Everard Findlay’s concept to bring a halfpipe to the Fisher Building for pro skaters and BMX riders grew from a desire to create a common ground within the Fisher Building. “The idea of the commons is something that resonates with me, and I have noticed, working with different countries and companies around the world, that certain sports have a power to transcend race, class and cultural barriers. I grew up surfing in Trinidad, and it always struck me the way that surfers on the lineup with one dollar coexisted quite peacefully with the ones with millions. The ocean was a great leveler.” says Findlay.

“Spending time in Detroit, working with Peter Cummings and Dietrich Knoer of The Platform to create a human-centric real estate development ethos, I ended up meeting some amazing people in the local community. It’s been great to see the community as a whole coming together to support Fisher Halfpipe.” says Findlay.

The Fisher Building holds a unique place in the Detroit story, emblematic of the dramatic highs and lows Detroit has experienced in the past century, built upon the velocity and momentum afforded by the motor vehicle. Through these fluctuations, beauty and humanity has survived and thrived. Fisher Halfpipe continues this story, with another kind of vehicle, another kind of momentum, another kind of high and low – the Skateboard and the Rider – triumphantly activating the phenomenal space through motion once again.

Through dynamic and immersive experiencial branding we have successfully positioned the Fisher Building as The Beacon of Detroit, breathing new life into this iconic building, always a touchstone and gathering place for Detroiters and visitors from around the globe, now newly vibrant and activated, capturing the attention of major media outlets and the imagination visitors and locals.