chapter iv-storefront design - california

STOREFRONT DESIGN Downtown Design Guidelines

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A. INTRODUCTION The storefront stands as the single most important architectural component of a building’s facade, and accordingly, the most significant visual element of any downtown. The storefront traditionally experiences the greatest degree of change during a building's lifetime and further holds the most potential for creative alteration. Changes made to a storefront may both affect the character of the building and the overall street-scene.

Once “inappropriate” tenant improvements are removed, a storefront's original design and building materials serve as the guideline for any refurbishment or alteration. Historically, the downtown storefront had few decorative elements beyond simple details that were repeated across the face of the building (e.g., structural bays, transoms, bulkheads, etc.), all of which served to integrate the storefront into the character of the entire facade. Heavy design emphasis was placed on the display windows and their contents (in an obvious effort to lure the attention of passing consumers), while the overall facade remained relatively simple and unadorned. Such emphasis for the ground floor and window frontage is now commonly referred to as “traditional main street” storefront design.

Traditional downtown stores were typically of mixed-uses (lower floors containing commercial and upper floors, residential or storage), and relatively small in stature (one or two stories in height).

Larger downtown structures (those designed to accommodate two or more businesses) were characteristically separated by masonry columns or piers forming distinct storefront structural bays.

Components to be discussed in this chapter include:

► STOREFRONT COMPOSITION ► EXTERIOR WALLS AND MATERIALS ► STOREFRONT ACCESSORIES AND DETAILS


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B. STOREFRONT COMPOSITION

ENTRIES AND DOORWAYS The main entryway to any downtown building (those leading to a lobby, stairway or central corridor) should be emphasized at the street to announce a “point of arrival” in one or more of the following ways:

● Using flanked columns, decorative fixtures and other details, including recessed (entryway) within a larger arched or cased decorative opening.

● Recessed entryways should be constantly and thoroughly illuminated.

● Entryways should be covered by means of a PORTICO projecting from or set into the building face; and punctuated by means of a change in roofline, a tower, or a break in the surface of the subject wall.

PORTICO: A formal porch

2.

(above) Buildings situated at the corner of a public street should provide a prominent corner entrance in a

manner consistent with stated guidelines.

Commercial storefront entries shall be recessed and/or sheltered by a covered arcade structure, canopy or awning, thus providing

additional area for displays, a sheltered transition area to the interior of the store and emphasis for the main entryway.

1.


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AWNINGS AND CANOPIES With their often bright colors and unique designs, awnings provide excellent opportunities for both color and visual relief. Beyond this obvious aesthetic benefit however, awnings serve very functional roles as protection for buildings and pedestrians alike from the harmful effects of direct sunlight. For this reason awnings may be allowed to project over the public right-of-way.

The most purposeful (and highly recommended) awnings are “retractable,” having a frame and support structure with the ability to be adjusted up or down depending upon lighting conditions.

Following are further criteria that should be adhered to when considering the installation or usage of awnings:

● Awnings shall be constructed of a durable, commercial grade fabric, canvas or metal material and able to withstand extreme weather or wind.

● Awning frames and supports should be of painted or coated metal or other non-corroding material.

● Lettering, trim, and utilization of other colors are permitted but shall be considered signage area.

● Where the facade is divided into distinct structural bays (sections defined by vertical architectural elements such as masonry piers), awnings shall be placed within the vertical elements rather than overlapping them.

Awning designs should respect and respond to

the scale, proportion and rhythm created by these structural bay elements and "nestle" into

the created space.

ENCROACHMENT PERMIT: A permit obtained from the City of Blythe when any aspect of a building or use is to encroach into or upon the public right-of-way.


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● Awnings with glossy finishes (vinyl or similar) are discouraged.

● Awning shapes shall relate to neighboring window or door openings.

● Barrel-shaped awnings should be used to complement arched windows, while square awnings should be used on rectangular windows.

● Aluminum awnings or “brow” canopies are preferred solutions in Blythe due to the extreme sunlight and heat which may destroy exterior fabrics.

COLUMNS AND ARCADES

● Arcades, patios and colonnades are typically paved with tile, brick or stone.

● Stucco columns that are square in cross section are highly desirable and should appear massive in thickness (16 inches is desirable).

