We are Generis.

Sui Generis [adjective] – a Latin phrase that means “in a class by itself”, therefore “unique”.

We work with visionary retail, hospitality, healthcare, and entertainment brands to innovate the guest experience for a more resonant human connection while streamlining the buildout process.

We are a complete outsourced commercial property development solution, curating a cohesive team of industry experts to develop a program from ideation to delivery.

Our Story

Formerly LOC Associates (founded 2015), and reborn as Generis Collective in spring 2021, our beginnings are rooted in theme park development with our Founder Bob Laughrea (LOC-RAY) starting his career over 30 years ago with Walt Disney Imagineering. Much of the Generis Collective ethos is built around the creativity, imagination, and vision that is exemplary of the best themed entertainment destinations. Bob moved to Apple Retail in the early 2000s and over 12 years he opened more than 75 stores worldwide – LOC’s foundation of efficient, strategic, and streamlined project management was solidified.

Today, Generis Collective has married the idea with execution, providing a comprehensive property development solution for visionary retail, hospitality, healthcare, and entertainment brands.

Our Story

Formerly LOC Associates (founded 2015), and reborn as Generis Collective in spring 2021, our beginnings are rooted in theme park development with our Founder Bob Laughrea (LOC-RAY) starting his career over 30 years ago with Walt Disney Imagineering. Much of the Generis Collective ethos is built around the creativity, imagination, and vision that is exemplary of the best themed entertainment destinations. Bob moved to Apple Retail in the early 2000s and over 12 years he opened more than 75 stores worldwide – LOC’s foundation of efficient, strategic, and streamlined project management was solidified.

Today, Generis Collective has married the idea with execution, providing a comprehensive property development solution for visionary retail, hospitality, healthcare, and entertainment brands.

Our team are experts of unmatched experience and masters of many moving parts.

Bob Laughrea

Principal
Bob has over 30 years of experience developing challenging and fun real estate development projects around the world in retail roll-out, hospitality, and themed entertainment. He has worked for creative and quality driven companies such as Walt Disney Imagineering and Apple Inc. His primary focus is to share the experience and knowledge learned collaborating with incredible talent from around the world to new, exciting projects. Internationally, Bob has delivered high profile flagships in England, Scotland, Italy, Netherlands, Germany, Switzerland, Spain, and China.

Bob founded LOC Associates in 2015, bringing owner’s representative and project management services to companies who consider great design and high-quality standards a necessity for the success of their construction programs. The company relaunched in 2021 as Generis Collective, providing end-to-end commercial property development for visionary brands.
Bob has over 30 years of experience developing challenging and fun real estate development projects around the world in retail roll-out, hospitality, and themed entertainment. He has worked for creative and quality driven companies such as Walt Disney Imagineering and Apple Inc. His primary focus is to share the experience and knowledge learned collaborating with incredible talent from around the world to new, exciting projects. Internationally, Bob has delivered high profile flagships in England, Scotland, Italy, Netherlands, Germany, Switzerland, Spain, and China.

Bob founded LOC Associates in 2015, bringing owner’s representative and project management services to companies who consider great design and high-quality standards a necessity for the success of their construction programs. The company relaunched in 2021 as Generis Collective, providing end-to-end commercial property development for visionary brands.
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Meghan Sarkozi

Director of Development (West)
With an architectural accreditation and over 10 years of experience working on both the design and construction side of retail, Meghan is skilled at design coordination between multiple teams and working closely with tenants, contractors, vendors, and clients for new store and remodel design rollouts. She has managed multiple store-in-store concept projects and fleet-wide remodel implementation programs. She is well versed in the overall management of project teams, clients, and vendors with a focus on maintaining and coordinating schedules and budgets. Meghan was responsible as a Senior Store Planning specialist and Design Coordinator for the JC Penney Company and the North American Apple Retail Remodel Program. She also worked as a Project Manager for the Microsoft Retail Initiative where she was responsible for all aspects of the completion and close out of the program prior to joining Generis Collective.
With an architectural accreditation and over 10 years of experience working on both the design and construction side of retail, Meghan is skilled at design coordination between multiple teams and working closely with tenants, contractors, vendors, and clients for new store and remodel design rollouts. She has managed multiple store-in-store concept projects and fleet-wide remodel implementation programs. She is well versed in the overall management of project teams, clients, and vendors with a focus on maintaining and coordinating schedules and budgets. Meghan was responsible as a Senior Store Planning specialist and Design Coordinator for the JC Penney Company and the North American Apple Retail Remodel Program. She also worked as a Project Manager for the Microsoft Retail Initiative where she was responsible for all aspects of the completion and close out of the program prior to joining Generis Collective. MORE

