cncep inrmain packae rs arae - downtown …...the mural, sign banner, and green wall will activate...

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Concept Location Mapindicating the site of the sign concept in the overall district.

Physical Address:76 Forsyth Street SW

Parcel Identification Number:14 007700020304

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Concept ComponentsKey Map or Illustrationswith each component identified in its position at the concept location.

The proposed signage at 76 Forsyth Street transforms a utilitarian parking garage into a dynamic focal point within a cluster of federal office buildings at the corner of Forsyth and Martin Luther King. The corner orientation, large-scale, and non-standard proportions of this sign ensure unique billboard content will be displayed. Pedestrians will see the proposed art elements, proposed sign banner, and existing retail and parking signs together, creating a cluster of visual activity at varying scales. The mural, sign banner, and green wall will activate the corner at night when the adjacent federal office buildings are dormant and dark.

Component 1:Large-Format Static Banners

Component 2:Garage Mural

Component 3:Architectural Living Wall

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Concept ComponentsKey Map or Illustrationswith each component identified in its position at the concept location.

Component 1:Large-Format Static BannersTwo adjacent panels of full printed media on perforated vinyl mesh with top and bottom LED flood illumination: (1) 48’H x 75’ W, (1) 48’H x 105’.

Component 2:Garage MuralMural painted on concrete façade as a commissioned piece of public art.

Component 3:Architectural Living WallLiving wall planters hung from concrete wall.

martin luther king jr. drive elevation forsyth street elevation

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Component 1Concept ImageThe comprehensive signage design proposal for 76 Forsyth Street complies with the City of Atlanta adopted Arts & Entertainment District sign plan in several ways, including the following:

In this sign concept the confluence of signage, mural, and green wall create a concentrated and mixed visual assemblage in which signage is a critical component. This assemblage gives architectural presence to an otherwise utilitarian building.

These signs and façade treatments enliven and illuminate a blank façade, which is visible to evening and nighttime traffic heading to and from the 85 freeway on their way tolarge events at Mercedes-Benz Stadium and Phillips Arenas.

The large Corner Sign (Component 1) radically deviates from the standard 14’ x 48’ billboard proportions which encourages one-of-a kind, artistic advertisements.

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Component 1Photographsshowing portion of the building façade where the component is proposed, both before and after with the sign superimposed on the façade as it will appear when viewed rom eye level from a prominent position on the abutting street or streets

Left Image:Existing condition viewed from Forsyth Street just north of the intersection with Martin Luther King Jr. Drive.

Right Image:Proposed large-format vinyl banners viewed from viewed from Forsyth Street just north of the intersection with Martin Luther King Jr. Drive.

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Component 1Dimensions and Positionelevation drawing showing the component and how it relates in size and dimensions to the building façade and to any building(s) immediately adjacent to that facade

Display Size (NE Face):Approximately 36’High x 75’ Wide (2,700 sf)

Hours of Operation:Full lighting from dusk until dawn utilizing a photocell timer.

Technology:Not applicable - conventional banner floodlighting.

martin luther king jr. drive elevation

forsyth street elevation

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Component 1Dimensions and Positionelevation drawing showing the component and how it relates in size and dimensions to the building façade and to any building(s) immediately adjacent to that facade

Display Size (NW Face):Approximately 36’High x 105’ Wide (3,780 sf)

Hours of Operation:Full lighting from dusk until dawn utilizing a photocell timer.

Technology:Not applicable - conventional banner floodlighting.

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Component 1Architectural Narrative

The Forsyth Garage consists of stacked parking decks and chain-link railings with a small café tucked into the ground level. The signage provides a strong corner on a building which lacks the architectural presence of its neighbors. The dynamic art and banner will draw pedestrian attention to the building and café below.

Pedestrians exiting the grand steps of 77 Forsyth, located across the street, will be engaged by the lively art mural and sign banner. The garage is shorter than adjacent buildings and as a result, the corner sign will emerge dynamically to motorists. Drivers headed south on the Forsyth will see the sign after passing through the portal created by the overhead bridge connecting the government buildings across Martin Luther King Jr. Drive.

In addition, well-crafted, consistent branding is essential to creating an Arts & Entertainment District that is visually unified and perceived as a curated collection of new media advertising and cultural installations. The design details and construction of all permanent branding elements in Component 1 will adhere to the appropriate guidelines governing the use and deployment of the AE logo and partner marks as specified in the Atlanta Arts & Entertainment Brand Standards Manual Version 1.0.

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Component 1Structural Narrative

The vinyl mesh banners will be anchored to the building façade at 12”-16” on center on all 4 sides. 3/8” diameter bolts with hooks will be attached to 2 ½” continuous steel angles anchored to the building façade with 3/8” Hilti anchors. The hooks will hold a ¾” fiberglass rod wrapped inside the perimeter of the mesh banner. Light and air will pass through the perforated vinyl mesh, which will wrap the parking garage maintaining comfort for garage patrons.

Note: At the time of building permit application, the site-specific solution to support each sign will be designed by a Georgia licensed structural engineer. The structural engineer will consider several alternatives to identify an attachment, which fastens securely to the building structure, minimizes impact on the existing building envelop, and is low profile keeping focus on the building and signage.

typical vinyl tension bracket details typical vinyl tensioning system

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Component 1Lighting Metrics

General Information:

Light studies for static banners were generated with light modeling software and indicate luminance (brightness) on vertical face of the graphic, measured in foot candles fc), at night. Graphic is illuminated by a continuous row of LED lamps (4000-5000 kelvin) pointed towards the sign face to minimize ambient light spillage.

