Gensler retains Klingmann for two major projects.
Anna Klingmann, brand architecture specialist and host of the popular BRANDISM[TM] series with the AIA AIA - Application Integration Architecture in New York New York, state, United States
New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , has been retained by architecture firm Gensler to put her own considerable expertise as an architect to work on two vastly different projects, comprising a master plan for a new urban district of a major Asian city and a mixed-use plan for a hotel and casino casino or cassino (both: kəsē`nō).
1 Card game played with a full deck by two to four players. Its origins are obscure though it probably traces back to the Italian game of Scopa. in Las Vegas Las Vegas (läs vā`gəs), city (1990 pop. 258,295), seat of Clark co., S Nev.; inc. 1911. It is the largest city in Nevada and the center of one of the fastest-growing urban areas in the United States. .
The project in the Far East will transform four million square feet of retail development into a global address.
In addition to creating a distinctive brand for the development, Klingmann is working with Gensler to design a unique 21st century shopping center shopping center, a concentration of retail, service, and entertainment enterprises designed to serve the surrounding region. The modern shopping center differs from its antecedents—bazaars and marketplaces—in that the shops are usually amalgamated into experience that captures a wide spectrum of market segments.
"Utilizing architectural branding, we design space that maximizes revenues and creates unique lifestyle destinations, while also lowering costs," said Klingmann. "For example, you go to the Apple Store to experience the brand, not necessarily shop for a new computer. But the experience and the aesthetic are what tie you to the product. The same applies to Nike Town and, certainly, Starbucks.
"Our objective with this project is to create an experience of four million square feet of retail space that will attract people not only across the street or 50 miles away, but from around the world."
The other project with Gensler converges the brand of a legendary hotel and casino with an adjacent mixed-use development Mixed-use development refers to the practice of allowing more than one type of use in a building or set of buildings. In planning zone terms, this can mean some combination of residential, commercial, industrial, office, institutional, or other land uses. consisting of more than 7.37 million square feet on 30 acres.
Once completed, the brand will expand into a comprehensive lifestyle experience for residents through an innovative mix of amenities, green architecture and materials incorporating global trends.