REIMAGINING
BLUE BACK
Blue Back Square is a unique - and the lone - mixed-use development located in the heart of West Hartford, Connecticut. The property boasts a desirable mix of living, dining, retail, fitness, and entertainment offerings, including over 120 residences and 250,000+ SF of commercial and office space. Residing within West Hartford Center, the thriving regional epicenter known for upscale dining, modern residential living, and elevated retail shopping, Blue Back Square is largely viewed as a standalone property, separate from the Center itself - although both areas complement one another to create a vibrant downtown experience.
Since the property’s acquisition by Brand Street Properties in May 2021, there has been renewed interest in reimagining a brand new Blue Back Square: redefining the day-to-night, work-to-play experience in the heart of West Hartford.
CELEBRATING ALL WEST HARTFORD HAS TO OFFER
WHAT
IS THE
VISION?
A brand new Blue Back Square: Redefining the day-to-night, work to play experience in the heart of West Hartford.
-
Creating an immersive “work, play, live” experience that feels better connected to the Center and the West Hartford community.
-
Providing desirable office space to accommodate the region’s top employers, particularly as they rethink and rebuild their offices to adjust to employees’ new ways of working.
-
Curating a vibrant, upscale nightlife and entertainment offering that complements West Hartford Center’s offering.
-
Catering to the work/live/play mentality with a robust offering of boutique fitness studios and community classes.
-
Adding new, first-to-market restaurants and eateries, ranging from fast-casual to fine dining.
-
Serving as the go-to heart of the community, the host of key public events and activities year-round.
-
Offering a modern, “center-of-the-action” living experience that provides a strong sense of community for residents of Blue Back Square’s Loft Apartments.
-
Generate better awareness of all that Blue Back Square has to offer throughout the greater Hartford area and beyond.
AN ELEVATED EXPERIENCE
A day-to-night destination for the entire community to enjoy: redefining the work-to-play experience at Blue Back Square means reimagining and reinvesting in the property on a continual basis. Change itself will be the lifeblood of the property’s continued success so that Blue Back remains a vibrant destination and community hub for years to come.
In 2022 enhancements were made including: revitalizing and modernizing the Rutherford Building’s lobby, renovating The Lofts apartments, and elevating landscaping, public amenities, and aesthetic upgrades throughout the property’s common area spaces.
RUTHERFORD BUILDING’S NEW LOBBY
NEW
DINING
EXPERIENCES
It's no secret: West Hartford Center is a foodie destination. To complement the Center's local restaurant offering with a focus on sophisticated food & beverage brands, the addition of new dining experiences over the last year at Blue Back have created a fresh, cosmopolitan perspective into the West Hartford dining scene. From fast casual to fine dining, there is a bite for everyone to enjoy.
ART AROUND
THE SQUARE
Be it the iconic sculptures on Memorial Road, the seasonal pop-up installations dotting Blue Back’s streetscape, or the colorful murals that transform each building’s facade, enhancing our community through public art has always been a shared goal of the partnership between the town of West Hartford and Blue Back Square. As the property evolves it will continue to serve as a space to celebrate public art and local artists of all kinds.
WITHIN
ONE YEAR
In just the short time since Blue Back Square was acquired by Brand Street Properties and Blue Back Capital Partners in May 2021, numerous improvements and investments have already been made to the property including:
Aesthetic enhancements, including new outdoor furniture and improved landscaping
A robust public art program including four new outdoor murals, rotating window paintings, and appealing life-size graphics
Ongoing monthly events calendar including free concerts, weekly kids events, adult date nights, seasonal markets, comedy shows and more
Refreshed marketing efforts including an updated website, dynamic social media and paid advertising campaigns, and new community partnerships
BRAND
STREET
Brand Street Properties is a Connecticut-based, multi-generational team of real estate professionals providing best-in-class operating services, a disciplined investment focus, innovative solutions and optimal results. With a vertically integrated platform - INVESTMENT, DEVELOPMENT & ASSET MANAGEMENT - Brand Street combines an entrepreneurial mindset with institutional capabilities, driving value creation and long-term stability.
What makes Brand Street different is the integrated approach they take to property investment, management, development, and brokerage. Unlike national retail developers or larger REITs, they are proudly local, active, and on-site.
