Howard Building Corporation our-work


Santa Monica
5,000 Square Feet
RAPT Studio

Project Description

ShoeDazzle provides an online retail service that includes a personal stylist experience and curated shoe selections offered each month for their internet subscription clients. Howard Building Corporation completed their headquarters, located in Santa Monica at the time, in collaboration with POLLACK Architecture. The 5,000 square foot space included a reception area, showroom and sales area as well as conference rooms and offices. While not a large space, the quality of design was high and required precise construction for the clean lines of the architectural ceiling features to align with adjacent walls and flooring materials. Two floating chandeliers fit perfectly into two glowing soffits cut in the floating ceiling plane, and recessed wall niches acted as dramatically lit displays for featured shoe styles. Glass-fronted conference rooms appeared as jewel boxes across from the shoe display niches. Luxurious stone flooring, a wood veneered reception desk, and an elegant seating area with a Lichtenstein-esque lithograph set a glamorous tone for the space. The company's brand image was furthered even more by the grey and bright fuchsia paint colors that match those used on their website and in their logo.