Designing for Human Behavior

Rob Hagan is an Associate Principal at CBT Architects, where he leads multifamily, mixed-use, housing, and hospitality work with a focus on retail planning and the public realm. With more than 25 years in practice, Rob brings a global perspective shaped by projects across the U.S., Abu Dhabi, Taiwan, and Europe.

In this episode, Rob explains why retail and the public realm are inextricably linked and how the experience economy is transforming urban development. He shares how online shopping, hybrid retail models, and data-driven design are changing what belongs at the ground floor, and why understanding human behavior is crucial to the success of mixed-use projects.

The conversation also explores Rob’s career journey, leadership philosophy, and commitment to inclusive culture. From mentoring young architects to founding initiatives like CBT Proud and Out in Design, Rob offers a clear view on how thoughtful leadership and community-building strengthen both firms and the industry.

Key Takeaways

• Ground-floor retail shapes how people experience buildings.
• The experience economy is redefining urban retail design.
• Cultural context changes how architecture works and is lived in.
• Strong leadership comes from trust, inclusion, and empowering teams.

Notable Quotes

• “The place where the average person has a chance to really have a meaningful experience with your building, if they’re not living there or working there, is at the ground level of the building.” - Rob
• "The best ideas are really the ones that come from multiple viewpoints coming to the table. And it’s not one individual who decides. Some of the tough decisions are the ones that are made through consensus." - Rob
• “[People are] really focused on going and making meaningful experiences. They’re not focused on going out and grabbing a good at a particular store as much as they used to be.” - Rob
• “Success in the business world is equal parts what you know and who you know, and the relationships you’re able to build really are the thing that can catalyze the next opportunity for you.” - Rob
• "I always tell people that leadership really is an act of continual greater efforts for selflessness. If you’re doing it right, it’s not about you. You are a conduit to meeting your clients’ needs and providing your team the opportunity to grow and learn."- Rob

Resources: 

• CBT Architects
• Rob Hagan
• Book Recommendations: Turn the Ship Around! by David Marquet, Start With Why by Simon Sinek, and The Five Dysfunctions of a Team by Patrick Lencioni

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