Page 20
— Property Management Quarterly — October 2016
S
ince its completion in 1983,
the “Cash Register Building”
has been a dominant and
much-beloved focal point of
the Denver skyline, so much
so that today it is prominently fea-
tured on the city’s official logo. Given
that history, the challenge of updat-
ing and refresh-
ing such an iconic
property – now
known as the Wells
Fargo Center –
called for an inno-
vative and transfor-
mative approach.
In order to do
so, Beacon Capital
Partners, the build-
ing’s owner, hired
ESI Design with
the goal of trans-
forming the Wells
Fargo Center to
attract and engage
with tenants and
give the historic
building a renewed
sense of place.
Rounding out the
team is JLL/Calla-
han Management,
which oversees the
property’s day-to-
day operations and
manages Beacon’s
other properties in
Denver.
The building was
in great condi-
tion, but it was time for a refresh to
bring it up to the standards of the
other properties in the investment
portfolio and to create a space that
would attract and retain tenants.
The approach was to transform the
property for today’s tenants, with
innovative design, state-of-the-art
connectivity, modern amenities,
award-winning sustainability and
risk-management initiatives. In
addition, the team wanted to create
a more modern, social, comfortable
lobby experience, and update the
building’s ID and signage.
It was important to honor the
building’s original architecture and
vision. The building was designed
by Phillip Johnson, the renowned
architect whose landmark achieve-
ments include the Sony Building and
the Seagram Building in New York,
the Crystal Cathedral in California
and the Glass House in Connecticut.
Given the lineage, art and interior
design had to be prominent and
groundbreaking, but also draw inspi-
ration from the history and location.
A standout in the renovation has
become one of the most breathtak-
ing and eye-catching interior spaces
to grace downtown Denver. Within
the building’s immense street-
level glass atrium, where the design
echoes the cash register shape of
the roof, we added five 86-foot floor-
to-ceiling LED columns that are six
times the resolution of normal high-
definition displays in height. When
viewed together, they create one
canvas that finds the right balance
between tranquility and grandeur.
Varying ever-changing visual imag-
ery is inspired by the Colorado land-
scape to bring the outdoors in.
The result is a dynamic display
that engages occupants and visitors
from most vantage points within
the atrium. As important, the sheer
enormity of the media installation
makes it visible from the exterior
through the atrium glass, ensuring
an experience that is memorable
and engaging for street traffic as
well.
The use of artwork as a unify-
ing concept did not end with the
media installation. Enoc Perez was
commissioned to create a series of
paintings and sculptures to be posi-
tioned throughout the lobby. Perez,
whose work has been shown at New
York’s Metropolitan Museum of Art,
produced 14 large-scale paintings to
grace the lobby’s niches and another
five complementary and unique
sculptures for the elevator alcoves.
The paintings all draw inspiration
from the building’s unique shape,
while the chrome-finished wood
sculptures echo the interior finishes
that the original architect used.
The final touches for the transfor-
mation included the installation of
wayfinding signage, new furniture
and lighting, chosen specifically to
create a refreshed-yet-still-classic
space with a new, more contempo-
rary feel.
The building’s $17 million capital
improvement program was imple-
mented over a yearlong period. The
lobby redesign, with the art and
media installation, was completed
in June.
What have we learned through
this transformation? The over-
whelmingly positive initial reaction
have taught us a few valuable les-
sons:
• An engaged tenant is a satisfied
tenant.
Incorporating state-of-the-art
design and amenities that create a
meaningful experience for the work-
force can have an immediate impact
on attracting and retaining tenants.
• Partner with the best.
It’s impor-
tant to find a partner that under-
Project Highlight
Cathy Mossman
Senior vice
president, Beacon
Capital Partners
LLC, San Francisco
Ed Purver
Senior designer,
Creative
Technology, ESI
Design, New York
Caleb Tkach
Five 86-foot floor-to-ceiling LED high-definition displays were installed, which feature
ever-changing visual imagery inspired by the Colorado landscape to bring the outdoors
in.
Caleb Tkach
The $17 million capital improvement program was implemented over a yearlong period.
The lobby redesign, with the art and media installation, was completed in June.
Caleb Tkach
It was important that the media installation was visible from the exterior through the
atrium glass.
