We're really excited to share an inside look in to the design thinking behind one of Hyde Park's newest high-rise apartment buildings, Vue53. Already featured as one of our Apartments of 2016, Vue 53 has an amazing design aesthetic and includes unique features like USB charging stations, keyless entry, and a game room with pool tables. See below for more information on the inspiration behind this amazing addition to the Hyde Park neighborhood.
Originally posted at Build or Die
IN THE MAKING: VUE53 BRAND STRATEGY + GRAPHICS
Up the street from the University of Chicago’s urban campus and less than a mile from Lake Michigan, Vue53 is the newest addition to Hyde Park’s rapidly evolving skyline. A mixed-use development by Avison Young and Peak Campus, Vue53 will provide 267 new apartments, modern amenities, and 28,000 sf of retail space for Hyde Park residents, as well as University students and staff. Vue53 is also the result of a collaborative process between Valerio Dewalt Train Associates’ (VDTA) architectural team and Media Objectives (M-O), the firm’s in-house, interdisciplinary design studio.
The end result is a design that is emblematic of Vue53’s modern architecture, while also reflective of the vibrant Hyde Park community
Vue53 sits in the heart of the Hyde Park’s historic 53rd street commercial corridor. Its modern, gridded, glass façade presents a fresh contrast to the area’s early 20th Century vernacular of brick 3-flats and wood frame homes. Once completed, the building will become a new icon for the neighborhood, alongside Frank Lloyd Wright’s Robie House and Doug Garafalo’s Hyde Park Art Center.
It was important to us that the building and brand strategy responded to the context of the neighborhood,” says James Hanson, Principal of Avison Young. “The end result is a design that is emblematic of Vue53’s modern architecture, while also reflective of the vibrant Hyde Park community.
Two color schemes were developed for the brand marketing and architectural identity. The palette borrows bright blue and green tones from Nichols Park across the street. A darker blue-gray grounds the vibrant hues and relates back to the building’s finishes, while a strong use of black and white brings a modern sensibility to the brand.
A series of custom graphic patterns were developed for use across multiple medium types, including print, digital and environmental applications. Abstracted from the vertical lines and movement across the building’s façade, the patterns express the energy, urbanity and vitality of Hyde Park and Vue53. On the interior, environmental wall graphics featuring the patterns will bring a fresh pop of color into the space while providing a sense of wayfinding.
Until then, supersized banners mounted to the construction scaffolding feature the graphic patterns that move with the flow of traffic along 53rd street. Additionally, the design team covered the red brick exterior of the temporary leasing office with a solid black vinyl that is offset with a white logo above the window. The façade treatment breaks away from the vernacular of the neighboring retail stores, activating the temporary space and signaling to the future of 53rd street.
If you're searching for anything from a studio to a 2 bedroom for this September, check out Vue53!
Posted with permission from Valerio Dewalt Train Associates