A5 CLIENT DOCUMENTATIONCHRISTAN MCCONNELL JENNIFER GONZALEZVANNESSA DIAZ

CLIENT: OWNEREAST END CAPITAL

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EAST END CAPITAL

ABOUT

Founded by Jonathon Yormak and David Peretz, East End Capital is a fully integrated real estate investment firm that identifies micro-markets within New York City and Miami that will outperform due to demographic trends, improving infrastructure and compelling fundamentals. The company has acquired over $1.3 billion worth of property, comprised of 2.25 million square feet of office, retail, and apartments and over 1 million square feet of development rights. East End has completed construction projects exceeding $250 million. East End currently has 18 team members in our offices in New York City and Miami.

STRATEGY

East End targets areas first and properties second. An area is analyzed largely through the lens of historical growth, employment data, population changes, median incomes, supply and demand characteristics, rents, past and repeat sales figures, and earmarked capital investment into infrastructure. East End seeks out off-market opportunities that are mismanaged, largely vacant, undervalued or otherwise distressed. Acquisitions generally possess a margin of economic safety due to a comparatively low-cost basis. Value is created through capital investment, operational improvements, branding, leasing, development, and a diligent focus on timely exit.

VALUES

The company seeks out-growth areas fueled by the arts and the creative class. East End adds value to their work through development and proactive asset management. Cutting-edge design, cost-conscious renovation, and timely development is a mainstay for the firm.

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JONATHON YORMAK: CO-FOUNDER DAVID PERETZ: CO-FOUNDER

ATTITUDE

EDUCATION

PROFESSIONALHISTORY

ATTITUDE

EDUCATION

PROFESSIONALHISTORY

“Each day represents an opportunity to further establish East End as an institutionally governed best-in-class real estate investment firm capitalizing upon trends that others have yet to see.”

B.A. from Colby CollegeJ.D. from Fordham Law School

B.S. from the Wharton School of Business at the University of Pennsylvania

FOUNDERS

“A positive and determined mindset is the secret to any and all success.”

Managing Principal at Ruben Companies and Broadway PartnersReal estate attorney at Fried Frank and Pryor Cashman

Director at Broadway Partners Was in the real estate investment banking group at Lazard Frères & Co

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PROJECT SYNTHESISGOALS + OBJECTIVES

DESIGN GUIDELINES

● Readapt three side-by-side warehouses into an unpredictable, dynamic commercial/retail destination that integrates open public space.

● Create a dynamic, inspired hub for dining and shopping, as well as gathering and socializing.

● Make Wynwood Arcade a reflection of the artistic and creative character of the neighborhood

● Design an open-air shopping/dining experience that integrates the exterior with the interior

● Utilize the existing structure and existing site to the greatest possible extent when considering the design of the building

● Incorporate features and activities that are beneficial to the local community

CLIENT: USEREMPLOYEES + CONSUMERS

Age Range: 20-50 years old User Profiles: Millennials + Gen XLocal Couples, Singles, + New ParentsThe “Environmental Activists”The “Clean Eaters”The “Fit-Life Advocates”

Number of Users: 200Activities: Shop, dine, drink, lounge, browseFF&E Requirements: Shopping carts (manual and electronic), tables, chairs, baskets, food scales

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USER TYPES:CUSTOMERS + CONSUMERS

THE WYNWOOD LOCALS

NUMBER OF USERS: 5ACTIVITIES: Planting, harvesting, and maintenance of produce growth on-siteFF&E REQUIREMENTS: Designated countertop space, Mobile carts, Storage units, Conveyor belt, Control station for lights, water, etc., Vertical and horizontal trays/shelving system for produce, Sterilized + controlled room

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USER TYPES:AGRICULTURE EMPLOYEES

AGRICULTURAL ENGINEERS

ENVIRONMENTAL ENGINEERS

NUMBER OF USERS: 3ACTIVITIES: Repairs and maintenance of hydroponic systems, administration of nutrients and water for produceFF&E REQUIREMENTS: Designated countertop space, Mobile carts, Storage units, Conveyor belt, Control station for lights, water, etc.,

