Producing a Pedestrian Playground: Car-Free Open Newbury Street
PROJECT OVERVIEW
THE CHALLENGE: In spring 2023, the City of Boston announced they would lengthen its Open Newbury season from 4 weeks to span 16 Sunday’s throughout the summer and into the fall. In collaboration with the Boston Transportation Dept Isenberg Projects supported all communication, outreach and program logistics throughout this elongated season, in an effort to support the wide range of businesses up and down this mile-long stretch of the street, including shops, salons, galleries and restaurants.
THE OUTCOME: Open Newbury Street transformed the corridor into a safe, welcoming, and accessible public space that strengthens both community life and local business. Launching at the start of the summer, Isenberg Projects provided retailers with best practices to showcase their products beyond their storefronts leading to increased foot traffic and stronger sales. By coordinating local vendor pop-ups, live performances, spaces to rest, and spaces to play, visitors were able to experience the iconic Newbury Street in a very new way.
ACTIVATION STRATEGY
Businesses with a brick and mortar presence on Newbury Street are encouraged to activate their storefront by bringing products, services and brand awareness to the space in front of their shop. In addition to business activations, Isenberg Projects deployed pop-up public seating which was installed weekly. These spaces acted as both rest zones for pedestrians and activity zones for local community organizations.
DESIGN + MARKETING
The Isenberg Projects design team created additional marketing assets for the City of Boston and participating businesses to utilize, increasing the program’s visibility online and through social channels. This was in support of Newbury Street businesses to utilize unified branding and raise program awareness to their customers and clients. An increased signage and wayfinding presence along Newbury Street also created more visibility for the program and served to keep pedestrians and vehicle traffic safe.
