THE CHALLENGE: The adaptive reuse of the Watertown Arsenal during the civil war, became the Arsenal Mall in the 1980s. This site’s redevelopment was the origin of Arsenal Yards, Watertown’s newest urban mixed use development. Our work with Arsenal Yards began by helping to survey its local community engagement and the greater activation landscape in order to understand options surrounding messaging and target user engagement. The process also aimed to inform leasing opportunities and larger communication and experiential activation strategies to inform the multi-phased redevelopment while reimagining the former Arsenal Mall site.
THE OUTCOME: After an in-depth study of the community and surrounding market, Isenberg Projects created a robust programmatic and public art plan to shift perceptions of the property’s past life. In late 2019, three artists were commissioned to create four murals at the property. Isenberg Projects chose each artist to represent various factions of the local community, while simultaneously bringing in a national heavy-hitter as a press driver. Additional programs included a beer garden, family friendly robust event program and attractions for lab/office and residential tenants.
Isenberg Projects commissioned three well known artists to create four murals at Arsenal Yards, bringing public art to the rapidly changing property along with local attention and social content to highlight the up and coming property.