Town Square Las Vegas

STYLE AND SUBSTANCE

This super regional lifestyle center on Las Vegas Boulevard, in the shadow of the nearby world famous Las Vegas strip, offers numerous retail, entertainment and dining options in an inviting and eclectic setting. The highly themed facades of the center’s twenty-six buildings depict some of the most iconic old-world and contemporary architectural styles from around the world. Visitors in one block may feel like they are in Paris—and in the next block New York City. Working closely with the owner and project architect, we designed a wayfinding program that could aesthetically co-exist within all of these different streetscapes. The program includes property identity signage at the main entries and interior roundabouts; vehicular directional signs with changeable text panels; pedestrian orientation and directional signs; circular advertising kiosks and large scale freestanding advertising billboards; branded streetscape signage; parking garage signage; event stanchions and regulatory signage. All combined, the individual elements of the system create a branded matrix of information that adds to the character of the property while directing and informing the center’s visitors.

THE CREATIVE PROCESS

To begin the process we had brainstorming sessions with the project architect, ownership, marketing, and management to establish the project goals, budgets, functional requirements, time frames, process and creative preferences. Based on these conversations, we created an action plan for developing the new program. We started by creating detailed sign location plans and sign message schedules, and determined what sign types would be required to execute the system. During our creative design phases, we explored different styles, materials, and color palettes in context with the center’s different architectural styles and streetscapes. Through several rounds of design review and refinement, we were able to reach a consensus on a design direction that succeeded on both an aesthetic and functional level. Approved designs in hand, we created detailed design intent documents for each sign type in the system that specified all sizes, configurations, materials, colors, type sizes, panel layouts, and construction techniques. The completed signs add one more layer of visual character to the property, and most importantly they effectively direct and inform all visitors as they navigate this unique environment.