Bay Street, Emeryville

SITE: The large mixed use development, with views onto San Francisco Bay, combines retail, entertainment, hospitality, and residential uses across 3 city blocks which are connected by a primary street with two-way traffic. The project is in the final stages of construction.

BRIEF: A complete redevelopment of the shopping center, including a site master-plan for the site, its associated undeveloped parcel, an organized and upgraded street experience, with a new brand identity leveraging location and convenience to draw customers from the local and regional areas to Bay Street.

DESIGN: The holistic design approach prioritizes the shopper experience. Market research, retail strategy, and a new brand vision formed the basis for the property’s repositioning. With the primary experience centered on an outdoor plaza and dining terrace with views onto San Francisco Bay, new customer journeys are crafted across 3 city blocks, with pedestrian friendly circulation, outposts for community gatherings, strategies for modular environments to launch local eateries and emerging retailers, a robust signage program, and digital engagement touch points.