1111 Third Avenue Lobby Repositioning

Seattle, Washington

Project Size:

Renovated area: 3,750 square feet

Project Status:

Completed 2014

Vision
With several new Class A office towers entering the Seattle downtown market, this 34-story tower built in 1980 needed to revitalize its street presence to stay competitive. The “market repositioning” effort involved a collaborative team of interior design, marketing/branding, and leasing brokers to deliver a holistic set of improvements to the user experience and brand identity.

Site and Program
The building is a central part of the downtown core, widely visible at the heart of the Seattle skyline. Its ground-level spaces include a long, glass-enclosed lobby along Third Avenue, connecting to an exterior corner plaza with integrated retail spaces. The original design set the lobby back from the sidewalk, with an entry arcade enclosed in columns, while an active bus shelter often obscured the entrance and caused the building to fade into the background.

Design
The repositioning design moves the glass wall of the lobby out to the sidewalk edge, eliminating the dark spaces of the entry arcade, and contributing a transparent rain canopy to the public realm. This gesture adds 30% more space to the lobby, resulting in a generous social lounge with access to daylight and clear visibility to the street. Soft seating in bright colors, backlit glass and textured walls, and a new, more interesting concierge desk create an inviting composition from the exterior, continuing with a refined level of materiality and finishes throughout the lobby experience.

Moving the bus shelter away from the entrance gives it a stronger spillover position in relation to the exterior plaza, which rewards commuters with new amenities such as benches, lights, pavers, and planters. Colored pavers define a path through the plaza to the building’s side entrances, as well as a new Third Avenue entrance to the adjacent Second & Spring building, giving users multiple ways to access the space and explore retail offerings.