ICE District
KATZ GROUP, WAM DEVELOPMENT GROUP &
OILERS ENTERTAINMENT GROUP, EDMONTON
Covering over 10 hectares, ICE District stands as the largest mixed-use sports and entertainment hub in Canada. This impressive $2.5 billion development centers around Rogers Place, a cutting-edge sports, event, and concert venue that proudly houses the Edmonton Oilers. Alongside Rogers Place, ICE District showcases a high-end hotel, office towers, condominiums, an array of dining establishments, and a variety of retail spaces. The district’s vibrant core is a sprawling public plaza that hosts year-round entertainment and attractions, serving as the heart of the entire area.
KDA played a pivotal role in constructing a comprehensive and expansive strategy that encompasses brand design, wayfinding signage, immersive placemaking, engaging experiential elements, and a revenue-generating digital network. This strategy masterfully conveys ICE District’s identity as a dynamic sports and entertainment destination, inviting both locals and global visitors to immerse themselves, celebrate, and embrace the energy of a world-class city.
Originally known as the Edmonton Arena District, KDA identified a unique opportunity to enhance the project’s brand presence and offer a more definitive name that encapsulates every facet of the district. In response, KDA orchestrated a series of internal stakeholder and external focus group sessions, aimed at selecting a name that is meaningful, marketable, and has lasting impact. This meticulous process culminated in the birth of ICE District, a name that perfectly reflects the project’s essence and aspirations.
An Authentically-Edmonton Emblem
Designed by KDA, the brand emblem of ICE District beautifully captures Edmonton’s identity as a winter city, serving as the cornerstone of a lasting visual encounter. For Edmontonians, the term ‘ice’ holds profound significance, embodying their tenacity, pride, and encapsulating the city’s exceptional attributes.
The letterform of ICE District’s brandmark is intricately formed, featuring geometric characters enriched with curves and subtle angles that mirror the district’s unique architecture. The emblem draws inspiration from abstracted skate blades, expertly arranged in a rotational pattern to create an inner star-like motif – symbolizing the district’s plaza. This five-pointed star motif, historically linked to heraldry, accomplishments, stardom, and entertainment, harmonizes perfectly with the district’s core essence.
We have had the pleasure of working with KDA in the design of both the wayfinding and digital strategies for the arena and ICE District. I have appreciated their leading edge knowledge, their tremendous responsiveness and their consistently productive approach.
An Exhilarating
Plaza
Digital Media Generates Immersive Experiences
Dynamic public plazas necessitate inventive audio-video solutions to facilitate programming for both small and large events. The media towers, skillfully crafted by KDA, offer an immersive encounter through elevated, expansive displays for live content, equipped platforms for camera crews to capture and broadcast activities, in addition to strategic lighting and widespread sound distribution.
These media towers guarantee that the event’s vibrancy is visible from all angles, enabling audiences to engage seamlessly with the experience. Furthermore, the incorporation of revenue-generating media enhances sponsor recognition and advertising integration.
KDA’s Wayfinding Master Plan - A Distinctive Framework
The wayfinding and signage master plan crafted by KDA established a distinct framework and phased approach for executing ICE District’s brand identity components, wayfinding solutions, retail storefront identification, parking areas, and the activation of ICE District Plaza through placemaking digital media towers.
