playful spaces as catalysts for urban transformation

Playful Spaces as Catalysts for Urban Transformation

National Perspectives

James Siegal CEO, KaBOOM!

Candace Damon Vice Chairman, HR&A Advisors

Connie Chung Director, HR&A Advisors

Local Case Studies

Kenneth Edelstein President, Candler Park Conservancy

Carrie Sagel Burns President, Castleberry Hill Neighborhood Association

HR&A is a real estate and economic development consulting firm that partners with design firms to lead

collaborations of the public, private, nonprofit and civic sectors. We provide financial analysis, strategic

advice, project management and facilitation with the aim of transforming communities in the United States

and abroad.

We are at the leading edge of a movement to design, operate, program & fund the development of new urban open space.

Planning Design & Construction Phased Implementation Complete

MSP

San Francisco

Phoenix

Seattle

Philadelphia

Memphis

Atlanta

Manhattan

Brooklyn

Cincinnati

Boston

Santa Monica

THE CASTLEBERRY SPUR

New Amsterdam Spirits believes that great things happen when people come together. Whether over shared drinks or shared causes, we challenge locals to join one another in celebrating the best of their town.

The New Amsterdam Fund Mission Statement: New Amsterdam is on a mission to bring communities together. Through the New Amsterdam Fund, we’re committing to revitalizing public spaces for community enjoyment, making each a place where locals can come together to enjoy the city in which they live.

Castleberry Hill was the name generally associated with a topographic rise that peaked along Walker Street between Fair and Stonewall Streets on land owned by Daniel Castleberry, an early settler and grocer. As Atlanta grew after the Civil War from a newly chartered city to a regional rail distribution center, so did Castleberry Hill. The area began as a residential district with Peters Street functioning as a trade and commercial strip supporting adjacent residential areas as well as the railroad-related businesses.

Today, Castleberry Hill is a unique urban community with a strong historic identity. Many of the early 20th-century warehouse buildings have been converted to lofts and are now the predominate housing type. The population is culturally diverse and the area is continuing to grow in both the number of residents as well as retail and other establishments.

Design ChallengeCreate a branded public space at 310 Trenholm Street to support a variety of uses including small festivals, market places, art exhibits, recreation, and live performances.

Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 0 Nts N 2016.03.04

NEW AMSTERDAMPOP-UP SPACECASTLEBERRY HILL

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Neighborhood Analysis

Castleberry Hill Neighborhood Boundaries

• Spring Street at I-20 • along I-20 to McDaniel Street • North on McDaniel Street to Northside Drive • along Northside Drive to MLK Jr. Drive • East on MLK Jr. Drive to Russell Plaza • South from Russell Plaza to Mitchell Street • East on Mitchell Street to Spring Street • South on Spring Street to I-20

Key

Existing Restaurants

Existing Art Galleries

Existing Recreation Areas

Site: 310 Trenholm Street



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5 MINUTE WALKING RADIUS

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15 MINUTE W

ALKING RAD

IUS



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TRENHOLM STREET VIEW

VACANT LOT VIEW

THE SPUR VIEW

Castleberry DemographicsPopulation 2,225Median Household Income $35,540Average Household Net Worth $383,969Long-term Residents (5+ years) 14%Annual Turnover 23%Median Age 31 years

WALKER STREET

CAR TRAFFIC

THE SPUR ENTRANCE

FOOT TRAFFIC



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PERFORMANCES

SOCIAL DRINKING

NIGHT MARKETS

PREPARED FOOD MARKET

OUTDOOR LOUNGER

LARGE SCREEN

FOOD TRUCKS

OUTDOOR MOVIES

FOOD KIOSKS

POP-UP EATERIES

REC & ACTIVITIES

SOCIAL SEATING

LAWN GAMES

INTERACTIVE GAMES

WIFI/CHARGING

GAME TABLES

Project for Public Works conducted a survey asking the residents of Castleberry Hill what they would like to do in the vacant lot space.

What do YOU want in your community space?

Results

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 2016.03.04


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LIVE PERFORMANCESMUSIC, MOVIES, SHOWS1

SOCIAL INTERACTIONGAMES, FOOD, DRINK2MARKET PLACEARTS & CRAFTS3RECREATIONSOCCER, BOCCE, FRISBEE4

Design Drivers

Design ConceptCreate a community driven environment that reflects the authentic local culture of Castleberry hill, serves as a cultural catalyst for the new Amsterdam Fund, and encourages potential partnerships for future projects.



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PRECEDENTSinspiration

inspiration photos and visuals from the local area and source product

Railroad

Snake Nation

Arts District

Brand Identity

Design Ideas

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NEW AMSTERDAMPOP-UP SPACE

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CASTLEBERRY HILL

PRECEDENTSLandscape

using the landscape to reinforce the design concept

Manipulated Landscape

Rail Road Ties

Unique Materials

Reusing Cut from Soccer Fields

Trees in the Terraces

Hardscape as Accent

Design Ideas

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CASTLEBERRY HILL

PRECEDENTSRepurposing

repurposing common local materials into dynamic space

Milk Crate Transparent Wall

Container Marketplace

Container VIP Seating

Pallets on Walls

Pallets as Stage

Reclaimed Objects as Art

Metal as Tapestry

Communal Spaces

Design Ideas

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CASTLEBERRY HILL

PRECEDENTSinspiration

inspiration photos and visuals globally and locally

Sense of Fun and Playfulness

Unique Materials

Textural Variety

Reclaimed Materials

Reporpused Elements

Design Ideas

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CASTLEBERRY HILL

PRECEDENTSBerges de Seine

The Berges de Seine, located in Paris, France along the River Seine opened in the summer of 2013. The approximately 1.5 miles stretch features gardens with local plants, entertainment venues, and innovative areas for adults and children to play and relax.

