Avenue of The Arts
Overview
Gensler developed a vision plan and streetscape framework to reconnect Philadelphia's Avenue of the Arts as a premier cultural destination.
Challenge
A historic cultural corridor needed a unified vision to reconnect its public spaces and reassert its identity as Philadelphia's cultural heart.
Stretching along South Broad Street, Avenue of the Arts is Philadelphia's premier cultural corridor and the gateway to the city's performing arts scene. The corridor is home to renowned theaters and cultural institutions, alongside residences, diverse dining, bustling hotels, and a rich collection of historic architecture. Since its founding in 1993, the nonprofit Avenue of the Arts, Inc. has worked to champion the growth, beautification, and identity of this iconic district.
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Solution
A cohesive network of public spaces was the turning point in the design. This single planning move answered identity, connectivity, and everyday use at once.
Gensler partnered with Avenue of the Arts, Inc. to develop a comprehensive vision plan and streetscape framework for South Broad Street, spanning north to south from City Hall to Washington Avenue and east to west from 13th to 15th Streets. Rather than treating the corridor as a single boulevard, the plan reconnects it as a series of high-quality public spaces that link directly to the historic theaters and cultural institutions that define the district.
From that framework, everything else followed: flexible, adaptable design interventions for gathering, working, and relaxing; a streetscape that supports local businesses and diverse dining; and a renewed identity that welcomes both residents and visitors from around the world back to Philadelphia's cultural heart.
Team
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