Desert Ridge Marketplace

Open-Air Retail Concept
Creating PDF

Shop, Stay, Play


Desert Ridge Marketplace in Phoenix, AZ was being touted as the new industry benchmark, a model for future shopping centers. While the architects had developed the 1.2 million sq. ft., open-air regional shopping, dining and entertainment destination, FRCH was charged with branding the center, both 2-dimensionally and 3-dimensionally.


Since there were so many diverse facets to the center, we focused our efforts on developing a unifying design strategy for the cluster of five shopping villages segmented by shopper interests, entertainment and dining. We designed the themed perimeter signage for the entire center, including the lifestyle image program. The District featured a series of intimate gathering areas, much like living rooms, designed to attract and comfort shoppers of all ages. The "Floating Ring" fountain offers shoppers an oasis for enjoying Starbucks and a good book. Stunning murals grace The Palm Court, showcasing a fireplace and outdoor dining. At Center Court, state-of-the-art media towers are geared for staged events. Throughout the center, we produced high-impact environmental graphics, which provides flexibility through easily alterable designs. For seamless navigation, we designed a hierarchy of integrated wayfinding devices that lead visitors to their destinations. Desert Ridge Marketplace design still stands amongst the most progressive shopping destinations in the country.