Atlantic Terminal - Site Renewal Concept Plan - 2018 by jackhulmedesign

ATLANTIC TERMINAL SITE RENEWAL CONCEPT PLAN

09.14.2018

1 INTRODUCTION 2 OBSERVATIONS 3 BIG MOVES 4 INSPIRATION 5 VISUAL STUDIES 6 NEXT STEPS

Gable proposes to partner with the Madison International team to create a unique visual experience and destination for consumers that unifies the two centers. The master plan would incorporate comprehensive brand experience, digital and traditional signage, wayfinding, and leverage the untapped virtual real estate potential of the property. The newly envisioned Atlantic Terminal will serve as an attractive beacon for the Brooklyn region; acting as a gateway to the downtown district, engaging with the customer and surrounding neighborhood through visual communication and events, providing strong brand registration for tenants and driving revenue through customized, programmatic advertising. The enclosed analysis of the site and concept studies are a starting point for the relationship and are meant to inspire further collaboration on the project that expands upon these initial ideas

INTRODUCTION

We look forward to our partnership.

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

INTRODUCTION

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

ENGAGE

THE CUSTOMER AND COMMUNITY

Unifying the two sites into l Anchor the Downtown a single property with a Brooklyn district through strong identity is a primary visual experience. goal for the project. l Identify the property from afar through Through a master-plan illuminated beacons. approach, key experiences and visual endpoints l Attract and engage can be considered and consumers through prioritized for phased exterior and interior implementation, with kiosks. high impact, high touch l experiences being installed initially as a proof of concept, then progressing to the remainder of the scope to conserve capital and maximize ROI derived from the improvements. l Curate targeted content The result will re-energize based on surrounding the customer experience venue event calendars at the property and and demographics. showcase Madison’s e.g. Barclays Center. commitment to high-value l Engage the neighborhood tenants and brands. and community with a place and media for special events. INTRODUCTION

MONETIZE

YOUR VIRTUAL REAL ESTATE Gable can help you understand and monetize your virtual real estate. This programmatic media revenue flow can help provide a specific ROI for your signage investment and at the same time create a new and recurring revenue stream for your property. Our signage solution creates your own digital signage network for your property that is fully automated and fully customized based on content and brand.

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To better understand the physical characteristics of the Atlantic Terminal, the design team observed the current development, aesthetic character, and opportunities for the property. This planning effort focused on the exterior of the site, understanding that the interior of the property will have its own planning study in the future. Both land-use and arrival circulation were assessed. The information gathered during this phase is represented in the analytical diagrams, images, and narrative that follows.

OBSERVATIONS

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

OBSERVATIONS

Atlantic Terminal is situated in Brooklyn, New York at the intersection of Atlantic Avenue and Flatbush Avenue. The property is located at the southern tip of Downtown Brooklyn and is just 1.5 miles from the Brooklyn Bridge and Lower Manhattan. Current land-use of the property was studied on both a site and neighborhood scale. Early in the Observations Phase it became clear that the property had much to offer in terms of a regional destination for not only retail and shopping, but also for active and passive recreation, artistic expression, and an overall broader community engagement.

The assessment of the land-use revealed valuable insight into the setting and development of the property, as well as the design opportunities and challenges. Understanding these findings ensures plan development remains true to the character of the property and the spirit of Brooklyn while also maintaining necessary function of the site.

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LAND-USE The property consists of the Atlantic Terminal and the Atlantic Center. Pedestrian sidewalks provide complete access to all areas of the buildings. The current “front door” of the site faces Atlantic Avenue and the Barclays Center and includes a large pedestrian plaza with some fixed seating, light fixtures, and landscaping. Access to the office tower is from Hanson Place. Deliveries to the Atlantic Terminal and the Atlantic Center are along Fort Green Place with additional deliveries to the Atlantic Center along South Portland Avenue. Currently, the frontage along South Elliott Place receives minimal pedestrian activity.

