Writing on place, culture, activations, and the intersection of brand and commercial real estate in the Coachella Valley. Published by the Open + Range practice at Clozing CRE.
A 1968 building doesn't become architecturally significant by accident. It becomes significant because someone understood that the space itself was the message — and had the confidence to design accordingly. The Elrod Studio on Palm Canyon is that kind of building.
A landlord thinks in terms of income. A great landlord thinks in terms of the story the building tells when the right tenant is in it.
Palm Springs isn't a secondary market anymore. The question is what kind of primary market it wants to be — and which buildings get to define that answer.
Scent as landscape. Skincare as autobiography. What it means to build a product brand from a place rather than toward one.