Northeast Wallscape

Statement of Compliance:The component’s light output, or luminance, during both daytime and nighttime operation will not exceed 0.3 fc (foot candle) above ambient light conditions as measured at 250 feet from the signage.

In this case, luminance does not transmit perpendicular to the sign/building face; and therefore a plan view photometric overlaid on an aerial map would not reflect significant ambient light.

Brightness Control:The component will have the ability to monitor ambient light conditions by a light sensing device at all times such that display brightness will be approproately adjusted as ambient light levels change.

Calculation SmmaryLabel Calculation Type Units Average Maximum Minimum Average / Minimum Maximum / Minimum

CalcPts_1 Illuminance Footcandles 42.01 79.3 15.5 2.71 5.12

Luminaire Location SmmaryLuminaire No. Label X Y Z Orient Tilt

1 OSQ-HO-A-XX-WSN-40L-40K-UL-ED 12.5 -2 10 90 60



4 OSQ-HO-A-XX-WSN-40L-40K-UL-ED 62.5 50 10 270 60



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Component 1Lighting Metrics

Northwest Wallscape

Statement of Compliance:The component’s light output, or luminance, during both daytime and nighttime operation will not exceed 0.3 fc (foot candle) above ambient light conditions as measured at 250 feet from the signage.

In this case, luminance does not transmit perpendicular to the sign/building face; and therefore a plan view photometric overlaid on an aerial map would not reflect significant ambient light.

Brightness Control:The component will have the ability to monitor ambient light conditions by a light sensing device at all times such that display brightness will be approproately adjusted as ambient light levels change.

Luminaire Location SmmaryLuminaire No. Label X Y Z Orient Tilt

1 OSQ-HO-A-XX-WSN-40L-40K-UL_ED 13.125 -2 10 90 60



4 OSQ-HO-A-XX-WSN-40L-40K-UL_ED 91.875 50 10 270 60





Calculation SmmaryLabel Calculation Type Units Average Maximum Minimum Average / Minimum Maximum / Minimum

CalcPts_1 Illuminance Footcandles 39.60 54.0 19.5 2.03 2.77

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Component 2Concept RenderingThe comprehensive signage design proposal for 76 Forsyth Street complies with the City of Atlanta adopted Arts & Entertainment District sign plan in several ways, including the following:

In celebration of Atlanta’s strong tradition of murals, the proposer will partner with Living Walls to commission a local artist to develop a site-specific mural to be painted on the concrete façade. The mural will create an engaging experience for pedestrians and motorists attending events at the Mercedes-Benz stadium (when events occur at the stadium, incoming traffic is routed past this sign).

The first-floor mural and adjacent green wall provides pedestrian richness and the static sign provides nighttime illumination encouraging 24-hour pedestrian activity in a district occupied by Federal buildings.2

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Component 2Photographsshowing portion of the building façade where the component is proposed, both before and after with the sign superimposed on the façade as it will appear when viewed rom eye level from a prominent position on the abutting street or streets

Left Image:Existing condition viewed from the intersection of Martin Luther King Jr. Drive and Forsyth Street.

Right Image:Proposed ainted mural viewed from the intersection of Martin Luther King Jr. Drive and Forsyth Street.

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Component 2Dimensions and Positionelevation or perspective drawing showing the component and how it relates in size and dimensions to the building façade and to any building(s) immediately adjacent to that facade.

Mural Size:Mural extents as shown in magenta on elevations.

Commissioning Agent:Living Walls, the commissioning agent, is an independent non-profit staffed and run by local artists. The organization creates a bridge between artists and businesses to enhance and expand cultural contributions to the city while helping artists engage with a bigger voice.

Milestones / Timeline:Artist Selection: October 6, 2018Sketch Selection: November 1, 2018Installation Period: January 3-20, 2019

Illumination / Other Features:The mural is not intended to be illuminated.

Maintenance Strategy:Although there is no current plan for long term maintenance, the process ensures longevity. The building is coated with a strong primer, allowed to dry, then muraled. The mural is then coated with a weather resistant gloss to prevent wear.

martin luther king jr. drive elevation forsyth street elevation

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Component 2Architectural Narrative

Conceptual Theme:

The mission of Living Walls is to promote the power of public art as a social and economic engine for the city, by working with a group of collaborators to create healthy, sustainable urban spaces. Their method is constantly evolving to adapt to the ever-changing social landscape, and their artists reflect a committed to community engagement that results in thought-provoking and community-informed installations.

Architectural Integration:

The mural spreads the dynamism of the large static graphic to the remainder of the façade and brings an organic feel and pedestrian scale to the unornamented façade. This helps overcome what is widely perceived as an eyesore, changing it into a positive architectural statement for downtown.

In addition, well-crafted, consistent branding is essential to creating an Arts & Entertainment District that is visually unified and perceived as a curated collection of new media advertising and cultural installations. The design details and construction of all permanent branding elements in Component 5 will adhere to the appropriate guidelines governing the use and deployment of the AE logo and partner marks as specified in the Atlanta Arts & Entertainment Brand Standards Manual Version 1.0.

cncep inrmain packae rs arae - downtown …...the mural, sign banner, and green wall will activate...

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