CAMBRIDGE, MA– A $30 million repositioning of CambridgeSide, launched earlier this year, is well underway. Staying true to the mixed-use origins of the original development while completing a comprehensive renovation, rebranding and addition and renovation of tenants, the repositioning reflects the dramatic changes that have occurred in its East Cambridge and adjoining Kendall Square neighborhoods.
Situated on the original site of New England’s storied Lechmere department store, the location has long been a retail powerhouse and has continually held historic importance as the gateway to Cambridge across the Charles River Dam from Boston. The shopping center is the centerpiece of a 1.2 million square foot urban mixed-use development located minutes from downtown Boston in one of the world’s greatest high-tech/bio-tech innovation districts — East Cambridge, Massachusetts.
One of the first urban, enclosed shopping centers in the United States, CambridgeSide encompasses a unique mix of some of the best specialty retailers and restaurants in the country and attracts 7 million shoppers each year.
New England Development will rebrand the shopping center as CambridgeSide, dropping the traditional Galleria tag as it will increasingly transform into a multi-use regional destination that already includes the Hotel Marlowe by Kimpton and the adjacent Canal Park office development surrounding the historic Lechmere Canal. This change in name is part of a dynamic branding campaign expressing the reimagined center’s new vibe: Bold, Connected, Vibrant and Innovative.
The new brand will feature a modern logo, eye-catching signage, brilliant colors, trend setting marketing materials, and exciting signature events at the center and at the picturesque waterfront park. An array of events will engage with the diverse community and interests by offering innovative events featuring local tech companies, style events hosted by fashion editors, health focused classes for the fitness minded and more.
The branding’s sleek design and bold color palette of Poppy Red, Sky Blue and Midnight Blue further tell the story of the reimagined CambridgeSide. The branding — as does the interior design of the center — showcases CambridgeSide’s connection to its exciting urban surroundings. “CambridgeSide’s evolution is creating a place to connect, and our branding tells that story to our shopper,” explains Jennifer Rotigliano, Vice President of Property Marketing at New England Development. “CambridgeSide is being boldly reimagined with the needs of the innovator and inquisitive student next door, the trendsetting Bostonian and the active traveler clearly in mind,” she continued.
The transformation and relaunch of the property, with expected completion in October of 2017, will include a comprehensive makeover designed to enhance the shopper experience, reflect the energy of the dynamic East Cambridge and Kendall Square neighborhoods, and evoke CambridgeSide’s unique location on the Charles River. “As we designed the refresh, we sought architectural details that bring the outside in,” explains Issie Shait, Senior Vice President of Property Management at New England Development, “The new tile floor pattern portrays movement with an ebb and flow of subtle color that mirrors the motion of the Charles River throughout the center,” he continued.
New interior details include more transparent railings creating cleaner and more open sight lines; seamless glass throughout the property showcase storefronts and highlight the movement of shoppers; and new lighting, using the most advanced options available, create a halo effect producing a clean, crisp and inviting glow.
New England Development is advancing its ongoing commitment to green initiatives at CambridgeSide, including upgrades to LED lighting throughout the center and garage, improvements to heating/air conditioning and the installation of new escalators throughout the center. These projects are expected to yield energy savings of 30 to 40%.
Additional placemaking amenities throughout the property will include hospitality seating areas with modern rich woods and inviting sofa and chair vignettes. State-of-the-art Wi-Fi using newly installed fiber optic cables will encourage shoppers to stay and relax. CambridgeSide’s unique location on the Charles River will be further highlighted by the addition of outside bistro seating and comfortable gathering spots on the banks of the Lechmere Canal. Planters with live flora will be situated throughout the mall, further bringing the outside into the center.
The mix of shops and restaurants features leading retailers and restaurants including J.Crew, Club Monaco, A|X Armani Exchange, Abercrombie & Fitch, Banana Republic, Macy’s, H&M, Express, Forever 21, Sephora, The Cheesecake Factory, Massachusetts’ first World of Beer, and more. All shops and restaurants remain open during the renovation.
Originally opened in 1990, CambridgeSide (Galleria) was heralded for its innovative design, ease of access and tenant mix. The reimagining focuses on the center’s many strengths, including its walking distance to downtown Boston, extensive garage parking, proximity to major routes and public transportation, as well as CambridgeSide’s light filled atrium design and location on the Charles River.
CambridgeSide is an urban shopping center with over 100 shops (H&M, A|X Armani Exchange, Club Monaco, Banana Republic, J.Crew, Sephora, Macy’s, Best Buy, T.J. Maxx and more) and restaurants (Massachusetts’ first World of Beer, The Cheesecake Factory and P.F. Chang’s, among others).
Located at the end of Memorial Drive on Edwin Land Boulevard in Cambridge, CambridgeSide is handicapped and MBTA accessible and offers attached parking. Public transportation: take the Green Line T to Lechmere Station or take the Red Line T to Kendall Square and catch the FREE Shuttle Bus to CambridgeSide.
