Manhattan’s Hearst Tower, the first LEED office tower in New York, is a modern reinterpretation of the Hearst Corporation’s original six-story, cast stone, Art Deco home. Foster + Partners inserted a 44-story steel-and-glass tower inside the original structure. The landmark façade is now a 70-ft.-high, skylit atrium space.
The challenge of the sign program was to design a system that would integrate into both the historic façade and the minimalist modern tower. C&G Partners developed a solution based on a series of slim glass and stainless steel totems whose verticality relates to the tower’s proportions. The totems not only centralize identification and directional information, but also house the lobby’s security cameras and elevator call buttons.
Other signs in the system—including internally illuminated bronze entry signs, interior plaques, and mounted letters—use typefaces relating to Hearst’s corporate identity. The sign system also extends into the office tower, where it employs the wealth of graphic identity inherent in the family of Hearst media organizations.
Amy Siegel (principal in charge), Keith Helmetag (partner input); Frank Dylla (renderings)
C&G Partners (begun at Chermayeff and Geismar)
Tishman Speyer Properties (development manager); Foster + Partners (design architect); Adamson Associates (architect of record); Gensler (interior architect)
Design Communications Ltd. (construction detail consultation); Signs & Decals (base building fabrication); MSD Visual (interior fit-out)