The first phase of Pike + Rose, the massive strip mall redevelopment on Rockville Pike, is scheduled to open this fall. Recently, I got to tour the construction site as it slowly transforms into a neighborhood.
When it’s finished several years from now, Pike + Rose will contain 9 city blocks with 3.5 million square feet of apartments, offices, shops, and restaurants, as well as a movie theatre and music venue. I’ll be five times the size of Bethesda Row, which developer Federal Realty also built.
After about 18 months of construction, Pike + Rose is beginning to look like a place. Cladding is beginning to cover the buildings’ frames, and windows are starting to go in. Grand Park Avenue, envisioned as a bustling street lined with storefronts and dining patios, is still a mud pit, though it now has curbs.
Around the corner is Muse Alley, the first of several public spaces in the development. Evan Goldman, Federal Realty’s vice president of development and my tour guide, explained that the lower level would be a deck with movable tables and chairs and surrounded by a “forest” of birch trees. Overlooking it will be a beer garden.
There are three buildings in the first phase. Two are apartment buildings: Pallas, an 18-story building that’s still being framed, and PerSei, a mid-rise building that will open this spring. Aaron Kraut at BethesdaNow got to take a look inside PerSei last week.
Like many new apartment buildings, it’s been designed to look like several smaller buildings in an attempt to break down its block-long size. Goldman said that the developer wanted to draw from the area’s history. One section is designed to look like a repurposed warehouse building, while the cream-colored section pictured above will get a mural inspired by a bakery that was once located nearby.
The third building, 11800 Grand Park Avenue, contains several floors of offices atop a health club, a high-end movie theatre, and a four-star restaurant. Federal Realty worked with Strathmore, whose music hall is a mile away, to create a jazz club as well. It was originally supposed to be an open-air space, but instead will have sliding glass walls, allowing it to double as a corporate meeting space during the week.
Having this many entertainment venues next to each other, and all opening at once, could create a critical mass of activity in White Flint almost instantly. It’s similar to the way that restaurateur Joe Englert sought to make H Street NE a nightlife destination by opening several bars and restaurants at once. “This will be the entertainment center of the county,” Goldman says. “We hope this is that place everyone goes on the weekends.”
This building includes a number of outdoor spaces; the restaurant, health club, and jazz venue all have roof decks. Today the views are of parking lots and strip malls, but over time, it’ll fill in as White Flint grows a skyline.
Back on the street, 75% of the retail spaces have been leased, including several restaurants. Many of them are chains, but there are places that only have a few other locations nationwide, meaning they’ll be the only ones in the DC area.
Some of these restaurants will face Old Georgetown Road, a busy state highway. This fits in with the county’s vision to make it a more pedestrian- and bike-friendly street, though both Montgomery County and Maryland transportation officials have been reluctant to do so. Hopefully, creating activity on Old Georgetown now will push them to redesign it as an urban street.
In May, work on Pike + Rose’s second phase will start by demolishing the rest of the main strip mall, while a small retail building at the corner of Rockville Pike and Old Georgetown Road will get a facelift to help it blend in with the new buildings. Most of the remaining tenants have left; some have moved to other Federal Realty-owned shopping centers along Rockville Pike, while Chipotle, Starbucks, and La Madeleine will move to new spaces on-site.
The second phase should open within two years, but Federal Realty has no timeline for the rest of the site, including the building on the corner. Plans show that it could eventually become a high-rise office building, though that probably won’t happen until there’s funding for a new entrance to the White Flint Metro across the street, which would make that site much more valuable.
White Flint has been in planning for years, and it’ll take decades for it to fully become a more urban place. The first phase of Pike + Rose offers us a glimpse of White Flint’s future, but also suggests a path forward for other aging shopping centers around the region.
Check out this slideshow of Pike + Rose under construction.