July 14, 2023
The entrance experience at Sky, featuring Yayoi Kusama’s only outdoor sculpture in New York City. Credit: The Moinian Group
Let’s talk about what “branding” means for twenty-first century real estate.
Names and logos don’t cut it anymore. How can walls, streets, and cities tell an authentic brand story that cuts through the noise?
This week, I’m delighted to feature my own piece, published in Thesis Driven. In it, I dive into the evolving role of brand in real estate through profiles of three projects: one building (Sky), one neighborhood (The Seaport), and one city (High Point, NC), each with its own goals and challenges.
Thesis Driven is a research-based, slow journalism platform was created by Brad Hargreaves, founder of both General Assembly and Common. My article is in very good company; TD avoids covering the daily deals and focuses on bigger picture, thoughtful trends in real estate.
Have you seen the new meaning of branding imbued in your city? Feel free to hit respond — would love to hear from you!
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MUST-READS
Empty spaces and hybrid places: The pandemic’s lasting impact on real estate // McKinsey Global Institute
The world’s most liveable cities in 2023 // The Economist
Crate & Barrel’s newest product is a home renovation in a box // FastCompany
The Dana-Farber Cancer Institute Puts Patients at Ease // Metropolis
How this art museum designed its new logo to be anti-elitist // FastCompany
The Spike in Homelessness in US Cities Isn’t Slowing Down // CityLab
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IDEA SPOTLIGHT
Commonplace
Commonplace connects capital with developers through proprietary funding tools, curated events, and stories. They are tackling one of the biggest barriers to inclusive, affordable, and sustainable development: access to capital.
The platform connects developers and investors who share a mission to build for the social good. Investors can find qualified leads and invest alongside like-minded peers, while developers can discover relevant funding sources and build valuable capital relationships.
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