90 Main

90 Main is the adaptive reuse transformation of a groovy 1960s modernist former-bank building on Main Street in North Adams, MA. As a new community and food & beverage destination, the project’s primary goal is to catalyze revitalization of the once thriving Downtown, which was largely discarded by "urban renewal" practices.

Historic Sanborn maps reveal that in the early 1900s over 30 retail businesses, 15 dwellings, and two churches occupied the block where 90 Main is located. More than forty distinct addresses were consolidated into four, with no active retail businesses. With substantial improvements to the full 20,000 SF site at 90 Main, we’re creating a vibrant new pedestrian destination that prioritizes street activation, creative retail, and beautiful places to gather.

An immersive sound and light installation in the building's expansive glass storefront served as an initial placeholder for further community engagement. We then layered on additional activation of the sidewalk, re-casting the brick and glass shell as a lively destination through a series of pop-ups. Our first collaboration, in May 2024, was with Touchy Coffee, based in Troy, NY. Next, we’re partnering with Tu Le of 328North Farm, based in Williamstown and at Greylock WORKS.

Future site work includes a 225' long ramp defining a planted oasis framed by the rear facade of All Saints Episcopal Church, and ascending to a rooftop terrace with mountain and steeple views.