CINCINNATI – May 15, 2023 – NELSON Worldwide, Award-winning architecture, design, and strategy firm, welcomes Faith Huddleston as Studio Leader, Lifestyle/Wellness, Retail. In this role, Faith will lead the lifestyle/wellness and retail studio in the Cincinnati office, shaping business growth throughout the city and region.

“We are thrilled to welcome Faith to our growing NELSON family,” says John “Ozzie” Nelson, Jr., Chairman and Chief Executive Officer at NELSON Worldwide. “Faith shares the firm’s vision of powerful design that has a beneficial and lasting impact on culture and society. I am confident in Faith’s leadership of our lifestyle/wellness and retail sector, which she will elevate by leveraging her expert perspective and through her unique, human-centric design approach.”

Faith brings to NELSON a wealth of experience mobilizing brands through retail environments that are immersive and activation driven. She is passionate about building creative teams to develop brand and experience strategy, environmental designs and compelling visual merchandising for all retail channels. A lifelong learner with a passion for mid-century modern architecture, she draws inspiration from global cultures, wildlife, art exhibits, gardening and digital fashion. As studio leader, Faith will develop compelling and progressive design solutions for clients. She will work in close collaboration with her team, providing mentorship throughout the process, while strengthening the firm’s interior design discipline to produce transformative results.

“The people are what brought me to NELSON,” says Faith. “While my new title, responsibilities, the firm’s reputation and a world-class portfolio are all pluses, the opportunity to work with industry leaders I’ve admired is what most attracted me to this role. I was also drawn by the transparency, vulnerability and forward-thinking approach to improving the ways we work in the post-pandemic world. At NELSON, I know I can be my best self, and I hope that with my diverse experience and design lens, I will ignite fresh thinking and promote a culture of camaraderie and open collaboration.

Faith is an award-winning designer, having been recognized multiple times in her 20 years of experience. In 2022, she was part of a team that won a National silver medal from the American Advertising Federation for a branded pop-up activation. Faith is currently vice president of the Retail Design Institute’s Ohio Chapter and a board member of CCAD’s retail design masters program. She is also an industry thought leader, frequently lending her expertise to trade publications like Visual Merchandising and Store Design (VMSD) and participating in speaking engagements for the International Retail Design Conference and The Retail Design Institute.

Prior to NELSON, Faith worked on a number of projects for notable clientele, including Neiman Marcus, Bath & Body Works, Starwood Retail Partners and the University of Dayton, among others.

“I’m excited to meet new clients and create original scripts for their design solutions while using branded stories to help them create bonds with their customers.” Faith continues. “It’s an honor to have the opportunity to be part of this growing studio that is leading by example and driving the industry into the future.”

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About NELSON Worldwide

NELSON Worldwide is an award-winning firm, boldly transforming all dimensions of the human experience through architecture, interior design, graphic design, and brand strategy. With more than 700 teammates across 20 offices, the firm’s collective network provides strategic and creative solutions that positively impact where people work, serve, play, and thrive. The team combines industry knowledge, service expertise, and geographic reach to deliver projects across the country and around the world. Client partnerships across the NELSON network include Hilton, Macy’s, Comcast, Simon Property Group, Prologis, Yum! Brands, Boston Consulting Group, T-Mobile, Emory Healthcare, SAP Fieldglass, Unibail-Rodamco-Westfield, Kroger, Hyatt, Bayer, Target, and many more.

The results are in for NELSON Worldwide’s Retail Amenities Bracket Challenge! After 16 matchups, voting revealed which experiential amenities people are looking for in their next shopping experience.

FIRST PLACE: Beer Garden 

As this year’s top choice, this amenity highlights consumers’ desires for unique food and beverage concepts that allow them to connect with friends and family, unwind, and tap into a more localized offering.  

SECOND PLACE: Concert Venue 

As a close second, this engaging amenity showcases the on-going attraction to experiences over product, allowing guests to enjoy unique entertainment opportunities. 

THIRD PLACE:  Nature Trail + Farmers Market 

Tying for third place, the farmers market and nature trail amenities showcase consumers’ growing interest in wellness. From fresh food offerings to opportunities for fitness, this overarching theme should continue to be a focus for every development.  

At NELSON, our vision is to boldly transform all dimensions of the human experience. Our unique values fuel our culture and inspire us to constantly evolve and innovate. In celebration of our values, over the next few weeks, we’ll be highlighting the experiences that allow us to bring out the best in our teammates and clients. This week, we’re sharing how we KEEP IT REAL. 

As we design and build workspaces that people love, we understand the need to create environments that spark connections beyond the desk. We believe these experiences can be enriched by the surrounding environment and take pride in creating spaces that encourage this. From custom art and decor to branded dining and amenities, here are a few of the workplace projects embody our spirit and passion for “keeping it real”:

Habitat for Humanity International Headquarters

At Habitat for Humanity International’s headquarters brand, culture, mission, stewardship, and values are represented throughout the space through strategic design and messaging.  Our team centralized social spaces and meeting areas to encourage connectivity and interaction adding signature elements including a tic-tac-toe wall that allows employees to take a break, connect with teammates, and decompress.

Magnet 360

As Magnet360 offices our design team developed a dynamic workspace that accommodates the company’s highly collaborative culture.  To support this, the office centered around two areas – a front “garage” space divided into a client-facing innovation/brainstorm area and a corresponding living-room-style presentation space. The team designed a hub around a “center stage” that allows for biweekly town hall meetings and actual band performances.
 

Mailchimp

At Mailchimp’s headquarters, our team helped to define a creative direction that would celebrate the brand’s unique culture. The space incorporates a vampire theme as a nod to the overnight support crew—complete with a coffin coffee table, a custom “Count Freddie” vampire portrait, and other quirky amenities. The office also alternates ways to work including quiet rooms, custom nooks, a large break room, a lounge and game room, workstations, and various collaboration rooms. 

Pandora Radio

Pandora/SiriusXM desired a new workplace that would allow for the future growth of their engineering and sales departments. Dynamic colors, surprising textures, musical flare, and diverse working environments were implemented to create a memorable environment for both employees and visitors. At the office’s central staircase, a grand piano offers a unique element that brings teammates together and symbolizes Pandora’s mission to enhance music enjoyment and discovery.

Go-Go Headquarters

Gogo, the world leader of in-flight connectivity, and a pioneer in wireless in-flight digital entertainment solutions hired us to plan and design their new 225,000 square-foot corporate headquarters. Using a sleek aviation theme, Gogo’s brand and evolution as a company are well-reflected in the space. The layout includes workstations, executive space,  prayer room, event space, and a mock airplane that lines a hallway and acts as a seating and demo space for teammates.

Leading with brand, our Asset Strategy team takes a strategic approach to each property, offering valuable consumer insights, research, and a comprehensive offering of services to reenergize your development for the future. Whether it’s creating a more engaging lobby experience or elevating your amenities, we are able to connect cross-sector influences and offer clients a fully integrated experience to revitalize or reposition.

This week, we’re introducing you to our experts in the Midwest:

• David Filak | Regional Practice Leader: Asset Strategy | Minneapolis
• Alyssa Mertz | Senior Technical Design | Chicago
• Dan Bassano, NCIDQ, IIDA, LEED AP | Team Lead/Senior Project Manager | Chicago
• Nicole Zack, AIA, NCARB, LEED GA, WELL AP | Design Leader | Chicago
• Bojana Vazic, NCIDQ, RID | Interior Designer | Chicago

David Filak

David is a dynamic leader that focuses on the customer journey and positioning of our team to be the best partner possible. Infusing digital tools & technology solutions into our delivery strategies, he helps to equip our clients with the tools they needed to sell space faster and works closely with our design visualization team to lead our partnership with Swivel. His recent experience in Asset Strategy includes six AOR projects, eight speculative suites, and five repositionings in the last 24 months.
 

