Ballston Quarter: Instagram Alley


Ballston Quarter transformed from an outdated mall into an all-new experiential destination for dining, shopping, entertainment and gathering. The construction and leasing process progressed slowly. As a result, Ballston Quarter had a soft opening with a handful of merchants and lots of vacant space. 


While Ballston Quarter continues to evolve and open, we wanted to create unique experiences for visitors. Traditional “coming soon” signs weren’t going to cut it. Instead, we created a vibrant, fun area for the community to engage with and explore Ballston Quarter offerings: Instagram Alley. The wild, “wow” world of Instagram Alley is composed of custom graphics spanning more than 1,000 feet where visitors can up their selfie game and share their experience on social media, tagging Ballston Quarter for a chance to win a monthly gift card. Animated GIFs add an additional touch of whimsy to Instagram stories. 


The community has embraced Instagram Alley and social engagement and awareness of Ballston Quarter continues to grow. 

  • {from left to right:}
    instagram pics
    ballston walkthrough video
    animated gifs