Lounge seating

Local plants

Multi-levels

Natural materials

Containers

Design Ideas

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PRECEDENTSContenedores Food Place

The Contenedores Food Place is locatin Medellin, Colombia. It’s a food hall restaurant made up of shipping conta

Cafe seating

Sheltered areas

Incorporated greenery

Variety of materials

Containers

Active Evening Presence

Design Ideas

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PRECEDENTSthe site

located at the southern edge of the neighborhood, potential anchor

Pallet Fencing

Urban Garden Next Door

Extending the Sidewalk

Utilities in the Eastern Corner

Edge of the Neighborhood

Changes in Elevation

Design Ideas

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Southern Anchor

Active Evening Presence

Local Gathering Spot

Community Culture

Encourage Arts

Changing Environment

Sunday Market in Urban Garden

Design Ideas

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PRECEDENTSthe site

located at the southern edge of the neighborhood, potential anchor



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Trenholm soccer fi eld grading0’ 30’ 11.24.1

NOT FOR CONSTRUCTTrenholm soccer fi eld grading0’ 30’ 11.24.1

NOT FOR CONSTRUCT



NOT FOR CONSTRUCT



NOT FOR CONSTRUCT

Section at Trenholm soccer fi eld Space11.24.1

NOT FOR CONSTRUCT

AREA OF CUT AREA OF CUT

VISUAL / AUDIBLE CONNECTION - PHYSICAL BARRIERRELATIONSHIPS AND DIRECTED VIEWS

AXIAL SEQUENCINGPERFORMANCE VARIETY

SHIFTED GRID, RELATIONSHIP TO WALKER, BRANDINGSCALES OF SPACE

EXTRA LARGE

LARGE

MEDIUM

SMALL

SMALL



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TRENHOLM STREET

LARK

IN P

LACE

NEW AMSTERDAM POP-UP AND REC FIELDS 310 TRENHOLM STREET | AP1.002

Drawing North

8 150 6030

FOOD TRUCKS

20’-0” ROLLING GATE

PALLET ENTRY PYLONS - UNDERLIT

PERVIOUS GRAVEL PARKING LOT - 14 SPACES

CONCRETE WITH RECYCLED GLASS

LAWN - LOW MAINTENANCE GROUNDCOVER

COMPOSITE WOOD DECKING - 2 TYPES

PALLET STRUCTURE - STAGE AND CANOPY

RAIL ROAD TIE LIGHT POSTS

STRING LIGHTING

GUARD RAILS

60’-0’ BOCCE COURT

REUSED SHIPPING CONTAINERS - BLUE

MANIPULATED LANDSCAPE & FIRE PIT

7 V 7 SOCCER FIELD - ARTIFICIAL TURF

STONE GABION WALL TERRACED SEATING

WOODEN FARM STYLE FENCING

TENSILE FABRIC SHADING

BERMED EARTH - REUSED FROM CUT ON SITE

PROJECTABLE TENSILE SCREEN SURFACES

RAIL ROAD TIE SEATING

BRANDED CASEWORK COUNTER

STORAGE AREA AND DOOR IN 1/2 CONTAINER

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SITE PLAN

Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 0 N 2016.03.04


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SITE PLAN

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TURF BMANUFACTURER: SYNLAWNMODEL: SYNLAWN 356COLOR: LIGHT GREEN

TURF BMANUFACTURER: SYNLAWNMODEL: SYNLAWN 356COLOR: LIGHT GREEN

DECKING AMANUFACTURER: FIBERONMODEL: GOOD LIFE DECKINGCOLOR: CABIN

DECKING BMANUFACTURER: FIBERONMODEL: GOOD LIFE DECKINGCOLOR: VILLA

PAVERSMANUFACTURER: HANOVERMODEL: GRANITE PAVERSCOLOR: BASALT BLACK

GRANITE CRUSHED STONEMANUFACTURER: N/AMODEL: SMALL COLOR: BASALT BLACK

TRENHOLM STREET

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FINISH PLAN

SIDE TABLEMANUFACTURER: LOLL DESIGNS MODEL: ADIRONDACK SIDE TABLECOLOR: BLACK

CAFE CHAIRMANUFACTURER: ARC EN CIELMODEL: FOLDING CHAIRCOLOR: BLACK

CAFE TABLEMANUFACTURER: ARC EN CIELMODEL: FOLDING TABLECOLOR: BLACK

LOUNGE CHAIRMANUFACTURER: LOLL DESIGNSMODEL: ADIRONDACK ROCKERCOLOR: BLACK

UMBRELLAMANUFACTURER: TUCCIMODEL: OCEAN MASTERCOLOR: BLACK - CLASSIC SQUARE

CHAIRMANUFACTURER: MAGISMODEL: SPUNCOLOR: BLACK

TRENHOLM STREET

LARK

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LACE


Drawing North

8 150 6030



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FURNITURE PLAN

LEVEL 010' - 0"

LEVEL 010' - 0"

LEVEL 010' - 0"

NEW AMSTERDAM POP-UP AND REC FIELDS 310 TRENHOLM STREET | AP1.011 5 100 4020

Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 0 N 2016.03.04


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SITE SECTIONS

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NEW AMSTERDAM POP-UP AND REC FIELDS 310 TRENHOLM STREET | AP1.010Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 0 N 2016.03.04


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AXONOMETRIC

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Playful Spaces as Catalysts for Urban Transformation

DISCUSSION

National Perspectives

James Siegal CEO, KaBOOM!

Candace Damon Vice Chairman, HR&A Advisors

Connie Chung Director, HR&A Advisors

Local Case Studies

Kenneth Edelstein President, Candler Park Conservancy

Carrie Sagel Burns President, Castleberry Hill Neighborhood Association