exhibit 3: concept location map · the printed vinyl media will ... component 5: garage facade...

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ER Exhibit 3:Concept Location Mapindicating the site of the sign concept in the overall district.

Physical Address:101 Marietta Street NW

Parcel Identification Number:14 007800110567

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ER Exhibit 4Concept ComponentsKey Map or Diagramswith each component identified in its position at the concept location.

This concept application for Centennial Tower (101 Marietta) proposes the development of a Dynamic Signage Package to be installed on key areas of the property with multiple sight lines within the Atlanta Arts and Entertainment District. The signage installations will be a mix of two (2) ”changing signs” (as defined in Chapter 28A of the City Code of Ordinances), two (2) street level statics, one (1) digital monument for tenant identification as well as an artistic mural. Collectively, this Dynamic Signage Package is designed to reflect and support the vibrancy of the district plan.

Component 1:Corner Digital Spectacular

Component 2:Garage Top Digital Spectacular

Component 3:Digital Kiosk Monument

Component 4:Corner Static Banners

Component 5:Garage Facade Mural

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Component 1:Corner Digital SpectacularThis display will wrap the corner of Marietta Street NW and Ted Turner Drive with 10mm pixel pitch (minimum) LED technology with an approximate size of 15’H x 70’W (approximately 1,050 sf). The LED Display will be housed inside of decorative metal framework inclusive of AAED identification.

Component 2:Garage Top Digital SpectacularThis display will be a vertical 10mm pixel pitch (minimum) LED display integrated with the rooftop structure of the 101 Marietta garage on Ted Turner Drive with an approximate size of 44’H x 30’W (approximately 1,320 sf). The LED Display will be housed inside of decorative metal framework inclusive of AAED identification and extended by a ghost mass of metal mesh with an integrated linear lighting element.1

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Component 3:Digital Kiosk MonumentThe existing monument sign, located on the corner or Marietta Street and Ted Turner Drive, will be upgraded and converted to a digital kiosk monument providing tenants of 101 Marietta a more dynamic message opportunity. This “changing sign” will display static tenant identification content (non-commercial in nature) and not change any sooner than every 10 seconds in length (in accordance with Chapter 28A).

Component 4:Corner Static BannersTwo (2) static, non-illuminated, dual faced displays will be positioned at street level on the façade at the corner of Marietta Street and Cone Street. These street level displays will be integrated into the existing architecture of the building, sitting inside the in-place framework of current street level windows. The printed vinyl media will be housed inside of metal framework inclusive of AAED identification.

Component 5:Garage Facade MuralOne specially-commisioned public art mural covering the north facade and a portion of the east facade of the adjoining garage.

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ER Exhibit 5.1Component 1Concept RenderingThe comprehensive signage design proposal for 101 Marietta complies with the City of Atlanta adopted Arts & Entertainment District sign plan in several ways, including the following:

Each component of the 101 Marietta dynamic signage proposal has been carefully, creatively and thoughtfully designed to compliment the building architecture and enhance the street level experience in this core area of the District. The collective design intent is for viewers, whether visitors or residents, to think and feel as if these displays were “always here”.

The corner digital spectacular display (Component 1) will be manufactured with high-definition LED technology to enhance viewer experience. In addition, the scale and form of Component 1 in relationship to the building mass has been thoughtfully considered and designed to compliment the host building’s gorund level architecture and chevron motif.

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ER Exhibit 5.1Component 1Photographsshowing portion of the building façade where the component is proposed, both before and after with the component superimposed on the façade as it will appear when viewed from eye level from a prominent position on the abutting street or streets.

Left Image:Existing condition viewed from the intersection of Marietta Street and Ted Turner Drive.

Right Image:Proposed digital spectacular “marquee” viewed from the intersection of Marietta Street and Ted Turner Drive.

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ER Exhibit 5.1Component 1Dimensions and Positionelevation or perspective drawing showing the component and how it relates in size and dimensions to the building façade and to any building(s) immediately adjacent to that facade.

Display Size:Approximately 15’High x 70’ Wide (1,050 sf)

Hours of Operation:6am – 2am.

Technology:8MM LED Display housed within framing system with AAED identification. The display will be operated remotely via a cloud-based content management system (CMS) offering easy and real-time deployment of dynamic content. The CMS will be synched to a 24-hour digital clock and allow for content to be schedule in advance in accordance with instructed and pre-programmed run schedules as well as real time content. Content will be accepted in standard formats such as JPEG, PNG, BMP, TIFF, H264 as well as RTSB and HTTP Web Streaming.

ted turner drive elevation

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Well-crafted, consistent branding is essential to creating an Arts & Entertainment District that is visually unified and perceived as a curated collection of new media advertising and cultural installations. The design details and construction of all permanent branding elements in Component 1 will adhere to the appropriate guidelines governing the use and deployment of the AE logo and partner marks as specified in the Atlanta Arts & Entertainment Brand Standards Manual Version 1.0.

