This concept frames the new entry with a simple row of four very large stainless steel columns (about 4’ in diameter, and about 17’ tall). The columns create a bright, bold focal element and are over-scaled to compliment the red box.

The sign has been moved onto the long façade, again exploiting an opportunity to make a dramatic change to the exterior. The red box is now presented as a clear, simple, sculptural form (not as a support system for the sign), reinforcing a desired new identity for the retailer.

The reflective finish on the columns is effective in daylight, they communicate a look of "modern technology", and they have the ability (as in the above concepts) to conceal illuminating units, such as iridium lighting fixtures, to animate the white façade at night.

The simplicity (and hopefully reduced cost) of this solution may allow for a greater budget allocation to resurface the red box. The resurfacing of the red box is still being researched, but the most interesting finish the
designers have located is a new, high-tech tinted stainless steel (in red). The finish has a fascinating ability to change depending on the lighting conditions and the angle of viewing, it truly captures a sense of the latest in metal technology. An alternate notion being studied is the application of a graphic vinyl (or painted) pattern which fades the standard solid red field color to a bright red/orange achieved through the use of increasingly overlapping dots.