In partnership with architecture firm Nelson Worldwide and consulting firm RL Edward Partners, the former parking lot at the corner of Newbury Street and Dartmouth Street is being redeveloped into a 5-story mixed-use retail and office building totaling 43,500sf. The state-of-the-art structure will feature 130 feet of frontage on Newbury Street, two floors of dedicated flagship retail space, and three floors of LEED-Certified, Class-A office space with an exclusive entrance as well as an outdoor rooftop terrace.

Read more with High Profile here.

As more of our clients commit to supply chain diversity via accelerated spending with diverse-owned partners, NELSON Worldwide and Windward Engineering have taken an important step to support these efforts.

As an enterprise partner, NMSDC-certified MBE Windward Engineering now offers full end-to-end program management services – including project management, planning and design, procurement, and permitting – as part of its portfolio of offerings. These new services position Windward to serve as a prime consultant, allowing clients to leverage its Tier 1 MBE as a Native American-owned entity, while engaging the power of the NELSON x Windward alliance.

“Windward represents a unique opportunity for corporations to engage a diverse firm with national reach,” says Jason Booth, a member of the Turtle Mountain Band of Chippewa Indians and Windward’s President.  “We listened to corporate CPOs, who suggested we build a firm with scalable solutions to meet their critical facility design and sustainability needs.”

“Known for bold solutions and bold designs, this is yet another step in the NELSON Worldwide and Windward partnership to meet the changing needs of our clients,” says John “Ozzie” Nelson, Jr., Chairman and CEO, NELSON Worldwide. “With organizations like the Billion Dollar Roundtable recognizing the effort and impact of forward-looking companies to grow their supplier diversity programs, we saw an opportunity to facilitate that growth thanks to our unique partnership with Windward.”

As part of this initiative, two NELSON professionals – Senior Program Manager Tariq Subhani and Senior Architect Franco Gamero – have joined Windward and will lead program management efforts there. Tariq brings 35 years of experience in corporate interiors, residential, retail, lab, and healthcare design for Fortune 500 clients, and Franco rounds out the team with complementary architectural expertise in schematic design, project management, and construction administration as well as in Industrial architecture, including site planning, jurisdictional research, ground up core and shell, tenant improvements, and managing national rollout programs for e-commerce clients.

For more on this exciting initiative, please visit NELSON x Windward partnership.

Humans need humans to feel human – the importance of connection at that fundamental level simply cannot be overstated. Brands, in their never-ending quest for relevance, must dive deep into human experiences, connecting with consumers at an emotional level.

Before these connections can be manifested in the built environment, however, the foundation begins with a strong brand culture and purpose. Each employee or consumer must feel that they are part of something bigger than themselves. Tools like storytelling and narrative, tone of voice, and key visuals help brands create transformational rather than transactional experiences that connect us, regardless of demographics or generational differences.

PURPOSE-DRIVEN DESIGN

​​The physical space must be defined by the kind of relationship that consumers want to have with it – giving them what they want and need, delivered in a way that creates an authentic relationship and a personalized experience that is frictionless yet sticky.

The design of these spaces must offer us a sense of community, engage our five senses, and deliver a level of engagement that is only possible through in-person interactions. What can you show, tell, and teach the consumer? Invite them to be part of the story, not as customers, but as human beings. Focusing on engaging, authentic, relevant experiences, stories, and environments centered around purpose enables us as humans to align with those brands that share our values and principles, making an indelible impression on our memories and uniting us in a common mission.

When considering generational differences, we find that consumers are more similar than different at their core. In this “me”-centric world, they are now fully in charge. So what does this mean for brands? Until now, consumers have had agency but lacked power. Now because of technology, social media, and the blurring of the physical and digital worlds, they have both.

Given that, dynamic design details that engage the human senses must speak directly to consumers’ hearts and heads. These details should fuel curiosity, and make them feel alive, heard, and special through unexpected relevant moments and experiences – all of which should inspire, educate, and connect them emotionally, ultimately creating brand loyalists. Consider the opportunity to create a sense of community or recognize and embrace local cultural or behavioral nuances. Or for brands with solid sustainability values, for instance, approaching their design with details that reinforce their position will strengthen their relationship with consumers aligned with this belief. Incorporating elements such as recycled materials or energy efficient lighting, for example, are effective strategies that speak to a brand’s commitment to sustainability.

