Dusk architectural rendering of the American Dream mall in East Rutherford, New Jersey, featuring large-scale exterior building identification signage with the American Dream logo on a geometric faceted facade, alongside Saks Fifth Avenue tenant signage and an illuminated arched glass entrance — showcasing RSM Design's master sign program, environmental graphic design, and branded environments for a large-scale mixed-use retail and entertainment destination.

East Rutherford, New Jersey

American Dream

Life, Shopping, & Adventure Under One Roof

Project type

Wayfinding Signage Design Brand Development

Project sector

Retail Environments & Graphic Design
Architectural rendering of the indoor ice skating rink atrium at American Dream mall in East Rutherford, New Jersey, featuring a multi-level retail gallery with tenant storefronts, a star-lit geodesic dome ceiling, and an activated public gathering space filled with skaters — illustrating RSM Design's placemaking and environmental graphic design that connects people to place within a large-scale mixed-use retail and entertainment destination.

Project info

Client Triple Five Worldwide

Architect Adamson Associates, Inc

Other GH+A Design Studios

A visual identity as expansive as the experience

American Dream is the second largest mall in the United States, a retail and entertainment complex in the Meadowlands Sports Complex in East Rutherford, New Jersey. Spanning over 3 million square feet, the destination features world-class attractions including DreamWorks Water Park, Nickelodeon Universe theme park, Big SNOW indoor ski slope, SEA LIFE Aquarium, and LEGOLAND Discovery Center, alongside over 450 retail stores and more than 70 dining options. Visible from the New Jersey Turnpike and Route 3, the exterior combines aluminum composite and aluminum siding in vibrant colors including turquoise, red, yellow, and green. RSM Design joined the team early on to develop a brand identity and a comprehensive signage and wayfinding system to help guests navigate the expansive entertainment and retail destination.

Branded business card suite for American Dream mall in East Rutherford, New Jersey, displaying the American Dream logo mark in white on a matte black card with a geometric brand pattern on the reverse — an example of RSM Design's print and digital collateral and branding and visual identity for a large-scale mixed-use retail and entertainment destination.
Brushed stainless steel wall-mounted identification plaque featuring the American Dream logo mark applied to a concrete surface at American Dream mall in East Rutherford, New Jersey — showcasing RSM Design's architectural graphics, specialty graphic design, and branded environments for a large-scale mixed-use retail and entertainment destination.

Developing a brand that stands out through timeless design, inspired by a lens that filters everyday life and focuses on the spirit of the American Dream.

Service

Brand Development
Illuminated transit poster display for American Dream mall in East Rutherford, New Jersey, featuring a fashion-forward brand campaign graphic with the American Dream logo mark and wordmark, mounted on a concrete stairwell wall with a pedestrian passing in motion — an example of RSM Design's print and digital collateral and branding and visual identity applied to a transit environment for a large-scale mixed-use retail and entertainment destination.
Close-up of large-scale dimensional channel letter wall signage reading 'American Dream' in matte black mounted on a geometric white tile facade at American Dream mall in East Rutherford, New Jersey — showcasing RSM Design's architectural graphics, environmental graphic design, and branded environments for a large-scale mixed-use retail and entertainment destination.
Rendered design concept of a freestanding digital LED pylon sign tower for American Dream mall in East Rutherford, New Jersey, featuring a large-scale fashion campaign display screen, a projecting circular American Dream logo medallion, and vertical wordmark on a matte black cabinet — showcasing RSM Design's digital integration and interactive solutions, master sign program, and branded environments for a large-scale mixed-use retail and entertainment destination.
Close-up detail of the American Dream pylon sign tower base in East Rutherford, New Jersey, showing dimensional white channel letter wordmark on a matte black panel beneath a hexagonal tile graphic band and a large-scale LED fashion campaign display — showcasing RSM Design's architectural graphics, digital integration, and branded environments for a large-scale mixed-use retail and entertainment destination.

Bringing the American Dream brand to life through digital touchpoints that enhance the guest experience across this world-class entertainment destination.

Service

Digital Integration
Interior wayfinding directory pylon sign at American Dream mall in East Rutherford, New Jersey, featuring directional listings for The Collections, Theme Parks, and Big Snow, an integrated digital display screen showing an aerial rendering of the complex, and the American Dream logo medallion on a matte black cabinet — showcasing RSM Design's wayfinding signage design, digital integration and interactive solutions, and master sign program for a large-scale mixed-use retail and entertainment destination.
Architectural rendering of visitors interacting with interior digital interactive wayfinding kiosk towers at American Dream mall in East Rutherford, New Jersey, displaying a 'Welcome to American Dream' touchscreen interface with directional listings for The Collections, Theme Parks, and Big Snow — illustrating RSM Design's digital integration and interactive solutions, wayfinding signage design, and master sign program connecting people to place within a large-scale mixed-use retail and entertainment destination.
Dusk aerial architectural rendering of American Dream mall in East Rutherford, New Jersey, showcasing the full-scale exterior with large-format building signage, digital LED displays, fashion campaign graphics, the American Dream logo mark, and Saks Fifth Avenue anchor tenant signage along the facade — with MetLife Stadium visible in the background — illustrating RSM Design's master sign program, environmental graphic design, and branded environments for a large-scale mixed-use retail and entertainment destination adjacent to a sports and entertainment complex.
Architectural rendering of The Collections luxury retail corridor at American Dream mall in East Rutherford, New Jersey, featuring Van Cleef & Arpels and Casada tenant identification signage on an ornate gold perforated facade, an activated outdoor seating plaza with mature trees and patterned floor graphics, and multi-level luxury storefronts — illustrating RSM Design's master sign program, placemaking, and environmental graphic design for a large-scale mixed-use luxury retail and entertainment destination.
Architectural rendering of a fashion runway event in The Collections interior at American Dream mall in East Rutherford, New Jersey, featuring the American Dream logo mark repeated along a white runway floor, a vaulted ceiling atrium, multi-level luxury tenant storefronts including Prada, and an audience-filled experiential retail activation — showcasing RSM Design's experiential graphics, branded environments, and placemaking for a large-scale mixed-use luxury retail and entertainment destination.
Architectural rendering of The Collections luxury interior atrium at American Dream mall in East Rutherford, New Jersey, featuring multi-level tenant identification signage for Saks Fifth Avenue, Louis Vuitton, Hermès, Cartier, and Merlin across a skylit gallery with a central water feature, planted landscaping, and an activated pedestrian promenade — illustrating RSM Design's master sign program, placemaking, and environmental graphic design for a large-scale mixed-use luxury retail and entertainment destination.

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