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Applegreen U.S. Travel Plaza Prototype
Reimagining U.S. service plaza's.
In partnership with Applegreen PLC, Upland Architects developed a forward-thinking design solution that captures the success, values, and visual identity of the Applegreen brand. The result is a distinctive and highly recognizable prototype that serves as a beacon for the company’s expansion across the United States. Upland led the concept development, crafting a clean, contemporary environment that meets the demands of high-volume traffic while prioritizing retail efficiency, sustainability, and modern aesthetics.
A key design goal was to reimagine how premier food, beverage, and retail offerings are presented to the traveling public. Unlike traditional service plazas—where brand signage is applied to opaque façades—the new prototype embraces transparency through expansive curtain wall glazing, offering a clear view into the interior from the roadway. This open, inviting approach sparks curiosity and draws in travelers, even those stopping primarily for fuel, by showcasing a vibrant mix of amenities from the moment they arrive.
The design was also crafted to be modular and adaptable, allowing flexibility across a range of site conditions and programming needs. If additional food and beverage offerings are required, new modules can be added seamlessly—each designed to accommodate queuing space, circulation, dining areas, and appropriately sized commercial kitchens. This approach ensures the prototype can expand or contract in footprint to support the designated volume of customers and operational flow at any given site.
This innovative solution came with challenges, particularly balancing openness with operational performance. To protect merchandise from solar heat gain while preserving the inviting transparency of the façade, Upland incorporated strategically placed vertical slats along the curtain wall to provide shading and enhance energy efficiency.
Recognized with design awards, this prototype now serves as the standard for Applegreen’s U.S. service plazas—delivering consistency, flexibility, and an elevated customer experience as the brand continues to grow nationwide.
Putting it to the test.
Following the successful development of the U.S. prototype, Upland Architects as lead designer in partnership with architect of record, New Jersey-based Netta Architects, adapted and implemented the concept for the New Jersey Turnpike program. These revitalized facilities replaced aging infrastructure with vibrant, high-performance buildings that embody the core principles of the prototype—clarity, efficiency, and brand identity—while adapting to the unique programming needs of each site. Though each location offers a tailored mix of food, retail, and amenity options, the cohesive design language establishes a strong, recognizable presence throughout the state. The result is a network of service centers that not only enhance the travel experience but also serve as a source of pride for New Jersey—underscoring Applegreen’s commitment to quality as the brand continues its expansion across the United States.
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