Nestled between sleek skyscrapers in the heart of Downtown Louisville is a different kind of entertainment experience. For the entire block, a city street closes its doors to automotive traffic and becomes Fourth Street Live!, a mixed-use entertainment district spanning eight acres. This pedestrian-friendly development is home to a Footlocker, Hard Rock Cafe, and a variety of national and regional retail shops. Elements include site identity, wayfinding, and retail signage standards. The design integrates the development with the adjacent hotel, convention center, residences, and other entertainment and cultural attractions in the downtown environment.