{"id":1004801206,"date":"2026-07-20T04:01:57","date_gmt":"2026-07-20T12:01:57","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/?p=1004801206"},"modified":"2026-07-20T04:09:53","modified_gmt":"2026-07-20T12:09:53","slug":"how-chicagos-character-rich-offices-are-winning-creative-tenants","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/how-chicagos-character-rich-offices-are-winning-creative-tenants\/","title":{"rendered":"How Chicago\u2019s Character-Rich Offices Are Winning Creative Tenants"},"content":{"rendered":"\n
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This article first appeared in the CPE Sneak Peek Newsletter. Subscribe now<\/a> for early access to exclusive content, in-depth analysis and key trends!<\/em><\/p>\n<\/blockquote>\n\n\n

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\"The\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
The landmark Reid Murdoch Building in Chicago\u2019s River North was built in 1914 as a warehouse and office building for wholesale grocer Reid, Murdoch & Co. Today, the riverfront property houses creative and retail tenants.
Image courtesy of Friedman Properties<\/em><\/figcaption><\/figure><\/div>\n\n\n

As companies continue to reassess how much office space they need and what role the workplace plays in their operations, the competition for tenants is moving beyond location, rent and square footage. Increasingly, landlords are being pushed to offer something less easily replicated: a sense of place. <\/p>\n\n\n\n

That shift has moved the office conversation beyond trophy-tower amenities toward experience, identity and design. For tenants in creative fields, buildings with distinctive architectures and memorable stories can become part of their own brand. <\/p>\n\n\n\n

Chicago is a strong example of that dynamic. The city has one of the country\u2019s largest inventories of historic office buildings, while new development remains limited. At the end of April, the city’s office sector had only 202,568 square feet under construction, according to Yardi Matrix data<\/a>, one of the smallest pipelines among the top 30 U.S. metros. Office deliveries totaled 386,928 rentable square feet and accounted for just 0.1 percent of the market\u2019s total stock. <\/p>\n\n\n\n

With relatively little new supply entering the market, many investors and developers are looking inward, repositioning existing properties for modern occupiers. Across the metro, owners of landmark assets have pursued that strategy in different ways. <\/p>\n\n\n\n

Vornado Realty Trust has continued to modernize The Mart, a 1930-built, 4.2 million-square-foot riverfront property, into a hub for the design industry. The Civic Opera Building, owned by Berkley Properties, combines modern office space with one of the city\u2019s most recognizable architectural landmarks and attracted Workbox to open its largest U.S. location<\/a> within the space. The historic Montgomery Ward Complex was also preserved and redeveloped for contemporary workplace needs, drawing branding and design firm VSA Partners to establish its headquarters in the 1907-built property.<\/p>\n\n\n

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\"Tree\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Originally conceived as an artists\u2019 studio complex after the 1893 World\u2019s Fair, Tree Studios continues to attract creative users with its historic architecture, natural light and courtyard.
Image courtesy of Friedman Properties<\/em><\/figcaption><\/figure><\/div>\n\n\n

In River North, Friedman Properties is applying a similar philosophy across a portfolio of historic assets that includes Tree Studios, the Reid Murdoch Building, Medinah Temple and Court House Place. Rather than treating preservation and modernization as competing goals, the company has sought to layer modern amenities into buildings whose appeal is rooted in architectural charm.<\/p>\n\n\n\n

The company\u2019s adaptive-reuse portfolio blends office, retail, residential, dining and hospitality space, creating a mix that would be difficult to reproduce through new construction. But Friedman Properties\u2019 broader vision remains consistent: preserving architectural character<\/a> while adapting it for the needs of today\u2019s office tenants.<\/p>\n\n\n\n

\u201cFor vintage office buildings like Tree Studios and the Reid Murdoch Building, creative tenants are attracted to the potential for inspiration,\u201d said Warren Strovel, executive vice president of operations at Friedman Properties. \u201cThese buildings offer textures, proportions, unbelievable craftsmanship and unique details that new construction, even under the best replication efforts, can\u2019t fully achieve.\u201d<\/p>\n\n\n\n

