The owner of 605 Madison Ave wanted to give more prominence to the facade of the retail component of the building and create a series of visual displays for the store inside. The strategy we used included an in-depth study of the street and sidewalk traffic and the way those come to interaction with the building and the different scales at which it is done. We created a series of facade modifications in direct relation to the way people see the building - from a distance, from up-close and from the sidewalk. The choice of materials was also geared towards the visibility from the street level with fritted glass used to direct attention to the displays and enhance the performance of the facade as a membrane between inside and outside.