In the heart of McKinney, Texas, a new vision for community living was taking shape with the creation of District 121. This ambitious project, spearheaded by David Craig of Craig Ranch, aimed to transform an ordinary space into a vibrant, dynamic hub where residents could dine, relax, and gather. The journey from concept to completion was marked by innovative design, creative problem-solving, and a collaborative effort that set a new standard for community-focused development.
In this case study, we share the origins of District 121‘s story, the challenges we faced, the design elements implemented, and the amazing impact this development has made on the community.
Table of Contents
The Creation of District 121
In the lively community of McKinney, Texas, known for hosting the prestigious Byron Nelson golf tournament, a new vision was beginning to take shape. Miles Preston, the right-hand man for David Craig of Craig Ranch, reached out to us with an ambitious plan. “We’ve got a master plan, and we’re ready to do this project,” he announced, setting the stage for what would become District 121.
The competition was fierce, with firms like Gensler and Omniplan also vying for the project. However, we brought something different to the table. Our approach resonated with the clients, who were looking for a team that could bring the master plan to life without the rigidity of corporate structures. Our CEO, Sean O’Brien, AIA, explained, “They liked our interactive design process, which we showcased to them, and they knew that we would lead but not impose ideas.”
This approach and our ability to hit it off with the clients helped us win the project. The design phase kicked off in 2020 amid the unique challenges posed by the COVID-19 pandemic. The team recognized the growing need for outdoor spaces where people could dine, relax, and gather safely. This need was particularly pressing for the Byron Nelson event, which lacked a true restaurant amenity. McKinney, too, was in dire need of a cool outdoor space where families could let their kids run around and enjoy various activities.
“If you look at a Google image of the site and zoom out to look at the bigger picture, you will see thousands of individual apartment units within a two or three-minute walk of the space. Before District 121, they didn’t have a place to walk to and hang out.”
Mick Granlund, Director of Planning & Business Development at O’Brien Architects
Laying the Groundwork: Initial Involvement and Master Planning
As the project moved forward, it became clear that the overall master plan for Craig Ranch included areas beyond just the District 121 site. But, we were tasked with focusing on a specific piece of the puzzle. Our Director of Planning & Business Development, Mick Granlund, explained the scope of our involvement, highlighting that our objective was to take the general master plan and figure out how to make it work in detail.
The vision for District 121 was essentially a “square doughnut” with a public space in the middle. This central area was intended to be dynamic and exciting, where the community could gather and interact. Mick described the challenge: “Our real task was to take the opening in the middle of the doughnut, which was the public space, and figure out how to make it workable, but also how to make the space unique.”
Overcoming Initial Challenges
From the outset, it was clear that the design needed to accommodate various tenants, many of which were restaurants. These establishments needed to spill into the public space with their dining areas, creating a vibrant, bustling environment. Additionally, a pathway was required to allow people to circulate around the area without interfering with restaurants, linking the various elements of the site and ensuring that it was enjoyable to navigate.
One of the initial complexities was the flat nature of the site. While not necessarily a disadvantage, our team knew adding topographical interest would enhance the ambiance. We achieved this by strategically positioning planters and walkways, creating slight elevation changes that amplified the overall experience. “It’s amazing in a small, intimate space like this how just a little bit of change in the topography amplifies the sensation of experience,” Mick noted.
As the team delved deeper into the design process, we continued to build on these initial ideas, crafting a space that was not only functional but also aesthetically pleasing and engaging.
Design Process and Initial Ideas
The design process for District 121 was a collaborative effort, bringing together innovative ideas from both us and the client. Mick highlighted one of the primary considerations: ensuring that the open space allowed restaurant tenants to extend their dining areas into it. This would create a lively atmosphere where people could enjoy their meals in a public setting.
The pathway around the central area was another crucial element. Mick explained, “They wanted a path that people can sort of circulate around and, number one, not necessarily interfere with the diners and not have to crisscross the open space to get from one side to the other.” This pathway needed to connect various parts of the site seamlessly, making it enjoyable for visitors to navigate without disrupting the dining experience.
Innovation in Every Corner: Unique Design Elements
Building on these foundational ideas, the team introduced several innovative design elements to further enhance District 121. One such feature was the “stramp,” a unique combination of a stair and a ramp. As our Director of Design, Amador Saucedo, AIA, explained, this element provided a distinctive way to access the recessed green space, blending functionality with aesthetic appeal. “Combining the two kind of made it a little bit more unique to access that green space,” he noted.
