74 DODGE represents the potential for establishing a new typology for the ubiquitous American retail plaza. This remodel of a 200 foot deep masonry structure with steel trusses uses common materials in minimal yet varied applications to dress up the ‘Big Box’.
Shifting building heights through the introduction of secondary façade treatments transformed what was a dismal presence into one of commanding character. Scale and rhythm are provided by a vertical trellis of composite decking and bold signage panels. Variable spacing in the trellis members creates a textural play of light and shadow through natural and artificial light. The Signage panels composed of Marine Grade plywood and Galvanized Tube Steel structural supports balance the color composition and introduce a different approach for tenant signage that aims at alleviating the façade from the tired retail trend.
