In cities across the United States, an address is more than just a street name or a building number- but a brand that translates directly into a symbol of wealth and prestige. Take the tallest residential tower in the country, 432 Park Avenue in New York City, which doesn't actually sit quite on park avenue. Instead, it’s neighboring lot to the east sits on Park Avenue, and this mega structure actually faces 56th avenue- a significantly less iconic street. However, this inflated valuation doesn’t happen everywhere. Cities in other countries don't place the same weight on an address and refer to buildings or locations as landmarks or by their appearances, which doesn't force a high monetary value based on an address or a marketing scheme alone. How do places in the world differ in how they brand buildings and streets in cities, and what does that tell us about their urban culture?
Park Avenue: The Latest Architecture and News
Studio JCW have created a proposal to revitalize the medians of Park Avenue in New York City. Founded by Chanon Wangkachonkait and Jaehong Chung, Studio JCW argues that Park Avenue’s medians have been a fixture on the boulevard for more than a century. Their Big Shelf proposal would create elevated public spaces within a grid structure for expanded programming. The design was made to echo the structural facades of surrounding skyscrapers and building grids.
The development company Fisher Brothers' "Beyond the Centerline" competition was launched in October 2017 as an open call to "enliven and activate the medians for a new generation of New Yorkers." The competition addresses the Park Avenue commercial district, which sits between 46th and 57th Streets.
Out of nearly 150 submissions, an eight-person jury narrowed the field down to 17 finalists, details of which can be found here. Two designs have since been selected as winners, with "Park Park" by Maison winning the jury selection, and "Park River" by Local Architects winning the popular vote.
Elevated Walkways, Aquariums and Mini-Golf Courses Among 17 Finalists in Competition to Transform New York’s Park Avenue
Seventeen entries have been selected as finalists in the “Beyond the Centerline” competition, which is seeking ideas for how to “re-envision and enliven the traditional traffic medians of the Park Avenue commercial district between 46th and 57th Streets."
Organized by development company Fisher Brothers, the ideas competition asked architects to submit their “most ambitious and creative visions unencumbered by zoning code, cost, weight limit, or other restrictions.”
Metals in Construction Magazine and a jury of architects and engineers have announced the winners of the “Reimagine a New York City Icon” competition. The 2016 Design Challenge, which was sponsored by Metals in Construction magazine and the Ornamental Metal Institute of New York, called for submissions from architects, engineers, students, and designers from around the globe to reimagine the cladding of 200 Park Avenue (formerly the Pan Am Building, now the MetLife Building), with a “resource-conserving, eco-friendly enclosure” that simultaneously creates transparency and preserves the building’s original aesthetic.