Repositioning NYC’s Grand Central Terminal as an “Everyday Grand” Destination for All New Yorkers
The aging Hyatt Miami Downtown and James L. Knight Center, located on city-owned property on the Miami River, was slated to make way for a bold development that combined a 615-key hotel, 200,000 sf of meeting spaces and 1500 rental apartments in the growing downtown neighborhbood. Resonance was engaged by developer Gencom to craft a story of transformation—one that could help win a city-wide referendum that would make redevelopment possible.
We engaged with community and ownership stakeholders to learn the storied history of the river and the context of surrounding neighborhoods in order to understand how the new development could best serve Miamians. Then we crafted a story of how the proposed rejuvenated riverwalk and gathering places, complemented by programming and placemaking, would enhance downtown life and create a destination on an underutilized stretch of the river. We named Miami Riverbridge and positioned the development as A New Riverfront for All. The boldly whimsical design and colors of the logo furthered the story of a celebratory, inclusive future that Miamians and visitors would want to be part of.
Permission to develop Miami Riverbridge was granted in its referendum, paving the way for a new era downtown. Resonance continues to consult on content and plans for the development.