- Type Case Study
- Services Architecture, Community Engagement, Graphics, Interiors
- Awards AIA Eastern PA

There are no more skyscrapers in Bethlehem.
To be fair, the city only had one – Martin Tower, a 21-story relic from Bethlehem Steel’s corporate heyday.
The company’s innovative steel beams built the Golden Gate Bridge, the Hoover Dam and much of New York City’s skyline.

Martin Tower brought bravado to its humble hometown. Designed by Haines Lundberg Waehler, the tower was built between 1969 and 1972. Its unique cruciform shape provided corner offices for Bethlehem Steel’s many executives.
Vacant since 2007, Martin Tower held the title of the tallest structure in the Lehigh Valley for nearly 50 years. New ownership and changing economic tides doomed the building. On May 19, 2019, Martin Tower was imploded.




When we discovered a dusty model of Martin Tower in our basement, we couldn’t help but talk about the building’s potential. What was it like to design this? How would we design it today?
Then creativity took over.
A new logo and branding. A 1:1 digital model. An office interior fit-out. A virtual tour.
A new tool to build an understanding of architecture.


The Architecture
Fifty years ago, architects used balsa wood, plastic and paper to build miniature models. The replicas allowed officials to study all aspects of design, including how a new structure fits the plant’s footprint.
Today, models remain an important architectural tool. However, rather than struggle with glue and polystyrene, architects build models using Building Information Modeling software like Revit. Based on mathematical units, Revit builds precise scale models in a great degree of detail.



The Martin Tower BIM tool was built using archival construction photographs and 3D images from Google Earth. Technology allowed us to examine the tower’s site and structure and place it in a realistic environment. Elevations, details, axonometric views and floor plans were developed from this model.

The Interiors
While Bethlehem Steel’s design maximized corner offices, today’s companies seek an open concept where teamwork flows naturally from comfortable spaces bathed in natural light and bold color schemes. We took advantage of the tower’s difficult floor plan by structuring the vertical axis to serve traditional work functions while the horizontal axis is aligned for community spaces.

Recognizing that brainstorming sessions happen anywhere, we chose lounge-style furniture for common areas and bench seating with computer docks for work areas where employees can touch down to answer emails and sketch first drafts.




The Brand
Cutting across the Lehigh Valley’s skyline with a boxy simplicity, Martin Tower is an iconic structure intrinsically linked to the area’s industrial past. In creating this logo, we moved away from Bethlehem Steel’s familiar I-beam to build the brand around the tower.
A simple black typeface on a white background combines a broad M with a bold cross to mimic the building’s unique shape. The cross serves as a clever replacement for the letter T in Martin and Tower. Both letter shapes are instantly recognizable and stand out on a variety of applications, like letterhead, business cards and promotional buttons.

The Exhibit
Architecture is an obtuse art form. While we crane our necks to stare at skyscrapers and gather in groups to observe implosions, the elegant details of architecture are hard to appreciate outside the field.
Our work on Martin Tower grew beyond creative exploration when we introduced the exhibit to children. In classroom career days, the model is instantly recognizable, and its minimalistic design strikes a chord of familiarity. Engagement is high as children gaze at the physical model and don headsets to immerse themselves in a virtual exploration of the tower that once stood proud just blocks from their school.

We talk interior finishes and bring samples to share with the students. Paint swatches and carpet squares spark conversation – do you like this color? Is this durable enough for the front entrance? How do we make corner offices feel luxurious?
We pass out paper and encourage students to design their own floor plans. Create a clubhouse or a new school, renovate Mom’s office or build a new shed for Dad. With crayons and markers, children gain an understanding of the architectural process learning space planning and adjacencies.

Artifacts and photos supplement the exhibit, including a custom door knob from the executive suite and a heavy chunk of steel beam cut from the building to make room for explosives. Beyond the classroom, the Martin Tower model has been exhibited at local museums dedicated to art and history. Requests to view the model continue to come from teachers, the business community, our neighbors and peers.



alloy_5
Oct 28
Booth-building and beyond! 🏗️ Watch the gang set up shop at the 2024 PASA-PSBA School Leadership Conference. From designing our awesome booth to recording the pilot of our new podcast, “Communication by Design,” live at the event - it was a whirlwind of creativity and connection. Our first time exhibiting, but definitely not our last! 🎙️🏫
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#5gang #PSBA2024 #SchoolLeadership #BoothDesign #PodcastLaunch #Architects #Designers #LVMadePossible #EducationInnovation #FirstTimers #BehindTheScenes ...
alloy_5
May 24
Schropp til you drop // Welcome to the Schropp Shoppe, a modern shopping experience designed to celebrate the original use of a historic building. Back in the 19th century, Moravians purchased their dry goods at the Schropp family`s store. Today`s visitors can buy many of the same items, like candles, housewares and kitchen accessories, at the same location •
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• #5gang #history #historicrenovation #smallbusiness #mainstreet #visioning #interiordesign #architecture #shopsmall #worldheritage #unescoworldheritage #lehighvalleypa #bethlehempa #igbethlehem #visitbethlehem ...
alloy_5
Feb 9
"You`re building our school??" // The gang got to participate in @basdfountainhill 2nd annual Career Day for third, fourth and fifth grade students. We talked architecture, checked out some models and answered lots of questions about their new school (opening summer 27 when these students will be in eighth grade). Thanks for having us, Tigers 💚🐅🏫 •
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• #5gang #careerday #architects #designers #elementaryschool #lvmadepossible #lehighvalley #fountainhill #basdproud #itsathrilltolearnonthehill @bethlehemareasd ...
alloy_5
Dec 21
It`s the season of giving and we`re celebrating with a Barbie basket giveaway. Why Barbie? This year, we added four members to the gang, and they`re all women. Swipe to see the talented architects and designers who bring a better balance to our office. In addition to the giveaway, we`re donating the value of the basket to JDRF, the leading global organization funding type 1 diabetes research. Want to win the basket? Like this post, make sure you`re following @alloy_5 and tag someone who balances you in the comments below. Winner will be randomly selected and must pick up locally. Happy Holidays from the 5gang 💚 •
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• #5gang #barbie #giveaway #boggbag #architects #designers #archilife #officelife #happyholidays #lvmadepossible #bethlehempa #christmascityusa ...
alloy_5
Dec 1
It’s Christmas time in the city 🎄We’ve got two trees at the office and a very special guest joining us for @bethlehemchamber @visithistoricbethlehem Live Advent Calendar at @historicbethlehem Goundie House 5:30 p.m. Sunday, Dec. 3. Hope to see you there 💚
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#5gang #christmastree #designers #architects #officelife #lvmadepossible #christmascityusa #lanadelreydoeschristmasmusic #thisistaylorswiftmyfriend ...