ProjectSpotlight: Storefront  
Decorative Glass Takes it to  
the Street in the Big Apple  
Decorative glass is being used more frequently in storefront applications, such as 261 Madison Avenue in New York, to  
create a unique aesthetic that helps owners and architects distinguish the building and the brand.  
he glass panels that make up glass for building exteriors has been  
“For many highrise buildings, par-  
New York’s 261 Madison Avenue increasing over the past decade, as ticularly those in a dense, downtown  
aren’t typical New York street- property owners and architects look at metro area with limited sightlines,  
level windows. The project features ways to distinguish the building,and to many properties are most recognized  
a custom-etched, insulating product create their brand. for their street level design and visual  
supplied by New York-based Carvart “With today’s multi-dimensional appearance,” says Scelfo. “When the  
that gives the building a unique aes- shopping culture, if a brand can iden- building owner is looking to stand  
thetic. While decorative products his- tify a clever way to upsell and bring out to visitors and passerby to cre-  
torically are used most often in interior buyers into their space, the investment ate awareness and interest, decorative  
settings, as this project shows, they are is well worth the increased traffic and glass is a strong way to accomplish that  
T
increasingly making their way outside. results,” he says.  
over conventional exterior cladding,  
According to Mark Scelfo, vice presi- These products, he adds, can also or even a solid color glass. The beauty  
dent, sales, west/contract development help give a storefront area an eye-catch-  
with Carvart, the use of decorative ing detail.  
continued on page 55  
52  
USGlass, Metal & Glazing | September 2017  
www.usglassmag.com  
PconrtoinujeedctSpotlight: Storefront  
and detail of patterns, ref ectives or paper product is used to create an aes-  
“For the custom pattern, Carvart’s  
metallics adds an ornamental deco- thetically pleasing effect to onlookers.” etching process contributed to the in-  
rative feature that’s not common to  
other facades.”  
The exterior spans three city blocks herent luminous quality of the glass as  
and includes 400 linear feet,two stories opposed to an applied f lm proposed  
high, comprising 150 panels. Accord- by other vendors,”says Scelfo.“Overlay-  
ing to Scelfo, the f nished product was ing the etched pattern on top of an air  
A Closer Look  
Designed by CetraRuddy Architects made by layering the custom inf nity space and then the mirror-back glass  
of New York, Carvart worked closely etched pattern on the front, while em- added a three-dimensional quality to a  
3
with the design team on 261 Madison ploying Carvart’s pure shimmer lami- 1 /  
Avenue, which is also home to Zuma nated product on the back.  
8
-inch thick insulating glass unit.”  
The project is just one example of the  
“It features a unique shadow 3-D many decorative exterior projects cur-  
restaurant,to provide a custom-etched,  
insulating product for the exterior pattern effect, ever-changing depend- rently being developed. Scelfo says his  
façade.  
ing on the location of the sun,” he says. company is working on a number of re-  
Theexteriorglazing,installedbyW&W tail projects“where the feature focal point  
The design team at CetraRuddy  
produced a custom art f le that was Glass of Nanuet,N.Y.,consists of low iron of the exterior is to create such a high de-  
given to [us] to incorporate into a tempered glass with an etched pattern gree of visual interest with the glass, that  
custom laminated fabrication devel- on the No. 2 surface. It has a ½-inch air it becomes a major attraction to draw  
oped specif cally for this project,” says space,and a low-iron etched No.3 surface more prospects and consumers into the  
Scelfo. “Inside the lobby, an oversized laminated to a third low-iron glass with space.”  
1
2-foot-tall ref ective interlayer rice mirror-back on surface No.6.  
—Ellen Rogers n  
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www.usglassmag.com  
September 2017 | USGlass, Metal & Glazing  
55  

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