This unbuilt project is a study in how to set a project apart from its context. Planned for a busy commercial arterial, this project was designed to draw in customers using an attention-grabbing entry, a small palette of bold colors, and an energetic massing for a relatively small (9,000 s.f.) retail/office building. Each retail space is designed to offer an individual style that helps establish its own identity, while remaining coordinated with the overall design of the structure. In the increasingly competitive world of retail leasing, this approach helps keep the attention of the customer, which can gain the attention of prospective tenants.