The Gallery on Fifth

THE GALLERY ON FIFTH, TUCSON, ARIZONA

THE GALLERY ON FIFTH BRINGS ART TO LIFE THROUGH DESIGN OF INTERIOR DOORS

Project Type: Multifamily Apartment Complex Designer: Florencia DeRoussel, Within Studio

The Gallery on Fifth, a seven-story urban living space in Tucson, Arizona, is much more than an apartment complex. It’s an innovative space that celebrates art in every form. From its architecture to furniture to paintings, it’s an immersive experience for the senses.

The artistic expressions go beyond the traditional display scene by placing visually stunning and distinct pieces atop each interior door.

Each floor has a theme, including Hollywood stars, artists, movie posters, landmarks, and paintings.

From Elvis Presley to the Girl with the Pearl Earring to scenes from the world, each door is a beacon of inspiration and conversation. The complex includes 96 doors, requiring a material that would display the art beautifully while still durable enough for constant use.

FINDING THE RIGHT MATERIAL WITHOUT COMPROMISING Locating a suitable material to use was a significant component of the project. Florencia DeRoussel, principal and director of design at Within Studio, and her team

considered durability, performance, and cost. They began to research several options and quickly realized that standard peel and stick paper materials wouldn’t work in a hightraffic area.

While the peel and stick would have been easy on the budget, DeRoussel considered the total cost of ownership versus the concerns regarding the temporary nature of this material, since the project is permanent. “The peel and stick would have been easy to damage or peel off just from normal use. Water could seep in, too.”

The next option considered was commercial vinyl, which is predominantly a material used on car wraps. The film produces vibrant imagery, but they were unsure of its longevity.

At this time, DeRoussel reached out to the local Specification Rep at Wilsonart, Joseph Kluger, and they reviewed possibilities, ultimately landing on RE-COVERTM for ease of installation.

Kluger mentioned, “The application for these images is in a high-traffic

and high-touch space, requiring a material with high endurance.

Additionally, they needed something easy to clean and long-lasting.

Wilsonart® By You (WXY) met every performance and design need for the space.”

Having the ability to customize the material with the added benefit of durability for cleaning while still creating an art-gallery-like atmosphere made Wilsonart® RE-COVERTM even more desirable.

Kluger added, “The doors won’t just be doors, they’re really going to be art now.”

The WXY product combines the high-performance of Wilsonart’s High Pressure Laminate (HPL) with personal customization. HPL delivers long-lasting performance that’s a great sustainable choice and provides a world of possibilities. RE-COVERTM offers a way to combine laminate with a pre-applied adhesive.

The material always impacts the look, and these doors need to be vibrant and high-quality. Oftentimes, practicality is chosen over design functionality when specifying a material, but Wilsonart’s fully custom HPL capabilities addressed both design functionality and practicality.

THE BENEFITS OF WXY, HPL, AND RE-COVERTM: Completely customizable with art Ideal for high-traffic areas With an average of 23% post-consumer recycled content, Wilsonart® HPL has 2x more than other leading laminate brands.

Non-porous, making it easy to clean and disinfect Moisture Resistant AEON™ scratch and scuff-resistant performance technology Value conscious for budget flexibility RE-COVERTM can be applied to a variety of flat interior substrates, including painted surfaces RE-COVER is ideal for vertical or horizontal applications.

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TESTING THE MATERIAL AND PLANNING EACH DOOR The team received samples from Wilsonart and printed a mock-up.

“We first printed a sample with Shirley Temple, and the custom laminate just popped. It looked like it was part of the door, not an overlay.”

This confirmed to DeRoussel that they could use a custom laminate that fulfilled the project’s requirements. It also didn’t sink their budget when considering the total

cost of ownership. “Wilsonart was so easy to work with. There were no surprise costs, and the material delivery was fast,” DeRoussel shared.

Next, the fabricator received a full sheet of WXY with a test image to install a full-size mock-up. Upon viewing the mock-up of the first door, the owner approved the material for all 96 doors. “We were in awe of how it turned out. There were no issues,” DeRoussel commented.

Choosing and placing the art for each door was a significant endeavor.

DeRoussel explained that there were several steps involved. First, the team sought to use images with no copyright restrictions to reduce image procurement costs.

Once they chose the photos, the firm’s graphic designer worked their magic to modernize the images.

“Older images don’t have the resolution of contemporary ones, so we had to adjust backgrounds and add graphics to match the colors.

Also, many of the older photos were black and white, so we colorized them,” DeRoussel added.

Next, DeRoussel and her team spent hours strategically positioning the images, keeping in mind where handles and hinges would lay to avoid ruining the image’s impact.

They also wanted to group the images so the aesthetic is balanced and flows naturally. Additionally, the

team created a directory of each hall, explaining the person, art, movie, or landmark. “These descriptions are a great opportunity to spark conversations and interact without technology,” she said.

After all the careful planning and curation, the idea and inspiration became a reality.

PRINTING AND INSTALLATION: THE EXPERIENCE TAKES SHAPE After final review and approval, the 96 door designs boasted exquisite and sharp pictures of lasting quality. They didn’t feel like stickers or decals. It gave everything a very curated feel,” DeRoussel commented.

After printing, a local millwork shop, Tanzillo & Son, handled the fabrication, applying and trimming the laminate on the doors. Charlie Garcia of Tanzillo & Son said, “The quality of the material images was fantastic. The colors were vibrant, and the material was easy to handle. The material also had a sticker adhesive, which was easy to install.”

The new doors reached their final destination, standing as a welcome to what’s behind them, each telling its very own story.

96 UNIQUE DOORS AND LOTS TO TALK ABOUT IN THE HALLWAYS The artwork undeniably enhances the hallways, inviting residents and guests along in a gallery-like, unexpected and unique experience that is truly awe-inspiring.

Residents can say, find me behind Marilyn Monroe’s portrait instead of just a number!

Kluger added, “You can’t walk through the hallways without stopping at each door. Your mood is immediately uplifted with curiosity on what each door looks like and which one will be your apartment. That curiosity has been a selling point and marketing tool for the building.”

For more information on WXY, visit www.wilsonart.com/digital-print-studio.