Fordham Marketplace
Sector: Education
Size: 18,000 sf
Location(s): Bronx, NY
An Urban Experience, Rooted in Campus Life
Inspired by the vibrant culture of New York City, where every corner offers unique energy, visuals, and stories, Fordham Marketplace brings that spirit of discovery into campus life. Guided by Fordham’s new motto, “New York is my campus, Fordham is my school,” the Marketplace serves as an extension of the city, where each food station offers a curated experience. Signage helps tell the story, highlighting choice, culture, and connection, creating a space where students can explore New York’s diversity all in one place.
Signage as a Cultural Connector
Like walking through New York City, students encounter bold typography, multicultural design references, and energetic details throughout the Marketplace. Each food station has its own identity, the signs are expressive, eclectic, and carefully designed to work within the interior design, making the space feel intuitive and clear to navigate, helping students find their way effortlessly. Materials, colors, and scale were thoughtfully chosen to bring that NYC energy, but also to complement the finishes chosen for the interior design. It’s a careful balance between integrated, branded, clear, and timeless signage.
A Bold Artistic Tribute to the Bronx
To further connect the space with its local surroundings and align with other graphics across campus, a large graphic by commissioned artist Chanel Dehond, also brandx’s Global Director, features a hand-drawn aerial view of the Bronx. This image highlights the neighborhood and shows how Fordham is part of the larger story of the city. This bold and expressive artwork adds a human touch to the space, serving as a visual centerpiece that supports wayfinding and encourages engagement across the Fordham community.
Honoring Campus Heritage Through Curated Artifacts
To highlight Fordham’s legacy and add a layer of history to the space, framed artifacts such as vintage jerseys, archival photographs, and football programs were carefully curated and displayed throughout. These pieces serve as a visual reminder of the university’s longstanding traditions and achievements. More than decorations, these help tell the story of the Fordham community, its teams, students, and spirit. These artifacts reflect the heritage and pride, creating a strong connection that links past and present in a way that feels authentic and personal to their community.
Photography: Fordham University, Chanel Dehond