Changing Skyline: At Pennovation, UPenn creates a lab for the social media age

[Marc Kushner and Matthias Hollwich]’s savvy understanding of the intersection between design, branding, media, and social networking is now on full display at the Pennovation Center, the science-centric incubator space at Penn’s new research campus on the Schuylkill riverfront. The building started out as a standard-issue, concrete-frame factory, the kind you see in varying states of decay across Philadelphia’s old industrial zones. But with a few deft moves, HWKN and its collaborators have given it a unique, high-profile identity, easily visible from I-76 and Penn’s medical campus, as well as the popular Schuylkill River Trail.