How Placemaking is Changing How We Build & Brand Commercial Spaces
Walkable streets. Open-air patios. A mix of local shops, restaurants and creative spaces. What used to be the domain of urban planners has made its way into the world of branding and commercial development.
More and more, we’re seeing retail spaces bring more intention to their design, pulling people in with a curated vibe. And not just for aesthetics or foot traffic. This is about building a sense of community.
These days, it’s not enough to fill a building with tenants. In our increasingly flexible and digital world, people are craving connection—but on their own terms. They’re seeking out community in places that feel welcoming and human. Places that reflect who they are and what they care about. Places that don’t feel like anywhere, but somewhere.
This has developers thinking more holistically about how a space feels, how tenants interact and how it all contributes to a shared sense of place.
It’s about creating environments that feel connected, intentional and worth showing up for.
To better understand how placemaking is shaping modern development (and why brands should care), let’s take a closer look at what it is and where it comes from.
What is placemaking? Definition, origin & principles
Placemaking is an urban planning concept that dates back to the 1960s, when urbanists advocated for places designed for people, not just cars. At its core, it’s about designing public spaces through the lens of the human experience (focusing on how people gather, interact and feel in the space) to promote community well-being and connection.
There are four different types of placemaking:
Standard placemaking: Focusing on creating engaging, quality spaces where people want to live, work and spend time
Creative placemaking: Encouraging creativity and engagement through art and cultural activations (murals, events, performances, etc.)
Tactical placemaking: A phased approach to placemaking, testing smaller, less costly and less risky improvements to a space to gather feedback and build support from the community
Strategic placemaking: Designing with a larger, long-term goal in mind (such as attracting new businesses or fostering innovation or sustainability)
Regardless of the approach, placemaking is guided by a few core principles, including community input (listening to the people who will use the space), accessible design (ensuring spaces are inclusive and welcoming for everyone), sociability (designing for interaction and connection), multi-use functionality (encouraging a range of activities), local character (reflecting the area’s unique identity and culture) and stewardship (fostering a sense of pride).
In traditional urban placemaking, this might look like transforming a vacant lot into a vibrant park, adding seating, greenery, food trucks and art installations to encourage lingering and interaction. Or it might look like preserving historic buildings and landmarks in a particular district.
But more and more, we’re seeing those same principles show up in commercial developments, community districts, and even individual brand experiences. From how a plaza is laid out to the tenant mix inside a building, placemaking has become standard practice for shaping environments that people actually want to spend time in.
Placemaking as a commercial strategy
Smart developers are taking a cue from placemaking to design environments around more than just square footage. From mixed-use districts to boutique retail centers, we’re seeing a growing emphasis on curating destination spaces. Because today’s consumers aren’t just looking for a place to shop or work or grab dinner. They’re looking for a place to be. A place that reflects their values and supports their lifestyle.
Developments are becoming lifestyle ecosystems: spaces where retail, dining, wellness and creative energy come together in a way that feels natural and alive. People walk, linger, interact. They get to know the businesses. They build their routines around them.
Creating these places means thinking beyond occupancy and revenue, and instead asking deeper questions about purpose, personality and people.
As we discuss in our 2025 Charlotte Hospitality & Retail Guide, this mindset is reshaping how leasing strategies work. It’s no longer just about getting the highest bidder in the door. It’s about asking:
Who will drive not just revenue, but culture?
Who creates experiences that spark connection, conversation, or a sense of belonging?
Who adds stickiness to the experience, making people want to stay longer and come back more often?
It influences everything from architectural layout to signage and programming. Flexible gathering spaces, public art, walkability and intentional sightlines all play a role in shaping how people move through and engage with the space.
When done right, the result is a commercial property that lives and breathes like a neighborhood. One that attracts loyal customers, frequent foot traffic and even positive press. One that doesn’t just look good on paper, but feels good to be in. That’s the kind of intangible value that builds long-term equity for brands and communities alike.
Brand experiences as micro-placemaking
Think about the brands you love. Chances are, they’re not just delivering a product or service. They’re delivering an experience. From the music to the materials to the scent in the air, everything is part of a sensory environment that draws you in and makes you want to stay awhile.
That’s what sets smart brands apart: they design spaces that don’t just function, but belong. They leverage principles of placemaking to create environments that build connection. From their physical space to their social profiles, they consider how people feel when they engage with them, and design with intention and purpose.
The takeaway: Build for connection
You don’t have to be an urban planner to embrace placemaking principles. Whether you’re launching a new concept or developing the next great mixed-use hub, the same ideas apply:
Build with intention
Prioritize human connection
Design for a sense of belonging
Because ultimately, people want more than a place to go. They want a place to be. And brands that create those kinds of spaces are the ones people come back to.
Want to build a brand that feels like a place worth showing up for? Let’s talk.