BUICK - NAIAS 2015 debut

 

OBJECTIVES

 

PROBLEM

The brand needed to target a new generation of buyers. The previous kit lacked the flexibility to be used in different floor-plans. The architecture was outdated and worn out.

NAIAS 2013                                                                              NAIAS 2014

NAIAS 2013                                                                              NAIAS 2014

OPPORTUNITY

Buick was about to expand its portfolio with significant product launches within the next few years. In 2014 our company was giving the opportunity to develop and re-imagine the Buick Auto Show brand experience. The challenge was to shift brand perception and target a younger audience. The new kit debuted in January at the North American International Auto Show 2015.

 

PROCESS


BRAINSTORMING

 
 
 

 

How it looks. How it feels. How it acts.

Exploring the idea of creating an architectural statement, where two opposites attract and compliment each other, creating a harmonious unified whole: Rectilinear and Curvilinear • Warm and Cold • Soft and Hard • Glossy and Matte • Dynamic and Serene • Classic and Contemporary

 

Metaphorical Statement 

Throughout the brainstorm process one major theme evolved. The Arch as an iconic metaphor, recognizable in any interpretation, "hugs" the space and gives the attendee a sense of arrival. 

 
 
 

INSPIRATION • DESIGN LANGUAGE

Characteristics:

Gestural theme • Curvilinear architecture • Sculptural beauty • Elegant • Timeless • Harmonious • Expressive • Sleek • Welcoming • Inviting • Approachable • Sense of arrival • Open • Airy • Adaptable to different space sizes • Unique views and vantage points in the space • Unified aesthetics

 

IDEATION

The ideation process involved: manual and digital sketching, 3D modeling, visualization and mock-ups. The goal was to express the arch a as distinctive Buick design element that translates throughout of the entire stand and all the exhibit properties creating unifying aesthetics.


 

MATERIALS

One way to full-fill Buick's brand positioning was to reinvent the use of materials. It involved researching a wide spectrum of products from various industries and interpreting them in unexpected ways such as placing pebbles on the turn table, applying the wallpaper to the curved surfaces of the arch and slat partitions, adding dimensional CNC panels as underlayment beneath the glass floor, etc. The synthesis of this created a premium and modern expression.

 

Option 1 - COOL PALETTE: clean • crisp • contrasting • vibrant • cool colors (white, gray, with a pop of blue) 

Option 2 - Warm Palette: natural elements • soft textures • earthy colors (off-white, tan, with a pop of green)

 

Final Material Selection:  monochromatic • sophisticated • variety of textures • unexpected application. It allows the product and video to stand out.    


 

Furniture Specification

Hospitality • Rental Furniture

 

Lounge Furniture • Lighting


 

REFINEMENT • DETAILING • ENGINEERING • FABRICATION

A team of the most amazing and talented people made this dream a reality. A very complex, well thought out piece of engineering and incredible design it was a show stopper with a strong architectural statement and attention to detail. 


 

3D VISUALIZATION

Tools used: Rhinoceros, V-Ray, Photoshop

 

BUICK NAIAS 2015-2017

Floorplan Examples • Chicago, Los Angeles, New York

Buick CAS 2015

Buick CAS 2016

Buick NYIAS 2015

Buick LAAS 2015 Press Day


 

 PHOTOGRAPHY

BUICK NAIAS 2015-2017

Details


 

ANIMATION


 

Photo credit: Olena Sydoruk, Kathryn Rapier

Animation: Samuel Cologue, Czarnowski 

 

Thank you

 

 
 

GMC - New Build Concept Proposal for NAIAS 2017


OBJECTIVES

To define a new brand language and design a GMC stand while balancing modularity, functionality, floor space usages, and budget constraints.