PARKING Atlantic Terminal is supported by a 650 space parking garage located under the Atlantic Center. Parking trailblazer signs are located at the corner of Atlantic Avenue and South Portland Avenue as well as both ends of Fort Green Place and along the length of Fort Green Place in front of Stop and Shop. The garage is accessed via an entrance on Fort Greene Place. TRANSIT The Atlantic Avenue Barclays Center Station - located just across the street - and the Atlantic Terminal Long Island Railroad Station both offer excellent pedestrian access to the property. BICYCLE The CitiBike provides 34 docks at Atlantic Avenue and Fort Green Place and an additional 31 docks at Hanson Place and Ashland Place. MAIN ENTRANCE FROM PEDESTRIAN PL AZA WITH ATL ANTIC CENTER ENTRANCE IN BACKGROUND

TENANT DIRECTORY AND MISC. TENANT SIGNS

VIEW ALONG FL ATBUSH AVENUE HEADING TOWARDS BROOKLYN BRIDGE

SITE IDENTIFICATION AT CORNER OF ATL ANTIC AND S. PORTL AND

MAP KEY VEHICULAR ARRIVAL ROUTE TRANSIT ARRIVAL ROUTE BICYCLE ARRIVAL ROUTE

PARKING GARAGE

TRANSIT STOP

CITIBIKE PARKING

LIVERY DROP-OFF

PRIMARY ENTRANCE

ATLANTIC CENTER

SECONDARY ENTRANCE

P L 11-1-2017

0' SCALE: 1" = 60'-0"

30'

60'

120'

180'

PEDESTRIAN PLAZA

B ATLANTIC TERMINAL

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LAND-USE AND ARRIVAL CIRCULATION PARKING GARAGE TRAILBL AZERS

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

OBSERVATIONS

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Existing visual communications that were observed include vertical Atlantic Center identification signage, facade Atlantic Center identification signage, facade Atlantic Terminal identification signage, a collection of large facade tenant signage, multiple pedestrian-scaled building directories, an assortment of parking trailblazers, a single pedestrian kiosk in the plaza space, awnings featuring tenant branding and colors, and facade identification signage for the parking garage and DMV.

There is no clear aesthetic connection between the various sign typologies installed between Atlantic Terminal and Atlantic Center and the overall design and fixture finish is out-dated and in need of a refresh.

Once on-site, the public may interact with informational or map kiosks, pedestrian wayfinding, building directories, and various public spaces.

The engagement experience would begin at When studying user the pedestrian level with experience of a particular the exterior interactive space or environment, kiosks, then continue the approach needs to throughout the interior expand beyond physical with a combination of signage and consider all directory kiosks (also aspects of user interaction interactive), digital and or “impressions”. This traditional wayfinding includes complete visual signage, and illuminated components from arrival brand communication to project identity and devices (e.g. lightboxes) branding pylons, vehicular that solidifes the journey wayfinding, parking and brand experience for signage, architectural cues, the customer. landscaping, tenant facade signage, and large-scaled advertising displays.

VERTICAL ATLANTIC CENTER ID AND TENANT DIRECTORY

ATLANTIC CENTER

FACADE ATLANTIC CENTER ID’S AND TENANT DIRECTORY

DELIVERIES / DMV / PARKING GARAGE ID’S AND TENANT DIRECTORY VERTICAL ATLANTIC CENTER ID

11-1-2017

0' SCALE: 1" = 60'-0"

PEDESTRIAN PLAZA

30'

60'

120' PARKING 180'GARAGE TRAILBLAZERS (TYP.)

