co-brand and cross pollinate sleep + eat€¦ · spring 2017 instructor: mark mappala m/w...

indes 371 // 5 creditscommercial studiospring 2017

instructor: Mark Mappala

M/W 9:30am-12:50pm // april 3 - june 14, 2017 // room L-116

[email protected] // [email protected] //

[206] 979-5657

co-brand and cross pollinate sleep + eat

How would you describe your best hospitality experience? Your worst? These days, “The hotel”is more than a place to stay. Hospitality encompasses brand and lifestyle.

How can we design memorable spaces that celebrate a co-branded experience?Can we create a compelling story of hospitality, food, and design to craft a sensual customer experience? This interior design studio is a unique opportunity – to explore the design of a series of spaces that celebrate branded hospitality and culinary experiences.

Your approach should be RIGOROUS // EXPLORATORY // with an OPENNESS to searching for more.

“Architecture is really about well-being. I think that people want to feel good in a space… On the one hand it’s about shelter, but it’s also about pleasure.”

– Zaha Hadid





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[overview & description]

This is a lecture-discussion and design studio and in an effort to assure that each student understands the power of the process and the product of presentations, active learning exercises will be used as enabling agents that empower students to develop their individual style of presentation and design skills.

The structure of the class is studio with lecture, which means that you will be expected to produce work during each scheduled class. You must be prepared and have all equipment needed to produce work at every class. Software assis-tance and training will be offered of various Adobe products such as Photoshop, InDesign,Illustrator, Acrobat & Sketch-Up with Podium. These software tools can be used to enhance the communication of design solutions and concepts. Basic digital concepts, printing, and scanning will also be covered.

[goals + outcomes]

This course focuses on the problem-solving discipline of the design process and its application to interior and exterior spaces. The course will introduce the relationship between branding, storytelling and their built interior/exterior envi-ronment.

EXPERIENCE +BRAND + SPACE

Topics covered will include:

- Graphics/logo/signage design/color and brand guidelines- History of brand: Past, Present, & Future- Commercial, Hospitality, Restaurant related spaces- Exterior and Interior design concepts and vision- Lighting - Brand to space translation- Finish materials- Construction details- ”the big idea”- Installation and furniture- Space planning

Through in-depth analysis, discussion, and projects; students will gain a conceptual and physical understanding of commercial interior design/architecture through the connection and importance of image, graphics, branding, and materials which create iconic and exciting spaces.





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Upon completion of the course, students will be able to:

1. Develop a strong vision / design concept based on research of specific brands (retail, hospitality, food) and the associated design fields of industrial, graphic design, and interior/architectural design.

2. Problem solve and incorporate the elements and principles of a design concept toachieve specified goals in the designed environment.

3. Apply theoretical knowledge and technical skills to concepts and solutions of experiential spaces.

4. Keep design concept integrity from the beginning to the end of design process.

5. Identify furniture, casework, material finishes, and equipment needs of the designedenvironment.

6. Have reason and explain the use of specific materials according to the specific function, codeand creative purposes in the development of commercial spaces.

7. Identify and apply necessary codes and regulations where applicable.

8. Develop professional quality final design documents (floor plans, reflected ceiling plans,sections, perspectives, elevations, details, renderings, material boards and models).

9. Organize conceptual and final drawings, images, materials and models to support an oralpresentation of the final design.

10. Learn to make in depth and targeted research and observation of physical environment, improve visual literacy.

11. Critical thinking skills - to assess and edit what can be operational observations to carry forth in design.

12. Compositional skills - 2D and 3D

13. Material logic thinking through research, model making and representation

14. Study embodied experiences and explore representation of those experiences

15. Exploring model making, 3D representational and 2D analytical drawings as design tools

[design references]

www.architizer.comwww.psfk.comwww.dezeen.comwww.contemporist.comhttp://www.core77.comwww.frameweb.com/newswww.archdaily.com





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[requirements, attendance, & grading]

Completion of the project is required to pass this course.Your projects will be assessed according to effort and completion.

Grading / Assessment distribution:

Project + design completed and submitted 50%Attendance 25%Class participation / Design effort 25%

- LATE WORK WILL not be ACCEPTED - graded or commented on -- NO EXCEPTIONS -

1. 100% Attendance. If there are any conflicts please make prior arrangements with myself accordingly.2. The project deliverable must be turned in completed, on time, and in the correct format . A project is also considered late if the proper copies (not originals) are not turned in.3. All work must be high quality and professional. There will be no tolerance for sloppiness. Be sure you have all your equipment with you to every class.4. There will be opportunities to verbally present in front of jurors and your colleagues. Please present with professionalism.5. There will be off-site critiques [within the Seattle area]. Please make the effort to attend and be on time.6. There will be lots of constructive criticism. Do not take criticism personally.7. All work must be original to this class and this term. This course will build on the knowledge you acquired in your previous classes. Be willing to take design risks.8. Bring all materials to class and be prepared to work individually, and as small groups. Class time is your opportunity to work collaboratively as you will in a design firm. Share your Ideas.9. Desk crits are crucial for design dialogue, please be prepared.10. You must have some working knowledge and a confident skill set with a variety of computer programs:Adobe Photoshop / Illustrator / InDesign, Sketchup, Podium, Autocad, Revit, Rhino etc.

