WE ❤️ DESIGN. Tours, exhibits, programs and events about Chicago architecture. Formerly the Chicago Architecture Foundation.
Today's streetscape is distinguished less by architecture and more by graphic noise and an unintentional, unattractive collage of branded and commercial logos. A portion of this visual discordance is caused by the layers of evidence that remain as merchants come and go. Like hermit crabs, new occupants take up residence in older “shells” and borrow original awnings, signs, or billboards. These new branding applications ignore the stains of previous signage. Over time the public is stuck amidst graphic clutter.
Findow Dressing creates streetscapes that look and feel better! This project is a scalable and sustainable approach designed to welcome any branded presence and ensure a more spirited streetscape. Perpendicular fins positioned every twelve inches display uniformly scaled graphics. From a distance, consumers recognize familiar brands and visual cues but as they near the signs, the appearance transforms into a tapestry of color and texture. Fintastic!