"Architecture in Windows": Union Square Dresses Up for the Holidays
Tuesday, December 1, 2009

Internationally acclaimed architecture firms create one-of-a-kind installations in empty Union Square storefronts.

SAN FRANCISCO, CA, December 1, 2009—The Union Square Association partners with four internationally acclaimed architecture firms to dress up empty storefront windows in the historic downtown center of San Francisco with one-of-a-kind installations. Focusing on the wide range of attractions in the Union Square district, such as theater and the arts, fashion, and historic architecture, these installations also highlight the vibrant creativity of local architecture firms in a whole new way. Several top architecture firms are generously donating their time and resources to the project, including Brand + Allen Architects Inc., the Office of Charles F. Bloszies AIA, FME Architecture + Design, and Gensler. The project evolved from The Union Square Association's marketing committee and is directed by American Conservatory Theater (A.C.T.) Associate Director of Marketing and Promotions Randy Taradash and commercial leasing agent Karen Hoke of Johnson Hoke. "The reinvigoration of empty storefront windows in Union Square will enhance the commercial district and drive more foot traffic to Union Square businesses," says Hoke, who with fellow commercial leasing agents at Cushman & Wakefield and Cornish & Carey Commercial coordinated the use of various vacant spaces to house the project. "I'm thrilled at the enthusiasm with which all involved jumped at making this project happen." The windows are now open for viewing. A map of the windows can be found on The Union Square Association's website at www.unionsquaresf.net/aiw-sf.htm.

"Our aim is to transform unused storefront display space to improve the pedestrian experience and create an artistic and festive experience for all visitors during the holidays," says Taradash. "This project showcases what is best about San Francisco and Union Square in a creative and collaborative way. We are very thankful for the generosity of the property owners, architecture firms, and partners involved. As a longtime active member of the Association, A.C.T. is very excited to be a part of the community in this historic district."

The Association's tagline, "San Francisco Starts Here," weaves together the individual installations, emphasizing the creative community's commitment to ensuring Union Square remains a dynamic world-class destination. Locations include:

• 124 Geary Street. Designed by Brand + Allen Architects Inc., this window highlights Union Square as the gateway to Chinatown, featuring a traditional icon associated with the Chinese community, seen through a screen composed of 5,000 recyclable tubes. The entire project is designed to be completely reusable when disassembled.

• 400 Post Street. Designed by the Office of Charles F. Bloszies AIA, this window is an illustration of Bloszies' passion for creating beautiful things out of reused and repurposed materials, and their interest in collaboration with designers in other genres. The Fashion Institute of Design & Merchandising (FIDM) has created dresses from shopping bags of Union Square retailers, designed by Peter Gravener, a professor at FIDM and virtuoso paper dress creator. The dresses take center stage, set off by a background of elegantly detailed industrial materials familiar to many architects.

• 393 Sutter Street. Designed by FME Architecture + Design, this window is a combination of architecture (3D views of a retail space) and fashion (a video of a fashion runway show), with layers of imagery controlled and further animated by the viewer/passerby, and thus an interactive work of art. FME's retail practice created the 3D model as part of a design study to build a multifloor store within this very building.

• 400 Post Street. Designed by Gensler, this window honors the history of A.C.T. and the upcoming centennial celebration of its landmark home, the American Conservatory Theater. Gensler's relationship with A.C.T. is longstanding, including the rebuilding of the then-titled Geary Theater following the 1989 earthquake.

• 101 Post Street. Designed by Gensler, this window celebrates the international diversity of San Francisco and its sister city Shanghai. Created in collaboration with the Asian Art Museum, the display features an architectural model of the Shanghai Tower, the world's second-tallest building, designed by Gensler. Complementing this display are images from the Asian Art Museum's Shanghai exhibit.

"We'd like to thank all the amazing architecture firms and their partners for bringing such a unique perspective to the Square," says Donna Ficarrotta of The Union Square Association. "Ford Graphics has generously donated signage so that all windows will be recognized as part of this incredible ongoing project. We're excited to have a new experience for all our visitors to Union Square this holiday season."

Media Contacts:
Evren Odcikin, Public Relations Manager, A.C.T., 415.439.2418 or evren@act-sf.org
Donna Ficarrotta, Union Square Association, 415.781.7880 or donna.usalive@sbcglobal.net