Virgin Megastore in California by MARK DZIEWULSKI ARCHITECT

Article source: MARK DZIEWULSKI ARCHITECT

This project strives to provide a rigorous design for a building type that is sometimes overlooked by serious architectural investigation. It is the first purpose-built structure for the international music retailer, Virgin Records, who needed a strong identifiable architectural image to provide them with a clearly recognizable landmark within the existing urban context. The challenge was to provide them with the dramatic impact they needed whilst overcoming the limitations of a site with a very narrow frontage.

Image Courtesy © MARK DZIEWULSKI ARCHITECT

• Architects: MARK DZIEWULSKI ARCHITECT
• Project: Virgin Megastore
• Location: California, U.SA
• Photography: Mark Dziewulski
• Program: A new building consisting of 22,000 sq.ft of retail space on two floors.
• Objective: To provide a landmark building with a sense of destination and an identity that would exist at the larger scale of the city as whole.
• Context: Adjacent to an existing retail center. A difficult site with very little frontage: narrow and deep. Dense commercial development along a high traffic arterial road.

Image Courtesy © MARK DZIEWULSKI ARCHITECT

The solution was to extend the second floor, as a dramatic steel and glass sculptural form, over the roof of the neighboring buildings. This doubles the perceived scale. The sweeping curve of the three-dimensional form and structural references represent the graceful solution to the complex engineering problems involved.

Image Courtesy © MARK DZIEWULSKI ARCHITECT

The massing and exposed steel structure are a direct expression of this solution and establish an architectural vocabulary that continues throughout. The dynamic sculptural form appears to spring from the neighbors’ roofs, providing a sense of drama and theatricality whilst adding movement and vitality. The rear of the building re-interprets this form and motion in a more abstract volumetric composition.

Image Courtesy © MARK DZIEWULSKI ARCHITECT

The signage is carefully incorporated to become an essential part of the design: adding or subtracting any element would disrupt the proportion and balance of the whole.

Environmental control was an important factor. The harsh summer climate led to the use of several innovative systems including: independent venting for the storefront displays, a metallic-colored skin and roof to reflect heat, high efficiency mechanical units and shaded entries.

Image Courtesy © MARK DZIEWULSKI ARCHITECT

The project creates a sense of place. It is festive and playful yet proposes a serious architectural discussion. The building provides a strong presence in an urban context generally lacking a sense of center or image.  It has become a destination with an identity that exists at the larger scale of the city itself. It has stirred public interest in architecture, inspiring features in local newspapers and television. In short it provides a landmark and icon not only for Virgin records but also for the city.

Image Courtesy © MARK DZIEWULSKI ARCHITECT

Tags: California, U.S.A.

Categories: Building, Stores

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