In the heart of Roanoke’s culturally rich and resilient Melrose community, a bold transformation has redefined what a neighborhood hub can be. Enteros Design is proud to have partnered with Goodwill Industries of the Valleys and the City of Roanoke to breathe new life into a vacant industrial warehouse—turning it into Melrose Plaza, a vibrant multiuse destination that meets the evolving needs of its residents.
Through innovative partnerships, Melrose Plaza now brings together essential services under one roof: a full-service grocery store, a community bank, Virginia’s first adult high school, child-watch facilities, a museum, an innovation center, and the Enteros-designed Melrose Library, which first opened in 2019. Each of these components fills a critical need in the community—together weaving a story of renewal, access, and empowerment.
The Harrison Museum of African American Culture (HMAAC) now calls Melrose Plaza home, expanding its mission of collecting, preserving, and celebrating the history and culture of African Americans in the Roanoke Valley and beyond. Its flexible new galleries allow rotating exhibits, welcoming both locals and visitors into a modern space for education, heritage, and storytelling.
The Market on Melrose, the community’s first grocery store in over four decades, brings fresh food access back to Northwest Roanoke—transforming what was once a food desert into a resource for health and vitality.
Partnering with Bank of Botetourt, the Plaza also offers a convenient financial services branch, streamlining daily life for residents—whether they’re shopping at the Market, attending school at the Excel Center, or gathering in community spaces.
Perhaps most innovative, Melrose Plaza is home to The Excel Center, Virginia’s first adult high school. Unlike traditional GED programs, the Excel Center provides a full high school diploma, empowering adults to pursue new opportunities. By August 2025, more than 60 students had enrolled, supported by wraparound services including free childcare, transportation, career counseling, and job placement. Dedicated science labs, collaborative study areas, and hands-on learning tools underscore the school’s innovative approach—integrating education seamlessly into the broader community hub.
Architecturally, the design balances clarity of purpose with unity of place. At the heart of the atrium, a luminous fixture inspired by the Sankofa bird anchors the building’s spirit. A symbol from West African culture, Sankofa—often shown as a bird reaching back for an egg on its back—teaches the value of drawing wisdom from the past to shape the future. The fixture embodies this idea, casting light as both a literal and symbolic beacon: illuminating the present while honoring heritage, memory, and resilience.
More than a building, Melrose Plaza is a symbol of possibility—showing what can happen when thoughtful design meets community vision. By integrating education, culture, commerce, and connection, it empowers residents to pursue their goals and build brighter futures.
Enteros Design is honored to have contributed to this transformative project and remains committed to creating spaces that uplift, inspire, and strengthen the communities they serve.
Please see what the wonderful folks over at RVTV created to showcase this incredible project!