2nd edition
BLD Creative
“We are designing for how people want to live, not just lease.”
Pria Rajput
Repositioning + Creative Strategist
It’s all about opportunity. Class C buildings, older, and underused properties are like hidden gems in busy cities. They’re cheaper to acquire, and with creative vision, they can become community anchors. Take Edmonton, for example: a developer purchased a half-vacant office tower downtown (60% empty!) and we are involved with repositioning it with converting it into a mixed-use hub with senior living apartments, a clinic, and coworking spaces. Instead of demolishing, they’re reusing the structure, saving costs, and meeting demand for housing and healthcare. For developers, it’s a chance to build where people already are and no need to start from scratch.
PRIA:
Why are developers purchasing Class C buildings these days?
DN:
Balancing old tenants with new vision. Many Class C buildings still have long-term renters like law firms or small retailers, but their needs might clash with a modern redesign. For instance, a Vancouver developer struggled to keep a printing business happy while converting their floor into a wellness center. At BLD, we work closely with owners to phase renovations, offer relocation support, or even integrate existing tenants into the new mix. Flexibility is key like turning a dated office floor into “pop-up” retail suites for local artisans during the transition.
PRIA:
What’s the biggest hurdle when repositioning these properties?
DN:
Physical spaces are competing with online shopping by focusing on creating immersive, experience-driven environments. Brands are using innovative design, interactive displays, and sensory elements to engage customers beyond just selling products. Stores like Nike and Glossier exemplify this trend—Nike features interactive zones for testing products, while Glossier’s stores are designed as Instagram-worthy destinations that encourage visitors to engage with the brand. These stores blend digital tools, like AR and personalized experiences, with physical elements to create memorable, multi-sensory environments. This shift toward experiential retail has become the new norm, setting physical stores apart by offering something online shopping can't: a deeper, more emotional connection to the brand.
PRIA:
How can physical spaces compete with online shopping?
DN:
To turn common areas into community hubs, the key is to design spaces that foster connection and interaction. This can be done by incorporating flexible layouts, comfortable seating, and multifunctional areas that invite people to gather, collaborate, or relax. Adding elements like cafes, event spaces, or areas for local vendors creates a sense of vibrancy and inclusivity. For example, WeWork transforms its shared office spaces into community hubs by offering not just workstations but also lounges, event spaces, and regular community events, encouraging networking and collaboration. Integrating local culture, art, and activities also helps strengthen the sense of place and ownership for the community, making the space feel like a central gathering point. The goal is to create an environment that feels welcoming and encourages people to spend time, engage with others, and be a part of something bigger.
PRIA:
How do you turn common areas into community hubs?
DN:
