CLIENT: SAMUELS & ASSOCIATES
LOCATION: THE FENWAY
YEAR: 2014 – PRESENT
TYPE: RETAIL, MIXED USE, ADAPTIVE REUSE
THE CHALLENGE: In effort to introduce the Fenway as a neighborhood and not just a ballpark, Isenberg Projects has worked closely with Samuels & Associates since 2014 to create unique experiences that highlight the exciting changes in the district and provide clear cultural, artistic, and visual incentives to engage with The Fenway. Our work has gained city wide attention for unique activations, programs, and popups that showcase the property and community as an impactful and engaging district. This work has informed retail leasing, office leasing and the larger communication and experiential activation strategies for seasonal programs as they relate to the larger Fenway neighborhood.
THE OUTCOME: By leveraging local engagement and a unique activation landscape, Isenberg Projects produced a series of programs, built numerous gathering spaces, developed the Fenway.com website and social strategy, and hosted various popups. We aimed to connect the existing community with resources and event marketing opportunities through ongoing program development as well as activating empty retail by identifying and connecting with potential retail partners.
The Station is an adaptive reuse of a former Sunoco station in the heart of the Fenway neighborhood and a short walk to the world famous ballpark. A placeholder for more permanent development, The Station employs a more nimble and responsive model for development.
Isenberg Projects created The Station as a space for thoughtful experimentation, passive and active engagement, and as a means to broaden public perception of the city as a more open and playful construct. We conceived The Station with its short lifespan in mind, and as an investigation of the potential of impermanence—one that values presence and community. Since fall 2022 a framework of temporary structures have been, hosting a rotating offering of events, wine garden, art shows, start-up retail, open air markets, to create an inviting public space to the neighborhood.
DESIGN + MARKETING
Over the years, the Isenberg Projects Design Department has worked with The Fenway and Samuels & Associates on various graphic design projects including branding, signage and wayfinding for The Station, reimagining the S&A brand for construction scrim, brand recognition campaigns, and more.