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Xerox Knowledge Sharing Center

New York City



With a highly visible corner location on Manhattan's Park Avenue, the 20,000-square-foot Xerox Knowledge Sharing Center showroom was designed with an “egg wall,” a curved, glowing wall of graphics to maximize its street impact. Ann Kale Associates, New York City, designed the bright lighting scheme to emphasize the architecture by New York City-based Highland Associates and the environment and graphics designed by San Francisco-based IDEO. Throughout the store — Xerox's first big, splashy showroom — several elements work together to reinforce brand identity. Interactive exhibits represent current R&D efforts; a storefront exhibit focuses on the craft of making documents; and bold graphic panels and flexible equipment displays copy the brand message over and over again. Recessed plasma screens, set into walls decorated with large-format digital graphics, feature images that complement the graphics. And flat-screen monitors, spaced three feet apart in the showroom's Park Avenue windows, move in reaction to the strides of passing pedestrians. The lighting scheme was carefully designed to bring attention to all these interactive, graphically dynamic elements. Ann Kale, principal of Ann Kale Associates, says, “We designed the whole lighting scheme so that you could see the showroom from blocks and blocks away. That's how the 'egg'wall was conceived.” The project included not only the ground-floor showroom, but several other floors of office space. One of the upper floors'unique design elements is a dramatic three-story atrium wall, which features a 34-foot-high red “X” recessed into cherry wood veneer paneling. To allow for a strong line of light on the ceiling, the wall was left open at the top. A pair of three-story-high stainless-steel metal and stone staircases, designed by Highland Associates, slopes dramatically in front of the wall. The staircases were set six inches from the wall to allow for better lighting.

Design: IDEO San Francisco — Aura Oslapas, creative director; Cheri Fraser, project leader/designer; Johnson Chow, Cheryn Flanagan, Alycia Freeman, Athena Anagnostopoulos, Nacho Germade, Mat Hunter, Duncan Kerr, Wendy March, Nick Maddix, Mike Mills, Tony Rastatter and Client Woesner, design team Lighting Design: Ann Kale Associates, New York City — Ann Kale, principal; Davis Mackiernan, senior associate Architect: Highland Associates, New York City — Glenn Leitch, Dave Barratta and Kate Sherwood, project team Client Team: Xerox Xserv Real Estate, Janet Kardos, project manager Lighting: Edison Price Lighting, New York City; NeoRay Lighting, Brooklyn, N.Y.; Alkco Lighting, Franklin Park, Ill.; Zumtobel Staff Lighting Inc., Highland, N.Y.; Engineered Lighting Products, El Monte, Calif.; Ardee Lighting Inc., Shelby, N.C. Suppliers: Audio Video Crafts, New York City (audio/video installation); Gordon H. Smith Corp., New York City (curtainwall); General Exhibits and Displays Inc., Chicago (exhibit fabrication); Shaw Commercial Carpets, Dalton, Ga.; Bentley Mills Inc., City of Industry, Calif.; The Harbinger Co., Atlanta (carpet); Haworth Inc., Holland, Mich. (furniture); Kaltech Architectural Signage, New York City (signage and graphics) Photographs: Walter Dufresne, Brooklyn, N.Y.



MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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