Reading Terminal Market

In August 2019, I traveled to Philadelphia for the Society of Experiential Graphic Designers (SEGD) conference on Placemaking.

AIA Philadelphia headquarters, where the conference was held, is a coffee run away from Reading Terminal Market. The Market is a Center City landmark, known for its excellent produce market, and for specialties from all corners of the world, served at bustling restaurant counters. Whenever I’m in Phillie, it is a much-anticipated stop.

Walking into the Market is instant sensory overload. It is a hodgepodge of vendor stalls displaying foodie bounty of every description, with a steady stream of shoppers and locals stopping by for a bite to eat. Experientially, it is a master class in “messy vitality,” the authentic feel and upbeat energy grocery retailers wish they could magically export to their suburban stores. The signage is a happy mashup of overlapping eras and messaging; many signal family and regional pride in scenics, neon and gilded lettering. Frankly retro, with no air quotes needed.

#segd #signlove #readingterminalmarket