AbbyBickelDesign+ Environments Portfolio 2009
DesignPhilosohpy 03 Studio Praxis 05 Guiding Principles 07 Design Approach
StudioWorks 11 SocialScape Urban Renewal Initiative 34 Raw Energy Nutrition 47 Lands’ End Exhibit Design
Table of Contexts Abby Bickel Design+
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BDESIGN HELLO EnvironmentsDesign+
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Abby Bickel Design+
Studio Praxis + Design Approach
Design+
Studio Praxis
An Environments Designer is always perceptive of his or her surroundings and imparts significance to the spaces that engage us. The right retail, product or hospitable solutions are always a result of evidence-based and user-centered design.
Social Experience New Retail Solutions Restaurant Refresh Industrial Products Sustainable Hospitality Exhibit Grocery Research Creative Marketing Brand Identity Environmental Graphics Lighting Design Material Solutions
My studio practices range from retail and industrial products to social interaction and creative marketing solutions.
Design Philosophy Abby Bickel Design+
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PRAXI Praxis+Design Studio Approach to Experience+Environments
Guiding Principles
IS
The Studio
Design
To design is to translate idea into action. To design well is to create an experience which is meaningful, effective and lasting. The guiding principle behind my studio practice is to know my clients, their needs, goals and go beyond their expectations.
Design Philosophy Abby Bickel Design+
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Design Approach The method for arriving at the right solution is called the design approach. The design approach consists of: Brand Connection Brand Expression Concept Generation Graphic Identity Material Solutions Concept Refinement Design Documentation
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Brand Connection Getting to know your brand, it’s consumers, products and services. Your brand’s key attributes, its situation and potential for growth begin to surface through discussion and research.
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Brand Expression The visual projection of words, phrases and images that tell the story of your brand from the eyes of your consumer. This process of the design experience allows the brand to discover its position within our global marketplace.
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Concept Generation Ideas captured in brainstorms, interviews and user testing are explored and envisioned through sketches, customer/ user journey maps and diagrams. Through ideation we realize the most effective business solutions.
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Brand Identity All types of graphic concepts are explored. From logotypes and ad-marketing to environmental way finding and product packaging.
Material Solutions Selecting the materials, lighting, furniture and fixtures that carry the brand’s expression/identity through to the user experience.
Concept Refinement Concepts are reviewed and tested with only the strongest ideas are carried through to design documentation. The refined concept meets the client’s needs, goals and goes beyond their expectations.
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Design Documentation The final designs are packaged with all operations and costs specified and ready for implementation.
StudioWorks 11 SocialScape Urban Renewal Initiative 34 Raw Energy Nutrition 47 Lands’ End Exhibit Design
Portfolio Contents Abby Bickel Design+
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SocialScape
An Urban Initiative to Revitalize Cleveland Through Social Experience
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Identifying the Problem Cleveland like so many 21st century cities has fallen victim to the collapse of its geography, center and identity. From an outsider’s point of view, might appear forsaken due to the abundance of still city streets, lifeless structures and emptied lots. Visitors, guests and even residents are less perceptive of the offerings Cleveland does provide and find it difficult to belong to any specific community. The city has relinquished its sense of center for smaller versions located away from the metropolis otherwise known as microcenters. As retail and jobs dwindle, buildings are emptied out and crime increases. 13 Design Philosophy Abby Bickel Design+
Consequently the community suffers a lack of belongingness, confidence, safety and respect for their environment while urban sprawl perpetuates the problem further. Cities all across the United States suffer from this physiological and psychological crisis due to the rise of techno-social interactions (virtual forms of escape and networking). These virtual interactions, which replace literal engagements and former social experiences, produce in our city dwellers emotional deprivation, social disconnect and isolation resulting in sickness and shorter life expectancies.
