When EDG learned that the ornate 1940’s facade of 574 Fifth Avenue faced demolition, the team was inspired to preserve the ornamental design of prior eras. By designing a modern interpretation, we reinvigorated an architectural language that is gradually disappearing. Modern Ornamental is a modern method of constructing a classic building style.
This project involved the creation of a high-end retail space on the high-end street – Madison Avenue. We performed an
extensive gut renovation, removing three floors of the structure, and replacing only two, reconfiguring egress to provide
more efficient exits, while opening up the floor plan to better suit retail operations, and installing a new elevator. While
handling the architectural design, renderings, structural engineering, and filings, we needed to navigate historical code,
Landmarks, as well as new building code requirements due to the alterations.
The result was a first-floor level with the ground (prior ground floor was sunken, making retail access challenging) and second floor located in a position that provided expansive heights on these two floors 100 ft. deep. The design needed to be contextual in color palette, unaggressive in its stature, and inviting in nature.
The finished ground floor, with ceiling heights of 17 ft. clear – nearly a perfect square height to width, with a storefront appearing as a single panel of glass, creates the feeling of a “windowless” shopping experience between you and products inside. The design concept transcends the brand, with any retailer projecting their product, here. With barely a hint of the physical separation, the store can be referenced from the street and now the street becomes an extension of the store.
