The future of cities as work-live-play destinations is a focal point of Gensler’s Design Forecast 2024, which the architectural firm released earlier this month.
The 166-page report (which can be downloaded from here) draws on the extensive design work from Gensler’s practices, which in 2023 increased by four— Build to Suit & Headquarters, Entertainment, Industrial & Logistics, and Mobility & Transportation—to 33, and its 53 offices in 16 countries. Gensler summarizes its thesis when it urges the construction industry to “redesign our cities, rethink how people connect, and address mobility problems, climate change, infrastructure, and housing.”
The report lays out eight mega design trends that Gensler believes are driving significant change:
•In 2024, real estate leaders will find success reclaiming human connection with “experience multipliers”: immersive designs that inspire loyalty, boost sales, and improve vibrancy with a shared sense of and belonging.
•Office-to residential conversions and other creative repositioning will represent a new value proposition for the building industry.
•As intense weather and climate change assail the built environment, sustainable design shifts from an option to an obligation.
•Workplaces need to transform themselves into compelling destinations. As more organizations understand that the workplace landscape has permanently changed, the focus will shift less on how many people come into the office and more on what the future of work looks like to support their people’s needs.
![](/sites/default/files/inline-images/Screenshot%202023-12-23%20at%2010.54.53%20AM.png)
•Office-focused downtowns are a thing of the past. By prioritizing safety and mobility in new multimodal districts, cities can attract residents and tourists and bring COVID-impacted neighborhoods back to life.
•Artificial Intelligence (AI) will open the door to new ideas, new talent, and new creative opportunities. The result will produce buildings that are more sustainable, better performing and responsive to individual needs.
•There continues to be a shift toward designing ageless communities that foster accessibility and affordability.
•The advent of “20-minute cities” is making central districts more lifestyle oriented.
The report breaks down its design forecasts into four groups: Work, Cities, Lifestyle, and Health, each with multiple subsections for different building types and occupants. For example, in the section about Designing for the Future Workplace, Gensler touches on office building developers, building transportation, build-to-suit and headquarters, financial services firms, professional services firms, consumer goods companies, technology companies, energy companies, foundations/associations/organizations, product development, government and defense agencies, media companies, and strategy services.
Gensler advises developers that tenants will continue to migrate to high-quality workplaces in vibrant urban communities, and that long-term sustainability remains a priority for tenants and investors. “We must design spaces that are agile enough to endure future challenges and flexible enough to rapidly evolve with the changing demands of the workplace,” the report states.
In its section on office-to-residential conversions, Gensler notes that it had studied over 1,000 buildings in more than 120 cities, and found just under one-third of them viable conversion candidates. The firm asserts that 3.3 billion kilograms of carbon would be saved if all of those prospects were converted.
“We are in an incredible moment of change and opportunity,” wrote Kevin Heinly, Global Work Sector Co-Leader in Gensler’s San Diego office. “We need a workplace experience that provides seamless technology that better serves our communities; that is bold on resilience; and that is designed to enhance our humanity, health, and our whole selves.” Janet Pogue McLaurin, Global Work Sector Co-Leader in Washington, D.C., added that the office “is no longer assumed to be the default place to work for most employees—today’s workplace must make its case for being a better and more effective place to work. Ultimately, the future workplace must be a compelling destination where people want to be. But most important, the workplace must be an effective place to work, where individuals and teams do their best work.”
![](/sites/default/files/inline-images/Lower%20Hill%20pittsburgh.png)
Renovation will be a key design prerogative
Gensler’s report continues in this vein, offering trends for different typologies. Some samples:
Gensler sees a rapid evolution of general urban master planning toward specialized city design that can meet blended work-life demand. The firm is confident that the chronic shortage of affordable housing can be met through strategic partnerships with nonprofit developers. And that investment in adaptation strategies will increase the profitability and desirability of urban real estate.
In Higher Education, on-campus renovations and reuse have become key development strategies. As hybrid learning becomes an expectation, institutions will find new ways to support different methods that include “hyflex” (which combines onsite and virtual instruction). The benefits of social connection and wellbeing are leading to new types of amenities.
The AI “goldrush” will drive the Mission Critical sector to new growth and designs, including sustainable options for more efficient operations. Existing data centers will be ripe for renovation.
Retailing that mixes the physical and virtual
Among the market sectors that Gensler evaluates in its Lifestyle chapter is Retail and Consumer Experience. Gensler isn’t ready yet to write off bricks-and-mortar stores, and believes that “blending, not bifurcation” from ecommerce and digitization is the formula for consumer engagement. “Hypercuration” will elevate the role of physical space.