That inspiration matters at a time when employers are asking the office to do more than house desks. For many tenants, particularly those in creative fields, the workplace is expected to reinforce identity, support collaboration and provide an experience worth the commute. <\/p>\n\n\n\n

\u201cThere\u2019s a clear shift toward more dynamic, experience-driven workplaces,\u201d added Strovel. Creative firms, he noted, are increasingly seeking environments that offer a variety of settings beyond traditional desk layouts, as companies place greater emphasis on the quality of the workplace experience.<\/p>\n\n\n\n

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LISTEN TO: <\/strong>Step Into My Office Podcast: Friedman Properties\u2019 Reposition, Reimagine, Rebuild Strategy<\/a><\/p>\n\n\n\n

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Why character sells<\/h2>\n\n\n\n

The appeal of a historic building goes beyond age or aesthetics. At its best, character supports how a company works, reflects its identity and strengthens the experience it offers employees and clients. <\/p>\n\n\n\n

That was central to Craig & Co.\u2019s decision to occupy space at Tree Studios. Originally developed as an artists\u2019 studio complex, the landmark building is known for its large windows, north-facing skylights, double-height spaces and courtyard setting, all features that were designed to maximize natural light for creative work. The architecture and interior design firm uses its four connected spaces as design studios, a resource library and a principal\u2019s office with conference space. <\/p>\n\n\n\n

\u201cThe character of the space\u2014its heritage, details, quality, materials, light, patina\u2014there is nothing better than seeing sunlight on beautiful, vintage waxed wood,\u201d said the firm\u2019s principal & founder, Joan Craig.<\/p>\n\n\n

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\"Craig\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Craig & Co.\u2019s Tree Studios office uses the landmark building\u2019s natural light, wood detailing and studio proportions as part of its design process and client-facing experience.
Image courtesy of Craig & Co.<\/em><\/figcaption><\/figure><\/div>\n\n\n

NORR\u2019s decision to occupy the space at Reid Murdoch was driven by a similar search for an identity-rich workplace. When the firm moved from the Monroe Building in the Loop to River North, the goal was to find space in a vintage building. That choice aligned with NORR\u2019s work as an architecture, engineering, planning and interior design firm, as well as its own involvement in adaptive reuse.<\/p>\n\n\n\n

The property was already familiar territory. Before moving in, NORR had provided architectural services to Friedman Properties for work on Reid Murdoch\u2019s clock tower and rooftop penthouse addition. That experience gave the firm a clear understanding of the building\u2019s potential and its architectural irregularities.<\/p>\n\n\n\n

\u201cThe\u00a0industrial space was a blank slate\u00a0for\u00a0NORR to transform,\u201d said company Vice President of Operations Rachel Turner-Lauck. \u201cNORR\u2019s studio has an exposed concrete ceiling, tons of natural light and views out to the river. Keeping the open floorplan was key to creating a collaborative studio space where designers can easily work together.”<\/p>\n\n\n\n

From an owner\u2019s standpoint, Friedman Properties focuses on adding elements that feel functional and relevant to the historic buildings<\/a>, while maintaining the character that makes each of them distinct. At both Tree Studios and Reid Murdoch, architecture becomes part of the occupiers’ own stories.<\/p>\n\n\n\n

The tenant mix reinforces that point. Tree Studios continues to attract creative and artistically oriented users, while Reid Murdoch includes design, marketing, advertising and cultural tenants alongside more traditional office users.<\/p>\n\n\n\n

How old meets new<\/h2>\n\n\n\n

The challenge with historic office buildings is deciding how much intervention is needed for the property to appeal to modern work needs, without diluting the qualities that made it attractive in the first place. Original materials, unusual layouts and architectural details may help a building stand out, but tenants still expect reliable systems, flexible spaces and modern amenities.<\/p>\n\n\n\n