Ryan Morrissey

Director of Development (East)
Ryan has vast experience managing multiple high-end projects in all stages of progress as a Senior Development Manager. He focuses on coordination with all client-based internal departments: real estate, design, marketing, tech, brand, facilities, and new store openings, while being involved with all external vendors during the duration of the project. Ryan excels in being able to effectively understand the client process and work with both the client and vendors to implement processes that can yield long-term success. He proactively strives to improve systems pertaining to contractor & vendor bid documents, contracts, budgets, schedules and overall project organization. With his expansive experience working in all aspects of project management, he has been able to cultivate strategic client relationships leading to the development of new and repeat business. Ryan received both his Bachelors and Masters in Architecture from the University of Buffalo.
Ryan has vast experience managing multiple high-end projects in all stages of progress as a Senior Development Manager. He focuses on coordination with all client-based internal departments: real estate, design, marketing, tech, brand, facilities, and new store openings, while being involved with all external vendors during the duration of the project. Ryan excels in being able to effectively understand the client process and work with both the client and vendors to implement processes that can yield long-term success. He proactively strives to improve systems pertaining to contractor & vendor bid documents, contracts, budgets, schedules and overall project organization. With his expansive experience working in all aspects of project management, he has been able to cultivate strategic client relationships leading to the development of new and repeat business. Ryan received both his Bachelors and Masters in Architecture from the University of Buffalo. MORE

Gina Herrera

Director of Operations
Gina is an accomplished Director of Operations with a strong background managing day-to-day business operations. Her skills include managing and improving the operational systems, processes, and policies in support of the organization. She focuses specifically on better management reporting, informational flow and management, business process, and organizational planning. Gina manages and increases the effectiveness and efficiency of Support Services (HR, IT and Finance) through improvements to each function as well as coordination and communication between support and business functions. She plays a significant role in long-term planning, including an initiative geared toward operational excellence. Her overall financial management, planning, systems and controls keep Generis Collective running smoothly.
Gina is an accomplished Director of Operations with a strong background managing day-to-day business operations. Her skills include managing and improving the operational systems, processes, and policies in support of the organization. She focuses specifically on better management reporting, informational flow and management, business process, and organizational planning. Gina manages and increases the effectiveness and efficiency of Support Services (HR, IT and Finance) through improvements to each function as well as coordination and communication between support and business functions. She plays a significant role in long-term planning, including an initiative geared toward operational excellence. Her overall financial management, planning, systems and controls keep Generis Collective running smoothly. MORE

Ariel Gardner

Director of Marketing
Ariel brings about 15 years of experience helping a variety of businesses with their marketing-communications needs, in both agency and in-house roles. Her work experience varies from international brands to technology startups, and small nonprofits, with a primary focus assisting brick & mortar retailers in the food & beverage, hospitality, design, and lifestyle space. Her ability to marry planning & strategy with creative execution has brought immense value to her clients and employers over the years, creating foundations for growth by leveraging each brand’s unique differentiators and story. At Generis Collective, Ariel is responsible for marketing, business development and culture initiatives that elevate the company’s turnkey property development offerings. She is currently pursuing her MBA from Babson College.
Ariel brings about 15 years of experience helping a variety of businesses with their marketing-communications needs, in both agency and in-house roles. Her work experience varies from international brands to technology startups, and small nonprofits, with a primary focus assisting brick & mortar retailers in the food & beverage, hospitality, design, and lifestyle space. Her ability to marry planning & strategy with creative execution has brought immense value to her clients and employers over the years, creating foundations for growth by leveraging each brand’s unique differentiators and story. At Generis Collective, Ariel is responsible for marketing, business development and culture initiatives that elevate the company’s turnkey property development offerings. She is currently pursuing her MBA from Babson College. MORE

