52 Broadway – Momentum Project Case Study
Adaptive Reuse | Boutique Hospitality | Mixed-Use Development
52 Broadway
Project Overview
Located in the heart of downtown Asheville, 52 Broadway stands as a premier example of adaptive reuse—transforming a historic structure into a vibrant mixed-use destination.
Developed for John and Ann Campbell, the project integrates:
- Momentum Gallery on the first two floors, serving as a cornerstone for contemporary art in Asheville
- Momentum Lofts, a boutique hotel occupying the upper levels
Over the course of a two-year renovation and a total construction investment of approximately $7 million, the building was completely reimagined while preserving its historic character.
Vision & Collaboration
From the outset, the goal was not simply renovation—but reinvention.
The ownership team envisioned a space that would:
- Celebrate Asheville’s thriving arts culture
- Deliver a high-end boutique hospitality experience
- Preserve the integrity of the original structure
Create a seamless interaction between public and private environments
Falcon Development of NC worked in close collaboration with:
- Samsel Architecture (now Altura Architects) – Architectural design and planning
- Alchemy (led by Traci Kerans) – Interior design and experiential vision
This highly integrated, design-build approach allowed the project to evolve thoughtfully in real time—ensuring that design intent and construction execution remained fully aligned from start to finish.
Construction & Execution
This project required a complete transformation of the existing structure.
The building was:
- Fully stripped to the studs
- Reconstructed with all new building systems
- Structurally reinforced to meet modern standards and support new uses
- Reconfigured to accommodate a vertical mixed-use program
Key Challenges & Solutions:
- Extensive Structural Work
Significant reinforcement was required to stabilize and modernize the building while preserving its historic shell. - Acoustic Engineering for Hospitality Use
Advanced soundproofing systems were incorporated to ensure a quiet, high-end guest experience, despite the active gallery and urban environment below. - Urban Construction Constraints
Working in a dense downtown setting required precise coordination, logistics planning, and sequencing. - Design Integration During Construction
The project demanded continuous collaboration between contractor, architect, and designer, allowing the interior spaces to be refined and elevated throughout the build process.
Design & Interior Experience
One of the defining aspects of 52 Broadway is the intentional balance between historic character and modern design.
Throughout the project, the team remained committed to:
- Preserving original architectural elements wherever possible
- Highlighting the building’s history through material and structural expression
- Introducing contemporary finishes and systems to meet modern expectations
The result is an interior that feels:
- Authentic and rooted in place
- Clean, refined, and highly functional
- Carefully curated to enhance both the gallery and hospitality experiences
Every detail—from structural elements to finishes—was considered and executed to create a cohesive, elevated environment.
Recognition
The project’s success in blending preservation with innovation was recognized with an:
AIA Award for Adaptive Reuse
This award reflects the strength of the collaboration, design execution, and construction quality that defined the project.
AIA NC Design Award, Tower Award 2024
AIA NC Design Award, Merit Award 2024
AIA Asheville Design Award, Historic Preservation Award 2022
Preservation Society of Asheville & Buncombe County, Griffin Award 2022
Outcome
Today, 52 Broadway stands as:
- A landmark mixed-use property in downtown Asheville
- A destination for both art and hospitality
- A long-term, high-performing asset for ownership
- A showcase project within Falcon Development’s portfolio
For our team, this remains one of our favorite projects—a reflection of what can be achieved through vision, craftsmanship, and true collaboration.
Falcon Development’s Role
Falcon Development of NC served as General Contractor, leading:
- Pre-construction planning and budgeting
- Full-scale construction and structural redevelopment
- Coordination with architect and design teams
- Real-time problem solving and design integration
- Delivery of a complex, high-end adaptive reuse project