Jon Cardello, Partner, CUBE 3

In an interview with Invest:, Jon Cardello, partner at CUBE 3, discussed how architecture is evolving beyond design into shaping social experiences. He also talked about the importance of affordability, infrastructure, and mixed-use development in Miami’s next growth phase. “While we build buildings, we also build social experiences, and that’s what people are looking to build,” Cardello said.

What does innovation look like in your projects, beyond aesthetics?

Innovation today is centered on the evolving social experience that people are looking for. Since COVID, along with broader economic changes and affordability pressures, people want more from the spaces they inhabit. They are looking for environments that create memorable experiences, whether that is in residential, hospitality, or mixed-use developments.

These experiences add value not only for the end user but also for the developer, as they become a key differentiator in attracting tenants, buyers, and visitors. The challenge is designing environments that encourage real human interaction in a world increasingly shaped by digital habits. That means thinking about how spaces support connection, whether someone is celebrating a milestone, spending leisure time, or simply engaging with their community.

Ultimately, projects today need to operate on multiple levels — functional, emotional, and experiential — to remain competitive and relevant.

How do you decide where to focus as market demands shift across sectors?

Our approach is rooted in diversification, both geographically and across sectors. In Massachusetts, where our firm began, and where our headquarters and two of our offices are based, a foundation project was a major student housing project in Louisiana, with a Developer based in Philadelphia. We were a national firm right from the start. Over time, though, we’ve built on that foundation, diversified, and expanded nationally, bringing what we’ve learned into the broader rental housing and mixed-use markets.

This diversification provides stability. When one sector slows, another often strengthens, creating a natural balance within the portfolio. In Miami, for instance, we are heavily involved in branded residences, hospitality, and luxury developments, driven by population growth and strong demand for high-end projects.

We are also seeing a shift toward midrise developments, typically eight to twelve stories, particularly in rental housing. These projects offer a more cost-effective alternative to high-rise construction, which has become increasingly challenging due to economic conditions. Healthcare is also a growing area, as population increases require expanded services and infrastructure.

How do you balance client needs, budgets, and environmental considerations?

From our perspective, these priorities do not conflict. Good design is inherently efficient and logical. When a project is well planned, it naturally creates opportunities to manage costs while still delivering high-quality outcomes.

Efficiency in design allows you to make strategic decisions about where to invest in standout features or unique elements. By grounding the project in strong fundamentals, you create flexibility to enhance specific areas without compromising the overall budget.

This approach ensures that environmental considerations, cost management, and design quality are integrated rather than competing priorities.

How are technologies like BIM, 3D modeling, and AI changing client expectations?

Technology is significantly enhancing how we communicate and deliver projects. Tools such as building information modeling (BIM), 3D visualization, and virtual reality allow clients to better understand the design, track progress, and evaluate decisions in real time.

We also emphasize that technology should complement, not replace, the creative process. Hand sketching and conceptual thinking remain critical because they provide an immediate and emotional connection that resonates with clients.

We are also integrating artificial intelligence into our workflows, particularly in refining renderings and accelerating the transition from concept to visualization. These tools improve efficiency and give us greater control over the design process, while also enhancing transparency for clients in terms of budget and progress tracking.

Are you seeing increased demand for data-driven design and performance-based architecture?

Yes, but from our perspective, these concepts are closely tied to fundamental design principles. Performance-based architecture is essentially about efficiency and proper planning, ensuring that projects function effectively and deliver value over time.

Data-driven design, however, goes beyond technical metrics. While data can inform decisions, some of the most valuable insights come from observing societal trends, engaging our entire team at all levels, and understanding how people interact with spaces.

At the end of the day, while we build buildings, we also build social experiences, and that’s what people are looking to build. That includes not only the building itself but also how it connects to the surrounding urban context, including public transportation, walkability, and accessibility.

What trends are most influencing your pipeline today?

Workforce housing is one of the most significant topics in today’s market. In Florida, policies such as the Live Local Act have created both opportunities and challenges from a financial modeling perspective. Success in this area requires creativity and collaboration.

One approach we are seeing is integrating workforce housing into mixed-use developments, where other components, such as office or condominium units, help offset costs. This creates a more balanced and financially viable project.

Infrastructure and public transportation also remain critical issues. For Miami to continue growing sustainably, it must address how people live and commute. Long commute times are not viable, particularly for workforce housing residents. Improving transit connectivity will be essential to retaining talent and supporting continued economic expansion.

What defines a successful project in student housing and mixed-use development today?

In student housing, success starts with creating a genuine sense of community. These projects bring together students from diverse backgrounds, so the design has to foster interaction, safety, and shared experiences. That means thoughtfully crafted communal spaces, inside and out, that feel inviting, intuitive, and easy to use, encouraging students to gather, connect, and make the place their own.

For mixed-use developments, success is driven by both financial viability and social integration. Different components of the project must work together to support one another economically, while also creating a diverse and dynamic environment.

Mixed-use projects can bring together people from different income levels and professional backgrounds, which ultimately strengthens the community. That diversity is a key part of what makes these developments successful and sustainable.

How do you see the role of architecture evolving in the coming years?

The role of architecture is expanding beyond design into a more strategic position within development and planning. Emerging technologies, particularly AI, will play a significant role in shaping this evolution.

However, the impact of these technologies will depend on collaboration across the industry. Owners, architects, and contractors need to work together to understand how these tools can improve efficiency, reduce costs, and enhance design outcomes.

There is also a need to preserve uniqueness in urban environments. While technology can streamline processes, there is a risk that it could lead to more standardized, less distinctive developments if not used thoughtfully.

What broader factors will shape Miami’s future growth?

Miami is in a unique position as it continues to attract corporations in finance, technology, and other sectors. This presents a significant opportunity to raise wage levels and strengthen the local economy.

However, to sustain that growth, there must be a coordinated effort to invest in infrastructure. This includes public transportation, urban planning, and ensuring that development is aligned with long-term needs.

Achieving this requires collaboration between the private sector, government entities, and the broader development community. By working together, these stakeholders can ensure that Miami continues to evolve as a competitive and desirable place to live and do business.