Waterstone Retail Development
Study and conceptual design for modernization of existing shopping center creating 191,088 SF of upscale retail space for a grocery store, health / fitness tenants and restaurants, with parking for 680 cars as part of a multi-use development including a new 94-unit apartment building (designed by PCA)
The existing shopping center consisted of three eclectic strip-style buildings, each with their own look and feel. Despite the center’s prime location on Route 1 near the up-and-coming city of Portsmouth and its reputation as the “Silicon Valley of the East”, it was not attracting higher end retailers or customer traffic.
The redesign of existing exteriors and the addition of new buildings and branded signage unifies the site and creates a playful, artful “experience” that will engage and attract customers for repeat visits. Outdoor café and restaurant seating and open space for recreation and farmer’s markets offer places for residents and shoppers to socialize. The new tenant mix – from body massage to restaurants, a theater, grocery store and fitness/spin studio – creates a new destination for Portsmouth residents – a place to see and be seen.
Rethinking the Center as a multi-use development – adding a new 120-unit, 4 story apartment building and an attractive density and mix of uses – creates that special “live, work, play” urban feel that will draw a range of visitors from younger renters to serious shoppers to families for many years to come.