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USER TYPES:RESTAURANT EMPLOYEES

CHEF + COOKS

SERVERS, RUNNERS + BUSBOYS

RESTAURANT MANAGER

HOSTESSES

NUMBER OF USERS: 15ACTIVITIES: Taking orders, Running food, Cleaning tables FF&E REQUIREMENTS: Waiting stations, POS stations

NUMBER OF USERS: 3ACTIVITIES: Oversee production and operations, Scheduling FF&E REQUIREMENTS: Office space, desk, computer,

NUMBER OF USERS: 3ACTIVITIES: Seat customers, take names FF&E REQUIREMENTS: Hostess station with storage, computer/iPad

NUMBER OF USERS: 5ACTIVITIES: Prepare and cook food, kitchen maintenance FF&E REQUIREMENTS: Fully equipped kitchen, countertop space, computer/other device to receive orders, cold storage

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USER TYPES:RETAIL EMPLOYEES

RETAIL SALES ASSOCIATES

STORE MANAGER

BACKROOM ASSOCIATES

NUMBER OF USERS: 15ACTIVITIES: Stock items, work cash wrap, sales floor maintenance, assist customers one-on-one FF&E REQUIREMENTS: Cash wrap, POS system, high chair

NUMBER OF USERS: 3ACTIVITIES: Oversee production and operations, scheduling FF&E REQUIREMENTS: Office space, desk, computer

NUMBER OF USERS: 4ACTIVITIES: Receive shipments, organize and manage backroom stock, stock items on sales floor FF&E REQUIREMENTS: Storage for products, movable carts

DEMOGRAPHIC CHARACTERISTICS:+ Millennials and Gen X+ Wynwood Locals

NUMBER OF OCCUPANTS:+ 56 total employees+ 200 customers

AGE:Is age a significant constraint for design development?

+ Yes, because it will decipher the types of spaces we design and the types of technology we incorporate into our design.

GENDER:+ Male and female

CULTURE/ETHNICITY:+ Multicultural users

SHARED VALUES AND BELIEF SYSTEMS:What is the cultural makeup of user population?

+ The user population is made up of people who are environmentally conscious and whose health standards are of high importance to them. They are people who value having a sense of community and supporting local businesses. They also value healthy habits as part of their lifestyle, as this metropolitan fresh market is to serve as a daily/weekly routine to the Wynwood community.

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COMMON VALUES:Which common values are significant?

+ Significant common values among users and employees are the importance of fresh and locally sourced food, the importance of sustainable design and sustainable living, and the importance of mental and physical wellness.

SYMBOLIC FORM:Is comfort from psychological symbols significant?

+ Yes. Our design goals include relieving user anxiety when shopping, and this will likely include inciting a feeling of comfort through different symbols and design features.

HEALTH:Self-supporting potential? Do they need personal physical assistance? Interceptive guidance needed? Physical signs? Information desk or kiosk support?

+ Yes. Users will have several options depending on preference and psychological/physical need when it comes to their shopping experience; they will either be able to do everything alone all the way through the checkout experience, or they will have the option to be provided with physical assistance and guidance. Wayfinding and physical signs will be inclusive and sensitive to all types of users.

PHYSIOLOGICAL + PSYCHOLOGICAL REQUIREMENTSSAFETY:

+ User safety is an important factor, as it connects to their anxiety levels when shopping.

ENVIRONMENTAL CHALLENGE VS. ENVIRONMENTAL COMFORT:Is comfort the primary concern for all the senses?

+ User comfort is a primary concern for all the senses, as it deals with lowering the user’s anxiety.

ILLUMINATION NEEDS:What are the required tasks?

+ The illumination needs for the user will depend on the following tasks: shopping and browsing, checking out, dining, and lounging.

How significant is flexibility?+ Flexibility is significant when changing the

layout of the retail and restaurant environment to fit the changing needs of the consumer.

INDIRECT REQUIREMENTS:Is there a specific mood requirement?

+ The space should fit a calm and relaxing mood for the shopper.

