Identity-Driven Placemaking: The Differentiator in Commercial Real Estate

What makes someone choose to return to a space? In an oversaturated commercial real estate market, the answer increasingly comes down to how a place makes people feel. Identity-driven placemaking is emerging as the key differentiator between environments people forget and those they seek out. When built into the development process from the start, a thoughtful placemaking strategy can drive meaningful social and economic impact.

Placemaking as a Transformative Element

At its core, placemaking is the strategic process of designing spaces that resonate with audiences and leave a lasting impression. This approach aims to curate experiences, whether that’s encouraging social connection, engaging with the community, or driving commercial value. Beyond architecture, decor, or landscaping, placemaking elevates the built environment both by meeting physical needs and fostering emotional resonance, creating a memorable and engaging destination (Kinexio, 2025).

In addition to establishing cultural relevance, placemaking has quantifiable outcomes: time spent in the space, foot traffic, tenant retention, brand recognition, and economic value. This process is more than an abstract amenity. A strong sense of place is a deciding element in the success of commercial real estate developments.

The Modern Consumer Experience: Why Design Matters

Today's consumers have higher expectations for the spaces they spend time in, and the data makes that increasingly clear. Forward-thinking commercial real estate developers have a significant opportunity to elevate the consumer experience.

JLL’s 2025 Experience Matters survey sheds light on what people really want: Two-thirds of respondents expect the places where they live, work, and spend time to provide enjoyment, diverse experiences, and meaningful value in exchange for their time. In turn, 69% of people are more likely to pay for high-quality experiences, an increase from 65% in 2024. The top three drivers of experience in 2025 were safety and security, availability of multiple amenities, and health and wellness, presenting an opportunity for human-centered environments to meet these consumer expectations (JLL, 2025).

People are increasingly looking for personalized experiences, both in digital and physical spaces, as these spaces are often seen as extensions of personal identity.

• 80% of consumers expect personalized content from brands, with 75% of customers saying they're more likely to buy from brands that can deliver on this expectation (Deloitte, 2025)
• 74% of consumers like to visit brands that personalize their products or experiences (JLL, 2025)

Consumer expectations of personalization can extend to the built environment, where experiences shape our sense of place and belonging. We develop strong emotional and cultural connections to the spaces around us, which contribute to our overall feeling of belonging within them (Sun et. al., 2025).

At the same time, the in-person experience has never been more important. Consumers are looking to spend money on meaningful experiences over things, a shift known as the “experience economy” (Gensler, 2025). According to a 2025 Gensler report, people are seeking out high levels of interactivity, unique experiences, and opportunities to interact with purpose-built environments.

Altogether, these modern consumer behavior trends indicate the importance of personalized, unique experiences in an intentionally designed space. Commercial real estate developers are perfectly positioned to meet these consumer needs and drive economic impact.

Constraints and Evolution Within CRE

Commercial real estate is evolving alongside rapidly changing market demands. In recent years, incorporating art into the early stages of the design process has gained traction across the CRE industry. Developers are increasingly recognizing the value of spaces that foster community and creativity, weaving art into the development process from the beginning (Forbes, 2025).

As hybrid work becomes the norm, the in-office experience must adapt accordingly. The Leesman Index surveyed senior leaders across organizations nationwide and found that 98% of respondents' companies operate under a hybrid model, with 57% reporting a mandate to return to the office a set number of days per week, underscoring the growing need for "commute-worthy" offices. Within those organizations, 84% of leaders identify employee experience as a primary strategic priority, up from 74% in 2022. Despite this, financial constraints remain the most frequently cited barrier to implementing meaningful change (Leesman Index, 2025).

The data paints a clear picture: real estate leaders want to prioritize the human experience, but financial and logistical challenges stand in the way. Mixed-use developments that integrate art and identity-driven placemaking from the earliest stages of design offer a path forward, creating spaces that feel flexible, community-rooted, and commute-worthy.

The ROI of Art and Culture

Although grounded in the emotional experience, art and culture incorporated into the built environment drive quantifiable impact. A 2023 study measured the effect of placemaking on behavioral intentions by presenting participants with two virtual spaces: one with placemaking initiatives and one without. When surveyed about the two spaces, the participants’ results revealed clear outcomes:

• 50% increase in time spent at locations with placemaking strategies
• 53% increase in positive perception of the environment
• 77% increase in the likelihood for individuals to share information about the location
• 63% increase in positive feelings about the environment

Looking at the long-term ROI, the results are similarly impactful for real estate owners:

• Office leases in mixed-use developments have a 25% rent premium over market averages since 2014
• Properties within walking distance of well-designed public spaces have up to 26% higher value (RIOS, 2025)

Leveraging Identity-Driven Placemaking

CRE teams are navigating an increasingly complex set of demands: balancing tighter budgets, justifying space, attracting tenants, and driving long-term retention. Identity-driven placemaking offers a strategic response to these challenges. Rather than treating art and cultural programming as add-ons, developers who integrate placemaking at the design phase are better positioned to build spaces that resonate from day one.

This early integration is especially critical as the need for flexible, adaptable spaces continues to grow. JLL ranks optimizing space utilization as the second most important priority for CRE teams globally, cited by 51% of respondents. A well-executed placemaking strategy meets this need by creating environments that can evolve alongside the communities they serve.

How TurningArt Can Help

Art is a strategic tool for shaping how people experience a space. At TurningArt, we partner with real estate developers and leaders across the country to translate their vision into a cohesive, scalable art program. From curation to installation, our team of art advisors builds programs that are visually compelling, strategically considered, and designed to create a distinctive experience that keeps people coming back.

Connect with an Art Advisor below to learn more!