We know that Boomers prefer shopping in-store and seek experiences that emphasize convenience and value. They also prefer to browse the aisles as a way of discovering new products or categories. For this cohort, focusing on sales associate interaction and brand services, the consumer journey, and amenities that encourage dwell time are key. Like Gen-Z, the human-centered approach is still the core strategy. How it’s expressed is what differs.

GEN-Z’S PUSH FOR EQUITY IS FOR ALL

Gen-Z’s influence on retail shopping trends is extremely strong. They are a generation that prioritizes inclusivity, among other values, and seeks spaces that are accessible to all. When designing sensory experiences, brands must allow for neurodiversity among their customers. Design acoustics heavily affect those with hearing sensitivities or neurodivergent individuals. Knowing this, we can design spaces that utilize a balance of soft and hard materials, allowing sound to flow fluidly throughout the environment. The same applies to harsh or flashing lights or strong scents.

THE REINVENTION

With the rise of technology, social media, and digital channels, brands and designers today must be cultivators of change in transforming all dimensions of the human experience within the built and digital environment. Real-world experiences cannot and will not ever be able to be translated into a digital space.

How humans are influenced by color, scent, sound, and lighting differs by person, but we are all influenced by these elements in one way or another. These elements, along with materiality, are translated into trust, comfort, emotion, and relevance. Together, they shape the retail experience.

Experience is the battleground for differentiation today so let’s focus on what’s important and of value to the consumer – no matter their age, or generation. Being human is what truly connects us all, and what an amazing time to be part of this reinvention!

Bevan Bloemendaal, Chief Brand and Creative Officer

ATLANTA — October 13, 2022 — NELSON Worldwide, award-winning architecture, design, and strategy firm, welcomes Lorin Lee as Senior Project Manager – Asset Strategy. In her new role, Lorin will advance the opportunities for continued growth in market share, profitability in specific service lines, practice areas, and the local Atlanta market.

“We are proud of the team we have cultivated in Atlanta, and more importantly, thrilled to welcome Lorin to NELSON,” said Chairman and Chief Executive Officer at NELSON Worldwide, John “Ozzie” Nelson Jr. “Lorin brings forth camaraderie, a strong project management acumen, and a willingness to tackle new opportunities and challenges. We couldn’t have imagined a better addition to support our teams.”

With a demonstrated history of successfully managing projects in the commercial real estate industry, Lorin will foster an environment defined by open dialogue—encouraging ideas to grow and come to fruition. She believes in instilling organizational practices that will enable teams to work together as one unit towards a common goal. Through openness and honesty, Lorin will also enhance the work and careers of teammates through continuous training, support, and mentoring on project specific items including: project management, production, and design development.

“I am honored to join such a diverse group of creatives and visionaries,” remarks Lorin. “As a Senior Project Manager, I see my skills in organization, quality assurance, client relations, on-site experience, design, and interpersonal communication to be a real benefit to my teams. I couldn’t be more excited to expand on my skills and share my knowledge with others.” 

Lorin holds a Master of Architecture from the University of Florida and is a LEED Green Associate. Passionate about organization and project coordination, Lorin has successfully managed projects in the multi-family, mixed-use, industrial, arts, and religious institutions verticals, and will apply that expertise to a wider range of market sectors.

An avid traveler and anthropology enthusiast, Lorin draws her design inspiration from understanding different cultures and their relationships with the built environment–allowing her to see her surroundings in ever-evolving ways. Today, she is eager to channel her perspectives, passions, and expertise to her new role at NELSON Worldwide.

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About NELSON Worldwide

NELSON Worldwide is an award-winning firm, transforming all dimensions of the human experience through architecture, interior design, graphic design, and brand strategy services. With more than 800 teammates spread 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.

Blaik Ritchie has joined Nelson Worldwide as vice president and mixed-use business leader. Ritchie brings over 30 years of experience to his new role and has produced projects throughout the United States as well as Africa, Europe, and South America.

Additionally, Jennifer Acevedo has been appointed senior director of insights and brand marketing. She previously served as the editor-in-chief and associate publisher of Visual Merchandising + Store Design (VMSD) magazine. Read more with Interior Design here.