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Bell Works :: Works in Progress

The Bell Labs complex, in Holmdel, New Jersey, initially functioned as a research and development facility for Bell Laboratories. Forty-four years later, the campus was purchased by Somerset Development to transform the Eero Saarinen complex into a mixed-use space including retail, business and community spaces. Our key objective was to create a wayfinding strategy that worked with the mid-century modern architectural features including strong sight lines, repetitive linear elements and similarity of visual space. In order to connect visitors of all types; shoppers, business visitors or event attendees, we utilized the primary brand colors of the four anchor tenants to distinguish each of the four buildings within the complex allowing visitors to easily navigate the symmetrical space. Sign types included a range of static and digital signage throughout the exterior and interior space. The full system was approved through the Holmdel Township Planning Board, New Jersey Office of Historic Preservation, and US Department of the Interior, National Parks Service.


wayfinding strategy, exterior signage, interior signage



Somerset LLC