Debuted in the third quarter of 2018, MGM Springfield is Massachusetts’ first hotel-casino. Springfield is a major urban center in western Massachusetts that possesses a history steeped in American tradition.
The integrated resort could not be a traditional casino. It needed to respect New England pride, embody Springfield’s industrial roots, and refresh the community’s historic character.
We collaborated closely to identify a cohesive wayfinding and signage system that honors the heart and soul of Springfield, clearly communicates to guests, and supports Massachusetts Gaming Commission requirements. From clearly identified entrances with eye-catching marquee identification, unique site signage that directs drivers to parking, and intuitive interior signage to guide visitors to their destinations, the program is deliberate in its design. It highlights architectural and historical details that inspire every moment along the visit, from crafted material choices to its vintage signage applications. MGM Springfield’s wayfinding supplements the facility’s clearly-marked tile paths where families and minors can pass by slot machines and table games without needing to enter the restricted gambling areas. And thoughtful placemaking graphics intentionally match the bespoke qualities of the food and beverage offerings and amenities for visitors to enjoy.
The new MGM Springfield puts the vitality and heritage of the city on display while celebrating the service of the MGM Resorts brand. As a 2-million-square-foot destination with a 125,000-square-foot multi-use facility and casino, it is estimated that a casino of MGM Springfield’s size could see around 15,000 people daily. The destination has drawn 6 million visitors in its first year, attracting thousands of new customers every week and benefiting the community.
236 West 27th Street Suite 802 New York, New York 10001