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Toys R Us Times Square New York
Laminated Glass: a Key Factor in Retail Architectural Innovation
The Times Square flagship store for retail toy giant Toys R Us enfolds kids and parents alike in a magic wonderland. It represents a significant step in the company’s campaign to be 'the centre of the toy universe', as stated by Chief Executive John Eyler. Through a combination of innovative retail design incorporating a striking laminated glass façade, entertainment culture and ground breaking graphic communication the store, completed in 2002, has achieved its goal of attracting 20 million visitors annually.
‘Building meets billboard’
John Bricker, creative director with architect Gensler said: 'The media-dense neighbour-hood of Times Square presented challenging competition to the design team selected to revamp the Toys R Us image for a digital age. The creative solution is a high-tech exterior signage system covering the entire laminated glass façade of the four-storey building. Just inside the translucent laminated glass windows, 165 individual scrolling panels display up to eight different images. A precise, computer-controlled choreography system exposes these individual signs in a programmed sequence, forming a series of dynamic art displays. This is ‘building meets billboard’!'
Scott Haber, managing partner of WW Glass of New York said: 'The use of non-glare laminated glass in the façade was essential for the success of this project. The architects wanted a transparent wall so that passers-by could clearly view the screens and rollers that are directly behind the glass. Laminated glass with a reflective coating solved this challenge. Gensler also required laminated glass to meet wind load requirements for this large façade.' The laminated glass was supplied by Troesch of Switzerland’s U.S. distributor, McGrory Glass of New York
(source: the Glazine.com)
Certes cette réalisation n'est pas récente, mais elle demeure une référence. A ne pas manquer donc si vous passez à New York...