JEMA has been selected as the architect for the renovation of the Hoffman Building located across the street from Olio and Elaia on Tower Grove Avenue.
The design concept incorporates the idea of "dazzle" camouflage that was first used on ships during World War I. Ships were painted a series of intersecting geometric shapes and patterns in contrasting colors to confuse enemy ships as to the ship's size and heading. The concept was developed by the British marine artist Norman Wilkinson.
The idea of bedazzling a building is not to confuse anyone, but more so to explore the concept of creating 3D effects through a 2D medium. The dazzle landscape on the building creates a stunning effect and through camouflage actually makes the building stand out.