Long Beach, California

2nd & PCH

An Eclectic Coastal Gathering of Shops & Eateries

Project type

Brand Development Environmental Graphic Design

Project sector

Retail Environments & Graphic Design Waterfront Wayfinding Design

Close-up of a dimensional monument sign for 2nd & PCH in Long Beach, California, featuring a navy and orange coffin-shaped cabinet with raised white lettering and a decorative teal ampersand — showcasing RSM Design's environmental graphic design, branding and visual identity, and placemaking for a coastal waterfront retail and mixed-use destination.

Project info

Client CenterCal Properties

Architect AO

Landscape KGM Lighting

Additional services

Placemaking Design Wayfinding Signage Design Public Art & Murals Digital Signage Integration Experiential Graphic Design

Additional markets

Streetscape Design

Laid-back coastal character with artful expression

Along the meeting point of 2nd Street and Pacific Coast Highway, a new chapter for Long Beach began: a vibrant coastal destination shaped by sea air, marina views, and the spirit of laid-back California living. 2nd & PCH transformed a former marina and industrial site into a lively, walkable village where locals and visitors alike could shop, dine, and gather by the water. Designed to feel like a modern seaside resort, the open-air center invites guests to slow down, explore, and enjoy the effortless beauty of life along the coast.

To help bring this vision to life, RSM Design partnered with CenterCal Properties and Architects Orange, weaving together brand, storytelling, and experience into every corner of the project. Beginning with research into the rich cultural history of Alamitos Bay, RSM crafted a brand identity rooted in casual elegance and nostalgic charm. That vision unfolded into a series of custom signs, wayfinding moments, murals, and curated public art that seamlessly connect guests to the space. Through a thoughtful, holistic approach, RSM Design helped shape 2nd & PCH into a destination that not only looks coastal, but truly feels like it belongs to the sea.

BRINGING THE LAND TO LIFE

Located next to Alamitos Bay Marina in Long Beach, 2nd and PCH was once an established marina located near working oil derricks and a refinery. The site had the potential for new life, but needed a clear vision that would create an open air environment that is walkable and inviting, designed to capture great views and ocean breezes. RSM Design was invited to work with CenterCal and Architects Orange to create a new vision for 2nd and PCH where people are connected to community and an artful retail experience.

The brand strategy, experiential graphic design, and art program are all anchored to the idea of modern interpretations of a waterfront marina destination. Like the site itself, the brand captures the idea of contextual references in a new and unexpected way. Placemaking elements throughout the project utilized nautical references and materials with a whimsical twist to create an engaging experience. Surprising details such as a wink or unexpected messages hidden on the back of graphic elements provide a sense of discovery. This unique translation of the coastal marina lifestyle was central to the 2nd and PCH brand vision and can be felt in every corner of the project.

Large-scale dimensional wall-mounted channel letter signage reading '2nd & PCH' in navy and bronze on a white brick building facade in Long Beach, California, featuring an oversized decorative ampersand as an architectural landmark element — showcasing RSM Design's architectural graphics, environmental graphic design, and branded environments for a coastal waterfront retail and mixed-use destination.

RSM Design developed the brand identity for 2nd & PCH drawing on the area's maritime heritage and boating culture to create a visual language rooted in place.

2nd & PCH

Brand Development

Exterior entrance gateway at 2nd & PCH in Long Beach, California, featuring large-scale dimensional script 'Welcome' signage and 'Feel the Sea Breeze' tagline lettering mounted on a pedestrian breezeway, with branded 2nd & PCH banner signage and tenant storefronts visible below — showcasing RSM Design's placemaking, experiential graphics, and branded environments for a coastal waterfront retail and mixed-use destination.

Aerial view of the outdoor plaza at 2nd & PCH in Long Beach, California, featuring a painted chevron crosswalk graphic, branded 2nd & PCH banner signage on light poles, a large-scale tenant wall graphic, and an activated pedestrian gathering space lined with palm trees and outdoor seating — showcasing RSM Design's placemaking, experiential graphics, and environmental graphic design for a coastal waterfront retail and mixed-use destination.

Exterior vehicular directional wayfinding sign at 2nd & PCH in Long Beach, California, featuring a playful illustrated face with winking eyes on a navy semicircle topper, orange arrow blades, and a farewell message reading 'It's Been Wonderful Seeing You!' — an example of RSM Design's placemaking, experiential graphics, and wayfinding signage design that creates moments of delight within a coastal waterfront retail and mixed-use destination.

Service

Wayfinding Design

Street-level view of the retail corridor at 2nd & PCH in Long Beach, California, featuring a large-scale athletic figures mural on the Nike storefront facade, a painted wave pattern crosswalk graphic in the parking drive aisle, branded 2nd & PCH pole banner signage, and active pedestrian streetscape with Sephora and Athleta tenant storefronts — showcasing RSM Design's placemaking, experiential graphics, art programs and public art, and environmental graphic design for a coastal waterfront retail and mixed-use destination.

Large-scale interior mural at 2nd & PCH in Long Beach, California, depicting whimsical illustrated figures with fish heads and a deep-sea diver riding a subway car surrounded by an underwater ocean scene with sharks and rays — an example of RSM Design's art programs and public art, placemaking, and specialty graphic design that creates moments of delight within a coastal waterfront retail and mixed-use destination.

Exterior staircase at 2nd & PCH in Long Beach, California, featuring a bold black and white geometric pattern mural by artist Aaron De La Cruz covering the stair risers and landing wall, flanked by an additional colorful botanical mural on the adjacent brick facade — an example of RSM Design's art programs and public art, placemaking, and experiential graphics that transform pedestrian circulation into memorable moments of delight within a coastal waterfront retail and mixed-use destination.

Branded circular projecting restroom identification sign at 2nd & PCH in Long Beach, California, featuring a walnut wood face with a brass frame, dimensional 'Restrooms' lettering, and playful nautical-themed pictogram figures dressed as sailors — an example of RSM Design's wayfinding signage design and specialty graphic design that brings moments of delight to a coastal waterfront retail and mixed-use destination.

Exterior restroom identification signage at 2nd & PCH in Long Beach, California, featuring vertically stacked dimensional channel letters in white and orange mounted against a bold navy blue geometric patterned wall graphic — an example of RSM Design's wayfinding signage design, architectural graphics, and experiential graphics seamlessly integrated into a coastal waterfront retail and mixed-use destination.

Exterior parking garage entrance at 2nd & PCH in Long Beach, California, featuring large-scale dimensional 'Parking' channel letter signage in orange mounted on a wood-slat facade, alongside a branded circular 2nd & PCH parking identification pylon sign with an orange arrow — showcasing RSM Design's wayfinding signage design, master sign program, and environmental graphic design for a coastal waterfront retail, parking garage, and mixed-use destination.

Exterior parking wayfinding pylon sign at 2nd & PCH in Long Beach, California, featuring a branded parking symbol topper with double-sided wood-toned arrow blades displaying live digital LED parking availability counts for Parking & Valet and Parking & Whole Foods — showcasing RSM Design's digital integration and interactive solutions, wayfinding signage design, and master sign program for a coastal waterfront retail, parking garage, and mixed-use destination.

Dusk view of the activated outdoor plaza at 2nd & PCH in Long Beach, California, centered on an illuminated sculptural orb fountain surrounded by an animated crowd, outdoor dining, and a floral mosaic-tiled fountain base beneath a purple sunset sky — showcasing RSM Design's placemaking, art programs and public art, and experiential graphic design that connects people to place within a coastal waterfront retail and mixed-use destination.

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