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PLK COMMUNITIES

Programming a new town square

AGAR - Factory 52 - PLK Communities

THE CHALLENGE

PLK Communities approached AGAR with the challenge of establishing a comprehensive vision for designing, programming, and activating a new town square within its brand new Factory52 development. Once a United States Playing Card Company factory, this new lifestyle destination needed a holistic brand voice through distinct public art, programming, and communications for both online and in-person guest engagement to build awareness and create authentic placemaking for the new mixed-use development.

In our ongoing collaboration, AGAR is an essential partner of Factory 52, driving experiential vision from activation to communications.

Driving community awareness to encourage guests to explore the destination’s diverse offerings has helped establish this thriving mixed-use development. The team started by creating a robust brand experience framework via curated art, custom murals, and distinct environmental graphic design all rooted in the property’s unique history. Highlights include the Card Portal, featuring twenty-eight playing cards stacked vertically; the Cardsphere, a multicolored, mosaic sphere adding a vibrant flair to the center green space; and the historic U.S. Playing Card Smokestack Mural which serves as the primary beacon for Factory 52, sitting atop the 200-foot-tall structure, making it one of the tallest murals in the region. 

In addition to public art, AGAR oversees the holistic placemaking strategy for F52 and The Gatherall Foodhall, creating and managing events and programming, ensuring ongoing awareness, tenant-curated activations, and sponsorships. 

AGAR also leads the social media strategy and management, fostering relationships with tenants, local media, and influencers alike, driving growth in brand awareness with the greater community all while delivering seamless end-to-end support for the property.

AGAR - Factory 52 - PLK Communities

RESULTS

With a holistic vision in mind, AGAR is strategically driving growth and building a new town square for Norwood in partnership with PLK Communities at Factory52. From social media to immersive public art,  from branded environmental graphic design to on-going design, production, and activation of seasonal events, AGAR has been a part of bringing Factory 52 and the Gatherall Foodhall to life every step of the way. 

The team helped produce nearly a dozen large-scale events last year and increased social reach for Factory 52 Instagram by nearly 30% and Gatherall Foodhall’s Facebook reach by nearly 150% in less than two months. In addition, the team secured 20.57M PR impressions. Most recently, PLK announced an expansion to the site, adding nine more acres of land to build upon the success they’ve experienced in the last few years and AGAR is excited to be a part of the ongoing journey.