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  #1  
Old Posted Jun 26, 2008, 12:25 AM
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PHILADELPHIA l 777 South Broad

777 South Broad

Website: 777 South Broad

Location: 777 South Broad (obviously), Philadelphia, PA 19147
Usage: Residential with some retail
Height: 5 stories
Architects: JKR Partners LLC
Developer: Dranoff Properties
Estimated Cost: $70,000,000
Units/Condominium: 146 units, rents ranging from $1,800 to 2,800.
Groundbreaking: June 2008
Completion: 2010
Amenities/Features:

Energy & Atmosphere
• Designed to optimize natural light to lower electricity usage
• Shielded site lighting to reduce light pollution
• Reflective roof surface to reduce air conditioning usage
• Utilizes green and renewable electricity sources
• Individual control over temperature and indoor environment
• Elevators selected to use 70% less energy
• Eco-friendly refrigerants, carpets, paint and ventilation
• Energy-saving compact fluorescent light bulbs used throughout common areas

Water Efficiency
• Water saving plumbing fixtures throughout
• Permeable paving filters rainwater into the ground
• Landscaped with native and low-water plants

Materials and Resources
• Locally sourced and recycled materials used in construction
• Features rapidly renewable, high quality bamboo flooring
• Beautiful, durable natural stone and wood used
• Majority of construction waste recycled

Indoor Environmental Quality
• Indoor air quality is continuously monitored and verified
• Outside air delivered indoors to ensure a healthy environment
• Air quality also monitored for immediate surrounding population

Transit
• Located directly on mass transit line - SEPTA busses and subway
• PhillyCarShare, the city’s premier vehicle sharing program, offered on site
• Features preferred parking for alternative fuel vehicles
• Safe, convenient bicycle storage on the premises

Site Selection
• Recycles an existing developed site

Images

Rendering by Dranoff Properties.


Current views of the 777 lot. Photos by Swinefeld


















Further reading.
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Last edited by Swinefeld; Jun 27, 2008 at 1:14 PM.
     
     
  #2  
Old Posted Jun 26, 2008, 2:01 AM
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This looks like a nice project for the area. It looks like it complements the Symphony House quite well, which perhaps was the plan for all new developments in the area.



I hope this adjacent development gets rehabbed in the process, instead of just scrapped for bricks.
     
     
  #3  
Old Posted Jun 26, 2008, 3:52 PM
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Is the remaining building on that lot part of the project? I thought it was a separate property?

Hopefully he'll be using better materials than he did with Symphony House. I remember the renderings for SH were very misleading. Hopefully he'll go with real brick instead of the pepto bismol pink concrete facade. Dranoff also has the NW corner lot at Broad and Washington. I'm not crazy about his work, but really glad to see him doing something with this strip of Broad.
     
     
  #4  
Old Posted Jun 27, 2008, 9:47 AM
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the plan...

....let's hope Dranoff follows it!

from here: http://www.philly.com/inquirer/colum..._building.html


Jun. 27, 2008


Changing Skyline: A better Broad Street building

Design for 5-story rental housing features rowhouse-reminiscent rhythm.

By Inga Saffron

Inquirer Architecture Critic

The architect for 777 South Broad, the latest foray into residential construction by developer Carl Dranoff, takes pains to describe the design as an "urban" building and a "background" building. That's architect-speak for: "Don't expect exciting design."

Don't worry. We didn't.

The five-story rental development is Dranoff's first project since he gave Philadelphia the syrupy Symphony House, the architectural equivalent of a pink daiquiri, at Broad and Pine Streets. So it was with no little trepidation that we braced ourselves for the concoction Dranoff would serve up between Fitzwater and Catharine Streets, three blocks south on the Avenue of the Arts.

Though Dranoff's architect, Jerry Roller of JKR Partners, may have intentionally set a low bar for the project, which broke ground last week, he spares us the sugar overload. The renderings suggest that 777 should be a much better building than Symphony House, even if the architecture happens to be straight out of a developer's playbook.

