Avenida Houston made its public debut in first-quarter 2017, serving as the part of the downtown Houston convention and event space for peripheral activations celebrating Super Bowl LI.
Avenida Houston is a multi-function meeting, dining, plaza and general play-place in the heart of downtown Houston. It hosts private events for meeting attendees at the George R. Brown Convention Center, a seasonal live music series called Party on the Plaza and serves as a connecting point between Toyota Center, Minute Maid Park, the GRB convention center and Discovery Green, the park in central downtown Houston. It even hosts a variety of large-scale art instillations throughout the year.
As such a versatile space, the Avenida branding needed to be extremely flexible for a wide range of uses, from intimate evening soirées, fashion shows, local live musical performances and overflow space for large events.
The name Avenida was decided by stakeholders and comes from the street that the plaza is located on, Avenida de las Americas. The logo is both an interpretation of a street sign, a nod to the name’s origin and a more abstract representation of a corner stone – an integral connecting piece to entertainment in the heart of downtown.
Since 2017, the Avenida branding has spread to shops and the three main parking garages that surround the area – Avenida North, South and Central Parking. The skybridges connecting the two large hotels that bookend the plaza were more recently wrapped in vinyl to help frame the area and double as wayfinding for both parking directions and pedestrians traveling to and from the major sports complexes located just beyond the Avenida area.