PEDESTRIAN MAP KIOSK

FACADE ATLANTIC TERMINAL ID AND TENANT DIRECTORY

ATLANTIC TERMINAL

OFFICE BUILDING ID LARGE FACADE TENANT SIGNAGE AND AWNINGS

LARGE FACADE TENANT SIGNAGE AND AWNINGS FACADE ATLANTIC TERMINAL ID AND TENANT DIRECTORY

VISUAL COMMUNICATIONS 2.4

ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

EXISTING SIGN LOCATION PLAN OBSERVATIONS

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Adjacent to Atlantic Terminal and directly across from Barclays Center is a large pedestrian plaza area of more than 20,000 SF in area. The plaza features a hardscape surface, limited landscaping along Atlantic Avenue, fixed benches for seating, light fixtures, and a single pedestrian kiosk containing static displays and orientation maps.

The north side is bordered by the Atlantic Terminal building which includes tenant awnings of various colors, facade-mounted anchor tenant signage, and Atlantic Terminal identification. Several of the tenant awnings are faded and the mixture of colors detracts from the overall cohesiveness of the facade. The trees along Atlantic Avenue obstruct major views of the entrance and the plaza area - there is no real focal point. The result is an inwardly-focused public space that could be better leveraged as a community and neighborhood asset.

Fort Greene Place and the Atlantic Center building border the east side of the plaza and includes facademounted anchor tenant signage, understated Atlantic Center identification lettering, and a large awning for the Stop & Shop. The main entrance features expansive areas of light concrete with arched tops that offer excellent visibility from the Barclays Center, Atlantic Avenue, and Flatbush Avenue. There is a second floor pedestrian connector bridge that spans across Fort Greene Place. This bridge offers excellent opportunity for digital signage, advertising or special events.

OVERVIEW OF PEDESTRIAN PL AZA SHOWING ATL ANTIC TERMINAL AND ATL ANTIC CENTER WITH PEDESTRIAN CONNECTOR BRIDGE

SITE L ANDSCAPING AROUND PL AZA AND CITIBIKE PARKING

BENCHES AND L ANDSCAPING IN PL AZA

PEDESTRIAN PLAZA ZONE SECOND FLOOR CONNECTOR BRIDGE

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

OBSERVATIONS

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South Elliott Place, which runs along the rear of Atlantic Center, is a quiet one-way street that currently provides service access to Atlantic Center and access to two multistory residential buildings.

Building frontage on South Elliott Place is a continuous three story facade of more than 800 linear feet. The sheer size and mass of the building creates a man-made noise barrier from the traffic of Atlantic Avenue and Flatbush Avenue. Sidewalks along the building are sixteen feet in width. This area could - in the future - be transformed into a quiet neighborhood park with new lighting, landscaping, and benches. The large facade wall could be an opportunity for an artistic mural collaboration with an area design school or neighborhood art organization.

Eliminating parking on the right hand side of the street or creating sidewalk “bump-outs” could also be studied to help create additional space for landscaping improvements and traffic calming. OVERVIEW OF SOUTH ELLIOT T PL ACE’S ADJACENCY TO THE NEIGHBORHOOD WITH CUYLER GORE PARK IN FOREGROUND

SOUTH ELLIOT T PL ACE VIEW TOWARDS HANSON PL ACE

SOUTH ELLIOTT PLACE ZONE 2.8

ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

“KNUCKLE” OF ATL ANTIC CENTER BUILDING

OBSERVATIONS

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Atlantic Terminal includes several under-utilized assets that can be leveraged to engage and communicate with the community on a broader level as well as increase the revenue-generating potential of the property. The following “Big Move” recommendations would be instrumental in the transformation of Atlantic Center into a regional destination of shopping, entertainment, dining, artistic expression, community activity, and recreation.

MORE THAN A MALL

Unify and re-brand the Atlantic Terminal and Atlantic Center under single umbrella regional destination. Develop a comprehensive exterior experience and signage program that clearly communicates this new brand including site identification signage, parking signage, wayfinding signage, and tenant signage.

