The Pointe Orlando

Orlando, FL

Repositioning an Open-Air Entertainment District for a New Generation of Visitors

Located along International Drive near the Orange County Convention Center, The Pointe is a 17-acre open-air retail and entertainment destination reimagined to deliver an immersive, hospitality-driven guest experience. Formerly known as Pointe Orlando, the property continues to evolve under Brixmor Property Group to better serve tourists, convention visitors, and local patrons. Cooper Carry provided architecture and landscape architecture services to reposition the center as a dynamic, experience-focused destination that blends dining, nightlife, entertainment, and retail.

Improving Visibility and Circulation in a High-Traffic Tourism Corridor

Despite its prime location, the existing center struggled with internal visibility and pedestrian flow. The design introduces a new internal connection linking key arrival points to previously underutilized areas of the property. An activated passage features dynamic illuminated ceilings, active sound design, expressive paving patterns, and flanking retail storefronts, transforming circulation into an engaging experience. The result is improved wayfinding, increased tenant exposure, and stronger overall connectivity across the site. Reimagined entry sequences, upgraded valet areas, and prominent branded elements at key corners reinforce identity and create a more memorable arrival experience.

Blending Retail, Dining, and Entertainment Through Hospitality-Driven Design

The Pointe embraces a shift toward experiential retail by creating environments that support social interaction, extended visits, and repeat engagement. Outdoor spaces function as gathering areas that support everything from casual dining to nightlife and entertainment.

Key features include:

• Curved, colored concrete paving that softens the original rigid geometry
• Lounge-style seating groups designed for comfort and socialization
• Playful shade structures that provide visual identity and climate response
• Layered lighting that enhances ambiance and supports nighttime activation

Strengthening Tenant Presence and Multi-Level Connectivity

The renovation enhances tenant visibility by expanding storefront expression and activating previously underutilized façade zones. Retailers benefit from increased presence and stronger engagement with pedestrian traffic. A new escalator improves vertical circulation between valet areas and upper-level dining destinations. Updated glass railings and integrated lighting create visual connections between levels, reinforcing an active environment throughout the center.

A Model for Experiential Retail Redevelopment

The Pointe demonstrates how strategic design can reposition an existing retail center into a competitive entertainment destination. By prioritizing visibility, connectivity, and hospitality-inspired experiences, the project supports leasing, increases dwell time, and enhances long-term asset value.