103rd Street is recognized as the main entrance corridor into Edmonton. First impressions are made here, and the need to establish a positive, memorable image is important to attract visitors, business people and residents. In an effort to reinforce this positive image, Edmonton Parks and Recreation retained the services of EDA to assist them with a comprehensive upgrading concept plan.
Recognizing the diverse nature of the street, EDA proposed a series of unifying design elements with common color, scale, form and detail. Project implementation proceeded with a number of creative partnership arrangements between the City and private land owners.