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Recognizing that travel today is more than a utility, NELSON Worldwide envisions Amtrak rail travel as an experience meant to be enjoyable, comfortable and efficient. Leading the re-imagining of the central concourse within 30th Street Station, while paying careful mind to the many historical features within the facility, the objective was to generate more foot traffic and encourage passengers to spend more time within the station. The team developed several concepts to activate the Grand Hall and reposition retail and concessions to be more enticing for the traveling public, all while embracing the 1920s era architecture.