A story of rejuvenating Salem
Penney for a Pulse
A short-form documentary following the effort to revive the former JC Penney building in downtown Salem.
About the project
Stories to build community
This short-form documentary follows the vision, grit, and community spirit behind an effort to revive one of Salem’s most iconic yet forgotten buildings—the former JC Penney building. “Penney for a Pulse” explores what happens when passion meets preservation, as local creatives, entrepreneurs, and city advocates work to breathe life into a space that once defined the city’s core.
Project goals
What we set out to do
- Highlight the historical and architectural significance of the JC Penney building in downtown Salem.
- Document the challenges of adaptive reuse in historic structures.
- Inspire conversation and momentum around reactivating dormant properties in the city.
Accomplishments
What it achieved
- Captured public interest and reinvigorated community dialogue about Salem’s downtown potential.
- Sparked cross-industry connections between real estate, media, city government, and the arts.
- Documented a process that serves as a template and inspiration for future projects.
Gallery
Behind the lens
By the numbers
The results
- 00Result label
A short quote from the client about working with Abiqua and the result. One or two sentences.
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