Public realm / Tenant engagement
New Balance Development Group
Our work at Boston Landing focused on introducing a rapidly growing tenant population, both retail and residential, to the Boston Landing property and, importantly, the offerings of businesses in the surrounding community of Brighton, MA. We worked on creating a distinguishable brand as a platform to help introduce new amenities, brands, small businesses and programming and event initiatives to the property
As a mixed use property in the middle stages of development, there were some geographic difficulties which led to a fortress-like feel and made the site seem hard to access to the rest of the surrounding community. Along with active construction, we were challenged to broaden the strong association the property held with the Bruins and Celtics by incorporating new amenities and programming with local businesses.
A multi-faceted, 5 month long event activation strategy on Boston Landing that was directly informed by a 5 week research phase in early 2018. The activations centered on a central and recurring location and featured four bespoke, interconnected brand identities.
The Landing Pad launched as a “community concierge”, the Landing Pad brought local businesses and amenities to the property to bring a variety of offerings to the tenants. From free popsicles to the first 100 guests, to onsite bike tuneups, a flower truck, and popup “back to school” book sale, the Landing Pad started a dialogue with local businesses and the up and coming property, understanding what tenants are excited to see on site, and was a huge opportunity to capture date that informed future leasing.
Sweet Fridays were designed to highlight local food trucks and bands and make Fridays a little more sweet! Plus, with limited lunch options onsite while construction was still underway, tenants were eager for some variety. Once a month, we brought good food and good music out to an underutilized plaza on the property for a full blown, mid day lunch party. Giveaways enticed tenants to come out, but they stayed for the good atmosphere.
Harvest and Hops was a family friendly, fall celebration and beer garden complete with brews, bites, lawn games and live music. We transformed an underutilized plaza into a festive autumnal beer garden which brought a new audience to the property for market and tenant exposure.
Working with a local farm, The Farm Stand brought fresh produce to the tenants of the property on a weekly basis through the month of September.
EVENTS HELD IN
LOCAL VENDORS + BRAND HIGHLIGHTS
CUSTOM VISUALS DEVELOPED