Placemaking, Wayfinding and Branding: Creating an All-American Neighborhood in Arlington, Texas

Situated in the once sleepy suburb of Dallas and Fort Worth, Arlington, Texas is being transformed into a new story. More than a place to watch sports… More than a place to shop, eat and be social… More than an entertainment district… it is the birthplace of an All American Neighborhood.

Every Place has a Story and every Story has a Place.

For Arlington, Texas… the latest chapter of their story is currently being written. While Dallas, Houston, and Austin have long been household names… until very recently, Arlington was not.

Along with being home to Texas’ legendary football and baseball teams, Arlington is being transformed into a vibrant entertainment center as well as the very model of a modern all-American city. The Arlington Stadium District—the intersection of Work, Life, & Play.

To help craft their vision of this new place and story, The Cordish Companies, in partnership with the Texas Rangers and the Loews Hotels, enlisted Selbert Perkins Design to help them discover and tell the story of this place… blending of Arlington’s past with the new incarnation of this Texas neighborhood into a carefully crafted and beautifully orchestrated world-class experience.

Texas Live!

The experience begins with Texas Live!… a finely curated destination consisting of 12 dynamic bars, shops, eateries and entertainment delights, including the Arlington Backyard, a 5,000 person outdoor concert venue providing space for live music, festivals and cultural events. Each space is designed to connect people to place… uniting them with their dreams, passions, heroes as well as each other.

Working with The Cordish Companies and the Texas Rangers to create their vision of a unique and engaging sense of place, SPD created a complete exterior and interior wayfinding and signage program, including six, 80 foot tall LED towers, paving the way from Texas Live! to the Texas Rangers in their new Globe Life Stadium.

More than leading fans finding their way to the stadium, these modern-day landmarks provide both static and dynamic sponsored content as they light and lead the way to the main event.

Live! by Loews

Along with the Texas Live! experience, Live! by Loews links the home of the Dallas Cowboys AT&T stadium (also a Selbert Perkins Design project) and the Texas Rangers Globe Life Stadium. The 14 story, 300 room hotel and convention center features a dining terrace and pool that overlook the magnificent sports complexes, creating a unique immersive experience. SPD designed the complete wayfinding master plan for hotel exterior, interior, integrated art and environmental graphics throughout the district.

Spark Arlington Coworking

Reinventing a part of the Rangers’ former home, Globe Life Field, a football and soccer venue now named Choctaw Stadium, The Cordish Companies is also reimagining the collaborative shared workplace experience.

“Spark is a catalyst for advancing entrepreneurship and technical innovation through our creative space, network and community members. We aim to provide entrepreneurs, creatives and innovators with the community and space, allowing them to ignite ideas that transform into successful companies and organizations.” – Shervonne Cherry, Director of Community & Partnerships, Spark Coworking

Steeped in the vast splendor and energy of the Texas Rangers, this 30,000 square foot unique coworking space provides yet another innovative element to this All-American neighborhood. Situated with views of both the Choctaw Stadium field as well as the new home of the Rangers, entrepreneurs have the perfect environment to grow their businesses and make their positive impact upon the world.

One Rangers Way (coming soon)

Adding to the All-American neighborhood is One Rangers Way, a 300-unit upscale residential community offering luxurious, resort-style living in the heart of the Arlington Entertainment District, immersed in the energy of Texas Live!, Globe Life Field, Choctaw Stadium, AT&T Stadium, and the upcoming Medal of Honor Museum.

One Rangers Way celebrates the rich history of the state of Texas and will showcase a stunning design and a curated art collection inspired by the Texas Rangers and America’s favorite pastime.

“I am passionate about helping to create environments for people to live… building neighborhoods in which people Work, Live, Play and Thrive. I was very excited when the Kansas City Power & Light District and St. Louis Ballpark Village neighborhoods took shape and continue to expand. And I’m thrilled to be a part of Texas Live! and the Arlington Entertainment District, and in watching it grow and thrive as well. These are places where people connect, grow and make life-long memories” — John Lutz, Partner, Selbert Perkins Design

Selbert Perkins Design is delighted in assisting The Cordish Companies and the Texas Rangers in their continued endeavor of reinventing Arlington Texas as the very model of a modern all-American city.


Related Projects

Skyline College Branded Environment

San Bruno, CA Selbert Perkins Design collaborated with the San Mateo County Community College District and Skyline College to develop a new brand identity for the College. The new logo, which visualizes ocean waves, sun rays, and a unifying horizon line, differentiates Skyline College in the San Mateo County, CA

Read More
azalea primestor


South Gate, CA SPD, collaborating with Primestor and Nadel Architects developed the branded signage & wayfinding for azalea Regional Shopping Center in the city of South Gate, CA. The comprehensive system, includes signage and wayfinding, digital billboards, parking, tenant guidelines, entitlement packages, LEED exhibits, and facade treatment design for the 37-tenant

Read More

CtrCity Residences

Anaheim, CA CtrCity is the heart of Anaheim, where trend meets tradition. SPD created the varied identities and signs for the Promenade, Broadway Arms, Harbor Lofts, and Carnegie Plaza, as well as the district wide signs, maps, and micro transit system graphics for this eclectic urban district.

Read More
Scroll to Top
Scroll to Top