| No. 532 . 14 September 2011 | ||||||||||||||||||||||||
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VCU Brandcenter
by Clive Wilkinson Architects, with Casey C.M. Mathewson and Ann Videriksen
The VCU Brandcenter in Richmond, Virginia — part of Virginia Commonwealth University's School of Mass Communications — is one of the foremost advertising programs in North America. In an effort to expand and broaden the educational prospectus, a new facility designed by Clive Wilkinson Architects was assembled. A vacant historic two-story brick carriage house from 1890 provides the main school teaching space, and this is supplemented with a new 12,000-square-foot (1,100-square-meter), two-story "service structure" located alongside, which provides modern facilities and additional space on several levels, including seismic bracing of the old building. Together, the structures house a school pioneering an advertising curriculum offering not only real-world business fundamentals and strategic branding, but hands-on understanding of the creative process and the experience of working with creative teams of students, teachers, and professionals. The building project was an exercise in "interlacing" — a term describing the display of imagery on a computer screen in a non-contiguous manner. The interlace effect results in a low-resolution, pixelated version of a graphic in the foreground offering graphic massing while hinting at a more fine-grain image, with higher resolution beyond.
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