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May 16, 2008

"Street to seat brand domination" absent from AY renderings

Atlantic Yards Report

The Sports Business Journal article published Monday on six founding partners for the planned Barclays Center arena said the Nets promise “street to seat brand domination.”
“We’ll have very little static signage,” [Nets CEO Brett] Yormark said. “From the street or subway to the marquee and inside the bowl, only one brand will be visible at a time. The marketers we are talking to want fewer relationships that are more dominant. [Building architect] Frank Gehry did not want to overcommercialize this building, but he wanted to provide ownership for those brands that want to get involved.”

Also, there will be a “construction activation platform” with signage, countdown clocks and other media in which partners will be identified.

However, the new renderings produced by Gehry show no commercial signage (nor "construction activitation platform"), even though signs could be 150 feet high and 75 feet wide. Also, Gehry once wanted to make sure that arena signage had a social function, used for art and community purposes, but that has fallen by the wayside. And the developer has pledged that signage would be relegated to games, a promise that deserves further scrutiny.


Posted by eric at May 16, 2008 7:02 PM