The Dreaming Building
The Opportunity
Emerging entrepreneurs and creatives needed more than visibility—they needed space. Space to test ideas, connect with customers, and build confidence in real time. At the same time, brands were searching for authentic, in-person ways to engage culture beyond traditional event sponsorships.
The Insight
When you give people a platform—not just exposure—community forms naturally. A shared space can become an engine for creativity, collaboration, and economic opportunity when it’s designed with intention and access in mind.
The Approach
We created The Dreaming Building as a 3,600-square-foot creative hub built to support emerging talent across fashion, food, art, and culture. The space was programmed to be flexible and inclusive—hosting pop-up experiences, markets, panels, workshops, and live events that lowered the barrier to entry for entrepreneurs while inviting the community in.
The Platform
3,600 sq. ft. multi-use creative space
300+ events hosted
Pop-Up Mall spotlighting emerging fashion designers and craftspeople
Pop-Up Food Court featuring emerging chefs and bakers
Workshops, panels, launches, and community gatherings
Brand Partnerships
The Dreaming Building also served as a living brand activation platform. Vitaminwater was the primary sponsor, leveraging the space to sample products at scale across more than 300 events. Rather than a single moment, the partnership allowed Vitaminwater to show up consistently—embedding the brand into the culture, energy, and everyday experience of the venue.
The Impact
The Dreaming Building became a launchpad. Designers made their first sales. Chefs tested concepts before opening brick-and-mortar locations. Creatives found collaborators. Brands connected with audiences through presence, not promotion. What started as a space became a community—and a proof point that experiential, human-centered design could drive both cultural and commercial value.
The Legacy
The Dreaming Building transformed American Dreaming from an idea into an ecosystem. It reinforced our belief that when you design environments with people at the center, opportunity multiplies. Today, that same thinking informs how we approach experiential marketing, brand activations, and community-driven growth for our clients.