Demand will continue for mixed-use retail developments that are anchored by sports and entertainment venues. Public spaces programmed as community catalysts will be market differentiators.
“Retail’s new purpose is wider, deeper, and more enduring than just transactions between buyers and sellers,” wrote Aaron Birney, Global Lifestyle Sector Co-Leader in Gensler’s Los Angeles office. “It’s about establishing a place, both physical and virtual, where customers feel valued and understood as part of a community. Brands are thinking about quality engagement across every outpost where they connect with their end users, including online, in store, through social media, or with a pop-up location.”
Comparatively, the digital experience will be driven by data intelligence and AI that further personalizes shopping and operational efficiency. Gensler foresees physical-digital ecosystems creating experiences in a hybrid future.
Technology will guide health sector
![](/sites/default/files/inline-images/Wichita%20State.png)
AI is also expected to play a bigger role in the Health sector and its future design. Gensler sees advances in AI, robotics, and other technologies requiring new collaborative spaces that accommodate multidisciplinary research, as well as specialized, small-scale manufacturing that can accelerate scientific innovation.
“We now stand at the precipice of the next science workplace—that amplifies how the science and tech sectors come together to capitalize on their power, not as singulars but as a convergence of forces,” said Chad Yoshinobu, Global Healthcare Sector Co-Leader in Gensler’s Seattle office.
Healthcare operators will also adopt AI to manage administrative tasks and lower the cost of care. Gensler anticipates a rise in mixed-use healthcare districts as rural hospitals continue to close, so establishing trust with those communities will be an imperative.
“Healthcare occupies an interesting place in most communities and is uniquely positioned to help heal some of the wounds and bridge divides,” wrote James Crispino, Global Healthcare Sector Co-Leader in Gensler’s New York office. “If we thoughtfully reimagine our approach to community engagement, clinical services distribution, and partnership models, we have an opportunity not only reshape outcomes but also build trust.”
Related Stories
Sponsored | | Apr 23, 2014
Ridgewood High satisfies privacy, daylight and code requirements with fire rated glass
For a recent renovation of a stairwell and exit corridors at Ridgewood High School in Norridge, Ill., the design team specified SuperLite II-XL 60 in GPX Framing for its optical clarity, storefront-like appearance, and high STC ratings.
| Apr 22, 2014
Transit-friendly apartment building now under construction
The new $44 million community is situated on eight acres, directly adjacent to the local Park-n-Ride, and a quick walk from a nearby light rail station.
| Apr 22, 2014
Bright and bustling: Grimshaw reveals plans for the Istanbul Grand Airport [slideshow]
In partnership with the Nordic Office of Architecture and Haptic Architects, Grimshaw Architects has revealed its plans for the terminal of what will be one of the world's busiest airports. The terminal is expected to serve 150 million passengers per year.
| Apr 21, 2014
10 design-build best practices
Design-build requires more than a good contract and appropriate risk allocation, says the DBIA. Everyone from the owner to the subcontractors must understand the process, the expectations, and fully engage in the collaboration.
| Apr 18, 2014
Multi-level design elevates Bulgarian Children's Museum [slideshow]
Embodying the theme “little mountains,” the 35,000-sf museum will be located in a former college laboratory building in the Studenski-grad university precinct.
| Apr 17, 2014
Online mapping tool helps teams determine multifamily project tax credit eligibility
Accounting and advisory firm Baker Tilly has launched a new, interactive online mapping tool that helps users determine if a business or development project may qualify for the New Markets Tax Credit or Low-Income Housing Tax Credit program.
Sponsored | | Apr 17, 2014
Technology enables state transportation agency to make the leap to digital design review
Earlier this month, my colleague and I presented a session to a group of civil engineers and transportation agencies about the tech trends in the AEC space. Along with advice on how to prepare your plan for controlled collaboration, we also talked through some practical use cases. One such use case was especially interesting, as it outlined a challenge not unfamiliar to government agencies who are contemplating the leap from paper to digital processes: how to securely migrate workflows.
| Apr 16, 2014
Upgrading windows: repair, refurbish, or retrofit [AIA course]
Building Teams must focus on a number of key decisions in order to arrive at the optimal solution: repair the windows in place, remove and refurbish them, or opt for full replacement.
| Apr 15, 2014
12 award-winning structural steel buildings
Zaha Hadid's Broad Art Museum and One World Trade Center are among the projects honored by the American Institute of Steel Construction for excellence in structural steel design.
| Apr 15, 2014
Chipperfield's sparkling brass-clad scheme selected to be new home of Nobel Prize
The distinctive building, with its shimmering vertical brass elements and glass façade design, beat out two other finalists in the Nobel Center architectural competition.