Southline

With the aspiration of fashioning an innovative ‘genius factory’, the team aimed to infuse the building with vitality while subtly acknowledging its past. Employing two primary concepts in the experiential design, they sought to integrate a distinct visual identity throughout the property.

The first concept, inspired by newsprint, pays homage to the presses that once operated within the space. Prominent graphics utilize letterforms as art, echoing the halftone textures of newspaper printing. Large-scale floor numbers at elevators are crafted from a halftone pattern of CMYK dots, while restroom identifiers feature collages of newspaper clippings and letterforms.

The second concept, ‘synesthesia’, draws inspiration from a condition where people perceive colors and shapes when hearing music. This lent itself to graphics with bold colors and dynamic patterns imbuing the environment with energy and modernity. The property’s marketing tagline, “make some noise”, was then seamlessly integrated into floor-to-ceiling graphics, while snippets of song lyrics from various artists adorn walls throughout the space.

The revitalization and repurposing of this building and site allowed the community to preserve a piece of its history while positioning it for a promising future. Embracing adaptive reuse was the first significant step towards sustainability, salvaging the structure’s value and sequestered carbon. Through meticulous design interventions such as insulation, daylight harvesting, and the creation of green spaces with art installations and community gardens, the project achieved LEED Gold and Fitwell certification. The atrium’s design, promoting transparency and interaction between inside and outside spaces, was crafted to foster vibrancy, creativity, and innovation, showcasing ‘genius’ work for all to see.

Design Team

Krista Bourque (creative director)
Jenya Guillemin (art director, lead graphic designer)
Nina Daly (graphic designer)
Emily Kneeland (graphic designer)
Colleen Arria (design principal)
Tamara Roy (principal in charge)
Tom Urtz (project manager)
Stantec (architecture)
Wolf Gordon (physical fabrication)

Collaborators

Photo Credits

Jared Kuzia

Open Date

May 2022