I would encourage participation in our discussions and lectures with the idea that noquestion is a wrong question.

I am open and wiling to provide guidance on any design and technical issues that mayarise during the course. Please let me know if you have difficulty understanding an assignment.If you have specific concerns with the expectations of the class, your work, or the methodof instruction, bring them to my attention.

Please contact me by phone or email if you cannot attend class to makearrangements with myself or with fellow students regarding assignment / lecture information.

Please bring :*RIGOR ...... *CREATIVITY .......*VISION ......... *EXPLORATION .........*DEEP INTEREST OF INNOVATIVE DESIGN





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[SCHEDULE] - (tentative)

[week one][BC + OFFSITE] M [040317] - intro / class info, requirements,& deliverables / START brand assignment 1 (concept &brand research) W [040517] - WORKSHOP (OFFSITE) - Location: WILKENS DESIGN STUDIO 108 S. Jackson St. #205 Seattle, WA

[week two][BC]M [041017] - concept & brand research / desk crits - POV/NarrativeW [041217] - concept & brand research / desk crits - POV/Narrative

[week three][BC]M [041717] - concept & brand research / production of deliverables / desk critsW [041917] - concept & brand research / production of deliverables / desk crits

[week four][BC] M [042417] - assignment 1 DUE - PRESENTATION - site assignedW [042617] - pre-design /start program esperience based on POV and

[week five][BC]M [050117] - develop program experience list / concept research / design developlment /production / desk critsW [050317] - final program experience list / concept research / start design developlment /production / desk crits

[week six][BC]M [050817] - design development /concept research / production / desk critsW [051017] - design development /concept research / production / desk crits

[week seven][BC]M [051517] - design development / production of deliverables / desk critsW [051717] - design development / production of deliverables / desk crits

[week eight][BC]M [052217] - design development / production of deliverables / desk critsW [052417] - design development / production of deliverables / desk crits

[week nine][BC]M [052917] - HOLIDAY / MEMORIAL DAYW [053117] - design development / production of deliverables / desk crits

[week ten][BC]M [060517] - final production of deliverables / desk crits / printingW [060717] - final production of deliverables / desk crits / printing

[week eleven][BC] M [061217] - final production of deliverables / desk crits / printingW [061417] - final production of deliverables / desk crits / printing

[week eleven][BC]TH [061517] - FINAL CRIT with GUEST JURORS [PROJECTS DUE 100%] LOCATION T.B.D.

PART 1

PART 2

PART 3

PART 3

PART 3

PART 3

PART 3

PART 3

PART 1

PART 1

PART 1

PART 2

PART 2





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BRANDS

ALASKA AIRLINESAPPLESEATTLE ART MUSEUM

TOM FORDACNE STUDIOS / ACNE PAPERALEXANDER MCQUEEN

ARQUISTEETAT LIBRE D’ORANGEBYREDODIPTYQUE

MARIMEKKOIITALA

NOMA

MONOCLE





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ATTRIBUTES*IMAGE/GRAPHICS*COLOR*MATERIALS*HISTORY*TECH

BRAND A & B(part 1)

INFLUENCE

TECH

NATURE

CULTURE

POV3 attributes

2) What are the external factors of INFLUENCE?

Research, document, and explore the external influence and trends of the following:

*TECHNOLOGY - CURRENT/FUTURE *CULTURE - INTERNALLY/EXTERNALLY WORK /SOCIAL CHANGE /POP CULTURE*HUMAN NATURE - EMOTIONAL /SENSUAL *RELEVANT NEWS / COLLABORATION*RELEVANT ADVERTISING CAMPAIGNS*IDENTIFY ANY PROBLEMS OR CONFLICTS THAT THEY MAY BE FACING.

It is important to understand these factors as they contribute to your Point of View/Narrative by creating reason and interest.

3) DEVELOP your POINT OF VIEW/NARRATIVE with 3 attributes.

Your Point of View/Narrative will serve as your guide to the design of your experience and your spatial design. Define three attributes that will support that narrative.

PART 1: DEVELOPING THE POV/NARRATIVE

In this exercise, (11X17 format) the document of the assigned clients will serve as a reference and beacon for the design of the hospitality and culinary experi-ence. You will be working with 2 brands that will offer a co-branded hospitality and culinary experience.

1) WHO are they? (BRAND A+B)

With intensive research of your brands, gather as much information and document the following characteristics:

*CORE BRAND PRINCIPLES *BRAND ATTRIBUTES *BRAND EXPERIENCE

EXPERIENCE*SPATIAL*INTERIOR*EXTERIOR*GUIDELINES

CORE PRINCIPLES*MOTTO(S)*COMPANY*VALUES

BRAND A - Assigned randomly BRAND B - Partner brand - you will pick the collaboration.





