The Brief / Challenge
By 2024, a quarter of all retail in the U.S. is projected to be e-commerce.1 The reality is that shoppers are using a variety of devices, platforms, and channels to browse and purchase products. Our commercial districts, therefore, may no longer simply be characterized by rows of retail storefronts and the sales transactions that occur in these spaces.
To differentiate in competitive markets such as New York City, commercial districts, or locations where clusters of business activity occur, must be multi-dimensional, experiential destinations that generate foot traffic and draw a diverse spectrum of users for businesses. Often, these memorable experiences that cannot be replicated digitally or at home begin in our public realm along commercial corridors, including on sidewalks, plazas, and streets (including curbside parking or parking spaces, traffic medians, and travel lanes).