PEDESTRIAN PLAZA TRANSFORMATION

Transform the pedestrian plaza and activate the space with new landscaping, fixed and moveable seating, lighting, and digital kiosk beacon. Create a stronger architectural and visual language for the two Atlantic Terminal Entrances and the two Atlantic Center Entrances. Utilize the large concrete areas of Atlantic Center for large-scaled mural installations. Activate the pedestrian bridge with digital signage and create a pedestriansafe crossing at Fort Greene Place. Create space programs for special events such as Food Truck Friday, Movie Night, Concerts and Performances, Winter Festivals, Farmer’s Markets, etc.

DIGITAL INTEGRATION

Leverage digital technologies to better communicate to the broader public and consolidate systems to one unified source. Technologies may include wayfinding and mapping, tenant directories, programmatic media, advertising, digital artwork and media collaborations with area colleges, community events such as movies or outdoor performances. In addition to pushing content, data can be collected regarding weather, air quality, and noise pollution levels. Emergency response content could be pushed as well including news alerts.

DESIGN GUIDELINES

Establish a set of design guidelines to govern the visual characteristics of the exterior of the site to ensure brand recognition and to provide various anchor tenants and other tenants with framework for how they are able to promote their brand within the greater context of the site.

BIG MOVES

SOUTH ELLIOTT PLACE

Create a new entrance and elevator lobby into the Atlantic Center to allow for pass-through access into the neighborhood . Transform the area behind Atlantic Center into a quiet park to act as a transition zone to the residential neighborhood. Activate the space with new landscaping, fixed and moveable seating, and lighting. Utilize the large concrete areas of Atlantic Center for large-scaled mural installations.

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

BIG MOVES

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“BASED ON INITIAL IMPRESSION CALCULATIONS… [ATLANTIC TERMINAL] COULD HAVE AN ANNUAL MEDIA REVENUE FLOW OF $1 MILLION DOLLARS”

PROGRAMMATIC OPPORTUNITY Gable offers a fully media buying is the algorithmic purchase and sale of integrated programmatic Programmatic advertising space in real-time. During this process, software is used to solution for Atlantic automate the buying, placement, and optimization of media inventory via a bidding system. Automating the process means that it can be done in real Terminal and Atlantic time and does not rely on the human touch, manual insertions and trading. Center. As part of our Which means you do not need a sales team or media division to make media revenue from your digital signage, Gable can manage this through its full service capabilities, programmatic back-end. we use location-based technologies to help you LEVERAGE VISITOR TRAFFIC understand your visitor Your visitor traffic is a commodity that can be converted into impressions traffic, define the audience and sold via CPM (cost per thousand impressions). We can define the media value of your physical space, integrate the digital display endpoints and bring segments of those some of the biggest brands to Atlantic Terminal and Atlantic Center. visitors and monetize that audience through media. DIGITAL DEMAND

Mercedes-Benz, American Express and Disney are just a small glimpse of programmatic media clients that have been substantially increasing their programmatic advertising budgets. Demand for active digital display endpoints connected to the DSP’s and programmatic exchanges are rapidly growing.

MONETIZE VIRTUAL REAL-ESTATE

Based on our initial media assessment of your property and impression calculations from your visitor base, the digital display that we have proposed for your property could have an annual media revenue flow of $1 million dollars. Gable offers this fully integrated media solution as part of our overall visual experience solution for your property.

PROGRAMMATIC MEDIA 3.2

ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

BIG MOVES

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4 INSPIRATION

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

INSPIRATION

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

INSPIRATION

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INSPIRATION

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INSPIRATION

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

INSPIRATION

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EXISTING SKE TCH SHOWING FIRST FLOOR AND EX TERIOR PEDESTRIAN CIRCUL ATION AND PUBLIC SPACES

PROPOSED SKE TCH SHOWING FIRST FLOOR AND EX TERIOR PEDESTRIAN CIRCUL ATION AND PUBLIC SPACES

SKE TCH SHOWING PROPOSED PEDESTRIAN PL AZA ELEMENTS

VISUAL STUDIES

SKE TCH SHOWING REMOVAL OF RIGHT-SIDE PARKING, NEW L ANDSCAPING, SEATING, WALL-WASH LIGHTING, AND POTENTIAL ELEVATOR LOBBY CONNECTOR

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

VISUAL STUDIES

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Remove existing landscaping, install new native landscaping with lower profile to allow for views into plaza. Install large face-lit identification letters viewable from northbound Flatbush Avenue in planting area on raised rail.