Alyssa Mertz

Alyssa specializes in tenant and capital improvements design. From the preliminary schematic phase to the final punch list, she produces construction documents and manages our Asset Strategy projects in the Central Region. She is passionate about building solid relationships and developing spaces and experiences that reflect a brand’s unique individuality. At NELSON, she has managed five client accounts across 14 properties as AOR for each building.

Nicole Zack

Nicole is an experienced architect and interior designer. She is focused on future workplace strategies and helping buildings create bespoke curated experiences for their tenants in order to draw them back into the office. Working collaboratively, she also identifies and translates client goals, vision, concepts, into reality through research and human-centric design strategies. 

Dan Bassano

Dan has a deep understanding of corporate, hospitality, and tenant development projects. He leads our projects from preliminary design through project closeout. With his ability to pay close attention to detail, he ensures all projects adhere to our client’s individual schedule and budget. He has worked on building repositioning and spec suites for class A, B, and C office buildings in the downtown Chicago area. 

Bojana Vazic

Bojana is an experienced designer that focuses on developing healthy and sustainable work experiences. With her strong communication skills, she takes pride in getting to know our clients, their needs, and their culture to design an environment teams and individuals are truly proud to work in. Recently, Bojana has completed BOMA calcs for architectural verification.

Watch NELSON’s expert panel discuss how 3D Visualization, design, and brand strategy can create a more emotional connection to your space. From office spec suites to large-scale mixed use developments, a powerful narrative is the key to differentiating an experience, connecting with end users, attracting tenants, and building communities. They share best practices and tips to position your property for the future, including a peek at our revolutionary digital tools.

NELSON Worldwide’s Evolving Workforce Expectations study explores employees’ sentiments about returning to the office, and the impact COVID-19 has had on work environments and employee engagement. As part of our Evolving Workforce Expectations blog series, we’re taking a closer look at each of the key themes that stemmed from our research: communicate, activate, control, and support. Follow along to learn more about each theme and how your brand can pull off a successful re-entry strategy.

The golden rule when it comes to employee communications is typically to over communicate. This is especially true right now, when people are feeling anxious, stressed, generally uneasy, and looking to company leaders to provide answers. Communication is the key to easing frustrations, concerns, and fears associated with the unknown, and our research from the Evolving Workforce Expectations Study proves this.

Returning to the office in person will require transparency in efforts to provide safety, but also a renewed focus on communication of the purpose and mission behind companies. Here’s what you can do to streamline your communication:

Diversify your communication channels

Our survey findings say employees crave multiple touch points of communication, and they’re looking for confidence through conversation. However, that doesn’t mean every employee will absorb the same message in the same channel. Branch out and know that some may respond best to an email message, while others are seeking video calls, snail mail, and even physical signage reminders. No matter if the message is the same, expand your communication channels to drill down your key points. Examples include:

• Email messages, internal social network postings, and even text messages
• Welcome posters, elevator signage, and digital monitors
• Comment cards both digital and physical
• Team meetings and town halls in-person and via Zoom

Make the workplace more accessible

With many companies offering employees the choice to return or not, it’s important to make the office more accessible for everyone, no matter what their situation is. Some may want to make frequent visits for heads down work away from distractions at home, and others may only want to come in for important face-to-face meetings. Ways to make the workplace more accessible include:

• Create a sign-up portal for those wanting to enter the office sporadically
• If your company isn’t using one already, consider installing a space management software system to reserve conference and meeting rooms, limit capacity, and more
• Provide training for employees to educate on reducing physical contact while maintaining a connective culture
• Have dedicated IT and operations support teams for both virtual and in-person employees

