Target Corporation’s new building is a spectacle and ground breaking experiment in many ways. Target Corporation is a retailing company from Minnesota. In past few years, it has emerged as the fastest growing mass merchandising retailing company in the US. It is now among the top 10 US retailing chains. So, on one hand, it is a big corporation serving to the needs of the urban population, but it has a second nature too.
The Target tower structure, designed by Belzberg Architects, consists of both; the residential towers and science towers. The whole idea was to come up with a big box store that attracts the urban impulse of the masses without putting the Middle America away. The central theme of design is the use of patterning. This helps create an unconventional brand identity for the organization. The tower spreads over a 200,000,000 square feet. Three basic principles form the core of this concept; the principle of market needs, the principle of market sustainability and the principle of design. The design principle is central to grouping and implementing all this together. The whole idea is to achieve a diabolical effect where these principles can operate independently and mutually, at the same time.
The residential tower design consists of easily recognizable grouped floor plates, placed over one another and a very thin, minutely expressed face splintered up by punctuated balconies. By breaking the conventional typology of the other Target buildings, this tower achieves a seamless interaction between the tower and the store. The pattern consists of a fashionable skin encompassing the entire building. It consists of balconies, solar capacitors and other lighting elements. The aim of each piece is to achieve highest form of efficiency possible. The towers also consist of several individual elements that accentuate the whole design. To push the boundaries of customization further, Target allows the tenants to make individual changes to the architecture design of their residence.
Via: ArchDaily
