Case Study: Urban Edge Properties

Challenge:

Urban Edge Properties set out to modernize the visual identity of its Bergen Town Center in Paramus, NJ, a high-traffic, aging mall environment where traditional static signage had become cluttered and ineffective. Their goal wasn’t just to digitize, but also to transform the shopping experience, make better use of underutilized vertical space, and attract premium tenants by signaling innovation and technological advancement.

Solution:

Initially, Urban Edge invited Gable to develop interactive kiosks. But during early collaboration, Gable identified a broader opportunity: an architecturally integrated digital signage ecosystem. Working with design firm Cooper Carry, Gable helped develop a family of digital touchpoints that both matched the mall’s interior architecture and provided scalable ad inventory.

Installations included a 33-foot diameter curved LED screen, a large elevator wall display, and a series of interactive touch kiosks. Every display was designed to replace static signage while aligning with traffic flow and visibility standards. Beyond aesthetics, Gable’s system supported revenue-generating ad zones, enabling Urban Edge to sell high-visibility digital ad placements without compromising the physical shopping experience.

Importantly, Gable helped develop a repeatable screen configuration system, including pre-sized and pixel-mapped LED display families, making it easier for Urban Edge to expand the RMN across its 70+ properties with consistent vendor pricing and infrastructure specs.

Results:

The Bergen Town Center transformation is projected to increase in advertising revenue six times, with an ROI payback of under two years. Tenants reported increased shopper engagement, and Urban Edge now has a scalable digital framework ready for deployment in other properties. The mall’s new visual identity not only enhanced the customer journey, but also signaled to national retailers that this property, and its management, are following current trends in shopper behavior.