Keep employer brand top of mind

NELSON’s Evolving Workforce Expectations study found that nearly 40% of respondents were worried about being able to continue working for their current company. This tells us that people are connected to their current careers and are seeking reassurance that they can maintain that relationship. Part of that connection is the socialization that happens between teams while onsite. Brand-centric communication can help alleviate some of that concern and sadness. As long as an employee still feels connected to the brand, even if it’s a virtual connection, work satisfaction is elevated. Here is how this can be accomplished:

• Tie communications back to your mission, vision, values, and even services
• Highlight positive messaging that emphasizes a brand’s accountability (i.e. hold the company and employees accountable for washing hands, sanitizing, and wearing masks)
• Provide custom, branded Zoom backgrounds for all to use when communicating with each other and clients
• Brighten up the office by adding a brag wall featuring accomplishments, recognition, and more

Plan for every step of the way

Employers must think of the re-entry strategy from all angles. Consider the communication before going back, during the process, and after the fact. Simply communicating once will not satisfy the need for reassurance. Overcommunicate through multiple channels at multiple points of time. Create a dialogue where you tell them what they need to know, tell them again, and then remind them of what you’ve already told them one more time. Consider the following tactics:

• Determine a plan for returning and communicate it often before going back
• Assemble a “welcome back kit,” consisting of sanitizers, masks, quick visual guides pertaining to office layout changes, lists of new protocols for quick reference, and more
• Host regular meetings upon the return to the office, giving the opportunity for an open dialog

Beyond rooftop bars and walks in the park, one event that marks the arrival of spring in NYC is the iconic Macy’s Flower Show! For decades, Macy’s Herald Square (and other major city flagships) have rung in the new season with a themed flower show that is out of this world, literally—this year’s theme was “Journey To Paradisios” and it was inspired by stars, planets, space ships, aliens – and all things outer space.

Each year, Macy’s partners with nurseries to secure the best plant life and then a special team made of designers and florists work their magic. The display features more than 5,000 different kinds of plant, tree, and flower species, and has been known to attract over 100,000 visitors.

Walking into the main entrance of the department store, you may get the feeling that you are peering out the window of your very own spaceship. Graphic ceiling and floor coverings were installed to mimic the darkness of space and spheres made of bright colored flowers hang to resemble planets – but, the focal point of the show is Starflower 1. This cleverly named installation features a soaring rocket ship releasing a trail of flames (or in this case: orange, red, yellow flowers).

Alongside Starflower 1 are a variety of other dramatic installations including the SpiderCrawler which carries about a dozen colorful and quirky stuffed aliens surrounded by orchids and other exotic plants. From a design perspective, the Flower Show adds a sense of creativity and curiosity to the store space giving visitors a one-of-a-kind experience to enjoy. In addition, the displays act as a creative merchandising opportunity offering a unique place to hang apparel, display cosmetics, or showcase a new spring collection.

If you’re flower fanatic and in NYC, Chicago or San Francisco from mid-March to early April make sure to mark your calendars for next year’s show!

Meredith Seeds has been promoted to Senior Director – Retail Practice Studio. She has the unique ability to convert client objectives and strategies into captivating stories and transformative human experiences using a consistent strategic approach of design excellence, consumer insights, collaboration, and simply asking, “Why not!” or “What if!” She has been a valued partner and a kindred whole-brained thinker to Retail National Practice Leader Bevan Bloemendaal as they’ve worked side-by-side for the past seven months to surpass client expectations with creative, relevant, and disruptive solutions.

Meredith will lead, inspire, and mentor the NELSON Retail Practice Design Leadership team, which includes Louis Chang (Restaurants/Bars/Airports), Marco Oppici (Department Stores/Luxury), Michelle Isroff (Lifestyle/Wellness), Phil Otto (Cultural Anthropologist), and a TBH Lifestyle Design Leader, along with their respective teams in living our NELSON purpose.

To colleagues and clients alike, Meredith exudes a sense of camaraderie, joy, and happiness creating an atmosphere of positivity, creativity, and laughter, truly living her truth and best self in all she does.