The Nordic Development: Reframing A Social Epicenter Through Thoughtful Programming
Client: United Properties LLC
Date Range: 2019
Summary: The Nordic is a 2-building mixed-use development in the heart of the North Loop Neighborhood that includes the creation of a new and 15,000 sf public plaza. The owner/developer United Properties retained The Musicant Group as a public space program consultant to develop use, activity, and event concepts that would ensure that the new plaza became the social center of the North Loop and supported the surrounding office, retail, and housing. The Musicant Group’s programming services helped position this space as “the front porch” of the North Loop, offering unique experiences to the public throughout the year, including: markets, concerts, movie nights, a fire pit, winter curling, lawn games, movable seating and more.
Project Goals & Strategy
Our goal was to help the new plaza at the Nordic became the social center of the North Loop and support the surrounding office, retail, and housing.
Our strategy involved deploying our Program Model to engage users of the space on what types of experiences they wanted to have there, and bringing these experience into the design of the space, and focusing on launching the first event before handing over.
What we did
Discerned the experiences and uses that retailers would want to have in this space, and worked with designers to make sure space could accomodate those experiences.
Lead advisor to United Properties on the translation of the Program Model into the design, furnishing, and event plan for the public spaces.
Launched the space and served as the primary programmer, overseeing inaugural outdoor music series, holiday events, and the creation of a unique outdoor curling experience.
Created strong neighborhood partnerships, and facilitated collaboration with them on events.
Outcomes & Benefits
The Musicant Group’s programming services positioned the plaza to offer unique experiences to the public throughout the year.
Surrounding retail and office space use has increased, and The Nordic development has won numerous awards since.
After launching our program, we successfully transferred the programming to property management and on-site business managers to carry on into the future.
