The dark brooding presence of the building thrusts forward to grab your attention as you approach. The windows may appear to be randomly disposed but have been carefully arranged to give particular views from the spaces within. The building is not only for teaching but is in part a commercial venture which has to advertise its presence to encourage its clientele.
One of the main strategic moves was to place areas such as the gym, spa, beauty salons and cafeteria on the top floor, so as to be visible across the City and to enjoy the views over the Tyne.
The building has benefited from the robust working relationship that was established early on between the client and designers which thoroughly tested decisions made all through the project.