Denver's 16th Street Mall may get a new name
Add Axios as your preferred source to
see more of our stories on Google.
A newly renovated section of the 16th Street Mall near 16th and California streets. Photo: Alayna Alvarez/Axios
Denver's 16th Street Mall is getting more than just a roughly $150 million makeover — it's getting a whole new identity.
The big picture: The city's iconic downtown shopping strip might soon shed its "mall" moniker and, if city leaders get their way, the baggage that comes with it.
Why it matters: The rebrand aims to get the heart of downtown beating again after construction, crime concerns, empty storefronts and sluggish foot traffic kept it on life support for years.
The latest: The Downtown Denver Partnership is leading a process to "reposition" the 16th Street Mall ahead of construction wrapping this summer — the deadline Mayor Mike Johnston is now promising — spokesperson Britt Diehl tells us.
- DDP has tapped a global marketing powerhouse to craft a "comprehensive rebrand," Diehl says, complete with a new "visual identity," narrative and — most likely — name.
The intrigue: A name change seems imminent. The mayor even dropped "Mall" when referencing the area last week during his announcement of his 2025 goals, calling it simply "16th Street."
Zoom in: The Partnership is paying brand agency DNCO $100,000 to transform how people see and experience what many consider the core of downtown, the Denver Business Journal reports.
- The firm, based between New York City and London, is known for breathing new life into historic spaces like London's Heal's building.
- The vision for Denver's 16th Street Mall is to make it a go-to gathering place, rivaling hotspots like RiNo and Cherry Creek.
What they're saying: The potential of Denver's four-decade fixture is unmatched, DNCO strategy director Simon Yewdall, who's leading the local project, told DBJ.
- "I can't think genuinely of many U.S. cities where a street is so definitive of a city's identity," he said.
Flashback: Designed by the architectural firm I.M. Pei & Partners, Denver's 16th Street Mall debuted in the early 1980s as a pedestrian-friendly shopping and dining hub — just as suburban malls were taking over America.
- Of the country's 200 original "transit malls," Denver's is one of just roughly 30 remaining, according to the Cultural Landscape Foundation.
What's next: Visitors can expect new signage, fresh art, more trees, play areas, pedestrian walkways, outdoor patios — and, if all goes according to plan, a new name to match.