User Research

JFK International Airport

Queens, New York

With its curved rooflines, JetBlue Airways' first terminal responds to its unique location near Eero Saarinen's historic TWA terminal. From a functional standpoint, Gensler designed Terminal 5 to complement JetBlue's business model. The 640,000-gross-square-foot, 26-gate terminal provides exceptional customer service, with a tailored plan for circulation and seating in the concourse. The ticketing lobby and holdrooms are sized as transitory spaces, while concessions areas are larger as JetBlue customers tend to buy food and drink before boarding. Wider space between gates allows JetBlue's Airbus 320s to easily turn around, minimizing delays.

One Thousand Steps:
Brand Design

Multiple Locations

One Thousand Steps was PacSun's mall-based specialty shoe and high-end accessories store targeted to brand-conscious 20-25-year-old customers. Innovative wall storage units warehoused the majority of stock, allowing for greater on-floor category merchandising and display opportunities. Besides providing immediate product access for sale associates, these movable cabinets also contained illuminated niches to showcase multiple product categories. The center "orb," a molded fiberglass room, functioned as an integrated cashwrap and housed accessories such as bags, belts, wallets and watches.

The 365: AIGA Annual Design Exhibition

New York, New York

To celebrate the graphic arts industry's best work in 2005, Gensler collaborated with the American Institute of Graphic Arts (AIGA) to conceive a display system as ingenious as the pieces on exhibit. Highlighted by a simple, iconic lightbulb, each piece is accompanied by a statement from the designer. As visitors view each piece, a light bulb wired to a motion sensor illuminates a translucent credit panel serving as a backdrop for the entry. As visitors trigger each sensor, text containing the designer's "big idea" is highlighted. The exhibit design is organized to showcase both the individual and collective excellence of the featured work.

CityCenter Sales Pavilion and Marketing Material

Las Vegas, Nevada

CityCenter enables people to experience Las Vegas as true insiders in one of the world’s most remarkable settings. As Executive Architect, Gensler provided information critical to the development of a successful residential sales experience. In partnership with the MGM MIRAGE® Residential Sales team, Gensler has set a new benchmark for the world’s greatest luxury sales experiences. A multi-disciplinary Gensler team of brand strategists and interior, graphic and environmental designers collaborated to craft every facet of the customer experience, from designing the actual space and concepting videos to developing the content and design for all of the printed sales collateral.

Motorola M-Lab

Sunrise, Florida

Gensler teamed with Motorola to develop Motorola M-Lab, an "edu-tainment" venue that exposes kids to science, technology and innovation at career-focused theme park Wannado City in Florida. Gensler created an experience where tweens aged 8-12 play as "M-ventors" in Motorola's Innovation Lab, solving a unique problem using an interactive video game and working in teams. The result is an experience providing fun, learning and a new and positive connection to the Motorola brand.


Providence, Rhode Island

To reposition its brand to customers and prospective international development partners, IMAX wanted to develop a prototype design for its theater interiors and communications. The design needed to be scaleable for application to a range of new and existing venues. Gensler’s approach emphasizes a bold, bright, clean and modern aesthetic that connects to both the brand’s heritage and its continuing leadership in entertainment technology — challenging the traditional movie theater experience on every level. Examples include illuminated walls replacing traditional movie posters and large-scale graphics integrated with architectural surfaces that serve as the wayfinding system.


Chicago, Illinois

Gensler and Pantone have partnered on a number of projects, including showroom designs for NeoCon 2002, 2003 and 2004 that showcased the Pantone for Architecture and Interiors range of products. In redesigning the literature for that product line, as well as for Pantone for Fashion and Home products, Gensler looked toward encouraging the contract industry to adopt the system, already well-known in the graphic design industry. Print materials included fact-heavy data and pricing sheets as well as image-heavy “concept brochures” that function as an inspirational editorial presentation of products and colors.


New York, New York

Two former Broadway theaters are combined architecturally to create the expansive, column-free, four-story flagship superstore for this renowned retailer. An unprecedented combination of innovative retail design, entertainment architecture and groundbreaking graphic communication has resulted in not just a shopping experience, but a premier tourist destination. A 60-foot-high indoor Ferris wheel greets customers and offers panoramic views of the store. To stand out in media-dense Times Square, the building’s entire façade was transformed into a billboard; the high-tech system is controlled digitally, but allows for views into the store and creates an intriguing experience for visitors inside and out as they watch the six image surfaces revolve.

Brand Design

Safat, Kuwait

A phonetic translation of an old Kuwaiti word for children’s role playing, Baroue’s core identity expands on this idea with the “O” of Baroue becoming a series character faces. Additional role-playing characters employed in printed applications create a whimsical, kid-friendly brand system that extends to private-label merchandise. Translating parent company MS Retail KSC’s vision to design strategy, Gensler developed the Baroue brand to comprise Baby Baroue, Baroue Kids, Baroue Toys, Baroue Maternity and Club for teenagers. The core brand identity program links individual brand offerings, while subtly differentiating the different stages of a child’s development.

Miracle Mile Shops at Planet Hollywood

Las Vegas, Nevada

In repositioning the Aladdin Hotel and Desert Passage-themed retail environment, Planet Hollywood aimed to “de-theme” and create an engaging, contemporary shopping destination. In the redesign, Gensler set a tone that is active and energetic, expressed by a vibrant and colorful graphics program that features coordinating wallpapers and surface treatments, furniture, fabrics and floorings. The vivid play between color, scale and geometry makes a bold statement, punctuating the spaces above and between storefronts. Encompassing public areas, signage, wayfinding and retail tenant guidelines, the repositioning spanned the center’s 1.5 miles of retail space and has since yielded increased rents, occupancy, visitors and sales.


Reston, Virginia

Gensler teamed with Passion Food Hospitality to design this new 10,000-square-foot restaurant featuring exceptional seafood and a thriving bar scene. Passion Food’s vision was to create a place that is organic, elegant and humanistic. Gensler responded with a space that exudes tasteful richness, graceful hospitality and a restrained style, flowing from intimate to grand, with ceiling heights ranging from eight to 19 feet. Finishes include deep woods, rich textiles, iridescent teal and silver tiles, and chandeliers that mimic undersea bubbles.

Keck Hospital of USC, Public Spaces & User Experience Study

Los Angeles, California

The University of Southern California’s acquisition of University Hospital created an opportunity to develop a facility where its Keck School of Medicine physicians could focus on teaching, research and patient care while aligning itself with the user experience. Bringing a strategic approach to the methodology in designing a facility that truly reflects the vision, mission and academic quality of USC, Gensler facilitated a study focusing on the experiences of patients, families, staff and hospital leadership. Using evidence-based design methodology, the team uncovered five key drivers for the design of public spaces: legacy, comfort, quality, clarity and environment. requires a more recent version of the Flash player than you currently have installed, and JavaScript turned on to view this content.

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About Us
As architects, designers, planners and consultants, we partner with our clients on some 3,000 projects every year. These projects can be as small as a wine label or as large as a new urban district. With 2,000+ professionals networked across more than 30 locations, we serve our clients as trusted advisors, combining localized expertise with global perspective wherever new opportunities arise. Our work reflects an enduring commitment to sustainability and the belief that design is one of the most powerful strategic tools for securing lasting competitive advantage.


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Download "Design Update: The Ritz-Carlton and JW Marriott at L.A. LIVE" (pdf) to learn how L.A.'s sports-entertainment district gets its landmark.