Asbury Park Waterfront

Asbury Park, NJ

Client: iStar Residential

Asbury Park is one of the great Jersey Shore towns, featuring a vibrant urban center and a lively summer beach scene. Not to mention legendary attractions like The Stone Pony – early stomping grounds of Bruce Springsteen and friends. After decades of decline, Asbury Park is now experiencing a renaissance, with new shops, restaurants and clubs opening. We worked with Manhattan-based developer iStar in the early stages of its plan to consolidate ownership of properties along the waterfront and create a high-profile, high-design, mixed-use district that would be attractive to a contemporary audience. We felt it was our job, as guardians of the brand, to create a new vision for the waterfront while preserving its authentic Asbury Park character – the essence of its unique appeal. To us, that’s where the magic was. And still is. Our proudest moment was making the case to keep The Stone Pony. Unchanged. Unimproved.