DLR Group and Matthew Gulsvig Elevate the Human Experience Through Design

Dubbed “Music City” for its vibrant soundscape and legendary venues like the Grand Ole Opry, Nashville attracts far more than aspiring musicians. The city boasts a thriving business community anchored by powerhouse sectors such as healthcare, technology, finance, and manufacturing. With its world-class universities, iconic music scene, and passionate sports culture, the Tennessee capital seamlessly fuses historic charm with modern style.

It’s this mix of tradition, talent, and forward momentum that made Nashville the ideal place for DLR Group to establish its presence. After decades of building relationships across the state, the firm opened its office in 2023 at UBS Tower, KBS’ 29-story, Class A office property. From this central business hub, the nearly 60-year-old global architecture and design firm continues doing what it does best: listening, learning, and designing spaces that elevate how people live, work, and connect.

We sat down with DLR Group’s Matthew Gulsvig to talk about the future of design, the firm’s growth, and what makes UBS Tower the perfect home for its next chapter.

What sets DLR Group apart from other design firms?

Gulsvig: As an integrated design firm, we offer a wide range of services, but what’s important is that we approach every project with the same level of care, whether it’s big or small. It all comes down to understanding the client’s needs and being intentional about how we bring their vision to life.

Preserving historical features is just as meaningful to us as designing new buildings.  For instance, we now use Artificial Intelligence (AI) to scan buildings and create detailed 3D models to highlight and enhance the best existing features while adding new ideas and modern features into the space. Through this approach, the balance between preservation and innovation allows us to be sustainable and mindful stewards of the spaces and communities we serve.

DLR Group is 100% employee owned. What is it like working for a business with that dynamic?

Gulsvig: It creates a really unique culture of pride and loyalty. DLR (Dana Larson Roubal) Group started in Omaha, Nebraska, in 1966. Its founders wanted the business to live on and be mindful of its employees. This motivated them to adopt an employee-owner structure in the 1970s.

There’s a certain level of commitment to the business that comes with being an owner. When you see a piece of paper on the floor, you pick it up, not because someone told you to, but because it’s your company. Clients and new team members quickly begin to model that level of care. Many of my mentors were part of the original firm, and I take a lot of pride in carrying on that legacy every day.

How do you blend your firm’s innovative approach with the traditional styles that are so much a part of the mid-South’s identity?

Gulsvig: Our approach to design is very purposeful and intentional; it’s dictated by what the client and community need. It’s not about imposing a particular style. Each project takes cues from the people who’ll use it, the climate, the neighborhood, and local design. All of that shapes whether the project feels more modern, classical, or a blend of both. Design isn’t one-size-fits-all. Even if someone wants to replicate an existing space, the new one is an evolution of the last one. That’s what keeps things interesting.

Can you share an example of the company “elevating the human experience through design”?

Gulsvig: That phrase is really our north star. It’s the promise we make as a firm. Elevating the human experience through design is our brand promise as an organization. Right now, we’re working on a large-scale private project — and a smaller one for a public client. Both are equally important to us, because they are equally important to each client. It’s not about scale; it’s about service and being intentional in our process to ensure the outcomes they’re seeking are achieved.

Ultimately, we’re designing spaces for people. When clients see their vision reflected in the finished space, it’s incredibly rewarding. The details we capture from those early conversations make all the difference. Their excitement is the most gratifying part — and that’s what it’s all about.

The architecture and design world is always evolving. What emerging trends excite you most, and how are they influencing the way you approach your work?

Gulsvig: The profession is constantly changing. Design is always evolving, with new tools and technologies constantly coming into play. We’ve integrated AI into our workflow in thoughtful ways, exploring how it can add value without losing the human touch. As these opportunities emerge, it’s important to approach them openly and honestly, embracing the value they can bring.

As people begin to get comfortable with AI, the real potential starts to show. I like to think of it like the early days of elevators. At first, they needed operators. However, through all of these changes, the most important thing is to maintain the integrity of the design process and stay true to our principles.

How is DLR Group navigating today’s economic shifts in your key industries?

Gulsvig: We’ve seen a lot of attention given to higher education and emergency operations facilities, and projects are scaling in ways we haven’t seen before, which is really exciting.

Since we have five generations in the workforce, we’re mindful of what future generations may desire and how we need to design for the future.

I look at how new trends in K–12 classrooms are designed, because they tend to shape the expectations of tomorrow’s workforce, and what we see in classrooms today is likely to foreshadow future workspaces. For the last five years, for instance, it’s been gratifying to see how hybrid education environments have shaped office design.

What’s the key to retaining clients?

Gulsvig: Relationships. That’s really at the heart of it. Relationships are what keep clients coming back. We’re very intentional about building strong connections with each of them. After all, you’re working with these people for anywhere from three years to two decades or more, depending on the scale, so you have to be mindful of that. Starting things off on the right foot is what sets us apart.

One of our mottos is “listen, design, and deliver.” We start by listening with intention — to our clients and the people who make up their communities. That curiosity sets an empathetic tone that’s the foundation of a successful working relationship. By staying true to that process, organic relationships naturally grow. Because of this focus, we pride ourselves on having exceptional client retention.

Why was Nashville the place for DLR Group?

Gulsvig: We’ve been working in Tennessee for more than two decades, so this move was really about deepening our roots. Opening an office here lets us be more present, empowering us to build stronger partnerships and enduring relationships. Being here is an extension of our commitment to building relationships that last and contributing to the
state’s future.

At the same time, Nashville gives us the chance to share new ideas. We can bring in global perspectives while learning from the incredible talent and culture right here. It’s a true exchange of energy, creativity, and opportunity.

Why Downtown Nashville over markets like Franklin or Brentwood?

Gulsvig: Nashville is a city built around its core. Being downtown puts us right in the center of it all, just steps from City Hall, the Capitol, and the clients we serve every day. This location isn’t just convenient; it’s a true advantage. It keeps us close to the action, plugged into the pulse of the city, and positioned to respond quickly and effectively.

What drew you specifically to UBS Tower?

Gulsvig: UBS Tower checked all the boxes. It gives us the right amount of space, offers fantastic amenities, and has a central location that works for our whole team. Our employees live all over the Nashville area, so being right downtown makes it easy for everyone to come together in a beautiful, well-connected building. Its proximity to entertainment and the airport makes it an ideal setting for both work and convenience. It’s a great balance of energy and ease.

How have UBS Tower’s location, amenities, and leasing options helped advance your goals?

Gulsvig: We really value the shared space. It turns our floor into a little neighborhood with the other tenants. When a new tenant recently moved in, I thought, “Oh, someone new in the neighborhood!” So, we hosted a pizza party during lunch in the shared space to welcome them. And just last night, one of our team members was commemorating a special occasion, so we held a little celebration in the common area, which the other tenants on the floor were able to enjoy.

These moments help foster a sense of community, making the workplace feel more human and connected. It allows us to interact and collaborate with everyone in the building, while using our private suite for business activities. It’s a bit like students in a school having breakout spaces where they can shift their environment. The shared areas elevate the level of human interaction. It truly energizes you.

I also appreciate the flexibility UBS Tower offers as we grow. We’re always looking for people who share our passion for design and community, and it’s exciting to know this space will grow right along with us.

This article first appeared in the 2026 edition of KBS Premier magazine, which can be found here. To learn more about KBS and the commercial real estate industry, visit KBS.com/Insights.