● The use of capitals and column BANDS is encouraged. A capital, approximately 2 to 3 inches thick by 3 to 6 inches high, should be incorporated at the top of the columns.

● The column’s height should be 4-5 times the width of the columns (16 inch).

● A base BAND, height approximately one half the column width, should be provided.

● Arcades may have semi-circular arches in regular series with columns as supports. Variations such as flat arches observed at

202 W. Hobsonway are acceptable.

BANDS: A continuous tablet, stripe or series of ornaments, as of carved foliage, of color or of brickwork, etc.


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SUN CONTROL AND SHADE SYSTEMS To protect buildings, automobiles and human health from the effects of extreme climate, shade providing systems should be fostered and maintained in Blythe wherever possible. Awnings, shade bearing trees and other methods will do much to help mitigate severe heat, save energy and aesthetically improve a given site.

Please note that when awnings are used as shade devices, attached misting systems are permitted and indeed encouraged as a functional aspect of design. If mounted upon a retractable awning however, a mister may require additional support or other fixtures to ensure stability and reliability.

This awning is too large for

this single window. Awnings should not attempt to

span windows set far apart.

“Barrel awning” shape is inconsistent with adjacent

shed-type awnings.

Awnings (whether fabric or metal) and shade bearing trees are

effective, and highly encouraged means of reducing exposure to

extreme sunlight.


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C. EXTERIOR WALLS AND

MATERIALS

Materials utilized in the construction of exterior walls should focus strictly upon two aspects: color and texture. If the building's exterior design is complex, with many "ins and outs" (extensions of wall façade, etc.), columns and design features; the wall texture should be simple and subdued.

However, if the building design is simple (perhaps more monolithic), a finely textured material such as patterned masonry should be applied in an effort to enrich the building's overall character.

The following lists suggest those materials that are “encouraged” and “discouraged” for use in downtown building design.

DISCOURAGED EXTERIOR MATERIALS

WAL L S

● Reflective or opaque glass ● Imitation stone (fiberglass or plastic) ● Rough sawn or natural (unfinished)

wood ● “Pecky” cedar ● Used brick with no fired face (salvaged

from interior walls) ● Imitation wood siding ● Plastic panels ● Metal

ENCOURAGED EXTERIOR MATERIALS

W A L L S ● Clear glass ● Glass block (transom) ● Stucco/exterior plaster (smooth troweled) ● New or used face-brick ● Cut stone, rusticated block (cast stone) ● Terra Cotta ● Ceramic tiles (as part of bulkhead) ● Masonry ● Textured, treated, decorative concrete

R O O F T O P S ● Standing seam metal roofs ● Class “A” composition roof shingles

(residential application only) ● Crushed stone ● Built up roof system

FAST TIP! Storefront materials should be consistent with those used on adjacent buildings, fostering a consistency of design and identity. Ideally, the number of different wall materials used on any single

building should not exceed two; adhering to the design themes of simplicity and consistency.


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STUCCO SIDING

LIGHT DASH General Description

● Consistently (uniform) light textured “sand” finish.

● “Blown on” (applied) by machine, and accordingly not a historically used material.

● Creates a uniform wall surface with no accent areas.

● Texture tends to hide hairline cracking more efficiently than smooth surfaces.

MEDIUM DASH General Description

● Similar texture/finish, as described above, though showcases a “medium” texture.

CAT FACES

General Description ● Smooth texture with subtle

rough areas. ● Reflects human-applied

method or “look.” ● Utilized historically in many

“Mission-Style” structures. ● Creates “warm,” slightly

un-even wall surfaces.

CALIFORNIA

General Description ● Slightly rough texture with

subtle irregular indentations.

● Reflects a human hand-applied method or “look.”

● Used historically in early California structures.

● Creates a warm, slightly roughened wall surface.

● Texture tends to hide hairline-cracking more efficiently than other (smoother) textures.

ACCEPTABLE

ACCEPTABLE

ACCEPTABLE

ACCEPTABLE


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SMOOTH General Description ● Uniform, smooth wall

surface. ● Application method

creates a uniformity of texture. ● Usage allows structure

design elements to be highlighted rather than the stucco material itself.

