Flagship Store Renovation
PJC's flagship store opened in February 2014 in an historic Art Deco building overlooking Doughboy Square in Lower Lawrenceville, at the busy intersection of Penn Avenue, Butler Street and 34th Street.
The renovation of the PJC storefront was designed and fabricated by PJC owner Naomi Homison. The new design maintains sensitivity to the building's rich history, by accenting the restored Art Deco detail with modern flare.
On February 10th, 2014 The Pittsburgh Juice Company opened its flagship store in a Lower Lawrenceville building, originally occupied by the Arsenal Movie Theater. By the time PJC came into the picture, the building's beautifully detailed arcade entry had been blighted for decades and was infilled with cinder block.
The renovation of the PJC storefront was designed and fabricated by PJC owner Naomi Homison, who holds a BArch and an MArch from Tulane University. The new design maintains sensitivity to the building's rich history, by accenting the restored Art Deco detail with a bit of modern technological flare. Cleverly etched aluminum panels echo classical designs from the existing terra cotta tiles. The etchings tie in the building's function as a yoga studio and wellness hub by depicting yoga practitioners as adornment to the classical designs instead of traditional robed philosophers. Water-jet-cut architectural panels allow for beautifully back-lit signage. The resulting facade elicits a sense of majesty and craftsmanship in an elegant blend of Art Deco detail and contemporary technological intricacy.