The ROW DTLA

ROW DTLA is an all-encompassing, iconic destination in the heart of Los Angeles, a thriving collective of globally recognized shops, artisan restaurants, markets, and innovative office spaces. Rooted in the history of the Southern Pacific Railroad terminus, where the city's produce and goods once flowed, the project's lengthy, windowed blocks carry a distinctly urban, industrial character. As ROW DTLA evolved into a vibrant hub for locals and visitors alike, its original understated approach to wayfinding, inspired by the organic navigation of natural urban districts, struggled to keep pace with the growing complexity of the destination. Navigation had become unclear and challenging, leaving guests uncertain as they moved through the project's expansive buildings and corridors.

RSM Design was invited to reimagine ROW DTLA's wayfinding strategy, crafting a clear and cohesive signage system that would empower visitors to navigate the destination with confidence. The challenge was a delicate one: introduce structure and clarity without compromising the brand's contemporary, urban design sensibility. Drawing from the ROW's rich architectural heritage and modern identity, RSM Design developed a wayfinding system that feels intuitive and seamlessly integrated, guiding guests through the different buildings and spaces while remaining true to the raw, sophisticated character that makes ROW DTLA such a distinctive destination.