Design Forecast 2016

Gensler Design Forecast 2016
Corporate Campuses
City-like, amenity-filled,
and better connected
A younger, urban-oriented workforce and
political momentum are heightening
the demand for transit networks integrated
with urban (or urbanizing) districts. In
the US, this is leading to a more city-like,
better-connected corporate campus
paradigm. This emerging American model
could begin to influence campuses in Asia,
where amenity-rich corporate campuses
are often more compact and self-contained.
In addition, as corporations strive to reinforce
their brands and cultures, they are
opening up their campuses to integrate
accelerators, incubators, and coworking
spaces. Increasingly, these amenities are
being developed in collaboration with
outside partners like universities, whose
missions direct them to push knowledge
and innovation into the marketplace.
Look also for the enhanced role of campus
environments as conveners of thought
leaders and “co-creator” organizations, an
activity that strengthens the brand by
positioning companies on the leading edge
of innovative thinking. In urban settings,
this is stimulating street-visible, accessible
spaces that can accommodate large
community gatherings.
The Tower at PNC Plaza, Pittsburgh
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