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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.

Our Work

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