Assignment 4: Erica

Despite the strict legal controls associated with the business of alcohol sales, the commercial vernacular of the package store varies widely in Atlanta and has adapted to modern trends like any other store. This package store on Peachtree Street also houses office space and utilizes a false timber and brick facade with faux casement windows on the side closest to Peachtree. However, the retail portion of the building is all windows and the interior suggests the "Bavarian" theme is not limited to the roadside viewer. Despite the extensive use of windows the viewer is somewhat discouraged to look inside by the placement of displays and fixtures focusing on the shoppers indoors and thus neon signs are used to catch the eye of passersby. The interior continues the "Bavarian" theme with a somewhat comical lamp and dark brick walls. Most of the merchandise is displayed on standard gas station-quality shelving except for the wire wine racks.

The facade of this package store in west Atlanta brings us to the American southwest with a vague Spanish Colonial motif and sand-colored exterior. A minimal setback, on-street parking, and industrial finishes are featured outside with large windows bearing simple text signs. The interior's exposed brick, "distressed" wood beams, track lighting, visible duct work, and industrial shelving are all reminiscent of today's ideal loft space. Standardized signage, wood wine racks, and less cluttered aisles are also modern improvements to the package store.

In many ways, both of these stores are simply their own version of the decorated shed. The kitschy architecture of the early 20th century has remained a valid choice in the commercial vernacular but adapted to the popular styles of the period. Just as the "bungalow" gas stations of the 1920s attracted people with their homey appearance, commercial businesses use the aesthetic popular in modern homes. The gimmick and storefront window continue to attract while market research keeps customers inside; our tastes as a society visibly change but the methods of execution are more subtle.