Profitable Property, A Philadelphia Story: The Repositioning of an Icon

Supporting sustainability, selective reuse and the integration of elements from the building’s original department store added to the intricate design challenge. With that in mind and the owner’s intention to reimagine this nineteenth-century landmark as a creative hub for innovative and visionary tenants, a phased master plan was developed that celebrates the property’s genius loci and its illustrious past as a department store known for textiles and fashion, while ensuring its future for a targeted demographic.

Authenticity and local history are expressed through original details creatively balanced with modern twists of color, contrast, and strategically exposed structural components. The heart of the building’s new identity is the tenant lounge featuring historic paneling—now painted a bold blue jewel tone—salvaged from a 1960s renovation of Philadelphia’s famed Independence Hall.

Bright upholstered furniture and textures in unexpected and whimsical patterns complement an array of settings juxtaposed with bare steel structural components. Inventive and imaginative details include faux backlit windows contributing to mood with a hint of mystery and memorabilia from the department store’s heyday. The subtle thread motif seen in the display case pictured above continues along selected wallcoverings, including walls adjacent to the new reception/security desk, and culminates at the bike storage room.

The result is a playful, unpretentious, and comfortable space that appeals to a spirited demographic exemplified by the headquarters of anchor tenant retailer Five Below.

The design entwines past and present, combining Lit Brothers' signature branding with floral motifs and patterns that reference the department store’s textiles. Vibrant magenta and engaging modern forms and materials ensure a dynamic, contemporary ambiance. A branding and graphics refresh by IA’s Experiential Design team includes a neon-like logo sign as well as large-scale graphic wallcovering installations that emphasize the aesthetic without compromising the building’s historic interior façades. Click the images below to explore additional details from our transformation.