Art also played a significant role in the design. David Craig and his wife, both avid art enthusiasts, wanted to integrate art into the park’s passive circulation areas and key moments within the space. One standout feature is a breezeway with a large covered canopy. Instead of leaving this surface plain, the team proposed adding a mural by a local artist, turning it into a visual centerpiece. “We said, hey, why don’t you get a muralist or propose some sort of art that could happen on that ceiling of that canopy?” Amador suggested. This idea aimed to create intriguing view corridors and spark curiosity among passersby.
Functional Aesthetics
In addition to art, the team focused on making even the utility areas more intentional and aesthetically pleasing. They incorporated artful designs rather than using typical screening methods like wood fences or metal screens. This approach ensured that every part of the site contributed to the overall experience rather than detracting from it.
The flexibility of the space was another key consideration. While some areas were dedicated to murals and other artistic expressions, the design allowed for future tenants or artists to add their unique touches. This adaptability was crucial for maintaining the evolving identity of District 121.
Overall, the design elements combined to create a space that was not only functional but also visually stimulating and engaging for the community. By blending practical solutions with artistic flourishes, the team successfully transformed District 121 into a vibrant, dynamic destination.
Creating a Community Hub: Gathering Spaces and Social Connectivity
The vision for District 121 was to create a true gathering place for the community, which was sorely lacking in the area. Mick emphasized the importance of this goal: “If you look at a Google image of the site and zoom out to look at the bigger picture, you will see thousands of individual apartment units within a two or three-minute walk of the space. Before District 121, they didn’t have a place to walk to and hang out.”
David Craig, the driving force behind the project, brought his dynamic personality and clear vision. A former running back at Texas A&M, Craig was known for his gregarious nature and strong opinions. “He guys, you know what? I don’t want this to look like anything anyone has developed here,” Sean recalled. This directive led the design team to explore edgier materials and bolder contrasts, such as white stucco and dark brick, which were not typical in the market. Craig’s wife, an influencer with a keen eye for fashion and design, also played a crucial role in shaping the project’s aesthetic. “She’s in the background. You know, she’s helping with some of the taste-making,” Sean noted. Together, their influence allowed the team to push creative boundaries and explore innovative design concepts.
Artistic Touches: Incorporating Design Accents
Mick explained that adding color, murals, and lively pedestrian connections between the inside and outside spaces was a key strategy. “I think the addition of color and some murals and just really making the pedestrian connections between the outside and the inside uplifting and exciting was one way,” he said.
The team also recognized the importance of creating “Instagram moments” and incorporating local art into the project. These elements enhanced the aesthetic appeal and made the space more engaging and enjoyable for visitors. Such features helped relieve anxiety and created a fun environment where people could relax.
Our Project Designer, Marianne Scheer, added another perspective, highlighting how O’Brien Architects differentiated themselves by focusing on placemaking and integrating art into their designs. “Other architects, in my experience, design within the box just vertically. They don’t connect their building back to the site,” she explained. In contrast, we strategically placed art to create visual termination and special views, drawing people into the site and enhancing their experience. “It’s more about creating a visual termination aligned with a certain corner that’s special for our site. And it has a special view of our building, and that’s how people are drawn to the site,” she elaborated.
Holistic Design Philosophy
This approach extended to the internal spaces of the buildings as well. The team created a cohesive, engaging environment that promoted a sense of well-being and community by incorporating art and thoughtful design elements inside and out. This holistic design philosophy set District 121 apart and ensured its success as a vibrant, dynamic destination.
Overall, the thoughtful integration of design accents and art and a strong focus on creating a gathering place helped transform District 121 into a central hub for the community. This approach not only addressed the immediate needs of the area but also set a new standard for future developments.
“Instead of it just being another typical surface, that’s, you know, just architecturally finished nicely, we said, hey, why don’t you get a muralist or propose some sort of art that could happen on that ceiling of that canopy?”
Amador Saucedo, AIA, Director of Design at O’Brien Architects
From Planning to Execution: Crafting an Engaging Environment
The planning and execution of District 121 were heavily influenced by early experiences and lessons learned from previous projects. Sean asked Mick how his early experiences with our Found & Chairman, Jack O’Brien, impacted their planning process. Mick reflected on the evolution of their approach, from focusing solely on building placement to creating more experiential public spaces. “In the beginning, there was no even thought of public space or how the guest would experience the space. It was more about getting them in to do their shopping and then back out to their car,” Mick recounted.
