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Gensler retains Klingmann for two major projects.

Anna Klingmann, brand architecture specialist and host of the popular BRANDISM[TM] series with the AIA in New York, 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 in Las Vegas.

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 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 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.
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Title Annotation:Construction & Design
Comment:Gensler retains Klingmann for two major projects.(Construction & Design)
Publication:Real Estate Weekly
Date:Aug 22, 2007
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