SPRINGLINE AT DISTRICT 60
SPRINGLINE AT DISTRICT 60
From deteriorating, car-centric retail to a vibrant, walkable mixed-use town center for Chesterfield County, Virginia
The story of Springline at District 60 can be found across the country, where towns are overrun by aging strip malls with massive parking lots, stripping huge swaths of neighborhoods of regional identity. There is a deep desire to reimagine these properties into people-focused spaces, restoring the authenticity of the community in the area.
Cooper Carry partnered with the leaders and residents of Chesterfield County, Virginia, to transform an eye-sore property previously known as Spring Rock Green in the center of the county. The goal was to reimagine and rebrand the greater region and the property into an exciting new town center.
WHERE IT ALL STARTED
Located prominently along Highway 60, The Midlothian Parkway, Spring Rock Green has seen years of decline with aging structures and a commercial zone that prioritized cars over the public realm. Chesterfield County had been working to reinvigorate the area for the community for many years, and adjacent improvements included a modern shopping district and a popular office park. The property was centrally located for all residents of the county as well as for those traveling to and from nearby Richmond, VA.
COMMUNITY MEETINGS & HISTORICAL RESEARCH
Sitting adjacent to the site is Beaufont Springs, a historic, recreational area known for its unique lithium water and formerly owned by Thomas Jefferson. Hailed for its natural healing properties, Beaufont Springs was historically a place of wellness for residents of the area. The brand team worked closely with local leadership, the historical society, developers, and residents to restore this identity and highlight these qualities at the new town center.
BRANDING PHASE 2:
Naming & Storytelling
We conducted in-depth historical research on naming opportunities meant to restore authenticity to the site and highlight its unique context. We worked to ensure those names met the creative brief, differentiated the brand in the marketplace, and had local availability. Eighteen unique names and brand stories were developed and presented to the client. Ultimately, Springline was selected as the property name, and District 60 was chosen as the regional name.
Springline takes inspiration from the remarkable history of a spring near the site. The area was settled in the 1700s and was once owned by William Byrd II and Thomas Jefferson. The spring – in an area between the Springline development and the Boulders office park, was originally called Lucy Spring and then Crow Spring.
The land was purchased by James Robertson in 1895 and named Beaufont Springs (beaufont means beautiful spring in French). Robertson started the Beaufont Lithia Springs Company that sold therapeutic water throughout the area and other markets including Washington D.C., Philadelphia and New York. The water was reputed to have high concentrations of lithium, which is related to the revolutionary medicine which continues to effectively treat a variety of mental illnesses. Robertson built a springhouse on the site to collect the water in 1896.
In 1916, Robertson sold the property to Frederick Sitterding, who created a variety of carbonated beverages from the
spring water. Sitterding later added a brewery to the site. As the quality of water treatment plants improved the business floundered and eventually shut down the water bottling business in 1940.
The Sitterding family built a recreation and picnic area on the site in the 1950s. Groups could rent the property for sports, recreation, dancing and other activities. Renters were required to purchase beer and drinks through the company. As the Chippenham Parkway was completed along with other commercial development in the area, the water became muddy and the business was no longer viable. The developers of the Boulders office park preserved the springhouse, which remains intact today.
VISUAL IDENTITY: INITIAL CONCEPTS
The client directed our team to develop logo concepts for Springline drawing inspiration from Beaufont Springs, and to design concepts for District 60 with a more urban vibe. The brand design team presented several concepts, some of which included:
VISUAL IDENTITY: SELECTION & REFINEMENT
After choosing the preferred concepts for each brand, refinements were made to the logo design, and additional elements were developed to fully build out a versatile brand tool kit.
LOGO MARK:
SECONDARY LOGO VARIATIONS:
PRIMARY LOGOS:
SECONDARY LOGO VARIATIONS:
PRIMARY LOGO:
VISUAL IDENTITY: BRAND APPLICATION
The Cooper Carry Brand Team worked to showcase the true versaility of each design and the large variety of ways that each concept could be applied within the community.
A NEW TOWN CENTER COMES TO LIFE
Mission: Create an arts and wellness-focused mixed-use town center.
Fully aligned with the brand identity, Cooper Carry worked to design numerous civic spaces, including multiple parks; designating a trail location; selecting locations for public art; and creating wayfinding that includes major road signs to pedestrian infographics.
The Cooper Carry team created a zoning framework plan to ensure the master plan meets the county’s checklist requirements for zoning. The team also created renderings and concept plans to incorporate potential options for retail, food and beverage, residential, and public parking. With a Hilton Convention Center Hotel on-site, the master plan facilitates connections to the rink facilities and its associated services. The overall site is designed to offer both quiet, serene areas and bustling celebratory streets.
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ELEVATING PUBLIC SPACES
The public space is the heartbeat of the mixed-use community with activities and amenities. Inspired by the Springline brand, our Experiential Graphic Design team infused the site with dynamic signage and wayfinding. The team also illustrated how public art can be integrated into strategic locations. For example, a mural visually connects the parking garage to the public spaces. The stage on Celebration Park Ave further reinforces the brand with its design inspired by the ripples of the water and its movement.
RIPPLE - VIEW FROM POOL DECK
A PEOPLE-CENTRIC COMMUNITY CENTER FOCUSED ON WELLBEING AND REGIONAL AUTHENTICITY
Scheduled to open in 2025, Springline is set to become the lively, walkable heart of District 60, offering activity, accessibility, and a sense of community, becoming the area’s preferred destination to drive to, not through.
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