\u201cVintage office buildings can\u2019t rest on their charms alone,\u201d Strovel said. \u201cTo remain competitive, they also must be well maintained and have amenities like upgraded building systems and reliable connectivity that appeal to today\u2019s employees.\u201d<\/p>\n\n\n\n

At Tree Studios, Friedman Properties has focused on maintaining the studio qualities that define the property while allowing tenants to use the spaces as contemporary workplaces. Original wood, brick, tile and other materials remain central to the building’s appeal, while fireplaces, transom windows and skylights give individual suites a level of detail rarely found in newer office buildings.<\/p>\n\n\n\n

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READ ALSO<\/strong>: An Architect\u2019s View of Dallas\u2019 Adaptive-Reuse Momentum<\/a><\/p>\n\n\n\n

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At Reid Murdoch, the modernization effort has been more visible in the common areas. Friedman Properties recently refreshed the lobby and added a 5,600-square-foot amenity suite designed to give tenants access to shared spaces beyond their own offices. The lobby now pairs contemporary finishes with details that reference the building\u2019s original character, including exposed brick, black steel panels, faux I-beams and a mural tied to the historic lion trademark. Marble reception finishes, bronze accents and lighting add polish without making the space feel disconnected from the rest of the building.<\/p>\n\n\n\n

The amenity suite includes meeting rooms, a communal kitchen, a fitness center, game areas and a library wall. Friedman Properties has also responded to demand for flexibility by offering spec suites and shared office spaces as part of its portfolio offerings.<\/p>\n\n\n

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\"Reid\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
The tenant lounge at the Reid Murdoch Building pairs modern workplace amenities with references to the property\u2019s industrial past, including exposed systems and a mural inspired by Chicago\u2019s architectural landscape.
Image by Marcel Page Photography, courtesy of Friedman Properties<\/em><\/figcaption><\/figure><\/div>\n\n\n

NORR applied a similar strategy inside its own office. The firm reduced its footprint by 40 percent and reworked the space around a more efficient, hospitality-informed model. High-top tables, lounge areas, updated conference rooms, reservable pods and a wellness room now support the team\u2019s work more seamlessly.<\/p>\n\n\n\n

“A warm, textured palette and references to the Chicago River bring depth and local character to the experience,” said Turner-Lauck. “For NORR, the redesign reflects a deliberate shift in how and where work happens, aligning with corporate goals to reduce carbon emissions and increase workplace flexibility.”<\/p>\n\n\n\n

An office worth the commute<\/h2>\n\n\n
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\"Spec\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
The spec suites at the Reid Murdoch Building have exposed systems, flexible work areas and abundant natural light.
Image courtesy of Friedman Properties<\/em><\/figcaption><\/figure><\/div>\n\n\n

The return-to-office environment has made the workplace experience<\/a> more important than ever. Companies are not only asking how much space they need but also what kind of space can make in-person work more valuable.<\/p>\n\n\n\n

“People crave a commute-worthy work setting, a place where they aren\u2019t just doing their job but enjoying the experience of coming into the office,\u201d said Strovel.<\/p>\n\n\n\n

For Craig & Co., Tree Studios supports a regular office rhythm. The team works together in the studios four days a week, with some employees also coming in on Fridays. The neighborhood adds to the appeal. The building is close to Michigan Avenue, restaurants, transit options and the Merchandise Mart, where the firm often sources products.<\/p>\n\n\n\n

\u201cThere’s no question that our team considers these beautiful studios a perk and a point of pride within our design community,\u201d Craig said. \u201cThey enjoy inviting colleagues and clients to tour our space.\u201d<\/p>\n\n\n\n

The building also supports smaller moments that matter in a hybrid environment. Craig noted that employees often pick up lunch from the shops below the studios and eat together in the building\u2019s courtyard. While those routines might seem minor, they help turn the office into a place for connection, not just work. Paired with the ability to gather in a character-rich setting, review materials in natural light and host clients in a memorable space, those daily rituals reinforce the office\u2019s value beyond desk work.<\/p>\n\n\n\n

