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Overview
Elsinore House underwent a redevelopment to transform an existing office building into new retail and restaurant space. The project formed part of a wider initiative to repurpose commercial property and improve the flexibility of urban retail environments.
As working patterns and city centre usage continue to evolve, many office buildings are being adapted to support mixed-use developments. Retail and hospitality spaces at street level can significantly increase footfall, improve the local economy, and create a more vibrant public environment.
Structura was appointed to deliver specialist façade and glazing works as part of the building’s conversion. The project required the installation of new retail shopfront glazing systems that would provide modern aesthetics, improved durability, and compliance with current building regulations.
The work included the installation of two-storey double glazed shopfront systems, oversized entrance doors for each retail unit, and fire-rated glazing in areas where additional safety performance was required.
The result was a successful transformation of Elsinore House into a modern retail destination capable of accommodating multiple retail and restaurant tenants.
Details
Client:
AXA Real Estate
Location:
Fulham Palace Rd, Hammersmith
Architect:
T.P Bennett
Main Contractor:
Collins Construction Ltd
Project Metrics
While each redevelopment project has unique characteristics, the Elsinore House conversion involved several key technical elements:
Project Type: Office-to-retail conversion
Scope of Work: Retail shopfront glazing installation
Glazing System: Two-storey double glazed shopfront façades
Safety Features: Fire-rated glazing systems
Access Features: Oversized entrance doors for each retail unit
Building Use: Retail and restaurant spaces
These elements combined to create a modern commercial building frontage capable of supporting multiple tenants and high levels of customer activity.
The Challenge
Converting an office building into retail and hospitality space presents a number of architectural and technical challenges. Existing buildings are typically designed for office occupancy rather than open, highly visible retail frontages. For Elsinore House, the project team needed to overcome several key challenges in order to deliver the desired outcome.
Adapting an Office Building for Retail Use
Office buildings generally feature façade systems designed around smaller window openings and internal office layouts. Retail spaces, however, require large, transparent storefronts that attract foot traffic and allow products or interior spaces to be visible from the street. This meant the existing façade needed to be adapted to accommodate larger glazed shopfront systems that could support the requirements of modern retail tenants. The new façade also needed to provide clear entrances, high visibility, and a welcoming customer experience while maintaining structural integrity.
Integrating Large Shopfront Glazing Systems
Retail shopfronts often require significantly larger glazing panels than standard commercial windows. The Elsinore House conversion required the installation of two-storey double glazed shopfronts, creating a large visual connection between the retail interiors and the surrounding public space. Installing glazing systems of this scale requires careful structural coordination to ensure that the building façade can support the additional loads and that the glazing remains stable over time.
Fire Safety and Compliance Requirements
Because the building would house multiple retail and restaurant units, certain areas required fire-rated glazing systems. Fire-rated glass provides the necessary protection to slow the spread of fire while still allowing light to pass through the façade. Integrating these systems into large shopfront installations requires precise detailing and compliance with building regulations. Ensuring the glazing systems met fire safety standards while maintaining the visual consistency of the façade was a key requirement for the project.
Oversized Retail Entrance Doors
Retail units often require wide and highly accessible entrances to accommodate large volumes of customers and ensure smooth movement in and out of the space. At Elsinore House, oversized entrance doors were incorporated into each shopfront design to support accessibility and improve the overall retail experience. These doors needed to be integrated into the glazing system while maintaining both structural performance and durability under heavy use.
Structura’s Solution
Structura delivered a comprehensive façade and glazing solution designed to support the building’s conversion into modern retail and hospitality spaces. The approach focused on designing and installing high-quality shopfront glazing systems that met both functional and architectural requirements.
Two-Storey Double Glazed Shopfront Systems
The most prominent feature of the project was the installation of two-storey double glazed shopfront façades across the retail units. These systems provide several key advantages, including increased visibility for retail tenants, improved natural light within interior spaces, modern and attractive building frontage, and improved thermal performance compared with single glazing systems.
Double glazing also helps regulate indoor temperatures and improve overall building efficiency, particularly in high-traffic retail environments. The large-scale glazing systems create a strong visual presence at street level while maintaining durability and structural stability.
Fire-Rated Glazing Integration
Where required, fire-rated glazing systems were incorporated into the shopfront installations. Fire-rated glazing helps provide critical protection in commercial buildings by slowing the spread of fire and maintaining safe escape routes. Integrating these systems within large shopfront façades requires precise engineering and careful detailing.
Structura ensured the fire-rated glazing components met all necessary safety requirements while maintaining a consistent appearance with the surrounding shopfront systems. This allowed the building to meet regulatory standards without compromising the visual quality of the façade.
Oversized Entrance Doors for Retail Access
Each retail unit was fitted with oversized entrance doors, designed to provide improved access and accommodate high volumes of customer traffic. Large entrance doors also play an important role in retail design, helping create an open and inviting storefront that encourages footfall. The doors were carefully integrated into the glazing systems to ensure smooth operation, durability, and alignment with the overall façade design.
Coordinated Installation Process
Installing large shopfront glazing systems requires precise planning and coordination between multiple trades. Structura worked closely with the project team to ensure the glazing systems were installed efficiently and safely. Careful sequencing of installation activities ensured that the shopfront structures were installed accurately while maintaining the integrity of the building façade. This coordinated approach allowed the project to progress smoothly and ensured the new retail spaces could be delivered on schedule.
Project Results
The Elsinore House conversion successfully transformed an existing office building into a modern retail and restaurant destination. Through careful façade engineering and installation, the project delivered a visually appealing and highly functional building frontage that supports the needs of retail tenants and visitors.
New Retail & Restaurant Space
One of the most important outcomes of the project was the creation of new commercial space capable of accommodating a range of retail and hospitality tenants. The upgraded façade allows retail units to showcase their interiors and products to passing pedestrians, helping increase foot traffic and commercial activity within the area. This transformation supports the broader goal of revitalising urban commercial spaces.
Improved Building Functionality
The installation of modern shopfront glazing systems significantly improved the functionality of the building. Key improvements include increased natural light within retail spaces, improved visibility for retail tenants, enhanced accessibility through oversized entrance doors, and compliance with fire safety and building regulations. These improvements ensure that the building can support modern retail and restaurant operations effectively.
Modern Retail Façade Design
The new two-storey glazed shopfronts create a clean and contemporary building frontage that enhances the overall visual character of the property. Large glazed façades are widely used in retail architecture because they create a strong visual connection between interior spaces and the surrounding street environment. At Elsinore House, the updated façade contributes to a more attractive and welcoming public-facing environment.
Long-Term Durability & Performance
The glazing systems installed at Elsinore House were designed to provide long-term durability and reliable performance in a busy commercial setting. Retail environments require façade systems that can withstand frequent use, exposure to weather conditions, and ongoing maintenance demands. By installing high-quality glazing systems and carefully integrating entrance doors and fire-rated glass components, Structura delivered a solution designed to perform reliably for years to come.