Remove existing kiosk and light fixtures, install new illuminated “beacon” to act as a visual gateway to Downtown Brooklyn. Lower portion of beacon is a multi-sided interactive pedestrian kiosk. Install new light fixtures as needed. Install pedestrian directional signs as needed.

Remove existing identification signage and tenant signage, install new canopy lettering, facade accent lighting, interactive tenant directory, and large digital LED for tenant identification, advertising, and special events.

Remove existing identification signage and tenant signage, install new architectural canopy and canopy lettering, facade accent lighting, interactive tenant directory, and large digital LED for tenant identification, advertising, and special events. Contract with local visual arts school for large wall murals to be integrated into building facade.

Remove existing Parking Garage lettering, install new Parking Garage identification sign.

Install large digital LED mesh screen for advertising and special events on pedestrian connector bridge.

Remove existing awnings, install new awnings of same design and color - allow for controlled tenant identification in select cases. Provide RGB facade accent lighting along entire facade of building (Flatbush Ave and Atlantic Ave). Provide illuminated light boxes for advertising in second story windows (Flatbush Ave and Atlantic Ave).

Remove existing awnings and street trees. Install new awnings of same design and color - allow for controlled tenant identification in select cases. Provide RGB facade accent lighting along entire facade of building (portion of Fort Green Pl and Atlantic Ave). Install new street trees.

Install custom, thermoplastic crosswalk across Fort Greene Pl. Install new bollards as needed for security within sidewalk areas (see Barclays Center). Provide landscape planters for seasonal color and road buffer. Install parking and pedestrian directionals as needed.

Remove existing right side on-street parking, street trees, and light fixtures. Create new urban park with curved sidewalks, new landscaping, seating, and lighting. Contract with local visual arts school for large wall mural to be integrated into building facade. Provide white facade accent lighting along entire facade of building (South Elliott Pl).

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Remove existing identification signage and tenant signage, install new building-mounted illuminated “beacon”, smaller in scale to plaza beacon. Install interactive tenant directory and digital LED for tenant identification and advertising. Contract with local visual arts school for large wall murals to be integrated into building facade. Install parking directionals as needed.

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

VISUAL STUDIES

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

VISUAL STUDIES

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VISUAL STUDIES

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

VISUAL STUDIES

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We understand that Madison International is seeking a single-source design-build approach to the planning, design, manufacturing, and installation of a wayfinding and signage system for the Historic District. We have selected our project team based on experience working together on similiar projects, demonstrated design creativity and excellence in creating effective wayfinding and signage systems, and successful experience working with projects of similiar size and scope.

NEXT STEPS

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ATLANTIC TERMINAL // SITE RENEWAL CONCEPT PLAN // PREPARED BY GABLE // 09.14.2018

NEXT STEPS

Our team will develop a comprehensive signage package for the site including the design of gateway markers, site identifications, parking and vehicular directionals, entrance identification with tenant integration, digital map kiosks, digital tenant directories, and pedestrian directionals. Our design process will include an initial kickoff meeting, wayfinding analysis, schematic design options, programming submittals, and designbuild documents. The final deliverable will include sign type designs, general specifications, sign location plans, sign message schedules, and a cost proposal for manufacturing and installation.

PHASE 1 COST The design fees for this initial planning and design phase would be $98,500.

SPECIAL DISCOUNT Upon award of implementation projects, Gable will apply a credit of 25% of the Phase 1 cost towards the implementation project.

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