LYD collaborated with TVS to develop a modern aesthetic that is based on the power of simple planes of color, high-end material and new lighting. Not only was the signage created by LYD a key way to improve the wayfinding of the shopping center, it also enhanced the building’s exterior and interior aesthetic. The mall’s color scheme became red and cream, accented with metallic shades to add a modern, high-tech feel. A touch of deco style conveys fashionable retail, but also signifies the mall’s historical significance.

Located only minutes from Manhattan Island via the Holland Tunnel, this mall in Jersey City was in dire need of a face lift. This update required both architectural and signage improvements. Because the ceilings are so lofty, the solution required long vertical connective bars with a look of substantiality. This was accomplished by two sets of double rectangular aluminum tubes. These are connected to both the ceiling and the sign with weighty flanges and bolts to lend an air of permanence and rigidity that was missing in the original program.

The 130-acre center is in the middle of 450 acres of mixed use. Anchors are a two-story, 200,000-sf Dillards, a J.C. Penney’s, a 16-screen Showcase Cinema, as well as a 30,000-sf Barnes & Noble, a two-story Parisian (Saks), PF Chang’s China Bistro, Claddagh Irish Pub, and the 25,000-sf gourmet Market at Fallen Timbers.