Evolution of an Enterprise, Chapter 18: What If?

Jason Mitchell and Michael Mardis took a stroll through Park Central Square one January day shortly after opening their design studio, theworkshop 308 LLC.

Even though they were taking a break from the office, their creativity didn’t shut off, and they soon started discussing how Springfield landmarks, such as the square and Heer’s, could be redeveloped in innovative ways.

“We noticed our sentences were all beginning with ‘What if?’ Then a flood of ideas started to pour out,” Mitchell said. “By the end of the day, we had over 20 (topics).”

Thus was born theworkshop 308’s “what-if” series – Mitchell’s and Mardis’ unique take on how high-profile projects could be tackled. So far, they’ve developed conceptual renderings for Heer’s and the vacant land adjacent to the Springfield Exposition Center. (See the actual developer proposals submitted to the city on page 1.) Projects in the pipeline include Park Central Square, West Meadows, an Amtrak station, a way to link downtown and Commercial Street and a new concept for a Wal-Mart Supercenter.

Mardis is quick to say the “what-if” series is only a mental exercise and a way to spark the imagination of the community. They’re not architects, and Mardis said they have no interest in selling their “what-if” ideas.

“The ideas hopefully are provoking enough to start discussions throughout the community,” Mardis said. “Even if we get a comment like, ‘A 23-story high-rise on top of the Heer’s Tower? Are you crazy?’ That’s enough for us, because someone had to consider the idea in order to come to a conclusion that we are crazy. The whole series is about ideas.”

Mitchell said people respond best to the ideas when they can see them. That’s why they’ve made large banners featuring their renderings inside their studio at 308 W. Commercial St. Plus, Mitchell said, making computer renderings is good practice.

“These exercises are no different than work we did in school or what we would submit for a design competition,” he said.

The Ideas

Jason Mitchell and Michael Mardis, owners of design studio theworkshop 308 LLC, have generated alternative development concepts to some high-profile projects in Springfield. Called “what-if,” the series acts as an exercise in creativity for the two entrepreneurs, who are quick to note that the renderings are purely conceptual and not for sale. Here are details for their first two subjects, Heer’s (right) and vacant land next to the Springfield Exposition Center (above), with descriptions in their own words.

The 1.7-acre mixed-use development

“A new home for the Springfield Art Museum. The move would put the museum at the heart of downtown Springfield’s civic district and would be the anchor of the art district. The existing art museum would become a studio/workshop/learning center for the public school system and the community.”

The idea includes outdoor civic event space, gallery space, workshop space, an auditorium, a mixed-income residential tower and retail space.

Heer’s

“A renovation of the original Heer’s building, plus a 23-story high-rise with sustainable elements, such as solar, wind and water collection, and low-impact building materials. The idea is that the Heer’s development would become a billboard to promote low-impact development in this region.”

This concept includes 10 floors for retail, an international university and commercial offices; eight floors for a boutique hotel; eight floors for residential use; and three floors for mechanical use, along with a top-floor lounge.