For the exterior, Roller and his design partner, Matthew Koenig, follow the well-trod path of alternating red brick with silvery aluminum-framed windows and balconies. But unlike the notoriously cloying 32-story Symphony House, by BLT Architects, every element at 777 is there to serve a logical and effective design purpose. Whereas Symphony House changes materials and styles seemingly at whim, 777 stays on message. That message may be cliched, but it never slips into vulgar chaos.

Like Symphony House, 777 employs a two-toned quilt of masonry and metal as a strategy for making its mass feel smaller and more interesting. While Symphony House's architects were trying to camouflage bulk and height, JKR's task was to enliven a building that is a full block long, but only five stories high.

Long, low-slung buildings tend to be boring, especially to Philadelphians, who are accustomed to the visual stimulation that comes from encountering a jumble of styles, periods and materials on every block. By using vertical sections of brick and silver at 777, JKR succeeds in breaking down its long expanse into manageable bites, creating a rhythm that mimics a typical rowhouse block.

The architects even go so far as to create a slight differential in the roofline for the brick and metal sections, reflecting the irregular proportions of the city's rowhouses. By punctuating the Fitzwater and Catharine Street corners with dramatically bowed windows, they quote yet another local tradition: Those bows are descendants of the fanciful turrets found on larger Victorian townhouses of the late 19th century.

True, the architects also have thrown a bit of art deco into the rowhouse stew, with curved balconies and a stepped central marquee. Fortunately, they haven't crossed over the line into Symphony House excess.

You don't have to wander very far to find another project that trades on the city's rowhouse rhythm. Walk around the block to the recently rebuilt Martin Luther King Plaza, by Torti Gallas & Partners, and you'll see a small-scale version of 777. You've got to love the idea of Dranoff's high-priced rentals' being a rip-off of a public-housing project.

Maybe that's one reason the brick on 777 is intended to be the real deal, instead of cheaper premade panels or the ersatz horror of Symphony House's cast concrete. The Philadelphia Housing Authority managed to build with real brick on the main facades of the MLK houses. How embarrassing if the luxury building next door stinted on that crucial detail. Let's hope that Dranoff doesn't change his mind if costs start to rise, and that his architects have the freedom to choose a brick of the right heft and tone.

Of course, Dranoff probably would never have considered a luxury apartment house for Broad and Fitzwater before the Housing Authority replaced the decrepit MLK towers in 2003 with the more livable, rowhouse-style units. In a few short years, the scars the towers inflicted on the neighborhood have begun to heal and the area has reclaimed its rightful place in Center City's orbit.

It's already hard to imagine that a location so close to City Hall was only recently a no-go area. Dranoff deserves credit for recognizing its potential. The site might have been redeveloped sooner, but the Housing Authority fired the original development team, which included Kenny Gamble. Ironically, Dranoff has now taken Gamble on as his partner in this venture.

One area in which 777 improves on the MLK design is sustainability. Dranoff is trumpeting the project, scheduled to open in 2010, as the city's first green mixed-use residential building. He expects certification from the U.S. Green Building Council, but 777 qualifies largely by doing the easy stuff, such as providing bike racks, Philly CarShare spaces, low-flush toilets, and recycled carpet. Instead of having a planted roof to control storm runoff, 777's surface parking lot will be paved with a porous asphalt.

The building is less truly urban than it might have been. With the blessing of former Mayor John Street's Planning Commission, Dranoff was allowed to revise his original design to eliminate underground parking and retail spaces on the side streets. He also was given permission to interrupt Broad Street with a 20-foot-wide driveway, even though the building's parking lot can be accessed from both side streets.

It will be interesting to see whether the more pedestrian-friendly Nutter administration allows Dranoff to get away with such intrusions next time he builds on Broad.

The developer already is eyeing the southeast corner of Broad and Spruce as the site of a 50-story-plus signature tower. Maybe the third time around, Dranoff will find a way to deliver both good design and good urbanism.
     
