A detailed view of the Fifth and Broadway project identity signA detailed view of the Fifth and Broadway project identity signA detailed view of the Fifth and Broadway project identity signA detailed view of the Fifth and Broadway project identity signA detailed view of the Fifth and Broadway project identity sign

Nashville, Tennessee

Fifth and Broadway

Fifth + Broadway is about connection – connection to the past, to culture, to community, and to place. By embracing Nashville’s unique cultural diversity and eclectic spirit, Fifth + Broadway seeks to create a place where people come together, time and again to be connected, engaged and call their own. Rooted in heritage, influenced by culture, and designed for the people, Fifth + Broadway strives to preserve what makes the Nashville community great, while advancing it into the future. The design character is inspired by the various architectural elements found throughout the project and the surrounding community. By using these different styles and design components, Fifth + Broadway is able to embrace the authenticity of the existing historic site while creating a unique design character that is both distinctive and integrated into the surrounding urban community.

Markets

Mixed-Use
Retail
Cultural

Services

Placemaking
Public Art & Murals
Wayfinding Design
Environmental Graphic Design

Client

Brookfield Properties

Design awards

Creative Communication Award, Best of Best
,
2021
Image overlooking Fifth + Broadway at sunset. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Image overlooking Fifth + Broadway in daytime. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design

Spanning over 6.2 acres, an important factor of Fifth + Broadway is its walkability for visitors from retail, dining, entertainment, office, residential and cultural spaces. With 16.1 million visitors a year to the city of Nashville (a record set in 2019 according to visitmusiccity.com), there was a strong need for a comprehensive signage program around the entire space. As a result, the design team crafted a cohesive system which successfully navigates guests from several destinations. Often large scale projects can feel daunting to first time guests, or even returning ones, and therefore incorporating a strategic wayfinding plan helps ease the guest experience and the addition of placemaking and artful moments bring excitement.

Fifth + Broadway project identity curved arrow blade with neon tubing for the arrow and "5+B" in the rotating circular cabinet in the center of the arrow sign. Blade sign is mounted to the corner of the building.Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by by RSM Design
Closeup image of the Fifth + Broadway primary blade sign illuminated at night. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Image of the primary Fifth + Broadway blade sign from a pedestrian view looking up at sunset.
Image overlooking the promenade of Fifth + Broadway in Nashville, Tennessee. Signage and wayfinding by RSM Design

It’s no secret that Nashville is an iconic destination deeply rooted in culture, creativity, and history. The home to many outstanding artists, musicians, culinary experts and so many more, people are drawn to the place for its rich meaning and heritage. Inspired by the area’s unique musical and artful influences, the integrated graphic layer at Fifth + Broadway is both historically referential and forward looking– speaking to the vibrant culture of this dynamic environment. Working alongside developers, the design team crafted an experiential graphics system which sensitively weaves elements of history, art, and culture into the architecture. The design character is inspired by the various architectural elements found throughout the project and the surrounding community. By utilizing different styles and design components, Fifth + Broadway is able to embrace the authenticity of the existing historic site while creating a unique branded environment that is both distinctive and integrated into the surrounding urban community.

Image of the Kitty Moon memorial blade sign. Yellow crescent moon with face with neon tubing for illumination. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Closeup of Kitty Moon memorial blade sign. Yellow crescent moon with neon tubing outlining the moon and creating a face with alternating blue and black stars hanging from bottom of moon with KITTY spelled out on the stars. Neon tube lights making up the letters of "KITTY". Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Image looking at the Fifth + Broadway identity canopy signage in white. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Closeup image of the Fifth + Broadway canopy identity sign in white with open channel letters, extended bottom returns of the letters to the length of the awning and neon tube lighting. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
The convergence of heart, soul, and entertainment...
Black vertical letters "Parking" blade sign in the shape of an arrow with a curved arrow head and white graphics and outlining with neon tubing for illumination. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Detail image of the white arrow graphic with neon tubing on the Parking blade sign. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Black vertical wall mounted level directory with trim and white graphics. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Large specialty phrase wall with dimensional rustic bronze letters in various fonts of metal typesetting blocks. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Specialty parking garage mural wall in color blocks of green, black and white with directional graphics to Fifth + Broadway. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Placemaking large painted mural color blocks with brand expression of Fifth + Broadway by the escalators. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Closeup of placemaking and directional color block mural in the parking garage. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
"This Way!" painted wall directional in with on a blue wall with a vintage hand with pointer finger in a tonal dark blue. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Painted vertical stacked "5+B" in white on red brick with black inline on the left side of parking entrance. Pained white curved arrow with back inline above painted white "Public Parking" graphic on the right side of parking entrance. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Close up of painted vertical white "5+B" with black inline at the parking entrance wall. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
Vertical "parking" arrow blade sign with "5+B" logo on a rotating circular internally illuminated cabinet sitting above the parking cabinet. Signage and wayfinding for Fifth + Broadway in Nashville, Tennessee by RSM Design
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Collaborators:

Gresham Smith, Design Communications Ltd., Proof Branding