Isenberg Projects transformed Kendall Common into a unique gathering space through a series of activations focused on community engagement and showcasing local talent. Supported by dedicated funding, the activation acted as a testing ground for bold ideas while data capturing public perception and feedback revealed interest from a wide-ranging audience.

FOOD AND BEVERAGE PARTNERSHIPS: Food and beverage programs spotlit Cambridge’s culinary scene while expanding our audience through the vendors’ existing local followings. Buencie’s—a collaboration between Gracie’s Ice Cream and Buenas served up unique hot dogs and soft serve. A beverage partnership with the East Cambridge Business Association as well as Rebel Rebel wine bar, supported and staffed the Drinks at the Rink booth. These offerings tied the activation to the local economy and provided a platform for these businesses to connect with new customers. Through these collaborations, Isenberg Projects not only enhanced the visitor dining experience but also strengthened the foundation for future economic growth at Kendall Common. 

PROGRAMMING: A blend of passive and active programming was integral to the site’s success—pairing moments of community gathering with a colorful backdrop and visual beacons that invited visitors in.

To create a warm and compelling experience at Rollerama, passive programming elements like playful infrastructure were added to encourage both recreation and relaxation. A variety of seating and visually engaging installations provided welcoming spots for visitors to gather, socialize, or simply take in the surroundings. These passive elements established a sense of place and created a comfortable environment which encouraged people to stay and linger, even when they weren’t lacing up skates.

Isenberg Projects recognized that a bold, site-specific artwork would be key to making the rink distinct and eye-catching. Boston-based Dominican muralist Massiel Grullón was chosen for her retro-inspired style, transforming the 7,000-square-foot surface into an expression of nostalgia, harmony, and movement and fulfilling her longtime dream of painting a mural on a roller rink.

57% of attendees explored Kendall Square before or after skating.

BUILDING BRAND IDENTITY AND AWARENESS: Isenberg Projects crafted a distinct identity for Rollerama while maintaining alignment with the Kendall Common brand. The retro-inspired logo captured the nostalgia of classic roller rinks and echoed the fluid forms of Massiel Grullón’s ground mural. To ensure consistency, Isenberg Projects developed a brand voice reflecting Kendall Common’s core values—compassion, playfulness, and approachability—creating a positive and engaging tone. A comprehensive brand guide helped programming partners and staff maintain this voice across all communications.

SITE WAYFINDING: The Rollerama brand was brought to life throughout the space, turning the site itself into a dynamic marketing tool. Bold exterior signage made the activation a standout to pedestrians on the street level, while clear signage and strategic wayfinding guided visitors smoothly through the activation.

SOCIAL MEDIA: Isenberg Projects employed bold visuals, creative copy, and an engaging color palette to bring the Rollerama brand to life on social media. By documenting the action at the rink with captivating photos and videos, IP captured the Rollerama experience and created a reason to follow along online. This content also attracted mission-aligned followers, interested in supporting local small businesses in their community, and created a lasting digital asset library for the Kendall Common team.

Rollerama successfully established Kendall Common as a community-focused destination, bringing people together, fostering inclusivity across diverse age groups and backgrounds, and proving that roller skating is an activity for all. By supporting local businesses and strengthening the community’s connection to the space, Rollerama became a neighborhood staple and increased overall foot traffic to the area—laying the groundwork for Kendall Common’s continued evolution long after this activation.

*PERCENTAGES BASED ON SURVEY RESPONSES FROM 845 ROLLERAMA VISITORS