VCU BRANDCENTER

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Located on Monroe Park Campus, the Central Belting Building now serves as a permanent home for VCU’s award-winning graduate School of Advertising. Renamed the BrandCenter, this building is a historic structure that once housed the carriages of guests at the Jefferson Hotel in the late 1800s. K+L delivered a 19,000 sf renovation that consisted of concrete/brick/wood structural repairs/refurbish/cleaning, window/roof replacement/refurbish and new interior construction. Attached to the historic structure is 9,500 sf of new construction consisting of a concrete/steel structure with a combination of brick/metal panel/curtainwall facades with an EPDM roof. Maintaining the character of the original structure was key. Exposed brick walls, concrete floors and unfinished wood beams create a unique progressive environment designed to promote creativity and collaboration.