CREJ - Building Dialogue - December 2017
Anyone who lives in or has visited Denver in the last few years can tell the Mile High City is booming. It seems like construction cranes are growing like weeds in every neighborhood, with empty lots being snatched up left and right. Amid a building boom that is adding thousands of new residential and hotel units and thousands of square feet of leasable office space, architects, property managers and developers are getting creative about how to differentiate their properties in a saturated marketplace. Many of the usual factors come into play for tenants when trying to determine which new building is right for them, including sustainable features, location, amenities, views and finishes. Increasingly however, developers, architects and leasing agents are looking for more unique and innovative ways to set their properties apart. By branding a built environment through identity, way-finding, signage and place-making features, a development can stand out in a rapidly crowding field of competitors. When designing an identity for a property, partnering with an experiential graphic design firm that specializes in the built environment will net a standout visitor experience that manifests itself throughout the entire building. Owners and architects can elevate and distinguish their properties in a noticeable way, and offer a proven return on investment. Take 1401 Lawrence, for example. One of Denver’s newest Class AA high-rises, 1401 Lawrence elegantly asserts itself in the Denver skyline with an all-glass façade that creates a sophisticated juxtaposition to the historic Larimer Square, just out its back door. In close coordination with project architect and contractor Beck Group, as well as Canadian developer First Gulf, we branded the stylish tower in a tasteful and upscale way. By extending the simple and graceful identity throughout the property through interior and exterior signage, way-finding and place-making elements, we were able to add another layer of luxury and design detail on top of those put in place by Beck. Taking cues from the building finishes, including marble, granite, glass and wood, we designed an ethereal glass monument sign that glows from within and acts as a beacon for both vehicular and pedestrian traffic along both 14th Street and Lawrence Street. Interior signage also picks up on the same motifs with glass signage for Americans with Disabilities Act featuring a subtle marble texture, as well as an elegant stainless steel detail. Garage super graphics and exterior parking signage tied the project together by using consistent typefaces and materials and deliver clear and effective way-finding throughout the property. While every building requires specific signage for code compliance, many miss the opportunity to take advantage of these requirements to build on the brand story and narrative established by the design team, marketing efforts and architecture. A strong, effective identity is essential to any project, but must be brought into the public realm through a coordinated design effort across a variety of disciplines. The value of such a thoughtful and well-executed branding, signage and place-making effort offers a real return on investment to businesses that wish to unify the visitor or customer experience. While signage and environmental design is an effective leasing tool when it comes to attracting prospective tenants, it has proven to be a successful way to enhance a property, provide clarity to the brand voice and augment the visitor experience. 1401 Lawrence is a clear example of this idea, having been fully leased with ease in a short period of time after completion – and in a part of Denver that has seen no dearth of high-end commercial space coming on the market in the last few years. marty@arthousedenver.com