One of the goals, successfully completed, was to link the building to Sony Pictures' 50-acre studio across the street. Architectural solutions were used to turn what had been a big, dark warehouse into a sophisticated, bold space that is filled with light. The heart and soul of the space now appears natural and warm. The columns are set to the radius determined by the existing arches, creating a wide, open space while also creating an unfinished quality of a studio in constant motion. Smooth, white surfaces and a feeling of spaciousness prompts the eye to keep moving, to discover what lies beyond the obvious.
Architecture also is used to frame the merchandise.
The acquisition experience is ritualized in stages of increasing contact with the merchandise, emphasizing different aspects of the product's design and craftsmanship. Huge, spacious, stunningly beautiful theaters each take on a unique personality through their design. A consistency of details link each space, but each theater also has its own character, derived from different colors and materials. The result was that a standard office building was moved to a much higher level. A dialogue was established not only between the office interior and the base building, but by extension, the city itself.