Link to Owner Dr. Robert B. Pamplin Jr.

FONT & AUDIO

MORE STORIES


Famed Portland architect will move from Old Town to the downtown Target building now called Galleria.

PAMPLIN MEDIA GROUP: JON HOUSE - Galleria will be home to SERA Architects in early 2022 as the Target City store shrinks to ground floor only. SERA is moving from the bus mall in Old Town and will oversee the $20 million remodel of the former shopping mall.

SERA Architects is bullish on downtown Portland.

The local designer is taking a 15-year lease at Galleria, located at 600 S.W. 10th Ave. SERA will be the building's first office tenant and the largest lease signed in the urban core in 18 months. The architect and interiors firm will lead the $20 million renovation of the building, with a move-in date set for early 2022.

PMG: JON HOUSE - Galleria will be home to SERA Architects in early 2022 as the Target City store shrinks to ground floor only. SERA is moving from the bus mall in Old Town and will oversee the $20 million remodel of the former shopping mall.

The newly-renovated Galleria is next to the coming Ritz-Carlton hotel in Eleven West, a 35-story building with offices and luxury condos.

However, the adjacent Target store has had its windows broken in during Mayday 2017 and on May 20, 2020. Protesters also vandalized nearby shops on Nov. 4, 2020.

COURTESY: SERA ARCHITECTS - SERA Architects' concept for the renovated Galleria lobby when they move in in early 2022.

SERA's well-known local work includes the Hyatt Centric and AC Portland hotels, the Portland City Hall and Edith Green - Wendell Wyatt Federal Building renovations, Blanchet House, and the Old Town Recovery Center.

COURTESY: SERA ARCHITECTS  - Some recent SERA work: the Hyatt Centric is a block away from where SERA will take the top floor of the Galleria building, which currently is home to Target's City store.

The firm will take 42,000 square feet, the entire fifth floor, just as Target flees the building's second and third floors. The Target store last week reopened as an even smaller, street-level-only presence, keeping its Starbucks.

COURTESY: SERA ARCHITECTS  - SERA's LEED Platinum and Edith Green - Wendell Wyatt Federal Building renovation.

SERA is currently based on the Old Town bus mall at 338 N.W. Fifth Ave., part of Portland's ghost town. With workers staying home and large camps of unhoused people nearby, the advantages of being close to light rail and the leafy North Parks blocks have worn thin.

COURTESY: SERA ARCHITECTS - SERA's Old Town Recovery Center on West Burnside Street. SERA is moving from Old Town to downtown's West End in early 2022 after renovating the Galleria building.

The historic Class A office building is an entire city block directly on the MAX transit line at Southwest Ninth street and Morrison in Portland's West End, a part of downtown that was becoming more visitor-friendly with boutiques and restaurants before 2020.

Real estate investment and operating company Unico Properties and Partners Group, a leading global private markets firm, are partners. Together they attracted SERA and plan to spend $20 million to renovate the historic 194,737-square-foot Class A office building.

PAMPLIN MEDIA GROUP: JOSEPH GALLIVAN - Galleria will be home to SERA Architects in early 2022 as the Target City store shrinks to ground floor only. SERA is moving from the bus mall in Old Town and will oversee the $20 million remodel of the former shopping mall. Under construction at left is the coming Ritz-Carlton hotel in Eleven West, a 35-story building with offices and luxury condos.

Rough year 2020

The Galleria was built in 1910 and was initially known as the Olds, Wortman & King department store. It is a historic landmark listed on the National Register of Historic Places. Partners Group and Unico purchased Galleria from the Bill Naito Company in 2018 as part of a joint venture partnership.

COURTESY: SERA ARCHITECTS - According to the architect, 'The design developed by SERA renovates this historic structure to a safe, efficient, functional facility and restores City Hall as the ceremonial center of city government in Portland.' City Hall is currently boarded up and faces repreated attacks and graffiti.

The Bill Naito Company repositioned the building in 1976 as downtown Portland's first shopping mall. Galleria underwent significant renovations in 2013 and has been seismically retrofitted.

"Portland has had a rough year given the pandemic, civil unrest, and the economic turmoil that the whole country has experienced," said Joe Pinzone, Principal, SERA Architects. "But the fundamentals of what Portland is, and stands for, are solid. We believe in this city more than ever, and we're very proud to be the architect on one of Portland's historic icons."

Pinzone told the Business Tribune the firm was not leaving Old Town because the streets are too rough. SERA staff had grown, and the firm spilled over into a second space. Crossing the MAX tracks constantly for meetings was inconvenient.

When it is open, the SERA floor in the Galleria will have an occupancy of about 180 people, and they expect all but 15 percent to work from the office.

"We're putting out people at the forefront of the design idea," he said. "We'll have a front porch and back porch for open collaboration on the north and south side of the building and will avoid private offices, wherever possible." Just as they do now, there will be an open plan with no hierarchy. Principals sit in the open.

"There's a point of being accessible and being able to be involved in projects more directly when you can hear what's going on in team discussions."

Unico

"We're thrilled to have earned this long-term commitment from a highly distinguished firm like SERA at Galleria to serve as the lead tenant and lead architect in this renovated building. SERA is an integral partner in our repositioning of this historic landmark, and we're excited to revitalize this prime area of downtown and create a hub, with a modern and exceptional amenity package, for many tech and creative tenants to come," said Charlie Floberg, Unico Properties Director, Market Leader.

Floberg told the Business Tribune, "My belief is that Downtown Portland will come back stronger than before. SERA's long-term commitment is a testament to that optimism. With the future arrival of the Ritz Carlton and Eleven West, this downtown location is, and will continue to be, a prime destination for office, tourism and residential."

He added, "The West End has become the hot spot in downtown over the last couple of years, with some of the best bars and restaurants along with some of the most prominent hotels and developments in the city."

He said lease rates have decreased in Class B and C properties, but for Class A, they have not. "If you have desirable space, there is still pricing power for the Landlord. If your space is tired, or more of a commodity, demand is quite weak."

Renovations will include:

  • New lobby and a new entrance for office tenants
  • New showers and lockers
  • New outdoor spaces
  • New fitness center
  • New yoga studio
  • New conference center with video conferencing technology and a state-of-the-art AV system
  • New bike parking
  • On-site security
  • Striving for LEED-EB Gold
  • Pursing Fitwel building certification, designing and building with the designation in mind

  • Joseph Gallivan
    Reporter, The Business Tribune
    971-204-7874
    This email address is being protected from spambots. You need JavaScript enabled to view it.
    Follow us on


    You count on us to stay informed and we depend on you to fund our efforts. Quality local journalism takes time and money. Please support us to protect the future of community journalism.


    RELATED STORIES

    - SERA AT 50


    Go to top
    JSN Time 2 is designed by JoomlaShine.com | powered by JSN Sun Framework