A view down the street at The Row in downtown Los Angeles during the day with people walking, picnic tables, umbrellas and buildings on either side.A view down the street at The Row in downtown Los Angeles during the day with people walking, picnic tables, umbrellas and buildings on either side.A view down the street at The Row in downtown Los Angeles during the day with people walking, picnic tables, umbrellas and buildings on either side.A view down the street at The Row in downtown Los Angeles during the day with people walking, picnic tables, umbrellas and buildings on either side.A view down the street at The Row in downtown Los Angeles during the day with people walking, picnic tables, umbrellas and buildings on either side.

Los Angeles, California

The ROW DTLA

An all-encompassing iconic destination with a growing collective of globally recognized shops, restaurants, and innovative offices. Originally, the ROW had taken an understated approach to wayfinding, taking queues from organic urban districts. However, as the project’s demographics developed, wayfinding needs evolved as well. RSM Design was invited to take a look at ROW’s wayfinding strategy to help visitors navigate the project with confidence while also remaining true to the brand’s contemporary, urban design sensibility.

Markets

Mixed-Use
Retail

Services

Wayfinding Design
Environmental Graphic Design

Client

Atlas Capital Group

Design awards

GIF of buildings of the ROW DTLA and the available parking.

The ROW’s lengthy, windowed blocks harken back to its original use as the terminus for the Southern Pacific Railroad, where many of LA’s produce and goods flowed forth. Today, it's a thriving destination for local shops, artisan restaurants, markets and community gathering.  However, since the ROW’s opening navigation has felt unclear and challenging for visitors. RSM Design was tasked with creating a clear and cohesive wayfinding signage system to implement at The ROW to help guests navigate seamlessly through the different buildings.

Customer touchpoint graphic of the ROW DTLA in Los Angeles, California. Graphic of the user journey of the ROW DTLA in Los Angeles, California
Orange graphic of the goals and strategy of the user's journey in the ROW DTLA in Los Angeles, California. Order, intuition, and disorder orange circular graphic.
Red touchpoints graphic of the user journey from arrival to exit. Wayfinding journey.
GIF of different painted corner signage options for the ROW DTLA in Los Angeles, California. Different building identities for the ROW DTLA in Los Angeles, California.
Corner painted black building identity for the ROW DTLA in Los Angeles, California.
Pedestrian directional on corner of building. Flag tenant signage for the ROW DTLA in Los Angeles, California.
Vehicular corner directional with modern typeface.
The ROW DTLA in Los Angeles, California with overhead signage and pedestrian directional signage in black.
Overhead bold patterned signage for the ROW DTLA in Los Angeles, California.
Overhead signage for the ROW DTLA in Los Angeles, California.
Pedestrian tenant directional for the ROW DTLA in Los Angeles, California.
Pedestrian tenant directional for the ROW DTLA in Los Angeles, California.
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