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New Balance: Boston Landing
New Balance: Boston Landing
Graffito’s work with New Balance Development Group started in 2015 and spans planning, development and leasing services.
In partnership with NBDG, Graffito has led projects that have added critical services and cultural attractions to the Boston Landing, a once vacant industrial strip. Examples include Brighton Bowl, cafes and restaurants, Action Athletics, Cambridge Naturals, The New Balance Global Flagship store, and Roadrunner, a 3,500-person capacity performance venue at the base of the TRACK at new balance.
Located minutes from Downtown Boston on the Mass Pike, Boston Landing is a mixed-use development consisting of approximately 1.76 MSF. The project consists of three new lab/office buildings, the Warrior Ice Arena for the Boston Bruins, the Auerbach Center for the Boston Celtics, a 175-key boutique hotel, a world class 5,000-person track + field facility, a 3,500-person live music venue by AEG/Bowery and a 295-unit residential building.
The retail is clustered on Guest Street in Allston/Brighton. Current retail tenants include New Balance’s global flagship store, Mainely Burgers, Kohi Coffee, Cambridge Naturals, Flatbread Co. & Brighton Bowl, Rail Stop, The Bagel Table, Action Athletics and Crumbl Cookies.
Future retail plans include the addition of another full-service restaurant and bar, new fast-casual and takeaway food options, and complementary health and wellness services.
SNAPSHOT
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Client : New Balance Development Group
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Neighborhood : Allston-Brighton
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Address : 125 Guest Street, Boston MA 02135
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Building Type(s) : Life Science
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Total Project Square Footage : ~1.76M SF
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Desired Uses : Food + Beverage, Services,Fitness, Soft Goods
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Status : Now Leasing!
SCOPE OF WORK
Ground floor activation and retail leasing brokerage services
Recommendations of all existing plans and materials
CONSIDER the specific role of and place for small local retailers in the plan and explore tenant mix and creative uses with OUTSIDE CONSULTANTS
Collaborate with designers and resources to work on a retail storyboard that documents a range of non-traditional retail uses
Present to landlord different leasing scenarios for the available retail spaces
General assistance and feedback on other miscellaneous retail issues
CHALLENGES
- Limited daytime density and traffic early in the project life cycle
- Anchors slow to develop and drive business
- Questionable master plan with lack of open space
- Slow integration and awareness with the surrounding community
- Poor MEP infrastructure in many of the retail space
- Parking limitations and wayfinding signage
TENANT PLACEMENT
