The Melrose neighborhood, located in downtown Phoenix, has a unique identity that features a mid-century modern aesthetic throughout the community, including its retail spaces and antique shops running along Seventh Avenue.
However, area merchants wanted to create a gateway that would demarcate the area for visitors. After an extended period of fundraising, the local merchant's association and the city commissioned Gensler to design and coordinate construction of an "urban portal" across Seventh Avenue, which is six lanes wide.