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Streetsense Defining The Brand Experience For Real Estate

Streetsense's headquarters in Bethesda

Working around the globe, Streetsense creates and curates moments where people can rub elbows, sip coffee or just find a place to be alone, surrounded by others.

Retail is no longer about selling things. Hotels are no longer about rooms. And offices are no longer about square footage.

“Experience design is not an aesthetic, a look, a new logo or website or an updated space layout," Streetsense managing partner Jeff Pollak said. "It deconstructs the customer journey into micro-moments and re-engineers them.”

The Streetsense experience-based design and strategy collective has offices in Bethesda, Washington, DC, New York City and San Francisco.

The firm’s team of 170 research analysts, real estate strategists, architects, planners, designers, brand strategists, chefs, content creators and PR experts create transformative experiences for clients. Streetsense sees its mission as helping its clients to distinguish themselves from competitors and to update dated concepts to bring them in line with a changing consumer landscape.

Rendering of The Collection shopping center in Chevy Chase, Md.

When the The Chevy Chase Land Co. needed to revitalize The Collection, a high-end shopping center in Chevy Chase, the developer turned to Streetsense to reposition the property.

At The Collection, Streetsense repositioned the center away from ultra-luxury retailers, towards a community-conscious curated tenant mix. 

The reimagined master plan includes a reinvention of the public space, with the creation of an open-air amphitheater and unique amenities like pocket parks.

“Our design brief was built around three key principles: timeless, textured and tailored,” Streetsense art director Lindsay Button said. "Everything we considered — a retailer, art work, signage or a water feature — had to align with these three principles."

A rendering of The Collection's new public outdoor space

“Streetsense’s entire collective has its creative hand in this project, from its branding and marketing team, to its retail strategist, to its architects, to its web designers and even our culinary team, who helped advise on the restaurant mix,” director of retail strategy Mike Smith said. “We are at our best when our entire collective gets to work on a project together."

The firm is also re-engineering the dining experience at Aventura Mall, an iconic shopping center in South Florida.

Streetsense was challenged with creating a space that could appeal to a diverse range of audiences: Aventura’s retiree demographic, international tourists and a Millennial audience that expects highly crafted and engaging spaces.

Streetsense re-envisioned the space as a food hall that features local restaurateurs and national favorites. The concept’s new brand offers patrons a space to rest, eat, people-watch and work on their laptops in a lively and energetic atmosphere. The project is set to open this October.

“Real estate is built for generations, but experiences happen in moments and minutes,” Streetsense president and chief operating officer Brian Taff said.

We are thrilled Streetsense has joined us as a founding partner of our Bisnow Beltway Bash, to be held at the TAO Nightclub in the Venetian on Monday, May 22, from 5:30-7:30 p.m. in Las Vegas. Register here.