2025-Innovators in Commercial Real Estate-Christine Nebiar of Brand Urban

Impact Highlight: Describe a recent program, initiative, or process implemented by you and the impact on your firm, organization, or community. For NYCEDC’s MADE Bush Terminal, I inverted traditional commercial real estate leasing by using activation as strategy, not amenity. Instead of waiting for an anchor tenant to activate a 36-acre Brooklyn industrial campus, I launched strategic pop-ups, events, and a Community Classroom program that generated foot traffic data and proved market demand. This evidence strengthened anchor negotiations while directly resulting in office leases upstairs. We secured a soon-to-be-announced entertainment anchor, doubled our following, and established deep community partnerships. By treating experiential programming as core business strategy, we de-risked leasing, accelerated deals, and proved activation-first approaches deliver measurable commercial and cultural returns.

Innovative Outlook: Where do you see the biggest opportunities for innovation in the commercial real estate sector? The future of placemaking lies in real-time data that drives adaptable, experience-driven neighborhoods, places where retail, cultural, and event programming evolve in response to community engagement, making the experience itself the anchor. Participatory placemaking empowers local artists and entrepreneurs, while developers provide the infrastructure and support to help them thrive. Data-driven, human-centered design transforms streets and buildings into resilient, authentic destinations where people gather, businesses flourish, and neighborhoods come alive.

Corporate Culture: How does your organization foster a culture of innovation among employees and leadership? I introduced the approach of thinking like venture capitalists, fostering innovation by operating as network connectors. Through curated events and gatherings, we bring together diverse networks among clients, teammates, and industry relationships, creating a self-empowered ecosystem where collaboration happens naturally. By facilitating strategic introductions and cross-pollination of ideas, we empower our team to think entrepreneurially beyond transactional relationships. Innovation emerges when you connect the right people and opportunities, making us invaluable partners rather than service providers.