Prairie Design: A Piece at a Time

The Outlets of Des Moines needed to be more than a retail center – it needed to be a destination

As Benjamin Franklin once said, “If you fail to plan, you are planning to fail” – wise words for a project like The Outlets of Des Moines. Before ever reaching the drawing board, the owner and municipality underwent years of planning and coordination. When HFA was commissioned to design the project, its imagined form comprised a few broad objectives: The Outlets of Des Moines needed to be more than a retail center – it needed to be a destination. It required a unique spirit that identified with the rich culture and history of the American mid-west (of which the prairie style of architecture is a significant part). A visual scale that complimented the pedestrian shopper’s experience, while still providing retailers with desirable focal points to establish their presence and identity, was necessary.

Once an overall site plan was set, designing the architecture began the same way it always does- a piece at a time. First, a material palette was composed, and subsequently applied to various pedestrian-scale details. With each successive element designed, the project’s composition evolved into a sequence of pedestrian experiences. Details at eye level were given the utmost importance. Care was taken to sub-divide the overall project into distinct zones to give the shopper a sense of place. Tenant focal points and sign bands became backdrops of bold colors, setting the mood for zonal experiences. The genus loci became focused on transforming a fairly standard retail site plan into a memorable experience that keeps the shopper returning time and again.

Click here to read more.

Written by
Kaleigh Evans

Latest Industrial Insights

Local Grocers Can Avoid Having an 'Identity Crisis' as they Expand

Store designers from HFA Architecture + Engineering offer tips on how grocers can stay true to their original vision even as they tap new audiences.

Future-Ready Cold Storage: Developing Smarter, Cleaner, and More Competitive Facilities

The U.S. cold storage market is booming—but most facilities are aging, inefficient, and unfit for what’s next. As automation, sustainability, and skyrocketing demand collide, one thing’s clear: it’s time to design smarter.

HFA Welcomes Ana Larranaga as New Client Partnerships Lead

The industrial sector is moving fast—and so is HFA. Meet Ana Larranaga, our newest Client Partnerships Lead, bringing deep connections, architectural experience, and a passion for helping clients grow.

Ramping up Asset Value in a Tighter Industrial Market

Now that the post-pandemic industrial boom is winding down, making buildings stand out in the marketplace can take some extra effort. Here are tips from HFA Vice President of Industrial + Logistics Marc Jennings (NCARB) and Senior Architect / Client Lead Andrew Akerhielm (AIA, NCARB, LEED AP BD+C)

The Future of Industrial Design: A Conversation with Marc Jennings

Marc Jennings, NCARB, HFA’s Vice President of Industrial + Logistics recently sat down to discuss how the logistics sector continues to evolve with the changing demands in the marketplace and how AEC firms can better meet those current and future needs.

Designing for Future Flexibility: A+E Best Practices for Industrial Development: Webinar

HFA hosted a webinar discussing how to maximize the potential of logistics projects with flexible design practices.
newsletter

Never miss an update.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.