Designing Cities That Last: Purpose-Driven Development with Rob Zirkle

In this episode of The Matthews Podcast, host Matthew Wallace set down with Rob Zirkle, Principal, Practice Group Leader, and Vice President at HGA, a national interdisciplinary design firm. Rob shares his extensive experience in commercial real estate and urban design, including his entrepreneurial journey, insights from his international travel fellowships, and ideas on current design trends. They discuss the impact of social spaces, the evolution of CBDs, and the future of commercial and residential architecture.

Early Inspirations: From Dirt Lots to Design Studios

Rob’s passion for architecture took root early—watching a Napa subdivision evolve from empty land into a neighborhood sparked a lifelong interest in how places are built. After earning his undergraduate degree from UC Berkeley in 1993 during a difficult job market, Rob got his start with a sole practitioner in San Diego. That hands-on, holistic experience gave him a rare early view into the full architectural process—from design to construction—and planted the seeds for a lifelong career in placemaking.

He later pursued a graduate degree at Yale, where he participated in a collaborative, design-build project for a nonprofit in New Haven and earned prestigious traveling fellowships. These fellowships took him and his family across Europe, particularly Scandinavia and Southern Europe, where he studied how centuries of layered development shaped cities like Rome, Copenhagen, and Helsinki.

European Lessons: Craft, Context, and Collective Memory

Rob’s travels deeply influenced his design philosophy. He came away with an appreciation for:

• Quality of Construction: European buildings prioritize durability, materiality, and craftsmanship.

• Human-Centric Design: Public spaces are designed for social collisions—those serendipitous moments in plazas, parks, and streetscapes that bring people together.

• Urban Permanence: Cities like Rome and Florence showcase how buildings and civic spaces evolve but also preserve identity over generations.

These insights have shaped his work ever since. Whether designing a new office, rethinking a retail corridor, or leading adaptive reuse projects, Rob seeks to embed timelessness and purpose into every project.

From Entrepreneur to National Design Leader

After returning to Northern California—where he wanted his son to grow up near family—Rob dove into Bay Area development projects. Eventually, he launched his own firm, Brick, to marry design excellence with business acumen. Brick was acquired by HGA in 2023, and Rob now brings that entrepreneurial mindset to a broader national platform.

His firm’s philosophy is team-driven: architecture as a collaborative pursuit, not a solo act. From day one, Brick emphasized solving not just design problems, but real estate and financial ones—what Rob calls “multiple bottom line outcomes.” That means designing spaces that are beautiful and sustainable and that drive value for clients, tenants, and communities.

The CBD Challenge: Redesigning the Urban Core

We turned the conversation toward one of today’s most pressing real estate issues: the fate of the central business district. As remote work reshapes demand for office space, B- and C-class buildings across America’s CBDs are sitting empty while A-class assets thrive.

Rob sees this disruption not as a death knell, but as an opportunity. Single-use zoning, he argues, is a relic. The future of cities is mixed-use, multi-nodal, and people-first. Real estate leaders and design professionals must collaborate to reprogram obsolete office stock, introduce housing (including senior housing), and revitalize the public realm to encourage daytime activity and community interaction.

The key? Hospitality-minded design, inviting amenities, and third spaces that draw people back downtown—not just for work, but for connection.

Trends to Watch: Human Connection, Tech Integration, and Regional Resilience

Rob emphasized several areas of opportunity:

• Hospitality-Inspired Office Redesigns: Amenitized workplaces that foster collaboration and attract tenants back onsite.

• Urban Infill and Redevelopment: Particularly in cities like San Francisco, where local investors are reinvesting at significantly reduced price points.

• Senior Housing as Ecosystem Lubricant: Aging in place limits housing turnover. Purpose-built senior communities could open up supply while meeting a pressing demographic need.

• Suburban Nodes Like Walnut Creek: With decentralization of work, smaller cities and exurban hubs have new relevance and potential.

He also noted that younger, smaller tech firms—especially AI-native startups—are more agile, often requiring less space but seeking strong placemaking and connectivity, potentially driving demand in emerging pockets.

Advice to the Next Generation: Solve for Impact, Not Just Aesthetics

In closing, Rob offered sage advice to up-and-coming architects and real estate professionals: learn to connect the dots between design, business outcomes, and community impact.

As digital tools and AI streamline the production of design, the true value of a designer will be in their ability to ask the right questions, synthesize complex needs, and propose solutions that serve investors, end-users, and the cities of tomorrow. Focus not just on the artistic vision, he said, but on understanding the levers of ROI, sustainability, and social equity.

Final Thoughts

Rob Zirkle is not just designing buildings—he’s helping shape the next generation of cities. From architecture to entrepreneurship to advocacy for better urban environments, his voice brings clarity and inspiration at a critical time in commercial real estate.

Subscribe to The Matthews Podcast to hear more from leading professionals shaping the future of our built world.