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Joon Choi Choi: “The existing stock is commodity space, and we want to be the people who give the end user the ability to embrace their brand and show it off—it’s a different approach.”

IRVINE, CA—Customization and branding aren’t common in Orange County’s office stock, but Harbor Associates has seven projects in various stages of renovation that prove there’s a market for office space that isn’t cookie-cutter, company principal Joon Choi tells GlobeSt.com. Each asset (five in Tustin, one in Irvine and one in Lake Forest) is in different stages of renovation. We spoke with Choi about the projects and some of the firm’s operational wins in this market.

Carrie Rossenfeld

Carrie Rossenfeld is a reporter for the San Diego and Orange County markets on GlobeSt.com and a contributor to Real Estate Forum. She was a trade-magazine and newsletter editor in New York City before moving to Southern California to become a freelance writer and editor for magazines, books and websites. Rossenfeld has written extensively on topics including commercial real estate, running a medical practice, intellectual-property licensing and giftware. She has edited books about profiting from real estate and has ghostwritten a book about starting a home-based business.

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