PARKWAY CENTER COURT
LOCALIZING OUR SOCIAL HUB STRATEGY.
Challenge: Design a center court experience
Deliverable: Parkway Center Court HUB space strategy and concept
Concept: The Arches at Parkway
Parkway was the second center court design project Starwood asked us to design. Our goal was to ladder back to the global HUB space strategy while localizing our design. Each explores a multi-purpose approach with play, relaxation, community, food and shopping in a unified experience. The Arches were inspired by the Arch of El Cajon and some of the famous people and brands, like Fender guitar, from the area.
Independent Strategy Director
Independent Creative Director
Independent Environmental Design
Director and Custom Fabricator