Design Narrative
The development of this project began with extensive research of the project site and client. Through this process, special attention was given to studying the accessibility, visibility and proximity of the site to major tourist interest points, as well as, the nature specifics and philanthropic functions that characterize Newman’s Own as a company. Central element of influence were Paul Newman’s own words: “Let’s give it all away,” These words did not seems to be just the slogan behind the Foundation, they represent the philosophy that drives it, the motivation behind its actions and therefore, are a type of building block upon which the entire company structure is built. As a result, it seemed logical to base the design of this project on the same building block.
As the initial development began, the key questions of the design were centered on the concept of giving and what were the ways to materialize this idea? In terms of space, the challenges were to identify what spaces give to us? How they shape us and how they make us feel? At this point the concept revealed itself and several categories were isolated, which reflect the core design goals:
1. Giving back to nature: this category incorporates elements like sustainability of materials, natural lighting, great indoor air quality, but also educational elements, such as the incorporation of a vertical farm, which promotes regenerative solutions that go beyond sustainability.
2. Giving to the city and local community: this element is aimed at offering an opportunity to locals and tourists to enjoy the space, without having to be a client or an employee and it essentially materializes the idea of generosity upon which the Newman’s Own Company is built.
3. Giving to the employees and volunteers that work in this building: this simply means creating the best possible working environment. A work and play environment that allows occupants to enjoy life and enjoy work, all at the same time.
In terms of factual building challenges, apart from general improvements of the quality of space, indoor air and sustainability, a main issue was the building depth and the inability of natural light to penetrate to the core of the building. As a result, a key component was added, which in addition to providing plenty of natural lighting, was also used to unify the design of all three floors…and that is the central atrium space connected to an operable skylight. This element greatly improves the quality of the interior spaces and increases the chances of long-term building occupancy, while decreasing building operational costs.
The retail portion of the program is located on Level 1 and consists of an open floor plan, which allows for maximum flexibility of the retail space. As soon as, the retail flow was identified, the rest of the programmatic element fell into place. The classroom and vertical farm, which were the educational elements of the design were placed directly adjacent to each other, to allow for a visual and functional connection with the rest of the space. Additionally, a central staircase and an elevator provide an additional internal connection point between the three levels and completely unify the space volume. Here, the exterior patio, directly adjacent to the entry of the retail space serves as a response to the conceptual commitment of – ‘Giving to the city and local community.’
The second and third levels are occupied by the office portion of the project program.
Level 2, seemed to be more suitable as a location for all office amenities and it accommodates the larger portion of collaborative and less formal office spaces. Here the conceptual commitment of – ‘Giving to the employees and volunteers’, which constitute the main occupants of this building is fulfilled. An employee lounge, collaborative meeting spaces, dining area, game room, work-out room, as well as a small daycare, are all available to the occupants of Newman’s Own offices, so they can live and work in a healthy, functional and happy environment. On this level is located the employee entrance to Newman’s Own Offices and the clearly glazed atrium, allows for maximum transparency and a visual connection for the entire space. Furthermore the glass here is also, solar generating, providing for an offset to the building’s overall ecological footprint.
Level 3 houses the main entrance to Newman’s Own offices, as well as, the more formal portion of the program, such as the board room and CEO’s office. Here the ceiling was left open, exposing the volume above the trusses and allowing for additional natural lighting to penetrate the spaces through the use of clerestory windows above the solid walls. Additional, environmental benefits are received through the use of beautiful sustainable materials, such as the Bolon woven vinyl flooring, which is made with soy bean oil, with recycled materials and recyclable. Zero VOC paints, demount-able rubber base, as well as, LED lighting contribute to the conceptual commitment of –‘Giving back to Nature.’
Overall, what this design achieves, is not only effective identification of a concept, that reflects the core values and ideas of the company, which it belongs to, but also complete consistency in materializing and applying that concept fully throughout every single design aspect in terms of geometry, lighting, texture, color, as well as, human health, experience and giving back, to this and future generations.
