As larger big-box companies continue to close their brick-and-mortar stores, each leaves behind a sizable void within the communities these centers once served. Rodeo 39, seeks to break the models of traditional retail that are founded on convenience and visibility and shift the focus to community aspirations and user experience.

The 31,000-square-foot food hall is flanked by two SWA-designed community plazas. A strong emphasis on materiality, sense of enclosure, and moments of threshold help to integrate the interior and exterior environments. Each of the plazas is enclosed by a hedge that is envisioned to serve as a point of transition from the surrounding traditional retail spaces into the community focused gathering spaces. A series of sculptural, terraced seat walls, large communal tables, fire pits, and game lawns, alongside murals and art installations, seek to encourage social vibrancy, a community of inclusivity, and further serve the adjacent restaurants, brewery, and boutique tenants.