A recent AD PRO virtual panel offered a rare inside look at how editors at Architectural Digest evaluate and select design projects for publication. The discussion, moderated by senior editor Mel Studach on July 8, featured editors Alison Levasseur, Bebe Howorth, and Madeline O'Malley walking through the mechanics of what makes a pitch succeed—and what kills it. For commercial property investors and brokers, the underlying principles carry implications that extend well beyond magazine pages.
The panel formed part of AD PRO's "Grow Your Business Month" programming, targeting design professionals. But strip away the publishing context and you are left with a framework for understanding how design decisions shape perceived value—a framework that maps directly onto how tenants and buyers evaluate commercial space.
What Editors Actually Look For
Levasseur, who oversees residential project submissions and helps shape the AD100 list, made a point that resonates beyond magazine selection: editorial gatekeepers respond to demonstrable quality and a clear point of view. Projects with coherent design reasoning tend to outperform those that simply follow trend cycles.
Howorth, who approves home tours on ArchitecturalDigest.com, brings over a decade of publishing experience to her evaluation criteria. Her perspective emphasized consistency between a property's presentation and its actual design execution. For investors, this translates into a practical question: does the space deliver on its visual promise?
O'Malley, who produces the Shopping and Design Notes features, tracks emerging products and global design fairs, giving her a finger on the pulse of shifting aesthetic preferences. Her work curates the decorative marketplace—a term that should catch the attention of anyone marketing commercial space to design-conscious tenants.
Our Analysis: Design as Value Driver
Commercial real estate investors typically focus on location, cap rates, and leasing cycles. Design tends to be treated as secondary—a cosmetic layer applied after the financial fundamentals are settled. This panel discussion suggests that framework may be incomplete.
When editors evaluate design work, they are essentially performing the same judgment call that a prospective tenant makes: does this space communicate something worth paying attention to? A lobby with considered material choices, a retail environment with a coherent visual identity—these generate tenant interest that pure square-footage comparisons cannot.
The AD editors' emphasis on distinctiveness matters particularly for commercial property in saturated markets. O'Malley's focus on emerging products and trend direction hints at something investors should track: design vocabulary changes, and spaces that feel dated lose their competitive edge faster than their physical condition would suggest.
For direct property owners and asset managers, the pitching framework offers a useful internal test. Before approaching a broker about tenant placement, ask whether the space would survive editorial scrutiny. If the answer is no, there is likely value sitting unrealized in deferred design decisions.
Who Should Care
Property Owners and Asset Managers** — A quick self-assessment: Would your property pass editorial review? If not, design-focused capital improvements may outperform additional deferred maintenance spending. Spaces with coherent design reasoning attract tenants faster and command premium positioning.
Leasing Brokers** — Design-forward positioning is increasingly appearing in broker pitches. Understanding how design professionals think about quality and distinctiveness gives you vocabulary to articulate why one space outperforms another in tenant evaluations.
Developers and Renovation Teams** — The panel clarified that deliberate choices matter more than expensive finishes. For new development or renovation budgets, this suggests prioritizing spatial logic and material coherence over headline material costs.
Bottom Line
Design trends and editorial standards might seem distant from commercial property investment, but both ultimately answer to the same question: what makes a space worth choosing? Investors who track how design professionals think about quality, distinctiveness, and market positioning gain an additional lens for evaluating where value sits in their portfolios. Watch whether design-forward positioning increasingly appears in leasing broker pitches—its growing presence signals a shift worth noting.
Key takeaways
- Design decisions directly impact how tenants perceive and value commercial space
- Projects with coherent design reasoning outperform those that simply follow trend cycles
- Design-forward positioning is increasingly appearing in commercial leasing broker pitches
- Deliberate design choices and material coherence matter more than expensive finishes alone
- Editorial standards and tenant evaluation criteria share common foundations in quality and distinctiveness
Frequently asked questions
What does design have to do with commercial real estate investing?
Design influences how tenants and buyers perceive space value. Well-executed design can compress vacancy, support higher rents, and differentiate a property in competitive markets.
Why should investors pay attention to design editorial standards?
Editors and tenants use similar evaluation criteria: quality, coherence, and distinctiveness. Understanding editorial standards helps investors identify when design is adding or subtracting value.
Is the AD PRO panel relevant to commercial property professionals?
The panel focused on interior design publishing, but the underlying principles about design quality and market positioning translate directly to how commercial spaces are evaluated by prospective tenants and buyers.
What design elements matter most for commercial property value?
Material quality, spatial coherence, lighting, and alignment with current market expectations all influence perceived value. Specific priorities vary by asset class—industrial spaces prioritize functionality while retail spaces often require stronger aesthetic execution.
How can investors assess design quality in their properties?
View the space through an editorial lens: does it show deliberate choices? Would it stand out in a design publication? If not, a design-focused capital expenditure may generate returns through improved tenant attraction and retention.