Over the years, the team recognized the importance of providing amenities and creating environments where people wanted to spend time. This shift in focus led to more successful and engaging projects. “If we can provide some amenity in the form of open space where people can hang out a little bit, maybe that will promote cross-shopping and dwell time, or increase dwell time so people spend more money,” Mick explained. By prioritizing the visitor’s experience and designing spaces that encouraged people to linger and enjoy their surroundings, we created more vibrant and commercially successful developments.
This philosophy was evident in District 121. We designed the public spaces to be inviting and enjoyable, with amenities like shaded walkways, landscaped areas, and comfortable seating. These elements encouraged visitors to stay longer and explore more, enhancing their overall experience.
“There’s a lot of studies that have proven that if somebody comes to a shopping center where there’s more than one choice to do shopping, if they spend more time there, ultimately they will spend more money there.”
Mick Granlund, Director of Planning & Business Development at O’Brien Architects
Dwell Time and User Experience: Maximizing Visitor Engagement
The concept of “dwell time” was a crucial consideration in the design of District 121. Sean asked Mick to elaborate on this idea, which was supported by numerous studies showing that longer visits lead to higher spending. “There’s a lot of studies that have proven that if somebody comes to a shopping center where there’s more than one choice to do shopping, if they spend more time there, ultimately they will spend more money there,” Mick explained.
To maximize dwell time, the team focused on creating an inviting environment with various amenities. Shaded areas, landscaping, and well-lit walkways made the space more pleasant and comfortable for visitors. “We put a lot of emphasis on the public space in front of the shop spaces so that when you come out of your shopping experience in one shop, you look to the left and the right, and you don’t mind walking down the sidewalk because it’s shaded, there’s landscaping,” Mick noted.
Practical Amenities
Amador highlighted the importance of shade in Texas, where the heat can be overbearing. “Shade is critical in Texas. If we’re going to hang out, we need shady environments,” he emphasized. By planning deep patios and ensuring we were positioned to provide shade during peak activity times, we could create spaces where people could comfortably spend more time.
Sean added that providing practical amenities like public restrooms and fans was also essential to keeping visitors happy and comfortable. These elements, combined with the thoughtful design of the public spaces, helped create an environment where people wanted to stay and explore.
As the conversation wrapped up, Amador gave a shout-out to Paul, a freelance landscape architect with Kimley-Horn, and his team. “He and his team were amazing to work with. We collaborated on the master plan and how to blend the patios, green spaces, and circulation areas,” Amador said. This collaboration ensured that the landscape design was seamlessly integrated with the overall vision for District 121.
“We get a lot of people who say, ‘You guys did District 121. We’d love that project. Tell us more about it.’ And, you know, that puts into perspective the impact that this project has created. The secret sauce is the right team, the right level of thought, the care that goes into all the details of it, and partnering with a great landscape architect. Every site is different. So, there are a lot of details that go into making a project like this. It’s not easily replicable, and it stands as a case study for the rest of the nation because people want to do more concepts just like this.” – Sean O’Brien, AIA, CEO of O’Brien Architects
A Model for the Future: Project Impact and Prospects
Reflecting on the impact of District 121, the team discussed how the project had transformed the area and created a central hub for the community. Mick noted, “If you go to the District 121 website, you will see that it is powerfully activated nearly every day of the week.” The amphitheater, in particular, was extensively used for live music and other events, attracting visitors and keeping the space vibrant and lively.
The success of District 121 had a ripple effect, generating interest from other developers looking to replicate its success. Sean shared that they often received inquiries from people impressed by the project, asking for more information and seeking to create similar developments. “You’ll see the difference between projects that attempt to do something like this versus successful ones. It’s the amount they’re willing to invest in the programming,” Sean explained. The commitment to programming and creating engaging experiences is critical.
Let’s Create OM’G Moments
Creating exceptional experiences starts with a trusted advisor who maximizes every opportunity to create memorable moments. Our team at O’Brien embraces an open, interactive, and imaginative collaborative design approach. To us, realizing your vision takes more than a process and result. It takes a team to guide the journey and form relationships along the way. Let’s build your brand together.
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About O’Brien Architects
Founded in 1974 by Jack O’Brien, our firm is rooted in the belief that achieving dreams and treating each other like family are foundational principles. At O’Brien Architects, we are not just about creating exceptional designs but also about fostering memorable stories with our clients and each other. Our approach, blending art with landscape in timeless designs, has defined our legacy since the early days of “placemaking,” long before it became a buzzword.
Our work transcends the physical spaces we create; it’s about the human interactions and connections formed along the way. Every project is an opportunity to continue the legacy of collaboration, innovation, and family spirit that Jack O’Brien instilled, making O’Brien Architects a unique and inspiring place.