Fifth and Broadway
Fifth + Broadway is about connection – connection to the past, to culture, to community, and to place. By embracing Nashville’s unique cultural diversity and eclectic spirit, Fifth + Broadway seeks to create a place where people come together, time and again to be connected, engaged and call their own. Rooted in heritage, influenced by culture, and designed for the people, Fifth + Broadway strives to preserve what makes the Nashville community great, while advancing it into the future. The design character is inspired by the various architectural elements found throughout the project and the surrounding community. By using these different styles and design components, Fifth + Broadway is able to embrace the authenticity of the existing historic site while creating a unique design character that is both distinctive and integrated into the surrounding urban community.
Spanning over 6.2 acres, an important factor of Fifth + Broadway is its walkability for visitors from retail, dining, entertainment, office, residential and cultural spaces. With 16.1 million visitors a year to the city of Nashville (a record set in 2019 according to visitmusiccity.com), there was a strong need for a comprehensive signage program around the entire space. As a result, the design team crafted a cohesive system which successfully navigates guests from several destinations. Often large scale projects can feel daunting to first time guests, or even returning ones, and therefore incorporating a strategic wayfinding plan helps ease the guest experience and the addition of placemaking and artful moments bring excitement.
It’s no secret that Nashville is an iconic destination deeply rooted in culture, creativity, and history. The home to many outstanding artists, musicians, culinary experts and so many more, people are drawn to the place for its rich meaning and heritage. Inspired by the area’s unique musical and artful influences, the integrated graphic layer at Fifth + Broadway is both historically referential and forward looking– speaking to the vibrant culture of this dynamic environment. Working alongside developers, the design team crafted an experiential graphics system which sensitively weaves elements of history, art, and culture into the architecture. The design character is inspired by the various architectural elements found throughout the project and the surrounding community. By utilizing different styles and design components, Fifth + Broadway is able to embrace the authenticity of the existing historic site while creating a unique branded environment that is both distinctive and integrated into the surrounding urban community.
The convergence of heart, soul, and entertainment...
Gresham Smith, Design Communications Ltd., Proof Branding