With the pandemic still fresh in our memories, a meaningful in-person experience is needed. While remote work, e-commerce, and virtual socializing have made inroads into the community, enforced isolation through lockdowns has made many people crave real human interaction.
Real estate developers, once seen to adapt slowly to the consumer’s changing demands, have now started embracing a community-oriented approach to foster in-person engagement. Art and culture play a crucial role in this community-focused strategy.
Reimagining Spaces to Reflect Modern Lifestyles
Real estate professionals are rethinking properties to accommodate the evolving needs of consumers, prioritizing health, environment, and community. One trend that is making a trend is reimagining old mixed-use and grocery-anchored developments thought to be losing their impact on e-commerce and the pandemic.
These spaces have been revitalized in animated zones that pack in much more than retail – a hotspot of dining, entertainment, working, and recreation. Central to the whole scheme is a careful interweaving incorporating cultural elements that voraciously instill a sense of place.
The Power of Culture in Community Connection
A study commissioned by the Knight Foundation highlighted the critical role of arts and culture in strengthening community bonds. It found that “people with access to arts and cultural activities are more attached to their communities—in both feeling and action.” Such amenities enhance residents’ quality of life and raise their willingness to spend time and resources within the community.
Further research, supported by the National Endowment for the Arts, emphasized that “place-based arts and cultural practices, or creative placemaking, can help grow social cohesion to encourage community well-being.” Developers have developed powerful ways to unite people and build empathy through shared experiences, thanks to places like pop-up galleries, maker markets, public performances, and art installations.
Authenticity as the Cornerstone of Community Development
Effective creative placemaking depends on a genuine connection to the community it serves. Developers incorporating local flavor and cultural authenticity create inclusive and deeply rooted environments.
Boston’s Assembly Row exemplifies this approach by featuring regionally inspired restaurants and locally crafted beverage vendors. The site also hosted a monthly pop-up market, inviting 30 small businesses to showcase handcrafted goods. These efforts highlight a commitment to supporting local voices and experiences even when using outdoor or underutilized spaces.
Similarly, Danbury Fair in Connecticut partnered with Ben Bell’s Project to promote kindness through community-submitted artwork. Selected drawings were transformed into mosaics and auctioned for charity, illustrating how art can reflect shared values while activating public spaces.
Keeping Engagement Fresh and Frequent
Consistent programming is essential to maintain that consistent rhythm. The management team at 2ND & PCH in Long Beach, California, continuously evaluates the kind of experiences that would be important to visitors. Past activations have ranged from fitness fests to cultural celebrations like the Lunar New Year in partnership with Sister Cities of Long Beach and salsa dancing under the stars.
Such initiatives are tailored to a wide demographic, encouraging repeated visits and cultivating a loyal community base.
More Than Just Real Estate
Ultimately, constructing living, working, and shopping spaces is no longer sufficient. Today’s consumers want to connect with others and their environment’s character. Building a mixed-use development with space to live, work, and play cannot ensure a property’s success.
The developers who prioritize art and culture in their offerings have found ways to better align themselves with the community. This has helped most of them increase foot traffic and occupant happiness while creating exceptional places that resonate meaningfully with the people they serve.