For NORR, Reid Murdoch offers similar advantages. Turner-Lauck pointed to easy access to transit<\/a>, the Riverwalk, surrounding restaurants and the Merchandise Mart as key benefits of the location. <\/p>\n\n\n\n

\u201cOnsite secure bike storage along with showers and locker rooms in the fitness space support a sustainable commute to work, which aligns with NORR\u2019s core values,\u201d she added.<\/p>\n\n\n\n

The building\u2019s location strengthens its role as a workplace tool. Reid Murdoch has a walk score of 99, a transit score of 100 and a bike score of 82, making it accessible from multiple parts of the city and suburbs. Inside the building, Friedman Properties has responded to the same shift by adding a tenant lounge as a third space for employees to collaborate, focus and recharge outside a traditional work setting.<\/p>\n\n\n\n

That combination may be the strongest argument for historic office properties. Character may draw tenants in, but adaptability, amenities and daily experience are what keep the building relevant. When carefully repositioned, aging, historic assets can become compelling office options for the future. <\/p>\n","protected":false},"excerpt":{"rendered":"

Landlords are repositioning historic buildings to attract firms seeking identity, flexibility and a workplace experience worth showing up for.<\/p>\n","protected":false},"author":2703,"featured_media":1004801207,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1491,21782,21808,13,21747,21785],"tags":[36494,42617],"class_list":["post-1004801206","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chicago","category-development","category-featured","category-midwest","category-office","category-property-management","tag-friedman-properties","tag-norr-architects"],"acf":[],"yoast_head":"\nHow Chicago\u2019s Character-Rich Offices Win Creative Tenants - Commercial Property Executive<\/title>\n<meta name=\"description\" content=\"Chicago\u2019s historic office buildings are drawing creative tenants with character-rich spaces, modern amenities and locations worth the commute.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.commercialsearch.com\/news\/how-chicagos-character-rich-offices-are-winning-creative-tenants\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Chicago\u2019s Character-Rich Offices Are Winning Creative Tenants\" \/>\n<meta property=\"og:description\" content=\"Chicago\u2019s historic office buildings are drawing creative tenants with character-rich spaces, modern amenities and locations worth the commute.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.commercialsearch.com\/news\/how-chicagos-character-rich-offices-are-winning-creative-tenants\/\" \/>\n<meta property=\"og:site_name\" content=\"Commercial Property Executive\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CPExecutive\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-20T12:01:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-20T12:09:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2026\/06\/Reid-Murdoch-exterior-featured.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1225\" \/>\n\t<meta property=\"og:image:height\" content=\"919\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Olivia Bunescu\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cpexecutive\" \/>\n<meta name=\"twitter:site\" content=\"@cpexecutive\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/how-chicagos-character-rich-offices-are-winning-creative-tenants\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/how-chicagos-character-rich-offices-are-winning-creative-tenants\\\/\"},\"author\":{\"name\":\"Olivia Bunescu\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/#\\\/schema\\\/person\\\/e669e9a17e844dd3b8eb8f41b5d890c9\"},\"headline\":\"How Chicago\u2019s Character-Rich Offices Are Winning Creative Tenants\",\"datePublished\":\"2026-07-20T12:01:57+00:00\",\"dateModified\":\"2026-07-20T12:09:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/how-chicagos-character-rich-offices-are-winning-creative-tenants\\\/\"},\"wordCount\":1939,\"image\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/how-chicagos-character-rich-offices-are-winning-creative-tenants\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/wp-content\\\/uploads\\\/sites\\\/46\\\/2026\\\/06\\\/Reid-Murdoch-exterior-featured.jpg\",\"keywords\":[\"Friedman Properties\",\"NORR Architects\"],\"articleSection\":[\"Chicago\",\"Development\",\"Featured\",\"Midwest\",\"Office\",\"Property Management\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/how-chicagos-character-rich-offices-are-winning-creative-tenants\\\/\",\"url\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/how-chicagos-character-rich-offices-are-winning-creative-tenants\\\/\",\"name\":\"How Chicago\u2019s Character-Rich Offices Win Creative Tenants - 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