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Retail Traffic


“Retailers only go where the growth is.” That's always been the mantra for greenfield development and while HKW's national clients continue to successfully pursue that strategy, we see more and more opportunities being found in mature markets often overlooked in the headlong rush to the suburbs. In-fill developments can have their share of challenges including inflexible regulatory agencies and environmental issues, but a savvy development team with creative designers, progressive community leaders, and local/state incentives, can find high-performing opportunities.

HKW is turning an area of downtown Trenton, N.J. into a true entertainment destination. Not with the latest multiplex theater but with 100,000 square feet of retail, restaurants and nightclubs. Developed by Performa Trenton, LLC, and called The Foundry (after the sites history as home to part of the Roebling steel plant,) the development is located directly across the street from Sovereign Bank Arena, host to hockey, basketball, concerts and conventions. And while this proximity will ensure steady crowds, the tenant mix is also designed to appeal to the local community tired of making the trek to the suburbs for restaurant choices.

The project also includes Capital Square at the Foundry, a four-story, 99-unit apartment complex and a 500-space, four-level parking structure. HKW was careful to establish an architectural image in keeping with the existing downtown urban community. Through the use of familiar red brick, simple stone accents and steel window frames, The Foundry architecture is reminiscent of the historic factory buildings that once occupied the site. While many of the tenants will have in-house entertainment, an outdoor stage with local and national talent performing throughout the year will generate a “street party” atmosphere for this downtown destination.

This success story illustrates one more way HKW meets the challenges of an ever-changing retail environment. Got a project that needs a fresh perspective? Give us a call.

Contact Info

HKW Associates
Two North Twentieth
Suite 100
Birmingham, AL 35203

Phone: 205.320.0320


Email: [email protected]

Size of Firm: 20

Year Established: 1994

Key Contact: Fred Keith

TAGS: Development
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