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ER Exhibit 5.1Component 1Architectural Narrative

The Corner Digital Spectacular acts as an iconic anchor for the north west corner of the building. Facing one of the most energetic and frequented areas downtown, the linear wrap format bridges building presence with district identity (1). Located above the street level, this spectacular addresses a mid-urban scale, much like the granite podium of the building itself.

By wrapping the corner, this sign follows the form of the building and terminates dimensionally with existing façade grids (2). An approximate 7-degree projection is achieved on the north and east corners acting as an offset of the angle of the building and providing visibility from the adjacent street corners. A mesh clad projection with a linear illuminated feature will allow the sign to be an iconic departure from the building surface but maintain unification with a simple silver metallic appearance. This will match much of the existing metallic accents on 101 Marietta and will match the same material proposed for the garage spectacular. The enhancement of this façade is achieved through attention to existing scale and alignment while an iconic presence is maintained by the vertical location and corner wrap (3).

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The metal mesh return panels will sit in front of a linear tube light that extends diagonally along mesh panel returns on both the north and east facades. This diagonal line introduces an energetic graphic element referencing the chevron façade feature at 101 Marietta. Conceptually, this light will be a dichroic LED feature and allow for color synchronization with ad content and or the 101 Marietta chevron lighting. This lighting feature against the massed backdrop of a metal mesh will provide an artistic enhancement to the digital media.

This linear illuminated feature acts as a street level extension of the identical feature on the garage rooftop structure. Collectively, they act in symmetry to pull together the dynamic elements of the property in a unified fashion.

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ER Exhibit 5.1Component 1Structural Narrative

This element will be surface-applied over the existing façade with a 7-degree projection on the north corner. Located at the lower granite pedestal portion, this sign will span over existing glass and stone elements. At the granite points, connections will be made to support the framing of the sign. The weight of the supports will be carried through to the existing slab edges to allow for the minimal cantilever at the north and east ends.

This frame will span over the glass and allow for the digital sign system to be attached. Concealing this frame will be a lightweight metal mesh material. This will visually convey the feeling of lightness and connectivity to the building’s current metallic finishes. Structurally, the sign relies on the connection to slab for support and steel framing to attach the elements. The panelized vented mesh wrap provides a finished look and ability for easy maintenance.

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ER Exhibit 5.1Component 1Lighting Metrics

Statement of Compliance:The component’s light output, or luminance, during both daytime and nighttime operation will not exceed 0.3 fc (foot candle) above ambient light conditions as measured at 250 feet from the signage.

This covers a distance roughly from the LED faces of the component to any point along an arc running from Wall Street on the southwest to Walton Street on the northeast.

Brightness Control:The component will have the ability to monitor ambient light conditions by a light sensing device at all times such that display brightness will be approproately adjusted as ambient light levels change.

A physical automatic brightness controller will be hard wired to the display. Similar to a photocell, the controller reads ambient brightness & adjusts LED brightness based on determined guidelines such as maximum or minimum brightness (NITS).

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Each component of the 101 Marietta signage proposal is unique in size and nature. For example, like Component 1, the garage top digital spectacular will be manufactured with high-definition LED technology and includes an expressive LED lighting detail complimentary to the building architecture and chevron detailing.

As with the other elements of this proposal, Component 2 will be in compliance with Chapter 28A so as not to create vehicular distractions or adverse effects on the residential community. Community concerns and issues will be addressed promptly in partnership with ADID.

FOR REFERENCE ONLY.

Implementation of this component may be deferred to a later date.

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Left Image:Existing condition viewed from the intersection of Centennial Olympic Park Drive and Andrew Young International Boulevard.

Right Image:Proposed digital rooftop spectacular viewed from the intersection of Centennial Olympic Park Drive and Andrew Young International Boulevard.

FOR REFERENCE ONLY.


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Display Size:Approximately 44’High x 30’ Wide (1,320 sf)

Hours of Operation:6am – 2am.

Technology:8MM LED Display housed within framing system with AAED identification. The display will be operated remotely via a cloud-based content management system (CMS) offering easy and real-time deployment of dynamic content. The CMS will be synched to a 24-hour digital clock and allow for content to be schedule in advance in accordance with instructed and pre-programmed run schedules as well as real time content. Content will be accepted in standard formats such as JPEG, PNG, BMP, TIFF, H264 as well as RTSB and HTTP Web Streaming.

