New York's East 57 Street is chock-a-block with some of the world's chic-est and most visually savvy retailers. Dior, Chanel and Burberry's have each built trophy buildings designed by world-class architects to entice well-heeled shoppers. Needless to say, calling attention to oneself in such a commercially intense environment is quite a challenge.
When the National Federation of Coffee Growers of Columbia decided to open the flagship branch of their new Juan Valdez Cafés in the midst of these boutiques they knew they had to raise the bar themselves. The renowned architectural team Hariri & Hariri was commissioned to design the new building.
With a nod to 1970's supergraphics, Juan's familiar face was sandblasted onto the three story high screen of Omega 1510 and attached with extended loops. The result: a very 2005 air of sophistication and ethereal elegance gracing East 57 Street.
Photography copyright 2005, Paul Warchol.
