It is important to understand the new role shopping centers play in today’s society as they have become a magnet for social encounters and even cultural exchanges. It is not only a retail destination, but also a place which encourages social gatherings, encounters and cultural exchanges - transforming the Atrium on Elliott space into a place.

The dynamic façade responds to the aesthetic qualities ofthreading art sculptures with intentions to contrast with its neighbors and tomake a statement to pull people off of the streets and into this space. These panel shapes are designed so that they are able tocollapse into one another to create a new and different form – hiding orrevealing what is behind. And so the changingexterior façade becomes a performance to the public, making the retailexperience unique from the very start.

The facade challenges the typical retail façade frame, whichis to create as few obstructions to store merchandise as possible. Instead of revealing almost everything thatis in store from the streets, this façade design encourages the public toexplore further, beyond the skin of the façade – playing with the idea ofpeople’s awareness and curiosity with the Atrium on Elliott.