FOR REFERENCE ONLY.


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ER Item 5.2Component 2Dimensions and Positionelevation or perspective drawing showing the component and how it relates in size and dimensions to the building façade and to any building(s) immediately adjacent to that facade.


FOR REFERENCE ONLY.


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FOR REFERENCE ONLY.


ted turner drive elevations

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As one of the most iconic signs proposed on this site, the Rooftop Digital Spectacular maintains a strong massing relationship to 101 Marietta. Located on the adjacent parking structure, the vertical screen spans nearly 44’ and measures about 30’ across. Iconic in its size and vertical orientation, this spectacular provides an artistically unique format (1). This format is extended as a ghosted mass by the introduction of a metal mesh panel system to the right and left of the screen. This material maintains a relationship to the materials current and proposed on 101 Marietta.

In the larger urban scale, this location takes advantage of the 45-degree city grid transition significant at this downtown junction (2). Visible on axis with Centennial Olympic Park and adjacent Centennial Olympic Park Drive, the spectacular is a compliment to the neighboring urban destinations. In addition to the vertical mass, the metal mesh panels layer in front of a linear tube light that extends diagonally along both mesh panel planes (3). This diagonal line introduces an energetic graphic element referencing the chevron façade feature at 101 Marietta. Conceptually, this light will be a dichroic LED feature and allow for color synchronization with ad content and or the 101 Marietta chevron lighting. This lighting feature against the massed backdrop of a metal mesh will provide an artistic backdrop for the digital media.

FOR REFERENCE ONLY.


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The conceptual structural strategy involves the construction of a new frame system to be supported in part by the existing parking structure. New steel columns will be placed within the location of existing vertical penetrations and columns. These will all be located within the interior perimeter of the parking structure and not exceed it. The supports will not touch the ground beyond the parking deck. To overcome torsion and wind loading, lateral bracing and a steel frame will be built behind the sign. A triangulated form will be used to maximize lateral support.

To achieve the desired sign angle, orientation of the screen is proposed diagonally. This will also allow pin pointed column locations at existing column points and achieve a span distance to allow vehicular traffic to continue below the sign at the highest level of the parking deck. The triangular form will require lateral bracing to further prevent torsion, deflection and wind loads from the adjacent 101 Marietta façade. Wind tunnel testing will be performed to finalize the structural design.

At the top portion of the deck, a minimum open frame is suggested to overcome the existing chillers, future maintenance and vehicular access.

FOR REFERENCE ONLY.


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Statement of Compliance:The component’s light output, or luminance, during both daytime and nighttime operation will not exceed 0.3 fc (foot candle) above ambient light conditions as measured at 250 feet from the signage.

Brightness Control:The component will have the ability to monitor ambient light conditions by a light sensing device at all times such that display brightness will be approproately adjusted as ambient light levels change.

A physical automatic brightness controller will be hard wired to the display. Similar to a photocell, the controller reads ambient brightness & adjusts LED brightness based on determined guidelines such as maximum or minimum brightness (NITS).

FOR REFERENCE ONLY.


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FOR REFERENCE ONLY.


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ER Exhibit 5.3Component 3Concept RenderingsThe comprehensive signage design proposal for 101 Marietta complies with the City of Atlanta adopted Arts & Entertainment District sign plan in several ways, including the following:

Working both independently and collectively, each facet of the 101 Marietta signage proposal works to enliven and add further dimension to the existing building structure. Component 3, the existing monument sign, presents a unique opportunity to directly integrate an architectural component into the signage concept. By retrofitting the existing sign with new LED technology, this element can expand the public benefits package of the overall concept by hosting digital artwork, service announcements, and District events programming information.

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Left Image:Existing condition viewed from the northeast corner of the intersection of Marietta Street and Ted Turner Drive.

Right Image:Proposed digital kiosk monument viewed from the northeast corner of the intersection of Marietta Street and Ted Turner Drive.

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AAED branding will be placed at the bottom of the modified monument sign / digital kiosk. Details to be provided in permit documentation.

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The 101 Marietta signage proposal elements are purposefully placed at strategic points on the building mass to maximize visibility. Each display works to engage and interact with the immediate streetscape in the center of the District. For example, the street-level graphics (Component 4) not only align with the framed language of the ground floor architecture by following the rhythm of window openings; but also provide a splash of color and visual interest to a bland corner of Downtown - especially when the banners carry creatively-designed graphics.

