01: Montclair

GraphicsBrand IdentityResearchLarge SignageLogo / Wordmark

Jun 22

A modern gesture and a historic Deco reference, the canopy’s letters extrude back to draw the visitor into the building from the street

Built in 1951, Montclair is a luxury, high-rise apartment building in the Central West End neighborhood of St. Louis. Its Art Deco style and architectural setback are both signatures of its architect, Rosario Candela. The building’s original lobby featured polished black marble on both the interior and exterior. It was lost to demolition in the 1980s when the exterior was replaced with an anachronistic stucco porte-cochère. The 2016-19 renovation by Silliman Group draws inspiration from the building’s original design, inserting Art Deco influence into a contemporary design aesthetic. In a modern gesture, and with historic Deco reference, the canopy’s letters extrude back, drawing visitors into the building from the street. As an homage to the original lobby’s polished black marble material, the face of the letters is a high-gloss, black finish. At night the letters illuminate internally and read as neutral white. The lettering serves as a new brand mark honoring the building’s history and symbolizing the beginning of a new chapter.