Design Forecast 2016

Gensler Design Forecast 2016
Brand Design
Shared and participatory,
but individuated
Infinite choices, socioeconomic diversity,
globalization, inclusiveness, and on-demand
access will give rise to “micro-brands”
that express affinities and values, rather
than broader appeals to demographic or
geographic segments. As the world becomes
more subdivided, brands will need to respond
by becoming more specific, customized,
and targeted. Buoyed by passion for their
customer segments, brands can build
strong communities through shared beliefs,
such as individual empowerment and
social awareness.
Saving and carving quality time will be
front-of-mind for consumers. People are
willing to pay a premium for products and
services that give them back their time.
This could take on a service component, as
in a concierge or virtual personal assistant.
Designers can respond by creating multifunctional
elements and experiences.
Places where one can entirely “unplug”
and escape digital life will become the
ultimate luxury-living experiences.
To reach time-strapped consumers, brands
will seek to create new types of experiences:
real-time, one-time-only; shared, but
individuated; and participatory, rather than
imposed. Ritualistic experiences provide
places to connect with like-minded fans.
below: Melissa McCarthy brand identity
and guidelines
above: 5th & Broadway, Nashville
Mixed Use
Adding density to enhance
Younger generations, including Millennials,
often choose where they will live before
they consider their careers. As a result, live/
work environments are being redefined.
Mixed-use developments will be designed to
“flex” in this regard. Residential and office
spaces will need to be better designed to
coexist and create 24/7 settings.
The next generation of infill projects will
be in the typical industrial “ring” or “band”
that separates the urban core from suburbia.
This new form of infill will develop along
transit nodes. It will require a new point of
view and design vocabulary regarding scale
and the incorporation of open/green space
with an urban-like walkability.
In some economies, the opportunity
for urban renewal, revitalization, and
redevelopment has never been greater.
Mixed use will be the go-to choice to do
more with less in urban areas by maximizing
land values through activation—adding
density to enhance, rather than disrupt,
the city’s existing fabric. Respectful
rehabilitation becomes the norm as overbuilding
proves to be less sustainable.
Old is the new “new.”
82
83