Inside out, making the interior the exterior
Citicorp Center’s retail mall had suffered from a lack of public visibility. An inefficient blend of commercial office and retail mapping and undifferentiated entry points disrupted the flow of foot traffic. Donovan/Green pulled the retail participants’ signage to the outside of the building creating exposure and vibrancy to the building’s corporate facade. Working closely with architects Gwathmey/Siegel we separated retail from corporate entry points with colorful environmental graphics directing traffic to Citicorp Center’s retail portion. Building on those successes, we also created new storefronts and a new brand identity and signage system for the freshly revitalized retail section.