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INTROIMAGE?QUOTE?Set the tone of your POV

BRAND A-CORE PRINCIPLES-IMAGE

INFLUENCERS-TRENDS-TECHNOLOGY-CULTURE -HUMAN NATURE -RELEVANT NEWS-MARKETING-CONFLICTS

-WHAT NEW IDEAS ARE YOU LEARNING ABOUT?

POINT OF VIEW-STATEMENT OF INTENT-HOW ARE YOU GOING TO ACHIEVE?(3 attributes)

BRAND A-ATTRIBUTES

BRAND A-EXPERIENCE

BRAND B-CORE PRINCIPLES-IMAGE

BRAND B-ATTRIBUTES

TRANSITION-IMAGE?-QUOTE?(“FROM MY RESEARCH OF THE BRAND, I WAS LEARNING ABOUT THE FOLLOWING INFLU-ENCERS...”)

TRANSITION-IMAGE?-QUOTE?“MY POINT OF VIEW IS BASED ON WHAT I LEARNED FROM THE BRAND RESEARCH AND FROM MY DIS-COVERIES ...”

PART 2 -DEFININGTHE EXPERIENCE

PRESENTATION FLOW(part 1)

BRAND B-EXPERIENCE

RESEARCH + workshop





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DESIGN your project based on the following zones:

*PRE-ENGAGEMENT -Internet -Airport -Alternate locations

*GREETING ZONE -Check-in -Concierge -Administration

*FOOD ZONE -Cafe -Restaurant -Bar

*PRIVATE ZONE -Room -Spa -Gym *SOCIAL ZONE -Lounge -Pool -Co-Work

*POST-ENGAGEMENT -Alternate locations -Airport -Parking

INFLUENCE

POV3 attributes

HUMAN

SPATIAL

EXPERIENCE(part 2)

*SMELL*SOUND*TOUCH*TASTE*SIGHT

*FLOW*ADJACENCY*EMOTIONAL*SCORE

TECH

NATURE

CULTURE

1) DEVELOP the program

Based on your POV/Narrative, list the programmatic needs to create the experience

2) ILLUSTRATE the sensual experience.

Create an “Experience Score” that defines the sensual characteristics of each space within the program.

3) DEFINE programmatic requirements based on experience.

List spaces necessary with approximate Sq.Ft requirements.

PROGRAM*AREA*ADJACENCY*REQUIREMENT

SITE and PROGRAM DEVELOPMENT

There will be two options for potential sites. *SITE A - large, commercial space *SITE B - small scale - multi-story - multi-story - urban high-rise





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INFLUENCE

POV3 attributes

DESIGN(part 3)

SPATIAL*FLOW*ADJACENCY*SITE *EXTERNAL*INTERNAL

SECONDARY*CASEWORK*MATERIALS*COLOR*ENV. GRAPHICS*DETAIL

TECH

NATURE

CULTURE

1) DEVELOP the DESIGN/EXPLORE YOUR CREATIVE PROCESS

Based on your POV/Narrative, and your experience score.-DOES IT REFLECT YOUR 3 ATTRIBUTES? 2) DEFINE THE BIG PICTURE as an EXPRESSION-WHAT ARE THE DESIGN PRINCIPLES? FORM, COLOR, LIGHT.

2) INCORPORATE SECONDARY DESIGN ELEMENTS-DETAILS, MATERIALS, SMALLER FORMAL GESTURES THAT HELP DEFINE THE EXPERIENCE AND POV.

FORM*EXTERNAL*MATERIALS*COLOR





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INFLUENCE

POV

ATTRIBUTES

3 attributes

EXPERIENCEHUMAN

*IMAGE/GRAPHICS*COLOR*MATERIALS*HISTORY*TECH

*SPATIAL*INTERIOR*EXTERIOR*GUIDELINES

CORE PRINCIPLES*MOTTO(S)*COMPANY*VALUES

BRAND A & B(part 1)

EXPERIENCE(part 2)

*SMELL*SOUND*TOUCH*TASTE*SIGHT

DESIGN(part 3)

SPATIAL*FLOW*ADJACENCY*SITE *EXTERNAL*INTERNAL

FORM*EXTERNAL*MATERIALS*COLOR

SECONDARY*CASEWORK*MATERIALS*COLOR*ENV. GRAPHICS*DETAIL

TECH

NATURE

CULTURE

PROJECT

SPATIAL*FLOW*ADJACENCY*EMOTIONAL*SCORE

PROGRAM*AREA*ADJACENCY*REQUIREMENT

FINAL PRESENTATIONPesentation will be to a group of design professionals to demonstrate your understanding of defining a new type of hospitality and culinary experience. Your final project will be supported by your POV, your research of the brand and your creative design process.

co-brand and cross pollinate sleep + eat€¦ · spring 2017 instructor: mark mappala m/w...

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