Building as sign


I have visited the Main Street in Canmore, Alberta many times and have always been impressed with this simple shopfront.

Besides the colour splash from the planting this is a simple wood slat and metal frame construction. By using neutral materials to form the letters, emphasis is on the “negative space” to suggest the word “SOAP” rather than the standard printed lettering that is typically used on store signs. The reversal of the letters serves to arrest your attention and translate, by which time you’re hooked and the “sale” is done.