Natick Mall
Natick
, Massachusetts
Client: GGP + Brookfield
Project Facts: Double-Sided Digital Display · Rotating Sign · Center Court Installation · Structural + Signage Coordination
Project Year: 2015
Project Role: Architecture + Interior Design
Photography: Architecture Design Collaborative
ADC designed and coordinated a new double-sided digital display for the center court at Natick Mall in Natick, Massachusetts. Unlike the fixed display at Saint Louis Galleria, the Natick installation rotates, allowing the two digital faces to address different views through the two-level mall court. The existing ADC page identifies the sign as double-sided and rotating.
ADC worked with Daktronics and coordinated the structural and signage consultants to move the concept through fabrication and construction. The large-scale display was integrated into the existing interior without becoming a separate architectural object from the surrounding court.
The rotating assembly makes the sign visible from multiple approaches and from both levels of the mall, while the double-sided digital format provides a flexible platform for changing advertising and center messaging.