Storefronts
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The lower facade of the building, the storefront, has usually been altered in the years since its original construction. The net result of these changes is normally an erosion of its original character and purpose.

Every traditional commercial building facade has a well-defined opening which the original storefront filled. Many of the problems with storefronts today is that they no longer look like an integral part of the building; rather, they appear pasted on, and do not reinforce the character of the entire facade. The traditional storefront was rather delicate in appearance and had a recessed entry for the front door, flanked by display windows at the property line. This configuration accomplishes two important things. First, it located the display windows next to the sidewalk in full view of the passersby. This allowed potential customers a full view of the merchandise on display and a view of the store's interior. Secondly, it emphasized the door and entryway. The intimacy of the enclosed and sheltered doorway provided a pleasant sense of inviting the customer inside.

 

Fig. 17 – Storefronts
Fig. 17

 

Guidelines:

  1. Storefronts should be designed to fit inside the original openings and not extend beyond it. View the storefront as a framed painting with the windows and doorway acting as the subject, and the storefront cornice, piers and bulkhead acting as the frame.

  2. Storefronts should be designed with the largest possible window area, which is in keeping with the original opening. Emphasis should be placed on the display windows and entry door. Avoid introducing or changing the location and size of windows and doors that alter the original architectural character of the storefront.

  3. Storefronts shou1d respect the integrity of the building as a whole and relate to the building's original character. Storefronts should be compatible with the scale, materials, color and texture of the original building.

  4. Where storefronts have been covered up with incompatible material, they should be revitalized by removing the covering material. Avoid use of unpainted aluminum, imitation masonry, fake shutters and other incompatible materials in revitalizing storefronts.

  5. Use simple and unobtrusive materials in revitalizing storefronts. Avoid garish patterns, textures or colors which are not appropriate to the character and function of the storefront.

  6. Where the original storefront remains, it should be preserved and repaired with as little alteration as possible.

  7. If restoration of the original storefront is undertaken, it should be based on accurate duplication of features substantiated by historical, physical or pictorial evidence.

  8. Avoid historically incorrect architecture including theme design.

  9. Avoid introducing a storefront which significantly alters the original character of the building. Avoid introducing a storefront which significantly alters the relationship of the building to the street.

  10. Avoid the use of mirrored or tinted glass.

  11. Avoid bare aluminum window frames. If existing aluminum frames are to be retained, they should be painted.