The Orchard – Downtown Azusa

The Orchard is an exciting new town center designed by WHA and developed by Serrano Development Group.  The mixed-use project is in the City of Azusa’s Downtown District, located at the intersection of Azusa Ave (SR-39) and Foothill Blvd (Route 66).  This unique urban destination includes 163 new residential units, 23,000 S.F. of retail and a new Laemmle Theater.  WHA has a long-standing relationship working with the City of Azusa.  The project recently received planning commission approval with a 5-0 vote.  Despite the project’s size and complexity, only a few minor variances were required.

History plays an important role at The Orchard.  Azusa was the center of the great citrus belt in Southern California during the early 1900s. Drawing from the surrounding context, the iconic “Bridge to Nowhere” and the Azusa Theater inspired elements of the historical design.  The name itself is a direct tie to the city’s heritage and celebrates the citrus culture.

The Orchard’s overall style is infused with details and materials that celebrate the past with a  new contemporary design for the present.  In keeping with the Route 66 District Design Guidelines, WHA, and our branding agency, Placewright, embraced a whimsical and creative approach to both the architecture and branding narrative.  The use of Route 66 iconography, elements of transportation, vintage neon signage and homage to the citrus belt creates a distinct sense of place and character.

View the full branding package here.

The concept of an ever-evolving Main Street is found in the various street frontages, blending historical, modern and industrial design. The Orchard recreates the look and feel of an historic Main Street that has grown organically over time, adapting to new uses – keeping the vintage character and allowing for modern additions. Portions of The Orchard along Azusa Avenue, Foothill Boulevard and Alameda Avenue are designed to appear as though they were original historic buildings. As the building steps back from the street, “newer” elements of the facade are introduced to evoke the concept of having changed, constantly reinventing itself to connect to the community.

The Orchard celebrates Azusa’s strong historical roots with a fresh approach, attracting retailers, theatergoers, residents, and other target audiences.  The new town center activates the area with something appealing and memorable, creating a new sense of place for the downtown corridor.