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PSYCHOLOGICAL NEEDS:How significant is this potential for well being, wayfinding, etc.? Where would this occur (landmarks, nodes, etc.)?

+ The user’s psychological needs are of high importance; these needs would be met when designing wayfinding, product display, and transitional spaces where traffic is high and stressors are usually found.

SPATIAL RELATIONSHIPS:Where are the acoustical privacy needs (adjacencies)?

+ Acoustical privacy is most significant in places like checkout and the dining area.

CLIMATE CONTROL NEEDS:Significance for sense of overall comfort? Significance for sense of overall well being?

+ The user’s overall comfort and sense of well-being is of maximum significance throughout the entire shopping and dining experience, as our main purpose is to reduce anxiety and promote mental well-being.

SECURITY CONSIDERATIONS:PLANNING + DEVELOPMENT

WAYFINDING REQUIREMENTS:Is there a need for landmarks, paths, nodes, districts, and regions? Is there a need for signage? Is there a need to use ambient conditions to enhance direction? Is there a need to mark space through structure and/or flexible elements?

+ Because we intend on redefining the usual food shopping experience, there is a definite need to use ambient conditions to enhance direction and to restructure wayfinding in the market setting to better guide the user through their experience. We will also need to mark space through structure and/or flexible elements when designing product display and store layout, as some aspects of the market will be permanent and others will be interchangeable depending on the user’s needs.

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PRIVACY CONSIDERATIONS:To what extent is personal space necessary?

+ Because markets tend to be crowded areas and thus lead to stress when shopping, personal space is a necessity when designing for this project.

Does the environment need to support a variety of activities?

+ Yes. The environment needs to support a variety of activities, from shopping, to dining, to the careful selection of fresh produce.

BELONGING NEEDS +SELF ACTUALIZATION

STYLE REFERENCE:What is the existing context? Should it be utilized in establishing the design direction?

+ The existing context is a mixed-use commercial building, which serves as a local hub for the community. This will definitely influence our design direction, as we aim to establish a similar concept.

INTERACTION CONSIDERATIONS:Is there a relationship between users? Is there potential for user discussion / interaction?

+ While there is not a direct need for user discussion/interaction, the same users will be frequently visiting the market and restaurant and will find themselves making relationships with each other and with the establishment’s employees, thus enhancing Wynwood’s sense of community.

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COMPETENCE OF INDIVIDUAL USERWhere are comfortable areas important?

+ Comfortable areas are important everywhere, but more specifically in the dining setting; “hospitality” calls for comfort.

PERSONALITY CHARACTERISTICS (INTROVERT/EXTROVERT):Should environment relate to this unique need by providing both public and private places for people to gather?

+ Yes. The environment should provide the user with different levels of privacy to serve their preferred method of shopping and dining and maximize their comfort and mental wellness.

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USER PROFILE:CUSTOMERS + CONSUMERS

AGE: 30 & 32

FINANCIAL POSITION: Liv and Rob own a local sustainable clothing and lifestyle store in Wynwood. They just recently opened their store after moving into the area a couple of years ago. They are busy 24/7 as their store is expanding and doing fairly well.

SOCIAL STATUS: Liv and Rob have been married for five years. They plan on having children sometime in the near future. They look forward to catching up with friends at the local bars and art scene when things are slower at their store.

THE LOCAL ENVIRONMENTAL ACTIVISTS

COMMON VALUES + PERSONALITY: + Sustainable living+ Giving back to the community+ Fans of local street art + Veganism and clean eating+ Yoga + Mental health advocates+ Tattoos + Animal lovers

Liv and Rob are both from Miami and come from a hispanic background. Having grown up in Miami, they are very proud to have started their own business and work hand-in-hand with local charities to give back to the community. They are constantly looking for ways to live sustainably and live a healthy lifestyle.

LIV + ROB HERNANDEZFIGURE 3.

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USER PROFILE:RETAIL + AGRICULTURE EMPLOYEE

AGE: 27

FINANCIAL POSITION: Jackie works as a retail employee at the Metropolitan Fresh Market. She is in training to oversee the planting and harvesting of the produce in the store’s vertical farm.

