Buro won an invitational competition to re-skin the front elevation of an existing open air parking garage in the Hell's Kitchen area of New York City. The design intent was to create a desirable façade and turn the ground level into a pedestrian friendly retail space. The fact that the existing building houses cars and the location of it being very close to Times Square and Broadway shows were the main inspirations for the facade. The new facade is covered with road reflectors typically used on highways. The design uses black, white, and yellow reflectors- brand colors of Edison Fast Parking - throughout the façade. At the edges, the reflectors start black in color, and then turn into yellow and white in a random configuration. The center the façade turns into the logo of the company. As the reflectors catch and reflect light at night, the design pays homage to the billboards of Broadway shows and Times Square.
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