SANTA BARBARA

General Description ● Creates a smooth wall

surface with subtle undulations.

● Showcases a human hand-applied method or “look.”

● Used historically on “Mission-style” and “Colonial-Revival” buildings.

● Creates a warm, undulating wall surface mimicking plaster over uneven adobe brick.

PREFFERED

LIGHT LACE General Description

● Creates a rough wall surface with varied (flat) to the left side of “knockdown” areas.

● Reflects minimal human hand-applied method or “look.”

● Not used in older, historic buildings due to machine application and uneven texture.

● Creates rough, uninteresting wall surfaces with no real character.

HEAVY LACE

General Description ● Similar to above though with

a “heavier” texture.

DISCOURAGED

PREFFERED

DISCOURAGED

STUCCO SIDING


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D. STOREFRONT ACCESSORIES AND DETAILS A number of elements may be incorporated into the design of a downtown structure; all of which will serve to enhance the overall pedestrian experience while still satisfying important functional needs. While such details might, at casual glance, seem mundane they add a subtle degree of visual richness and interest often found lacking in other aspects of development.

Following are those storefront accessories and details that are most recommended.

GRILLE−WORK, METALWORK AND OTHER DETAILS

● Metal grille-work shall be utilized at vent openings or as a decorative feature of windows, doorways or gates.

● Decorative downspouts are allowed (preferably constructed of metal).

● Balconies, rails, FINIALS, CORBELS, plaques, as well as flag or banner pole brackets are further recommended.

Light fixtures mounted upon walls or hung with decorative metal brackets are highly encouraged.

FINIAL: The crowning ornament or detail located at the top of a gable, spire, or similar forms ranging from simple decorative balls to elaborately carved figures.

CORBEL: A block projecting from the face of a wall, usually of a masonry material such as stone or brick. Corbels are often used to support beams, parapets,and other architectural features.

Permanent, fixed security gates covering storefront windows and doors should be screened from public view.


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DOOR AND WINDOW DESIGN

● Doors to retail entries should contain a high percentage of glass (a minimum of a 50% glass area shall be required) to better showcase interior retail contents.

● Storefront windows should be a minimum of 18" (bulkhead height), and no more than 36” from the ground. By limiting the bulkhead height, the visibility of the storefront displays and retail interior are suitably maximized.

● Storefront BULKHEADS should ascribe to the following dimensions:

- Minimum Height: 18 inches - Maximum Height: 36 inches

● Where TRANSOM windows exist, every effort should be made to retain this (traditional) storefront feature. If the ceiling inside the structure has been lowered, it should be sloped upward to meet the transom so that light will penetrate the interior of the building.

● Usage of clear glass (at least 88% light transmission) on the first floor shall be required.

● Doors may be accentuated with simple details such as brass door pulls and kick-plates or decorative signage on glass.

● Altering the location or size of windows or other openings that modify the architectural rhythm or character of the original building is highly discouraged.

● “After-market” window tinting shall be non-reflective.

A. DISPLAY Storefronts are primarily glass for the purpose of display. B. PIERS Frame the storefront. C. TRANSOM In many cases this area has been filled in, painted over, or used for signage. In some older buildings this area held decorative glass windows. D. BASE OR BULKHEAD Typically surfaced with tiles (3x3 or 4x4) or wood recessed panels. E. AREA ABOVE STOREFRONT Sign, cornice, canopy or horizontal cap.

A. B.

D.

C.

B.

E.

Traditional storefronts (above left and above)

E.


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REAR ENTRANCES

● Any signage should be modestly scaled to fit the casual visual character of the alley or rear parking area.

● Awnings soften rear facades and provide pleasant protected spaces, and so are strongly encouraged (see image below).

● If functional for customer usage, the rear entry door should be similar (in design) to the front door. Special security glass (i.e., wire imbedded) is allowed.

● Area lighting should focus primarily on the illumination of the rear entrance, providing a sense of security and safety. Landscaping that hampers this goal should be avoided.

(below) Rear entry treatment should reflect that of the front. Add pedestrian-scale amenities such as display windows, awnings,

wood and glass-doors as well as surface paving.

Use of tree plantings, potted plants and other landscaping can subtly improve a rear facade, and is encouraged.

chapter iv-storefront design - california

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