FAIRFAX, VA. – During the COVID-19 shutdown, Peterson Companies and their partners Foulger-Pratt have continued to move ahead with their plans for the makeover of Downtown Silver Spring (DTSS.) The makeover features a new look—murals, a new plaza area, public art, dynamic greenspace, a refreshed brand and campaign and new tenants. In addition, DTSS is partnering with Donna Adi, an internationally acclaimed artist to launch a new branding campaign to correspond with all of the exciting changes.
“During this time, as many of our tenants were shut down, we have been working diligently on getting the necessary approvals to move ahead with our makeover,” said Paul Weinschenk, president of retail for Peterson Companies. “We’re grateful that the Montgomery County Planning Board has continued working with us during this time in getting timely approvals. We’re very excited to be moving ahead.”
Three large scale murals have been unveiled on the property. These include works by James Bullough, a Washington, D.C. expat living in Berlin; No Kings Collective duo Peter Chang and Brandon Hill, known for their work at Nationals Park, The Wharf and other D.C. locations; and 1010, a Hamburg native known for giant murals that portray hyper realistic motifs of cave forms. This joins the art, Impermanence, by David Carlson on the Grand Staircase at DTSS and Brush Strokes by John Sonnier made from Indiana Limestone that was conceived from an interior wall detail of the historic art deco Silver Theatre.
The $10 million exterior refresh includes a beautiful outdoor plaza that will serve as a park and socially distanced gathering place for the community. “We know the importance of blending beautiful outdoor spaces for relaxation with exciting dining and retail” said Weinschenk. When Peterson Companies developed Downtown Silver Spring 20 years ago, it ushered in a new era for Silver Spring and served as a catalyst for the growth and development that has completely transformed the area into an energetic downtown. Since that time, DTSS has become a vibrant neighborhood core featuring shops, restaurants and gathering places for the community.
Recently opened tenants include The Eleanor, Matchbox and Locavino—all open for carry-out, delivery, expanded patio seating and limited dine-in and Loyalty Books, a popular locally owned favorite.
Existing brands are reinvesting and upgrading their DTSS locations. Lebanese Taverna Cafe moved to a new location within the project in 2019 and changed its name to LEBTAV. Ulta is also relocating and opening their latest store design in Fall 2020; LOFT has renewed their lease and will refresh their store. These join Regal Majestic & IMAX and Whole Foods who recently completed transformative renovations.
Arts and Culture have always been an important part of DTSS so it was central to the new brand launch. DTSS has partnered with Donna Adi. Adi is an internationally renowned mixed-media illustrator known for her uplifting merging of multimedia art and contemporary culture. She is most known for her work with celebrities and top national brands. She adds her own design embellishments onto lifestyle photography. Adi’s work for DTSS is featured on DTSS’ social media channels, website and emails. The campaign strategy was to generate excitement for the new brand, provide some levity during this difficult time and deepen the connection between DTSS and the community through art. It is designed to engage customers online as they start to venture back to the community. Adi’s art will be featured throughout DTSS as well – the first installation is a large, 8’x21’ wall scape that has been installed along Ellsworth Drive to showcase Donna’s art along with the new brand. The campaign is designed to be vibrant, engaging and reflect the diversity of the community and even features a local fashion stylist Logan Renee. Peterson Cos. commissioned eight images with Adi that will roll out over the coming months.
“With the pandemic shutdown, our makeover plans and campaign became even more important,” explained Weinschenk. “The campaign has been designed to uplift and inspire,” Weinschenk continued, “The makeover and renovation are now an important part of our welcoming back the neighborhood.”
Since DTSS was developed, Silver Spring has experienced tremendous growth with more than 2,500 residential units added within a half-mile radius over the past 10 years. An additional 1,000 units will open over the next 18 months. Downtown Silver Spring is one of the region’s most vibrant, sought-after communities. It is located next to the region’s second busiest metro transit center that is poised to welcome the Purple Line. Nearby, Foulger-Pratt is transforming the former Discovery Communications headquarters, Inventa Towers, with a $15 million renovation and rebrand. Once completed, Children’s National Health System will occupy more than 140,000 square feet on four of the building’s 10 floors.
For more information, visit www.DowntownSilverSpring.com.
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About Downtown Silver Spring:
Downtown Silver Spring is a vibrant 440,000 square foot shopping, dining, and entertainment destination located in the heart of downtown Silver Spring spanning from Ellsworth Drive to Fenton Street in Silver Spring, Md. Downtown Silver Spring has an eclectic mix of specialty retailers, exciting restaurants and amenities that include Whole Foods Market and Regal Majestic/IMAX Theaters. Currently undergoing renovation that will create a new plaza and dynamic outdoor greenspace with murals and public art creating a neighborhood gathering spot and setting for numerous outdoor events. Downtown Silver Spring is owned by Peterson Companies in partnership with Foulger-Pratt and ARGO Investment Company; it is managed and leased by Peterson Companies. For more information, visit www.downtownsilverspring.com or follow Downtown Silver Spring on Facebook and Twitter for real-time updates.
Established in 1963, Foulger-Pratt is a family-owned real estate development firm distinguished by its long-term investment focus and extensive experience executing successful mixed-use, transit-oriented projects throughout the Washington, D.C. metro area. The firm’s intimate knowledge of virtually every aspect of the market and the industry has enabled it to develop more than 15 million square feet of commercial office, retail space, and multifamily residential projects. The company’s real estate projects have long been characterized for their quality, value and attention to detail in providing superior homes, office and retail space throughout the Washington, D.C. region. For more information, visit www.foulgerpratt.com.
About Peterson Companies:
As one of the largest privately-owned real estate development companies in the D.C. region, Peterson Companies consistently delivers some of the area’s most exciting destinations. Over the past 50 years, Peterson has created such exceptional landmarks as National Harbor, Downtown Silver Spring, Fair Lakes, and Fairfax Corner. With a proven ability to move quickly on opportunities to reshape and enhance local communities, the company creates vibrant residential and business districts that benefit all who live and work in our region. For more information about the Peterson Companies, visit www.petersoncos.com.