Belmont Park
A new chapter for a storied place
Belmont Park is one of New York’s most storied destinations — home to the final leg of the Triple Crown, the site where the Wright Brothers once demonstrated flight, and a historic gathering spot for generations. We partnered with S.D. Malkin and the Belmont team to help guide it into its next era as a modern destination for sports, entertainment, hospitality, and retail.
Over a multi-year engagement, we worked closely with architects, interior designers, and development teams to shape the conceptual and design foundation for the site’s renewal. The result was a cohesive brand vision and placemaking strategy that informed everything from experience planning to the recent launch of the UBS Arena and Belmont Park Village.
This is the first step in the newly redeveloped Belmont Park, which will serve as an internationally recognized destination for sports, entertainment, retail and hospitality.
Governor Kathy Hochul
Mural artwork by Mark Stutzman
Photos by: The Belmont Park / NYRA, Mark Stutzman, UBS Arena
Brand Strategy
Brand Messaging
Visual Identity Design
Experiential Design