SOCIAL STATUS: Jackie is currently a graduate Agroecology student at FIU and just recently moved to Wynwood after completing her Bachelor’s. She lives alone and has a small dog.

THE YOUNGASPIRING AGRICULTURALIST

COMMON VALUES + PERSONALITY: + Sustainable living+ Running and skating+ Charity work and

volunteering+ Vegan+ Meditating+ Loves local breweries + Has an herb garden

Jackie is from Miami and grew up in Westchester where her neighbors were like family. She values keeping a close relationship with the people around her and believes in using her voice to spread awareness about the importance of sustainability, especially in Miami. She also suffers from anxiety and tries to be open about it as well.

JACKIE DE SANTOSFIGURE 4.

PROJECT SYNTHESISGOALS + OBJECTIVES

DESIGN GUIDELINES

● Provide the local community with a fresh take on food shopping and clean eating

● Educate Wynwood residents about the importance of sustainability and the benefits of fresh foods

● Change the stigma of overcrowded supermarkets and design with a focus on the user’s mental health

● Use technology to create personalized wayfinding and product display methods to relieve anxiety

● Use the building’s existing structure to create different shopping and dining settings like indoor and outdoor vertical farms to teach about sustainability

● Create different levels of privacy in the garden and dining settings to provide the users with the opportunity to gather and connect with the local community

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GOALS + OBJECTIVESTHE METROPOLITAN FRESH MARKET

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The goal of this project is to design a sustainable and permanent fresh market within a large metropolitan area that benefits the local community while also incorporating new and innovative technologies that facilitate a more convenient shopping experience.

MISSION STATEMENT

ORGANIZATIONAL GOALS + OBJECTIVES

The project should be a successful example of sustainable design and local food sourcing.

The project should promote a healthier lifestyle and serve as an easy way to maintain this sort of lifestyle.

The project should make the everyday task of shopping for food less stressful and more enjoyable.

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GOAL

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FORM

FUNCTION

The environment should be comfortable, clean, and relaxing. It should be designed using natural elements and materials and make the user feel as if they are at home.

The facility will provide food that is grown on site using hydroponic farms. The hydroponic farm can be placed anywhere in or around the store and is able to grow multiple types of produce at once. it uses recycled water and composted materials.

People will be able to pick their own food directly from the farm. This allows the user to feel confident in where their food is coming from and also promotes a more healthy diet.

The facility will incorporate technology that allows the user to move throughout the area in a more efficient way and will eliminate the feeling of being lost or unsure.

ECONOMY

TIME

Sell only locally sourced food or food grown directly on site

Utilize water conservation methods and use only recycled materials

Limit the amount of travel needed to transport goods to and from the store

In the future, more markets could be built using the techniques utilized in this project and the typical chore of shopping will no longer be seen as a chore but as something enjoyable.

FACILITY GOALS + OBJECTIVES

https://eastendcap.com/strategy/

https://www.bisnow.com/south-florida/news/economy/wynwood-25-apartments-east-end-capital-99384

https://therealdeal.com/miami/tag/east-end-capital/

https://www.mylife.com/jonathon-yormak/e952313227578

https://www.nationaljewish.org/about/news/press-releases/2016/new-york-air-society-honors-jonathon-yormak-of-east-end-capital

https://www.cpexecutive.com/post/office-market-trending-towards-a-hospitality-mindset/

http://www.wynwoodarcade.com/

https://wynwoodmiami.com/businesses/wynwood-arcade/

RESOURCES

FIGURE 1. Image of Jonathon Yormak. Reprinted from Google Images. Copyright by Google.FIGURE 2 Image of David Peretz. Reprinted from Google Images. Copyright by Google.FIGURE 3 Image of couple in a greenhouse. Reprinted from Google Images. Copyright by Google.FIGURE 4 Image of girl with flowers. Reprinted from Google Images. Copyright by Google.FIGURE 5. Image of vegetables on a table. Reprinted from google images. Copyright by Google.

FIGURES