 

CHALLENGE:

• To change the consumer's perspective of the brand and appeal to a new audience without losing the existing customers 

• To catch the attention of the audience drawing them to the stand and increase dwell time

• Allow hands on interaction

• Seamlessly integrate the architecture of the set with LED content

• Create emotional connection and positive outcome

 

CONSIDERATIONS:

• Budget

• Booth location, size

• Modularity of the display and its properties

• Vehicles: placement, zoning, color strategy

• Traffic flow

• LED presence

 

PROCESS


 

REFERENCE

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BOLD

Sophisticated • Progressive • Modern

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CONFIDENT

Independent • Driven • Passionate • Ambitious • Self-made

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PRECISELY CRAFTED

Innovative • Engineering Excellence • Quality • Attention to Details

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INSPIRATION

Minimal • Dynamic • Clean • Geometric • Repeated Rhythm


 

FORM STUDY


 

Visualization

The idea of seamless integration of the architecture with video content to create a powerful presentation that appeals to a wide demographic. Minimal design features modular ribbon-like frames to create depth and an intuitive hierarchy. The elevated platforms clearly define focal zones (Denali, All Terrain, lounge, etc.).

Information Counter


 

Video Screens Direction

Very important part in this design play LED screens. Their large scale and central location was a necessary component of the overall architectural statement. The implied movement in the LED screens draws attention, creates interest and allows the attendees to explore the stand and discover the stories it offers.

A strategic multiplication and orientation of the screens (facing both sides of the booth) allows for multiple viewing angle and creates a great ability for storytelling and messaging. 

 

Video Content Study

 

Modularity

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Materials and Textures


 
 
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Thank you

 

 
 

BUICK - New Build Concept Proposal for AUTO SHANGHAI 2017


OBJECTIVES

• Create a premium, inviting and dynamic
environment that showcases Buick’s exciting new vehicles and conveys brand relevance.
• Increase: foot traffic, dwell time, brand perception, brand advocacy = drive purchase consideration.
• Conveying a sense of well-being for the customer.
• Tone should be warm, luxurious and
approachable.
• Must build consumer relevance that Buick is THE brand for them.

• Capture the momentum and emotion of the Buick brand; personifying “Delight” through a
contemporary, progressive and immersive stand experience.
• The stand must attract and connect with
consumers on a deeper level, engaging them
while teaching them something new.
• Provide an fully integrated Avenir salon
“experience" that showcases the new Buick subbrand and highlights Buick’s highest expression of luxury yet, signally something new and special at Buick.

 

Attract younger buyers (post 95') while retaining existing cross-generation customers.


Physical Design Parameters:
-Consider visitor flow and daily traffic of 90K-150K visitors
-Second floor for VIP area (Buick Club and government officials)
-Follow show rules and build restrictions
-Consider a modular approach for others shows, regional kits
and global rollout

Cultural considerations:
-Consider innovative use of a water element to convey heath and well-being
-Consider lighting, brightness and mood. Should stand out, but in a sophisticated way
-Booth ambiance should be warm and welcoming, but the technology area(s) should
be cool and use blue
-Consider digital and “social life” activations and/or crowd sourcing
-Consider live performances or music attractions that connection emotionally and
culturally to our audience

 

PROCESS

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OVERARCHING AUTO SHOW MESSAGES:
- Buick is the leading premium brand in China with relevance, pedigree and momentum
- Buick is moving up in the premium brand segment
- With an ever-expanding portfolio of products to meet any lifestyle

KEY STORIES:
- Portfolio growth with new products (LaCrossse hatch, Elite/EREV(volt), concept car)
- Holistic technology BiP: electrification (assumed) + connectivity (unique) = enhanced mobility experience
- Service: Buick Care, a unique asset as the first automotive “service” brand

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PHOTO•  SHANGHAI 2016


 

REFERENCE

 

WAR ROOM

Brand Strategy • Case Study • Research • Reference • Inspiration • Ideation • Development

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CAPTURE THE EMOTION OF DELIGHT THROUGH:

Inviting • Inspiring • Progressive • Aspirational

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DELIGHT

 

INVITING

Well Being • Living Interior

INSPIRING

Joyful Essence • Emotional Expression

PROGRESSIVE

Sculpted Beauty • Momentum

ASPIRATIONAL

Ultimate Utopia • Avenir Core


 

IDEATION • FORM EXPLORATION

Tools used: Manual Sketching, Rhinoceros, V-Ray, Photoshop


 

Visualization

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Materials and Textures


 
 
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Thank you

 

 

GMC - State Fair of Texas 2013 debut

 

OBJECTIVES

 

