Ask any Burqueño (a native to Albuquerque)
where to see an impressive display of luminarias, they would tell you to visit Old Town plaza on Christmas Eve. The historic plaza along Route 66 dates to 1706 for the establishment of the city. On Wednesday, hundreds of paper bags with lit candles will be set along streets and pathways – a long tradition of the Southwest to light the way for the Christ child.
Visiting the plaza on Wednesday night, a neon arch will catch your eye. This arch is nothing new to the neighborhood but our friends at Ripe, Inc. helped it shine. Len Romano, the Vice President of the branding company, gave insight about the design challenges:
“The starting point was an old adobe arch at the corner of San Felipe and Central that was tired, largely invisible, and surrounded by a low wall that prevented any pedestrian access. Despite sitting directly on Route 66, it had become an overlooked and unused corner.
“The Historic Old Town Association, a group of local business owners and neighbors, applied for a Route 66 Centennial grant through the State of New Mexico to help reimagine the site. In parallel, they worked with an engineering firm to remove the wall and physically create a walkable entry point beneath the arch. Our role went beyond designing a sign. We were asked to create a real showstopper, something that would capture attention from both pedestrians and drivers, while transforming a forgotten space with no pedestrian access into a welcoming gateway that celebrates walkability, local businesses, and community, and still ties into the history and spirit of Route 66.
Romano went on to say, “We explored three very different design directions with the association. The concept they ultimately fell in love with took inspiration from a 1950s song lyric, “Come, let’s stroll” by The Diamonds. The phrase felt like a natural invitation to step off Route 66, slow down, and experience Old Town at street level. The lyric connects naturally to Old Town’s classic car culture, where vintage cars line the plaza and oldies like The Stroll often play as people gather and admire the amazing restorations and custom work. Because the sign sits directly on Route 66, the design leans into that classic mid-century period, using bold forms and neon-style language to point the way toward the city’s historic plaza and neighborhood.
Their goal was to create something that felt welcoming, joyful, and unmistakably Route 66, while finally allowing this corner to function as a true entry into Old Town.
This is not Ripe’s first time around the block, either. Right around the corner, Duran’s historic clock tower was given a redesign by Ripe a few years back. Standing tall in a coat of cherry and turquoise, it landmarks our stretch of the Mother Road and touches on the same considerations that Len spoke on. We are proud to be a part of the 99-year-old highway and neighbors to Old Town.
Stop by and say hello before the holidays. If you are visiting for the first or hundredth time, make a point on Holy Night or any, to walk by the arch and admire Old Town’s unique place on Route 66.
Thank you to our friends at Ripe, Inc. for their insight on the arch in Old Town. See more of their work here. Images curtosity of Ripe, Inc.
Thank you, to our community, for a wonderful holiday season. We hope your holidays are as warm and bright as they can be.