Inspired by rebels
Built in 1929, the 12-story brick, granite and limestone building connects the central business district to the warehouse. Yet even with its prime location, The 15 Building was virtually empty. Tenants left for buildings with modern amenities and hipper vibes. Even the five-story mural of Bob Dylan, painted on the façade as a nod to the neighboring entertainment venues, wasn’t enough to entice new tenants. A repositioning was needed to align the energy of the exterior with the interior.
Knowing the Dylan mural is a popular landmark (and social media post), the design team used it as inspiration. But not just the mural’s vibrant colors were used. The designers also translated Dylan’s attitude and impact on American culture, theming their work on the concept of rebels.
From an architectural standpoint, the rebel theme translated into exposing the raw concrete and natural materials of the original building. Highlighting radiators and window sills in black, contrasting against white walls. Environmental graphic designers ran with the theme, identifying other Minnesota rebels who blazed new trails in literature, art and business. Their images artfully blend with vibrant interpretations of local landmarks. The graphics provide wayfinding and energy in key circulation areas including a once dark and dingy skyway.
New amenities offer tenants dynamic collaboration space, conference rooms and a lounge. Commuters have an updated touchdown space equipped with bike racks and locker rooms. Vacant spaces were white boxed to highlight opportunity, transparency and connection. New tenants include Target, Chobani and HiFi Project.
- 2019 Finalist, MREJ Awards, Corporate Multi-Tenant Category