2013 CONCEPTUAL PLAN

• Maintain 2012 site and structural footprints; re-purpose existing properties 

• Strengthen opinion and consideration of GMC trucks and crossovers

• Differentiate ourselves within our centralized placement within Truck Row

• Create Sierra Studio to highlight 2014 Sierra and public debut of the 2014 Sierra HD

• Reinforce that GMC is Premium and Professional Grade 

• Integrate NFL experience

 

CHALLENGES

• Budget

• Environment: control of the elements – e.g., wind, water, heat and direct sun

• Temperature controlled showrooms 

• Spatial constraints of landscape, easements, and fire lanes

• Traffic control

• Competition

• Duration of the event (almost a month long)

 

 

GMC SFoT 2010                             GMC SFoT 2011                                               GMC SFoT 2012                                     

 
 

PROCESS


 
 

BRAINSTORMING • INSPIRATION

The assignment was to enhance a pre-existing display, reuse key properties and maintain the footprint. The requirements for the build completely changed after receiving further information that GMC will showcase a couple of pre-production vehicles which needed to be in the temperature controlled showrooms.


 
 

IDEATION

Design characteristics:  Modern • Bold • Minimal • Cohesive • Balanced design • Rectilinear architecture • Engineering excellence • Professional grade

 

 

MATERIALS

Final Material Selection: durable, made for outdoor exposure and high traffic

Concrete Tiles 12' x 24’, Decorative Stone, Exterior/Interior Wall Cladding, Wood, Metal, Paint (silver, charcoal, red)


 

REFINEMENT • DETAILING • VISUALIZATION

GMC_Texas.jpg

 

PHOTOGRAPHY 

State Fair of Texas 2013

Details


 

State Fair of Texas 2014

The GMC pavilion is in its fifth consecutive year at the Texas State Fair. In 2014 some enhancements were made to the booth: removed the glass walls and opened the showrooms, added the canopies and the stairs in front, installed additional wrap-around decking and moved the ADA ramp to the back, which improved traffic flow and accessibility to the vehicles.

3D VISUALIZATION

PHOTOGRAPHY


 

State Fair of Texas 2015

3D VISUALIZATION

PHOTOGRAPHY 


Photo credit: Kathryn Rapier & Czarnowski

 

Thank you

 

 
 

Amadeus Hospitality Americas, Inc - New Build for Hitec 2018


OBJECTIVES

To design a sleek and minimal booth incorporating a new brand direction. It should be sleek and open, comfortable and approachable. Using minimal color palette (blue and white colors) and organic shapes for the booth structure/architecture to achieve the desired look.

BOOTH REQUIREMENTS:
• Size: 30 x 40 feet
• Floor-supported structure, no hanging signs
• Avoid traditional structures, or walls blocking sightlines
• Floor inlays to help highlight and define the space
• Reception Area
  - an area to draw visitors into the booth and display hospitality
  - (1) or (2) screens added to this area for looping content etc.
• Bar
• (6) or (8) Meeting Spaces
  - semi private
  - (1) monitor required per table
  - (4) seats per table
  - (1) or (2) couch spaces
• Storage Room - for marketing materials, staff belongings, etc.
• Hospitality area - for coffee/snacks

 

PROCESS


 

INSPIRATION

 Sleek • Modern • Minimal • Airy • Open • Inviting

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To create a modern and dynamic space I used the brand shapes as an architectural statement to emphasize the brand identity. These shapes are important elements of the visual expression of the brand. They are inspired by the curved lines of the logotype and brand’s purpose - to shape the future of travel.

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Color is a key part of the brand identity and personality. I used it to create a brighter and lighter visual presence.


 

Visualization

Tools used: Rhinoceros, V-Ray

 

Option 1

 

Elevation


 

Option 2

 

Elevation

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Thank you

 

 
 

TopGolf - New Build for PGA Expo 2019 in Orlando, FL


OBJECTIVES

• Booth size: 50x50 island space.
• U-shape double deck structure.
• Include a SwingSuiteGo Simulator on the first floor. Brand the top of the canopy.
• Must have a Demo Bay area with a large screen or LED. Add soft seating and high-top tables/chairs around.
• Reception counter/registration desk.
• DJ setup with surrounding mix of highboy seating and low lounge.
• Upper Level: four meeting rooms (4 to 8 people), casual work space with powered tables, refreshements counter.
• Storage space (10’x 10’) within the booth.
• Consider a modular approach for others shows. Define rental and client-owned properties.

