Home to Sun Studios, the Edge Motor Museum and Flyway Brewing Co., the Edge District continues to blossom as a commercial corridor with recent openings of bars, restaurants and art galleries. 

And Cnct Design is a major player in the development between Union Avenue and Madison Avenue. 

The locally-owned architecture and planning firm has invested in Edge District real estate for years, hoping to develop Marshall Avenue, Monroe Avenue and Madison. 

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“The Edge District is an awesome sandbox,” said John Halford, founder of Cnct Design. “We’re committed, to the limited extent that is in our control, to supporting growth that’s organic and led by its businesses and occupants rather than chasing a ‘quick nickel.’” 

Halford, the lead project manager for the Edge District, said Cnct Design invested in about nine properties in the area, including:

• The Hard Time Deli space, 655 Marshall Ave.
• Bar Limina’s building, 631 Madison Ave. 
• Ugly Art Co.’s space, 635 Madison Ave. 

Harrison Downing, co-owner of Hard Time Deli and Gussied Up, said the Edge District is his home and he chose to open his businesses there after spending some time at High Cotton Brewing Co., now Flyway, where he eventually placed his pop-up burger stand, Secret Smash Society.

Downing said the pop-up with him, Cole Jeanes and Schuyler O’Brien — his business partners and friends — formed a name for them in the Edge District. 

Halford began a connection with the trio and helped build their business in the area.

“There’s a lot of history in the Edge District to me, which brought my attention, and we kind of just fell into it as well,” Downing said. “When it comes down to the Edge, it’s up and coming, so it’s nice that we have a blank slate, and it’s been fun watching these other people come in and watching this neighborhood that’s got so much history go from a lot of empty places to this.” 

Downing felt lucky that he and his friends worked in the Edge District and credited Cnct Design for the area’s progress. 

Halford began focusing on the area in 2019 after looking at different neighborhoods and seeing further potential for the Edge District — he said it had a cool name, well-defined borders and close proximity to the businesses. 

For the last six years, Cnct Design worked on bringing in businesses, including The Etowah Collective, Slow Down Dry Goods and Cafe Noir, to create sustainability in the “grassroots development.” 

Jasmine Settles, owner of Cafe Noir, will open her bookstore cafe this summer in the Edge District and said, “the Edge District chose her.”

Settles said Halford believed in her business and she feels grateful to work in an “up-and-coming area.”

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“At the time, I saw builders coming in and out, contractors coming in and out of spaces with materials and equipment, and I saw the development firsthand,” she said. “That’s really exciting because that means there’s an interest in that space, there’s an interest in that area, and there are folks who see an importance in putting resources, time and money into that area.” 

Settles wants Cafe Noir to become a destination spot for Memphis and she said the historical area fits with her vision.

Similarly, Halford also wants the Edge District to turn into a destination for Memphis. 

“One of the goals that we had was, people were coming to the Edge District just to see Sun Studio, but we wanted to flip that paradigm,” Halford said. “Where people would start to come to the Edge District, and while they’re in the Edge District, see Sun Studio.”

Halford emphasized that the recording studios and motor museum are iconic attractions for the area and he wants to build on that for residents and tourists to stay in the Edge District. 

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“We want it to be a place that’s for Memphians, by Memphians,” he said. “And for tourists, they get to see a really cool part of Memphis.”

Halford’s goal is to build a community and not buy and sell land, which requires commitment and avoiding quick money grabs. 

And Halford said they do it alone.

Cnct Design’s business model focuses on reinvesting its revenue from design services into development projects. 

“We’re putting in everything that we have,” he said. “We don’t come for money, we don’t have investors, we’re just architects.”

Chandell Ryan, Downtown Memphis Commission president, said the commission feels proud to support the development of the Edge District and credits Cnct Design for its continued growth.

“These types of projects bring new life and momentum to our Downtown,” Ryan said. “Development takes developers, and we want them to know our Downtown neighborhoods are open for investment, and we’re here to support them.”

Halford plans to develop the area more in the coming years and works on 598–600 Marshall and reimagining the former 616 music venue. 

Cnct Design also acquired Heartbreak Hotel, 633 Monroe, and explored a “boutique artist hotel concept.” 

Halford wants to bring in more food and music venues, along with creative spaces and making the area more walkable.

“When we look at these other properties, how can we continue this creative community that we’ve started to build,” Halford said. “It’s awesome that there is a community now, considering five years ago it didn’t feel like there was.”