atelier V’s new Logo
In the month of November, atelier V, Inc. launched a new identity package further enhancing its image as a personal service company with a “Flat” project management delivery system. You will now see the names atelier V and atelier Mark Vaghei used interchangeably. The new identity is symbolized through the launch of a new web site as well as a new company Logo. The new web site (www.atelierv.com) is a technologically progressive yet simple to use portal linking the firm to its clients and public at large. The new web site can now be viewed across all platforms including iOS , Android and all mobile devices with an elegant design and simple to use menu structure which encourages deep exploration of the firm’s work without an “in your face” user interface. “It was really a massive task as our original site was extremely content rich and hundreds of hours were required to convert it to the new format but at the end it was time well spent. Our clients can now view our site across all platforms without the need for Adobe Flash making for an all and all more robust experience.” Says Mark Vaghei, AIA.
In the Home Page of the site, a continuous slide show takes the viewer through selected projects of the firm while at anytime, one can scroll down to view the all important 7 principles of our practice. Upon further interest, the user can click on any passing image to view the details of the selected project. Alternatively, a user can go directly to the project tab and see a vignette of all projects or choose by any of the given categories to narrow the search. Again, a simple click on any vignette will take the user into project details. All projects have the associated explanatory text and stats, as well as images and drawings that can be accessed directly or by simply scrolling down the page. VEWS, atelier V’s Blog is accessed directly from the upper right hand menu. As usual, VEWS will bring our readers important and current news about the Firm’s projects, as well as general architecture and design related news and commentary.
screenshot of the new Home page
ateliermarkvaghei (www.atelierv.com) was tasked with designing a mixed use structure which would serve as the primary anchor at the entry point to the Garment District of Downtown , Los Angeles at the corner of 9th and San Pedro. The primary program for the building would be to house the garment manufacturers. However, the building was tasked to be more than just a place for wholesale garment sales and manufacturing; it was to include restaurants, food court, offices, lofts and entertainment making it a destination and a hub for the community. Utilizing an almost 61,000 sf corner irregular lot, atelier mark vaghei’s proposal was a a 4 story complex with 2 levels of subterranean parking garage. “We conceptually thought of our proposal as a solid rock with cracks strategically placed to allow for entry and exit alignments as well as a courtyard which would house the vertical transportation” Says Mark Vaghei, AIA , atelier mark vaghei’s founder and principal. why a Rock? you may ask? The entire building was conceived as being inwardly oriented with the exception of upper floor offices and restaurants which would have windows toward downtown views. This by necessity reduces window exposure at the perimeter and provided an opportunity to treat it as a solid. “We wanted to avoid a massive blank structure on the outside, so we provided it with a perforated stainless steel veil to reduce its apparent mass and provide for porosity and lightness” says Mark Vaghei, AIA
atelier V (www.atelierv.com) was challenged to design a modern 5,600 sf house in the Los Altos Hills in Northern California. “When I first saw the site, it reminded me of the outskirts of Florence, Italy” Says Mark Vaghei, AIA , atelier V’s Principal in Charge of Design. The site is over an acre with a relatively steep slope with beautiful view of the surrounding mountains.
atelier V was commissioned to design a new boutique style hotel for a postage stamp size Santa Monica lot at the corner of 6th St. and Arizona. The project was previously designed for a mixed use residential which the city was not happy with as it did not quite fit the urban context as they saw it. “We attempted a whole new massing typology for a hotel at this corner which defied conventional rules” Says Mark Vaghei, AIA, atelier V’s Design Principal.
ArchDaily (http://www.archdaily.com/), the respected online architectural magazine published its top 32 picks out of a total of 1715 entries to the Guggenheim Helsinki Design Competition. atelier V is proud to have its entry selected by its peers as of the top entries in this important international competition.
“We are always delighted to test our thinking against some of the highest standards of world architecture and urban-ism and know that we belong!” Says Mark Vaghei, AIA, atelier V’s Principal in charge of the design for the competition entry
For more on this please go to: http://www.archdaily.com/579268/32-discarded-guggenheim-proposals-you-should-know-about
to see atelier V’s entry to the competition please go to: www.atelierv.com
See the entire article after the break:
atelier V submitted an entry into the Guggenheim Helsinki International Design Competition (http://designguggenheimhelsinki.org/). This competition had the largest number of entries in the history of international competitions. A total of 1,715 entries were submitted from around the world. The following is the brief as submitted in the atelier V’s entry and all the images and drawings including the actual boards:
Lighthouse as inspiration.
Given the strong maritime history of Finland, location of the museum site at the Etelasatama, the symbolic gateway to the city from the sea and the need for the museum to be the new cultural icon of Helsinki, our concept draws from the most prominent seaside structures of Finland’s history: Majakat or the Lighthouse. These structures always taller than anything around them, highly visible both day and night, were first symbols of the civilization lying beyond their maritime border. Guggenheim Helsinki becomes the 21st century cultural symbol of Helsinki at Etelasatama entry point much the same way as the traditional Majakat (lighthouses). The new structure along with The Helsinki and Uspenski Cathedrals triangulate to cement the place of Helsinki amongst World Class cities. We propose here a very horizontal contrasted by a very vertical place of gathering for families and visitors, a place to navigate through and take in the views, and view art at one’s own pace and pleasure. The small footprint, height, and prominence of a typical light house as metaphor, and the modernist heritage in Helsinki thus become the ideal starting point for our concept for the new Guggenheim.