     
  #5  
Old Posted Jun 27, 2008, 1:51 PM
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Quote:
Originally Posted by philatonian View Post
Is the remaining building on that lot part of the project? I thought it was a separate property?
I did too. I thought the property line went to Watts Street. Maybe that block behind Watts is for future expansion or just part of the property to be used for tenant facilities. At any rate, it's being cleared right now.
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  #6  
Old Posted Jun 27, 2008, 2:25 PM
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Quote:
Originally Posted by Swinefeld View Post
I did too. I thought the property line went to Watts Street. Maybe that block behind Watts is for future expansion or just part of the property to be used for tenant facilities. At any rate, it's being cleared right now.
Oh well, at least they're cleaning it up. It's been vacant way too long.

I read Inga's article too. I usually love her pieces but in this one she keeps going back to Symphony House. It's like, hi, yes, we know you hate Symphony House but what do you have to say about 777? I agree with her, it's very formulaic development. It's not great, it's not terrible, but it's a heck of a lot better than what's there. What I didn't realize was he was thinking about Broad and Spruce for a 50 story building. I thought he was going to develop the NW corner of Broad and Washington.
     
     
  #7  
Old Posted Jun 27, 2008, 2:58 PM
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New development along a major road that has a subway line?

What are they thinking?
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  #8  
Old Posted Jun 27, 2008, 4:12 PM
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The architect for 777 South Broad, the latest foray into residential construction by developer Carl Dranoff, takes pains to describe the design as an "urban" building and a "background" building. That's architect-speak for: "Don't expect exciting design."

Don't worry. We didn't.


HAHAHAHAHAHAHAHAHAHAHAHAHA! That was hilarious
     
     
  #9  
Old Posted Jun 27, 2008, 6:20 PM
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"The developer already is eyeing the southeast corner of Broad and Spruce as the site of a 50-story-plus signature tower. Maybe the third time around, Dranoff will find a way to deliver both good design and good urbanism."

This must be Symphony II - maybe Dranoff will save his best for last.
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  #10  
Old Posted Jun 27, 2008, 6:24 PM
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I am really excited about this project and the prospect of livening up that stretch of Broad. Yes, it's not groundbreaking design but it fits in with the neighborhood and is more than acceptable, IMO. Dranoff should put retail on the side streets, though, but what did you expect with Street in office?

To think such a nasty, trash-piled lot exists on a major thoroughfare is somewhat disgusting but it will improve greatly once 777 is built.
     
     
  #11  
Old Posted Jun 30, 2008, 1:01 PM
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from this weekend





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  #12  
Old Posted Jul 7, 2008, 2:25 PM
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world war III

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  #13  
Old Posted Jul 19, 2008, 10:39 PM
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From today, July 19th.









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  #14  
Old Posted Jul 21, 2008, 8:13 PM
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Damn...what a difference two weeks make.
     
     
  #15  
Old Posted Jul 23, 2008, 1:00 PM
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camera phone shots from this mornings run



This thing below was crazy. I've never seen them working in person. They were loading enormous rocks into it and it was just chewing it up and spitting it out like it was nothing. Really fun to watch it work.

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  #16  
Old Posted Jul 23, 2008, 1:01 PM
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This looks like its coming along nicely...


that big dirt making machine was over at the Convention Center a few weeks back. It is pretty fun to watch :p
     
     
  #17  
Old Posted Jul 23, 2008, 11:23 PM
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What a difference already. This will probably be rising soon.
     
     
  #18  
Old Posted Jul 24, 2008, 1:46 AM
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Quote:
Originally Posted by philatonian View Post
I read Inga's article too. I usually love her pieces but in this one she keeps going back to Symphony House. It's like, hi, yes, we know you hate Symphony House but what do you have to say about 777?
Haha....... yea but I love the way she does it...... a poke here, a jab there. And it isn't as if the criticism is undeserved.
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  #19  
Old Posted Aug 4, 2008, 12:28 AM
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Bump

Just was wondering if anyone had gone by this lately and seen the progress? Maybe photos?
     
     
  #20  
Old Posted Aug 25, 2008, 12:43 AM
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From August 23rd.

















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