MXD’s Approach – Casting the Place

Developing a property is more than bricks & mortar. It’s about creating a memorable “Place” that people respond to and want to return to. It’s about creating experiences and emotions that connect people with a place.

MXD creates Places the way directors create films or theatrical productions: we first seek to understand the target audience, we then prepare a script they will respond to, we cast the performers, create the set, and then perform the show.

The Audience

The first and most important step is answering this fundamental question: Who is this Place for? MXD undertakes detailed market analysis to understand the demographic profile of the local area, as well as their psychographic composition. What factors influence their decision-making? What is the demand? What’s missing in their local area? How can this Place appeal directly to the wants and needs of the local market?

The Script

Once MXD understands who this Place is for, how do we create the story that will inspire them to visit time and again? As with a movie’s opening shot – how does the project look as you approach it? How do you enter it? How do you park? What do people experience as they navigate through the development? Where are the opportunities to create a memorable experience? The closing shot – how do people leave the project when it comes time? What is their last impression? These are key questions that create the “Script” that ultimately determines the success of a development.

Casting the Performers

A great performer sets the tone of a production and draws us into its magic. The performers at a Place also play the same role. They can be the one-of-a-kind fashion store that everyone is raving about, or the magic of a colorful nighttime fountain light show, the cool boutique hotel overlooking the park or the variety of housing formats surrounding and/or within the Place. When you cast the right performers, you create a place people respond to emotionally and want to return to.

Creating the Set

Great casting is essential to a great movie. But the Set also plays a role. How is the project laid out? What is the look and feel of the Place? We work with the development’s architectural and planning team to ensure the project works from an end-user’s perspective, and that it integrates the latest international design trends. MXD strives to connect the dots between the Planner, Architect, Developer, Investor, Tenant and Consumer.

Performing the Show

Once the project is built and running, it must continuously strive to be a compelling destination. MXD works to ensure that the project will perform optimally over time. This includes basic planning insight that ensures day-to-day operations run smoothly. It also includes marketing planning to identify amenities, attractions and events that will further embed a project within the community.