CREJ

40 / BUILDING DIALOGUE / March 2022 ELEMENTS Integrating Art Top Art Trends that Create Place in Commercial Developments T here’s no denying the power of arts and culture in commercial devel- opment. Our 2021 State of the Art Report found that 94% of the professionals we surveyed believe their commercial proj- ects would be less successful without art. As Chad McWhinney, CEO of McWhinney, notes in the report, “Art and culture allow us to honor a brand, a place, a story.” Let’s face it: Good art is good business. The more commercial real estate developers can incorpo- rate art into their facilities, the more benefits they’ll reap related to branding, employee engage- ment, return on investment and more. As we look into 2022, our curators are emphasiz- ing three trends impacting commercial projects: big art, placemaking and multiuse spaces. Finding ways to leverage art and culture in favor of these trends will bring substantial benefits. The big art trend allows developers to utilize large spaces to foster collaboration, while adhering to a more socially distance-based society. Further, large artistic attractions serve as landmarks, creat- ing memorable and shareable moments that entice repeat visits and attract new business. Large-scale, original artwork such asmurals and sculptures will make mixed-use spaces and multifamily properties stand out – especially those made by local artists. Take, for instance, the Rally Hotel in Denver’s Mc- Gregor Square, which is home to an 8-foot-tall in- teractive piece known as “The Machine.” The piece is made of 36 ornately designed blocks that visitors can touch and spin, drawing people into the space, and encouraging connection and curiosity. Another way to build connections is by creating an authentic experience. Art’s role in placemak- ing is powerful. After all, public art touches every space our society inhabits: buildings, walkways, transit locations and even parking structures. When integrated early and with intention, art becomes the critical, connective tissue between these places, fostering social cohesion and giving cities a heartbeat. As commercial developers look to incorporate art, they must move away from a simple picture on the wall. Instead, they should look for oppor- tunities to create authentic interactions. The ultimate goal is to connect individuals – and by extent, communities – to something larger than themselves. This is the exact purpose behind the Dairy Block. Through 10 public art commissions, the public al- ley pays homage to the original Windsor Dairy and the artistic “makers” who are at the heart of Denver’s arts and cultural community. Martha Weidmann CEO and Co-founder, Nine dot Arts Conor King, Third Dune Productions “The Machine”: Artist: Peter Yumi Dairy Block: Artists: Airworks Studio