From an outdoor mall to a destination to be
Rosemary Square, formerly known as CityPlace, faced challenges as its retail and public space strategy no longer aligned with the evolving context of Downtown West Palm Beach. Visibility into shops was poor, public seating was insufficient, and the development felt more like a mall than an integrated part of the city. Gehl was engaged to conduct a PSPL survey and develop a strategy to transform Rosemary Square into a dynamic, mixed-use neighborhood that fosters public life and retail success.
Gehl’s work included developing a clear vision and design principles that reimagined the area as a district rather than an isolated development. By integrating retail curation, public space experience, cultural programming, and the lush Florida landscape, the strategy sought to create an authentic West Palm Beach destination. Gehl led the design through concept and schematic phases, ensuring cohesion across the Main Plaza, Rosemary Avenue, and Hibiscus Street.
The impact of Gehl’s work is evident in the transformation of the public realm. The redesigned Main Plaza, featuring an interactive fountain by artist Jeppe Hein, opened in late 2019 alongside new street and plaza improvements. Since completion, Rosemary Square has seen increased foot traffic, new leases, and growth in retail and food and beverage sales, demonstrating the power of public space to drive commercial success.
