| The Rouse Company: Paramus Park
2005 ReBrand 100: notable
Order of information below: Before Image, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - Paramus Park was an outdated shopping center in competition with a new mega mall. Strategy - The strategy was to emphasize a personable, established center with a loyal customer base, and a welcoming place for families. The informal and sophisticated design was based on middle/upper income demographics. Artful design elements, such as signage and sculptural building additions, were applied to create a new identity that would appeal to a broad audience with its friendly, colorful look. Result - The signature building additions announce the new identity with visible impact from the highway. The family-friendly environment welcomes customers with amenities such as ample public seating, warm high quality materials, a generous food court, and a unique boat pool attraction. The revitalized shopping center was able to attract new retail leasing from a national brand. Credits : Client : The Rouse Company (merged with General Growth Properties) - www.generalgrowth.com Creative Firm : PCA (Prellwitz Chilinski Associates) Inc. - www.prellwitzchilinski.com Prellwitz/Chillinski Team : Wendy Prellwitz, AIA, Principal in Charge David Galler, AIA, Principal Ben Wilson, AIA, Project Architect Bill Whitlock, AIA, Project Architect, Matthew Juros, AIA, Project Architect Mary Ben Bonham, AIA, Designer Jane Sullivan, Designer Lisa Mishurda, Designer Jessica Russell, Designer Einat Levhar, Designer Lori Russell, Interiors Client Development Team : Kim Potember, Development Director Richard S. Altman, Design Consultant Graphic Design : Selbert Perkins Design - www.selbertperkins.com Photography : Peter Lewitt, Newton, MA [back] |
