Case Study: Harborside reintroduces its waterfront development with Gensler’s brand experience strategy

Harborside reintroduces its waterfront development with Gensler after a 1930s warehouse transformation

The customer, Harborside, was a historic waterfront development in Jersey City that had been converted from a 1930s produce warehouse into office space. Following an architectural repositioning, they faced the challenge of reintroducing the property to the market. They engaged the vendor, Gensler, to develop a comprehensive brand experience strategy and design services.

Gensler created a new brand identity for Harborside that used grids, shadows, and angles to pay homage to the site's industrial history and its waterfront location. The solution was launched through a series of exterior activations that transformed a formerly drab and underutilized stretch of street, bringing new life to the area in front of the property.

Harborside