VCU Brandcenter wanted to promote practical applications in an open, collaborative environment that simulates real-life ad agency conditions and would expand the graduate school’s advertising, media and communications functions from a historic, three-story brick carriage house. One of the goals was to design the new addition in such a way that it COST PER SQ FT$126.19FEATURED IN2010 Educational InteriorsINTERIOR CATEGORYHistoric Preservation harmonize with the old, but also add new, supplementary services and technology.
The university needed a progressive environment to inspire, nurture and foster creativity. The historic brick building provides the main teaching space and is complemented by a new building that provides modern facilities and additional classroom and meeting space, as well as seismic bracing of the old building. The final space fosters collaboration and interaction, and serves as a beautiful addition to the VCU campus.
By incorporating the old and the new, the structures house a pioneering school that offers not only business fundamentals and strategic branding, but also a hands-on, real-world understanding of the creative process and the experience of working with creative teams of students, teachers and professionals.