One of my favorite projects we have done to date is the lobby, elevators and lounge of the Madison Building on City Avenue. The Madison is the flagship of residential buildings in Presidential City, the fully redesigned complex at 3900 City Line Ave. Each building is named after a president.

This complex was reinvented by Matthew and Michael Pestronk, better known as the Post Brothers. We worked firsthand with Michael, who was open to bold design ideas and was also in the position to make them happen.

Selecting artwork for public spaces can easily become kitsch. Kitsch, a Yiddish and German word, expresses something that has become overused or appeals to the popular common aesthetic. Think of a straightforward landscape painting hung in a dentist’s office. Its appeal is neutralized as it tries to provide calm to all. 

Ultimately, when it comes to art, a “safe” choice appeals to no one. Great public design merges art and function, and public spaces offer the opportunity to do that, creating an interactive dance with those who pass through it. For instance, the city of Denver installed a 40-foot blue bear by the artist Lawrence Argent, which is peering into the building – as though it is asking all who pass by to wonder what’s inside. This brings fun and curiosity to a space that is traditionally sterile and corporate.

When we were tasked with creating the first impression of this massive housing complex, we wanted the experience to be unexpected. We considered Madison as president but didn’t see a design direction until we remembered Dolly. Not so much in her role as first lady, but rather in the ice cream brand in her name that started in the 1930s and continued until the 1970s. 

The Dolly Madison shops had an iconic design that today is wonderfully kitschy. Then the ideas started flowing. We leaned heavily into this and had massive fun in the lounge, including having 24-hour soft serve available. 

But the main lobby was still elusive until we started to think about the Jay-Z song “Dead Presidents” – and that presidents are now evocative of money.

My brother, the artist and filmmaker, Nick Nehéz, had an exhibition called “Follow the Money” in which he collaged deconstructed humorous and freakish “portraits” of fictitious presidential characters from the portraits and patterns on U.S. currency. He created wallpaper that was inspired by that project. From a distance, it reads like a very traditional Nancy Reagan White House-era damask pattern. But when you get closer, you see that it is made from the cut out facial features of all the presidents depicted on our dollars. The project was an outstanding success and to date, it is the work I am most proud of.

The light fixtures were designed by Studio IQL and custom-made by Alex Cadji, the owner of Gazelle Signs on Glenwood Avenue in Philadelphia. We wanted to play with a traditional fixture, a chandelier and a very traditional gold candelabra sconce by adding neon. 

Never in my career has someone been able to take an idea and perfectly execute it without a blink of doubt or complaint as Alex did with this. He even figured out how to have the drop ceiling manage the weight of our dripping neon chandeliers. These can be seen from City Avenue but are even better if you get the chance to walk in and see the project up close and in person.

Val Nehez is the owner and principal designer at Studio IQL in East Falls. You can find her at studioiql.com and on Instagram at @studio_iql or @quickandlovely_design for smaller projects. To see more about Nick Nehez visit : Nick Nehéz.com