Julian Fatovic

Senior Development Manager
With over 20 years of experience planning and executing multi-million dollar projects, Julian offers outstanding negotiating skills and expertise in construction management, client development, purchasing and procurement. His broad expertise includes design & development roles in the luxury retail space for brands like Prada, and Burberry, where he oversaw day-to-day operations of the company’s North American, South American and Caribbean retail locations. Julian has also worked in construction and project management positions at established firms like Morgan Stanley, and Shawmut Design and Construction, where he oversaw the construction of two Apple flagship stores in New York City. Julian brings advanced knowledge in budgeting, cost control, and risk assessment to Generis Collective.
With over 20 years of experience planning and executing multi-million dollar projects, Julian offers outstanding negotiating skills and expertise in construction management, client development, purchasing and procurement. His broad expertise includes design & development roles in the luxury retail space for brands like Prada, and Burberry, where he oversaw day-to-day operations of the company’s North American, South American and Caribbean retail locations. Julian has also worked in construction and project management positions at established firms like Morgan Stanley, and Shawmut Design and Construction, where he oversaw the construction of two Apple flagship stores in New York City. Julian brings advanced knowledge in budgeting, cost control, and risk assessment to Generis Collective. MORE

Angela Moody

Development Manager
Angela is a detail-oriented project manager with a background in IT network, contract management, design, and construction. In addition, she has a solid commitment to customer service and collaborative project management. Before joining Generis Collective in May of 2019, Angela oversaw Samsung's Workplace Delivery division for six years. She was responsible for leading a team of diverse professionals and managing workplace strategy, design, employee change management, and construction of all capital construction and renovation projects across the Samsung portfolio (40+ locations). Angela is a skilled communicator, handling workflows, schedules, and budgets across internal teams, vendors, and clients for end-to-end program development.
Angela is a detail-oriented project manager with a background in IT network, contract management, design, and construction. In addition, she has a solid commitment to customer service and collaborative project management. Before joining Generis Collective in May of 2019, Angela oversaw Samsung's Workplace Delivery division for six years. She was responsible for leading a team of diverse professionals and managing workplace strategy, design, employee change management, and construction of all capital construction and renovation projects across the Samsung portfolio (40+ locations). Angela is a skilled communicator, handling workflows, schedules, and budgets across internal teams, vendors, and clients for end-to-end program development. MORE

Nancy Downing

Contracts Manager
Nancy brings varied experience in technical writing, communications, education, and administration to her role as Contracts Manager at Generis Collective. Along with assisting in legal negotiations, she creates, manages, and tracks all contracts between Generis Collective and the clients, contractors, and vendors. She is extremely organized and detail-oriented, and her natural interpersonal skills help ensure that all clients, vendors and contractors are taken care of from the beginning to end of a program.
Nancy brings varied experience in technical writing, communications, education, and administration to her role as Contracts Manager at Generis Collective. Along with assisting in legal negotiations, she creates, manages, and tracks all contracts between Generis Collective and the clients, contractors, and vendors. She is extremely organized and detail-oriented, and her natural interpersonal skills help ensure that all clients, vendors and contractors are taken care of from the beginning to end of a program. MORE

Roberto Mojica

Financial Analyst
Roberto Mojica is a financial management professional with a strong combination of leadership, analytical, creative and interpersonal skills. He possesses the ability to manage details while taking a big-picture approach to operations. He is able to function effectively in a variety of business areas. He has extensive experience in financial oversight, project finance, accounting and fiduciary controls. Roberto is responsible for the financial management and reporting of the design and construction of Generis Collective projects.
Roberto Mojica is a financial management professional with a strong combination of leadership, analytical, creative and interpersonal skills. He possesses the ability to manage details while taking a big-picture approach to operations. He is able to function effectively in a variety of business areas. He has extensive experience in financial oversight, project finance, accounting and fiduciary controls. Roberto is responsible for the financial management and reporting of the design and construction of Generis Collective projects. MORE

Courtney Laughrea

New Media Coordinator
Courtney brings a background in the creative arts to her role as New Media Coordinator at Generis Collective. She studied photography and film production at The New School, and applies this design aptitude when assisting with Generis Collective marketing and business development efforts. Courtney's attention to detail also comes in handy as she supports bookkeeping, payroll, procurement and other administrative tasks. 
Courtney brings a background in the creative arts to her role as New Media Coordinator at Generis Collective. She studied photography and film production at The New School, and applies this design aptitude when assisting with Generis Collective marketing and business development efforts. Courtney's attention to detail also comes in handy as she supports bookkeeping, payroll, procurement and other administrative tasks.  MORE

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We lead every stage of the project.

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Latest News & Insights

Second Insight

Insight • Sep 02 2021

Connecting Ideas with Experience

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We want to build the future with you.

Generis Collective can be your single point of contact for all your property development needs- providing leadership across every stage of your project and managing all moving parts. Let’s connect and start transforming your guest experience.

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