The Special Effects of Kalwall
 When is a
furniture store more than just a furniture store? When it's a Jordan's
Furniture store. Jordan's is a New England retail success story that has
received national attention for its innovation and success. Company founders
and spokespersons Elliot and Barry have accomplished more than making a name
for themselves for their nontraditional marketing and imaginative advertising.
Their five New England stores sell more furniture per square foot than any
other furniture retailer in the USA.
Jordan's success is due in
large part to a philosophy of making furniture shopping a form of family
entertainment. Their latest innovation is the incorporation of a full-size, 3D
IMAX movie theater into a furniture store.
Upon entering the
commercially run theater in Natick, Massachusetts, the public must first walk
through a spacious furniture showroom. The impulse to shop and buy is
overwhelming. Architects Carter & Burgess were challenged to bring the
concept of a movie theater and a trendy store into one structure, but the
challenge grew even greater when Jordan's suggested that the outside of the
building have the same attention-getting drama and excitement of the 3D IMAX
movie screen. A team of special effects lighting designers joined forces with
Carter & Burgess and the results are dazzling. |
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A 6-storey, curved Kalwall
curtainwall forms the exterior of the building. But rather than being utilized
to bring daylight into the structure, the Kalwall panels were fitted with
individual light boxes housing specialized computer-controlled lights that
transmit an endless rainbow of colors and patterns. Each grid of the Kalwall
panels is backed with individual light boxes. The diffuse-light-transmission
qualities of the Kalwall evenly balance the light sources. |
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 The effect is dazzling
as the evening sky darkens and the entire 6-storey curtainwall comes to life. A
gigantic American flag; a changing mosiac of shapes, patterns and colors; and
eventually a 60-foot letter "J" is formed. It's the effect of an ever-changing
fireworks display that draws attention to the building and communicates that
something different and exciting is going on
inside.
Jordan's Furniture
Architect
and Photos: Carter & Burgess
For more information, contact:
Bruce Keller
Kalwall Corporation
603-627-3861 (U.S. 800-258-9777)
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