Double Sharp Experiments
© No Walls Studio 2021
A sensory dialogue on spaces (and life). Centered on humans. We curate these experiments to shape (and reshape) how we navigate, consume and define the world—all, in an effort to avoid same and push the boundaries of placemaking.
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/ DRAG ME < >
WORK
WORK

MidCity District

THE SHORT

An insights-driven path to growth for The Rocket City.

RCP Companies
Huntsville, AL

A city-shaping developer in Huntsville, Alabama.

FOCUS

Deep Dive Interviews
Cultural Analysis
Hypothesis Validation
Amenity Programming

Deep Dive Interviews
Cultural Analysis
Hypothesis Validation
Amenity Programming

APPROACH
APPROACH

How do you design an entire neighborhood for a diverse and evolving population, in a rocket-ship-growth city?

You start by listening.

We worked with RCP Companies to get a gauge on the common and unique perspectives of transplants, long-time government employees, engineers, creatives/gen-z, millennials and baby boomers…all of the residents who are prime candidates for their new MidCity community.

Through a series of individual interviews and small focus groups, we uncovered geographic, generational and industry-centered preferences for what people want in where they live.

We added a layer of Cultural Analysis and an AI-driven multi-media survey to get even deeper into consumer feedback.

The result? A series of guidelines for design and marketing, and a high-level segmentation of user groups and their affinities for specific product features.

RCP Companies
Huntsville, AL

Understanding a city in transition.

With multiple residential projects in the mix, in a city that’s changing rapidly, RCP wanted to learn about how a variety of different residents—old, new, and prospective—think about life. We studied the different values these groups have in their housing choices. We helped the team reconcile our respondent’s perspectives across asset types, and think about targeted amenity strategies throughout the master development. 


RENDERINGS

UDA (Urban Design Associates)

PHOTOGRAPHS

Kelly Lopez

MIDCITY

midcitydistrict.com

RCP Companies
Huntsville, AL

RCP Companies

THE SHORT

An insights-driven path to growth for The Rocket City.

ID
Huntsville, AL

A city-shaping developer in Huntsville, Alabama.

FOCUS

Deep Dive Interviews, Cultural Analysis, Hypothesis Validation, +1

/Approach

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An insights-driven path to growth for The Rocket City.

MidCity District

THE SHORT

An insights-driven path to growth for The Rocket City.

RCP Companies
Huntsville, AL

A city-shaping developer in Huntsville, Alabama.

FOCUS

Deep Dive Interviews
Cultural Analysis
Hypothesis Validation
Amenity Programming

Deep Dive Interviews
Cultural Analysis
Hypothesis Validation
Amenity Programming

APPROACH
APPROACH

How do you design an entire neighborhood for a diverse and evolving population, in a rocket-ship-growth city?

You start by listening.

We worked with RCP Companies to get a gauge on the common and unique perspectives of transplants, long-time government employees, engineers, creatives/gen-z, millennials and baby boomers…all of the residents who are prime candidates for their new MidCity community.

Through a series of individual interviews and small focus groups, we uncovered geographic, generational and industry-centered preferences for what people want in where they live.

We added a layer of Cultural Analysis and an AI-driven multi-media survey to get even deeper into consumer feedback.

The result? A series of guidelines for design and marketing, and a high-level segmentation of user groups and their affinities for specific product features.

RCP Companies
Huntsville, AL

THE GOODS

With multiple residential projects in the mix, in a city that’s changing rapidly, RCP wanted to learn about how a variety of different residents—old, new, and prospective—think about life. We studied the different values these groups have in their housing choices. We helped the team reconcile our respondent’s perspectives across asset types, and think about targeted amenity strategies throughout the master development. 


RENDERINGS

UDA (Urban Design Associates)

PHOTOGRAPHS

Kelly Lopez

MIDCITY

midcitydistrict.com

RCP Companies
Huntsville, AL

THE SPACE

MidCity District

THE SHORT

An insights-driven path to growth for The Rocket City.

RCP Companies
Huntsville, AL

A city-shaping developer in Huntsville, Alabama.

FOCUS

Deep Dive Interviews
Cultural Analysis
Hypothesis Validation
Amenity Programming

Deep Dive Interviews
Cultural Analysis
Hypothesis Validation
Amenity Programming

APPROACH
APPROACH

How do you design an entire neighborhood for a diverse and evolving population, in a rocket-ship-growth city?

You start by listening.

We worked with RCP Companies to get a gauge on the common and unique perspectives of transplants, long-time government employees, engineers, creatives/gen-z, millennials and baby boomers…all of the residents who are prime candidates for their new MidCity community.

Through a series of individual interviews and small focus groups, we uncovered geographic, generational and industry-centered preferences for what people want in where they live.

We added a layer of Cultural Analysis and an AI-driven multi-media survey to get even deeper into consumer feedback.

The result? A series of guidelines for design and marketing, and a high-level segmentation of user groups and their affinities for specific product features.

RCP Companies
Huntsville, AL

Understanding a city in transition.

With multiple residential projects in the mix, in a city that’s changing rapidly, RCP wanted to learn about how a variety of different residents—old, new, and prospective—think about life. We studied the different values these groups have in their housing choices. We helped the team reconcile our respondent’s perspectives across asset types, and think about targeted amenity strategies throughout the master development. 


RENDERINGS

UDA (Urban Design Associates)

PHOTOGRAPHS

Kelly Lopez

MIDCITY

midcitydistrict.com

MidCity District

THE SHORT

An insights-driven path to growth for The Rocket City.

RCP Companies
Huntsville, AL

A city-shaping developer in Huntsville, Alabama.

FOCUS

Deep Dive Interviews
Cultural Analysis
Hypothesis Validation
Amenity Programming

Deep Dive Interviews
Cultural Analysis
Hypothesis Validation
Amenity Programming

APPROACH
APPROACH

How do you design an entire neighborhood for a diverse and evolving population, in a rocket-ship-growth city?

You start by listening.

We worked with RCP Companies to get a gauge on the common and unique perspectives of transplants, long-time government employees, engineers, creatives/gen-z, millennials and baby boomers…all of the residents who are prime candidates for their new MidCity community.

Through a series of individual interviews and small focus groups, we uncovered geographic, generational and industry-centered preferences for what people want in where they live.

We added a layer of Cultural Analysis and an AI-driven multi-media survey to get even deeper into consumer feedback.

The result? A series of guidelines for design and marketing, and a high-level segmentation of user groups and their affinities for specific product features.

RCP Companies
Huntsville, AL

Understanding a city in transition.

With multiple residential projects in the mix, in a city that’s changing rapidly, RCP wanted to learn about how a variety of different residents—old, new, and prospective—think about life. We studied the different values these groups have in their housing choices. We helped the team reconcile our respondent’s perspectives across asset types, and think about targeted amenity strategies throughout the master development. 


RENDERINGS

UDA (Urban Design Associates)

PHOTOGRAPHS

Kelly Lopez

MIDCITY

midcitydistrict.com

RCP Companies
Huntsville, AL

more work

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