 

PROCESS


 

REFERENCE

Exterior

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Interior

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IDEATIOn

A double deck structure was proposed to maximize the space and create a u-shaped upper level allowing the higher viewing point of the demo area. “White model” study.


 

Visualization

Exterior

Main Entrance into the booth.  Large 2D graphics imitate the dimensional facade of the TopGolf buildings.

Main Entrance into the booth.

Large 2D graphics imitate the dimensional facade of the TopGolf buildings.

Assess to the private meeting rooms upstairs.

Assess to the private meeting rooms upstairs.

Stairs to the meeting rooms.

Stairs to the meeting rooms.

Rear view of the SwingSuiteGo Simulator.

Rear view of the SwingSuiteGo Simulator.

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Interior

Demo Bay and SwingSuiteGo Simulator.

Demo Bay and SwingSuiteGo Simulator.

Large screen vs. LED wall.

Large screen vs. LED wall.

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Seating area, DJ table and a back wall with graphic.

Seating area, DJ table and a back wall with graphic.

Meeting rooms, hospitality counter.

Meeting rooms, hospitality counter.

 

Aerial View

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Plan View

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Rental Furniture

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Thank you

 

 
 

ShopOne - New Build for ICSC Las Vegas 2018 


OBJECTIVES

• Design and visualize a new booth (40'x 42' footprint). 
• Create a contemporary, open and inviting space.
• Consider a modular approach for others shows.
• Design 10' x 20', 10' x 10' and 40' x 60' booth options.
• Include: casual gathering area, waiting area, reception counter, hospitality area, charging area, storage with full size fridge, rental furniture (white), low barriers to define the space. 
• Create a large sculptural brand element, visible from the far, a 'wow' factor.
• Would like incorporating exterior stone to imitate the facade of the shopping centers. 

 

PROCESS


 

REFERENCE

Minimal • Rectilinear 


 

IDEATIOn

A basic idea comes from a company brand mark - a blue square transformed into a 3D signature element. A large dimensional branding creates a focal point of the booth and draws people in.


 

Visualization

40' x 42' booth

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40' x 60' booth

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10' x 20' booth 

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10' x 10' booth 

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Materials and Colors

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Rental Furniture

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Thank you

 

 
 

Jeep - New Build Concept Proposal for CES 2018


OBJECTIVES

To design a new cost-effective booth for JEEP at CES 2018 reflecting the brand identity.

 

CONSIDERATIONS:

• Budget

• Booth location, size, modularity

• Four Jeep vehicles

• Large LED presence

• Incorporate a Uconnect kiosk, updated information counter, sitting/charging area, etc. 

• Explore the idea of incorporating a pyramid structure as an architectural statement and possibility of placing the vehicles on it

 

PROCESS


 

INSPIRATION

 Dynamic • Modern • Simple • Clean • Natural • Adventurous 

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Visualization

Tools used: Rhinoceros, V-Ray, Photoshop

The basic idea of conceptual development derives from a pyramid as a modern stylized mountain with exploded sides - draw the visitors in and allow to walk around, discover and explore. The vehicles mounted on a surface of the pyramid showcase their features and create the scene of adventure. A simple header above with dimensional branding defines and frames the space. A center LED wall is a combination of low and high resolution LED tiles completes the look. 

Option 1 

Option 1 

Option 2

Option 2

Top View

Option 1

Option 1

Option 2

Option 2

 

Option 1

Option 2


Information counter

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Dynamic lines mimic the overall booth design language. 

 
Front view

Front view

Top view

Top view


Interactive kiosk

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Sitting area

Option 1

Option 1

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SIXINCH Foam 

The variety of shapes, sizes and colors of foam sitting adds fun and creates relaxed and informal atmosphere. Grouping the pieces and organizing them in random clusters to mimic the organic nature of rocks. 

Option 2

Option 2


 
 
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Thank you