2024 Winter Issue of Urban Land - 141

Pasadena City Council Member Jason Lyon and Erewhon CEO Tony Antoci at Erewhon's grand opening event, where the city
of Pasadena presented Erewhon with a commendation of appreciation for their contribution to the community.
blend the original 1949 architecture
with modern functionality, while
acknowledging the locational
context.
The Erewhon space, for example,
includes handmade, oxblood-glazed
soffit tiles that were imported from
Portugal and that reflect Pasadena's
culture. The red hues throughout
the store were selected to represent
Pasadena's iconic New Year's Day
Rose Parade and distinguish it from
other unique Erewhon store design
palettes that reflect respective local
styles. On the exterior, the terrazzo
patio tiles recall the original floors,
which proved irreparable after years
of flooding and misuse.
Erewhon's reactivating role
Erewhon's tenancy has been an
integral factor in reinvigorating the
site and re-establishing the building's
original purpose as a premium retail
destination. Rather than selling high
fashion, as I. Magnin did, Erewhon
makes food fashionable through
sophisticated marketing strategies
that generate high foot traffic and
sales at all its locations.
Popularized by celebrities; social
media influencers; and coverage in
Vogue, The Cut, People, and the
New York Times, among other major
consumer media, Erewhon offers a
selection of high-quality and unique
products, immaculate merchandising,
and celebrity brand collaborations,
such as the Hailey Bieber's
Strawberry Glaze Skin Smoothie, sold
at each store's tonic bar.
The rehabilitation reactivated the
publicly accessible areas surrounding
the building with upgraded
amenities, transforming neglected,
unused space into a dynamic zone
that is consistently populated
throughout the day and into the
evening by Erewhon customers and
curious passersby. The terraced
ground-level outdoor area provides a
pedestrian connection between the
parking lot and Lake Avenue, with
dining tables and seating surrounded
by new xeriscaping-requiring little
irrigation-and shaded by mature,
fruitless olive trees and bioclimatic,
louvered pergolas equipped with
electric heaters, misters, and fans.
The adaptive use of the landmark
building aligns with Erewhon's
commitment to sustainability and
responsible business practices while
maintaining the cultural fabric of the
community and restoring the dignity
this historic building deserves. The
Pasadena community celebrated the
transformation of 475 South Lake
Avenue, the historic I. Magnin &
Company building, and continues to
embrace it since the reopening. UL
TERRY TODD is associate principal with RDC, and
ELISE KUNIHIRO is the senior job captain at RDC who
led the historic-renovation design team for 475 South Lake
Avenue.
WINTER 202 4
URBAN LAND
101
INDUSTRY VOICES
CARLOS HERNANDEZ ARCHITECTURAL PHOTOGRAPHY

2024 Winter Issue of Urban Land

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