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Left Image:Existing condition viewed from the intersection of Marietta Street and Cone Street.

Right Image:Proposed static banners viewed from the intersection of Marietta Street and Cone Street.

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Display Size:Each face is approximately 24’ Highx 21’ Wide (504 sf)

Hours of Operation:N/A - changeable printed copy

Technology:Printed vinyl housed within framing system with AAED identification.

Lighting:The static banners will not be illuminated and as such do not require supporting documentation.

cone street elevation

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These static street graphics are directly aligned with the pedestrian scale. The static signage compliments the building by maintaining a relationship to the existing storefront module and trim materiality. It is iconic in the inset of artistic graphics to be changed semi-frequently.

The 6” window recess allows for this system to be easily installed and relate to the overall scale of the building’s granite pedestal. Pedestrians have an immediate interaction with it as they pass by. Following the rhythm of window openings, the graphic aligns itself with the overall architectural logic.

The vinyl will be flush with the granite façade and utilize the 6” deep window recess for the framing system. This allows the signs to be inset into the existing storefront recess and easily be changed out or removed with minimal impact.

In addition, well-crafted, consistent branding is essential to creating an Arts & Entertainment District that is visually unified and perceived as a curated collection of new media advertising and cultural installations. The design details and construction of all permanent branding elements in Component 4 will adhere to the appropriate guidelines governing the use and deployment of the AE logo and partner marks as specified in the Atlanta Arts & Entertainment Brand Standards Manual Version 1.0.

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A sub girt system will be placed within the existing window openings. It will span top to bottom and side to side at standard modules. This open framing will allow for support and easy access for the printed signage to be changed on its surface. The frame system will be anchored into the surrounding granite.

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As the final element in the proposal, the garage mural (Component 5) complements the high-tech sculptural qualities of the corner digital marquee, and well as visually linking the marquee with the future rooftop digital assembly. The mural also transforms the blank walls of the garage into colorful, textured surfaces that enhance the pedestrian experience along what is a major vehicular thoroughfare.

A detailed commission / selection process and maintenance (short-term., long-term and potential replacement) plan will be prepared and delivered to ADID within one month of concept approval. This will include submitting a mural maintenance memo for approval. Ongoing maintenance of the mural is the responsibility of the applicant.

The selection / commissioning process will include:

• An AE/ADID representative on the selection committee.

• As part of the design brief, relaxing the size limitation on the Walton Street façade subject to artists discretion.

• As part of the design brief, allowing artists to propose illumination or other lighting effects as part of the mural.

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Left Image:Existing condition viewed from Ted Turner Drive midway between Marietta Street and Walton Street.

Right Image:Proposed facade mural area viewed from Ted Turner Drive midway between Marietta Street and Walton Street.

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Mural Size:The entire garage facade along Ted Turner Drive as well as the connecting edge on Walton Street will be offered as a canvas for the mural:

Ted Turner Drive - Approximately 76’-7” High x 113’ Wide (8,598 sf)

Walton Street- Approximately 76’-3” High x 20’ Wide (1,525 sf)

Commissioning Agent:Ownership and Agent will be partnering with local design firm ASD|SKY to facilitate and execute a design competition among Atlanta area design schools.

Milestones / Timeline:Mural is anticipated to be completed in 6 to 9 months from ADID approval of final sign concept package for the property and receipt of city permits for commercial signage.

Illumination:As the mural design process unfolds, it may be beneficial to consider some form of illumination. An estimate of the cost to provide general illumination for the mural will be prepared should the selected artist remain neutral on the topic.

walton street elevation ted turner drive elevation

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Conceptual Theme / Architectural Integration:

Guidelines for the design competition will be reflective of the city of Atlanta, its artistic culture and history, the AAED and 101 Marietta as a Class “A” building in the heart of the district.

(Note: Chamfered edge design reflects presence of rooftop digital unit. Final design subject to rooftop feasibility and artist discretion)

Maintenance Strategy:Upon completion of the mural, weekly site checks will be performed. Should any issues be identified, they will be addressed to ensure the mural maintains a “new” look throughout it’s lifespan.

In addition, well-crafted, consistent branding is essential to creating an Arts & Entertainment District that is visually unified and perceived as a curated collection of new media advertising and cultural installations. The design details and construction of all permanent branding elements in Component 5 will adhere to the appropriate guidelines governing the use and deployment of the AE logo and partner marks as specified in the Atlanta Arts & Entertainment Brand Standards Manual Version 1.0.

chamfered edge may not be included in final mural scheme

exhibit 3: concept location map · the printed vinyl media will ... component 5: garage facade...

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