Park & Ford

Nominated by: Hickok Cole
Location:Alexandria, VA
Developer: Lowe
Architect:Bonstra | Haresign Architects
General Contractor:The Whiting-Turner Contracting
Interior Designer: ESG Architecture and Design
Marketing Firm: Hickok Cole Creative
PR/Advertising Firm: Bozzuto
Project Website: parkandford.com

Project Statement

Park + Ford (P+F) is a 435-unit upscale office-to-residential adaptive reuse two-tower development on land said to have been owned and surveyed by George Washington. Originally constructed in the 1980s and called Park Center, the new project required shifting the building’s marketplace perception from aging office to modern oasis.

P+F’s most unique feature, its two towers, serve as the basis for its “Make It a Double” concept, a play on pairs and duality, specifically the joining of quintessential and traditional with thoughtful and unique details. P+F’s name was solidified by way of its cross streets, and from it merged historic lettering, an ampersand logo, and timeless typography. The concept carries through messaging (Life + Liberty) and amenity names (game + sport).

Corresponding brand visuals juxtapose with a sophisticated quirkiness derived from its colonial history. Whimsical nods to the residence’s history appear in the form of a steampunk apple tree sculpture executed by the developer and the red-orange and blue façade details that inspired the brand palette.