ALEXANDRA MARTYNETZ

FOR AND WITH
City of Oakland Office of Economic Development and Employment, aka Redevelopment. Eastmont Neighborhood, MacArthur Blvd. Merchants Association, Elmhurst-MacArthur Planing Group

Although these specific design proposals were not implemented, the book of concepts and before/after drawings was successfully used to obtain Federal and State grant monies for Oakland Revitalization.

DESIGN CONCEPT
The proposed design concept preserves the district’s unique attributes and carefully overlays prototypical, or model, design principles of successful urban neighborhoods. The intention for this 3 block areas to establish a critical mass of related activity and built form, promote a friendly, pedestrian ambiance, and assure convenient access and retail functioning.

The recommendations are holistic in nature: they include site specific land uses that promote economic viability; building renovations and new structures that create a more intimate urban setting and foster better building design, and streets cape improvements that establish a unifying architectural theme. Continuity is created by strength of design themes and spatial relations, rather than rules and forced repetition. A sense of order and rhythm is introduced by the new layout of street, sidewalk and an-street parking areas and by the pattern and scale of street trees, street lighting and building facades. these elements vary from block to block and respond to specific special conditions, yet provide for a coherent sense of place.

The drawings attempt to reflect the main aspirations of the neighborhood and the City: to establish a district, memorable in content and strong in visual shaping. The style reflected here is reminiscent of the Art Moderne era (which coincides with the age of the majority of these buildings). It’s inherent optimism and clean and dynamic forms would make a strong impact on the rather bleak visual environment of the street. A contemporary interpretation of the style could help shape design decisions for public improvements as well as individual buildings. Expressive use of a consistent design vocabulary (i.e. recommending color palettes and characteristic massing and detailing,etc.) will reinforce the spirit of this style. Providing illustrated resources and inspiration to designers will be key to generating desired results.