Naming spaces at the REACH
The Kennedy Center opened its doors to the REACH, a transformative new expansion, in September 2019. Long before that, my team met to brainstorm names for the building's spaces. The unique challenge was to create names that oriented the public while holding meaning to the institution.My team settled on names that served 3 purposes: they gave homage to President Kennedy, they acknowledged the building's unique architecture and surroundings, and they recognized the modern yet welcoming intent of the space.