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Could the Cost of the Housing Status Quo be Worse Than Change?
Lots of people are talking and writing about how hard it is to build housing in Massachusetts.
August 21, 2024
By Kendra Halliwell, Associate Principal, Design Team Leader, ICON Architecture
Kendra discusses creating places where stories unfold, finding motivation in process, and the role of design and technology in resiliency.
How many years have you been in the commercial real estate industry?
I started at ICON Architecture just over 26 years ago, and I’m incredibly fortunate to have found a place where I have been able to learn and evolve over the years. What began as an interest for creative outlet in architectural design quickly grew into a deep passion for transforming communities through responsive, sustainable design. These 26 years have been a journey of continuous growth, not just within the commercial real estate industry but also in understanding the interconnectedness of the built environment, the stakeholder team, and the stories we aim to tell through our work.
What motivates you?
I’m driven by the design process—from concept through completion. What excites me most is watching a design evolve; it starts as a concept—a spark of an idea—and then undergoes countless iterations as it’s shaped by context, constraints, and collaboration. The best moments come when designs are enhanced through the perspectives of colleagues, community members, and agencies. It’s immensely fulfilling to see how an initial concept can become a vibrant, real place. The creative problem-solving aspect and satisfaction in seeing that problem solved successfully is what keeps me motivated, project after project.
What’s one piece of advice you’d give to someone entering CRE?
My advice to someone entering the commercial real estate field is simple: find your passion. Real estate offers a diverse range of paths—from development and finance to architecture and urban planning. No matter what niche you pursue, there’s something in this field for everyone. If you can tap into what genuinely interests you, you’ll have the opportunity to carve out a unique and fulfilling career. The key is to stay curious, stay adaptable, and embrace the learning curve. Seek out mentors, and don’t be afraid to forge your own path; this is a field that rewards passion and persistence.
What’s your favorite thing about real estate?
My favorite thing about real estate is how every city, every neighborhood, and every building tells its own story. Each place is unique, reflecting the history, culture, and aspirations of the people who live and work there. I have had the privilege of traveling to various cities and exploring how each one has its own character. Real estate is more than just constructing buildings—it’s about creating spaces where people’s stories unfold. For me, the excitement comes from contributing to this fabric—these narratives—and leaving a lasting impact through design and development.
What’s your biggest career accomplishment?
Designing and constructing multifamily housing using innovative delivery methods has been both challenging and fulfilling. The opportunity to explore modular construction has led me to rethink how we design and how we build, and I love sharing what I’ve learned with others. As a disruptive construction approach that blends innovation with standardization, and process with efficiency, off-site construction offers a different set of potential solutions to address the housing shortage. This work has been particularly rewarding because I believe this approach may provide a cost-effective and scalable pathway to creating high-quality, sustainable, affordable housing.
Why do you find ULI valuable?
ULI includes a broad spectrum of real estate professionals, and I value the opportunity to connect across disciplines in a way that’s not always possible in our day-to-day jobs. Whether it’s meeting someone new to the industry or engaging with a recent retiree, I have appreciated how ULI fosters collaboration and learning across different project types and career stages. It offers a chance to step outside of your immediate ecosystem and see the bigger picture—how your work fits within the broader landscape of real estate and urban development. This context is invaluable in shaping our collective approach to the future of cities and communities.
What are you reading, watching, or listening to now?
A couple of my “go-to” podcasts include 99% Invisible and Smartless, both entertaining in their own right. 99% Invisible is a design and architecture focused, in-depth documentation and reporting series. It produces multi-part series on everything from the intricacies of Boston’s “Big Dig” to the vulnerabilities of the built environment relative to climate change. On the lighter side, is the Smartless podcast which is a more conversational series. Hosted by comedians, this podcast discusses all types of shared human experiences in a humorous and delightful way. In their own unique ways both podcasts have a way of getting the audience to explore things that we don’t often think about. As a designer and architect, I am drawn to this as it broadens my perspective and challenges my way of thinking. It encourages personal growth, curiosity, and creativity. At the end of the day, one measures their success and well-being by looking at their personal growth.
What are you looking forward to?
The world is constantly changing, and I look forward to continuing to learn and grow. As we invent, improve, and implement ways to build a more resilient environment, I’m optimistic that thoughtful design, combined with new technologies, will shape our communities for the better.
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