for developers to move their urban fabric.
62 63
Entertainment
Trend
23
Entertainment has to connect
Entertainment projects start with So stand-alone entertainment
a vision of the experience. Today, venues wont be viable without
if the experience cant be shared the critical mass that variety
in real time, it didnt happen. and proximity generate. This
Sending friends photos and clips points to integrated, immersive
by phone reflects an active, destinations incorporating theme-
expanded kind of engagement. park gates, retail and dining,
The venues will be rethought entertainment, and hospitality.
around it. The goal is to connect Smaller centers can work if they
with the audience before, during, tap the urban mix. Each needs
and after the event so people are a vision that gives it content and
engaged and the ROI is higher. guides the design.
64 65
Sports
GAME DAY EXCITEMENT
& Recreation
sound system redefine the fan
experience at FirstEnergy Stadium,
creating a new intimacy and a
tangible home-field advantage.
24
Strategies to help revenues grow
While sports are often steeped in of a diverse fan base. VIP lounges,
tradition, how fans engage with deluxe suites, and celebrity-chef
them constantly evolves. Meeting concessions are part of the flavor
these changing expectations is of being there, as are fantasy
the challenge sports venues sports lounges and ample Wi-Fi
face. Beyond the game itself, access. Fans will spend more
amenities in and around the time and money for the added
venues give fans a sustained and value. These new venues spark
individualized experience. Savvy and anchor mixed use, and can
franchises are growing revenues host non-sports events to boost
by tailoring their offerings to the revenues before and after the
convenience, comfort, and desires games and in the off-season.
66 67
Brand Design
Trend
25
Taking an experiential approach
In todays ultra-connected world, zillion conversations. It means
everyone has a voice. Consumers that brands have to connect
engage with brands on their own holistically, taking an experiential
terms. Word of mouth drives their approach. While people can opt in
decisions. Gensler research shows digitally, real places and settings
that engagement is fundamental immerse them in messages,
to the rest of the brand equation: feelings, and information that
94 percent of the time, a favorite align the brand with heads and
brand will be recommended hearts. Personally experiencing
to family and friends. But the a brand means engaging with it
challenge for brands today is emotionally so its valued and
to cut through the chatter of a becomes an intrinsic part of life.
68 69
Hospitality
Trend
26
Maximizing return on experience
People will pay more for an extended family, are addressed.
experience. Thats increasingly Hotels are often home away, so
true today as affluence is buoyed theyre making space and adding
by a rising global middle class. To warmth. Well-being is a priority:
provide it, the hospitality sector fitness, healthy food, and wellness
is working overtime to be informal options are attractors. Sustainable
and welcoming. Where applicable, is important to match with values.
hotels are integrating local culture Hospitality brands know that
and inviting the community in. guests engage with them before
See-and-be-seen lobbies mix work, they arrive. By focusing on the
socializing, and relaxation. Travel relationship, they set the stage for
THE LOBBY REVOLUTION
trends, like vacationing with the residences and other products.
Lobbies are changing fast. As
check-in gets personal and tablet-
based, the front desk is fading. Now
lobbies are for working, served
by Wi-Fi and furnished for small
meetings or time alone. Lobby retail
and lounges drive new revenue.
70 71
Tall Buildings
GARDENS IN THE SKY
27
Engines of vitality: vertical cities
The success of tall buildings will redefine the city as a place where
be measured by how well they density takes a richer form. Tall
attract and support tenants, buildings vitality also relates to
and how well they fit with and their capacity to spur innovations
enliven the city at their feet. in form, materials, and building
Tomorrows mixed-use towers systems. In overbuilt markets,
will anchor districts that are high quality and performance
diverse, walkable, and transit- are key to competitiveness. A
served. Vertical communities new generation of towers that
will find a new synergy with maximize ROI by reducing the
activities on the ground, instead cost of construction, fabrication,
of ignoring them. They will help and operation is essential.
72 73