UNIQUE by design

Design. The dictionary defines it as a verb -- to make drawings preliminary sketches or plans; to plan and fashion artistically or skillfully; and to intend for a definite purpose. It also can be used as a noun, describing an outline, sketch or plan as the form and structure of a work of art or an edifice to be executed or constructed; the organization or structure of formal elements in a work of art; and the combination of details or features of a picture, building, etc.

For the creation of Town Square, a new regional lifestyle center being built on the south end of the Las Vegas Strip, any one of these definitions holds true.

From its inception, design has been a key element in the look and development of the 117-acre property. Design has guided its growth, directed its purpose and shaped its physical appearance in a way that is both artistic and skillful.

Each piece of each building in Town Square was carefully crafted to tell a story, said Alan J. Mayer, an architect with the Baltimore-based Development Design Group, which shared architect duties with the Las Vegas-based Marnell Corrao Associates.

The center, which is being developed jointly by Centra Properties and Turnberry Associates, was designed to look like a city that has grown over decades. In a sense, the project's architects were creating a miniature city complete with a church-like structure, residential neighborhoods, retail areas and parks, Mayer said.

Although comprised of 22 buildings, Mayer said the center was designed to look like 72 buildings that were added over time. Just as a city develops, Town Square was designed to re-create the look of a city becoming more modern as it grows outward from its Spanish mission center, Mayer said. Facades near the center of the project are more formal. As they radiate, they take on the look of being built by multiple owners and become more modern. On one side of the perimeter is Rave Motion Pictures Theatres; the company, which is making its Nevada debut, is building an 18-screen complex that is ultramodern and offers the latest in technology.

"We're staying true to the history of how a place develops," Mayer said.

Hailing from Boston, Mayer said he was able to draw upon the city's architecture, especially on Newbury Street, to see how an old brick building could easily blend with those built in beaux arts, Gothic revival or modern styles.

"I referenced a lot of images and borrowed quite brazenly from photos from all over -- from Barcelona to Boston," he said. "The wonderful thing about a project of this size is that if I find a great image, I can incorporate it in any one place. That's part of the fun of it."

The mixed architectural styles will be pulled together through the landscaping and lighting, which Mayer said will also be appropriate for their locations. For example, one of the "residential streets" will have festival-type lights strung on cables that cross overhead.

"There will be street experiences unique to each street," he said.

Slated to open in the fall, the complex will include a mix of retail, dining and office space. To make it easier for people to access, several of the blocks are planned to be designated for specific types of retailers, such as an area devoted to home furnishings and décor.

Among the center's anchors is Robb & Stucky, a Florida-based interior design and home furnishings company. Its 90,000-square-foot showroom will combine interior collections and design services with outdoor furniture and accessories. According to the company, about 9,000 square feet will be dedicated to outdoor living displays.

"Our philosophy of doing business revolves around providing the most exceptional service possible, from the moment a customer enters the door to the delivery of merchandise by white-gloved personnel. The opportunity to open new locations and enter into new markets illustrates that we are not only meeting the needs of our customers but exceeding them," said Clive Lubner, chief executive officer for Robb & Stucky.

And just like a city -- and because of the center's size -- the zoned areas can be reached by automobile or on foot. There will be parking structures, as well as parking spaces directly in front of some retailers.

"We're really creating an authentic city experience as possible," Mayer said.

To accomplish this, Mayer said no detail is too small to overlook. He said he has spent countless hours over a nearly two-year period selecting exterior finishes, tiles and paint colors to create the proper ambience. During a tour of the property, Mayer pointed out the "Van Gogh" stone that resembles the famous artist's "The Starry Night" painting, the glass mosaic tiles that shimmer in real archways, and the hand-made red clay tiles that cover roofs. He also said he has a 25-page spreadsheet of paint colors used throughout the complex.

"I hope that every time you come through, you notice something new. The level of finishes, materials and facades, there's nothing cookie cutter about it. Our client was incredibly committed to making something that doesn't exist anywhere else," Mayer said.

"This is one of the largest retail developments of its kind under construction in the country and the first of its kind in Las Vegas," said Mike Wethington, general manager of Town Square.

Upon completion, it is planned to have more than 150 retail shops and more than a dozen restaurants. There will be 325,000 square feet of office space and a large children's park with a giant tree with a treehouse, several playhouses, a hedge maze and fountain suitable for children to run though, Mayer said.