THA provided retail analysis of the potential market for this unique indoor student street within the architecturally unusual academic building designed by Frank O. Gehry.

THA, working with MIT groups and the architect, identified the character of this particular retail market and evaluated the design of the interior street within the building for self-sustaining retail uses. This included advising on retail and related uses, optimal placement and size of retail operations, and maintenance and management issues leading to the goal of a lively and economically viable student environment.