Bringing People Together: Creative Placemaking
FlatironCity: Helping A Vintage Building Stay Relevant
Nestled in the bustling core of downtown Atlanta, FlatironCity emerged from the early 20th century with a unique story to tell. Once a beacon of commerce and innovation, it has receded into the shadows of modern construction and offices. Yet, its journey from an overlooked office space, often mistaken for a residential building, to a vibrant cultural hub is a testament to the power of Creative Placemaking.
Understanding Creative Placemaking
Our team at Torque embraced this challenge with zeal. But how do you support a historical building to be seen as a lively, engaging community space? The answer lies in understanding and leveraging the essence of Creative Placemaking. Creative Placemaking, as defined by recent research, involves more than just physical transformation. It's about injecting life into spaces through art, culture, and community engagement, thereby fostering a deeper connection between people and the places they share. This concept guided our approach to creating intrigue and marketing for FlatironCity.
Art as a Catalyst for Engagement
Enter Neka King a dynamic artist with a deep connection to Atlanta's cultural pulse. On top of being a nomination recipient for the Windgate Fellowship in 2016 and a two-time Maron Bowen David Award winner, she embodies the city's diverse spirit and creative energy. Her vibrant, thought-provoking art was the perfect medium to ignite interest in FlatIronCity.
We didn't just use King's art as decor; we turned the building into an immersive art experience. Columns wrapped in her colorful works, architectural surfaces transformed into canvases, and building flags flying high with her designs – all inviting the community to engage and connect.
The "Art of Office" Event
The highlight was a unique event, the "Art of Office". It wasn't just a gathering; it was a celebration of creativity, community, and the new-age flex office concept. The event featured Neka King sharing her inspirations and a talk by Torque’s Eric Masi, highlighting the symbiosis of art and community. The inclusion of renowned commercial real estate influencer, Re’Nauta Bell who was actively involved in the program and leveraging digital advertising, added a dynamic layer to the narrative, propelling FlatironCity into the digital limelight.
Digital Influence and Community Response
The response was significant. The event drew attendees of all types (business people, brokers, local artisans, neighborhood fans of the building, tenants and more), helping transform the event into a sensation online and in person. But this transformation is more than numbers. It embodies Torque's philosophy of breaking from traditional marketing. We believe in creating experiences that resonate on a deeper, more meaningful level.
Beyond Traditional Marketing
Through projects like FlatironCity, we redefine marketing. It's not just about selling space; it's about creating engaging, holistic experiences that resonate with the community's heart and soul. Our mission is clear: transform spaces into community landmarks and hubs of tenant engagement, blending culture, and fostering connections.
FlatironCity is a vibrant symbol of Creative Placemaking. It's a story of rejuvenation, a harmonious blend of history and contemporary culture, and a living example of how spaces can be more than just physical structures. It's about creating places that celebrate community, culture, and connection.