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JEFFREY DANIELS

Kentucky Fried Chicken Restaurant

Hollywood

The building presents itself without apology as an urban sign along a commercial strip. It attempts to strike a difficult balance between the all too familiar logos of its populist product and the lingering memory of constructivism's early experiments in creating a new social iconography.

The building's playful forms attempts to create a dialogue with people moving by in a continuous stream of cars. The placement of the building on the leading edge of the site reinforces the urban line of the primary artery while at the same time the large curving wall reflects the secondary flow of traffic around and under the structure. Although the design of this building has very carefully addressed a multitude of functional, technological and contextual concerns, it is more than anything an attempt to express a sense of the speed of information passing between signs and people as they move through the city.