American Dream

East Rutherford, New Jersey

American Dream is an international retail destination located in New Jersey’s Meadowlands, adjacent to MetLife Stadium. The 3 million square foot project was developed by Triple Five Worldwide, the team also behind Mall of America and West Edmonton Mall. Triple Five resurrected the half-built Mills project with a vision for creating an unsurpassed collection of retail, dining, and entertainment including an indoor ski slope, the first in the Western hemisphere. RSM Design was selected to develop the brand identity and architectural graphics program for American Dream, including eight parking facilities and site-wide vehicular and pedestrian wayfinding signage. Each individual’s idea of the “American Dream” is unique, so RSM Design created a brand icon that is symbolic of a lens which is used throughout the project to frame experiences. Design for the signage was inspired by the “ball gown” concept for the interior design which featured layers of rich white materials and polished metals– RSM Design created a signage solution that would be the “tuxedo,” utilizing polished black materials as a base. Districts within the mall are established through illuminated features in the signage which help visitors link back to parking.

  • Client
    Triple Five Worldwide
  • Architects
    Adamson Architects
  • Retail Designer
    GH+A