Taking Back Cleveland
Discovering Our City Research, Data + Discovery
Our effervescent fabric of ethnic diversity and culture is an attribute that is often overlooked. Our rich cultural diversity and top institutions provide one of the most unique and desirable environments for living in and operating business in our global market.
Downtown Cleveland
Our 20 west and east side neighborhoods are home to 117 ethnic groups speaking more than 60 languages. There are over 30 cultural institutions and a countless array of stories that advocate why 444,313 individuals would want to call Cleveland home.
Design Principles
The Unifying Structure Guiding Principles Socialscape as a structure embraces three unifying principles. The communitecture or architectural vernacular must be centered around the needs of its user. Secondly, it is necessary to integrate technologically-assisted social interactions in order to renew interest in the socially engaged experience. Lastly, the structural form must be multi-purposeful and adaptable to the needs and desires of the community it serves. The pods are easy to transport. The experience is expected to evolve and grow in order to retain the experience of wonderment with every visit.
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SocialScape Abby Bickel Design+
Communitecture Architecture vernacular driven by the needs of the community it serves.
Techno/Social Integration Embracing the use of recent and future technology to gather, educate and communicate with our community in exciting ways.
As a modular exhibit Socialscapes travels seasonally from one Cleveland neighborhood to another, attempting to tear down existing social barriers within and throughout Cleveland’s diverse and culturally rich communities.
Transformative Architecture The ability to adapt to any neighborhood because every neighborhood is deserving of a unique experience.
Constructing An Essence Functions The vernacular environment counteracts the effects of habilitating social constructs by introducing material forms and interactions that fulfill our need for desire, belongingness, shelter, astonishment and wonder. Using new methods of social networking to promote and excite the contribution of thoughts, dreams, passions, and experience, Socialscape attempts to revitalize our social existence within our urban landscape. Within the community, Socialscape creates a completely immersive educational experience
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SocialScape Abby Bickel Design+
for visitors and residents. Socialscape provides answers to questions about our community’s origins and our peoples’ ancestry. The structure acts a center for neighborhood events, classes, spectacles, stunts, gatherings and meetings. The concept of Socialscape would over time prove to be a vital component for the Cleveland community. The design provides a way for our inhabitants to freely communicate and contribute to the construction and living embodiment of our collective identity.
Portfolio Contents Red Elephant Indian Cuisine Lands’ End Exhibit Design H+S Unit Life Station Raw Energy Nutrition Social Scape Connecting
Plans+Elevations
SocialScape 1 2 3 4 5 6 7 8
Muni Skin Time Line Light Box Kitchen Share Curi Space Memory Map Community Theater Multi/Use
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Curi Kiosk
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The spectacle of the Socialscape’s Muniskin aims to lure the guest and compels them to interact. The skin evolves from a simple shelter into a sort of living embodiment of our collective identity.
01 MuniSkin
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02|3 TimeLine As you enter the space, a Socialscape ambassador welcomes you and guides your initial experience. The ambassador creates discussion around historical details and attributes of the site location.
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SocialScape Abby Bickel Design+
04 KitchenShare
The KitchenShare is equipped with aural and visual recording technologies, which map out the connections we create with one another. Socialscape invites you to revive your own experience from the comfort of your own kitchen and/or share them with others. The communal tables provoke more spontaneous discussion between guests and become modular for multiple and varied uses.
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The CuriSpace is also equipped with aural and visual recording technologies. Socialscape offers its guests this environment for more intimate discussions or story telling. Hugging the Pillow or child’s teddy bear activates the recording process. You are offered the choice to project your story or disclose it from the public.
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SocialScape Abby Bickel Design+
05 CuriSpace
06 MemoryMap The recordings are replayed on touch-sensitive displays known as the Memory Map. When guests enter this space a wall of sound and video strikes them. The layering of images and sound oscillate in an attempt to synchronize otherwise conflicting messages previously recorded by the guests. Guests can search, explore and slow the process of synchronization. This experience aims to provoke more emotional or spontaneous debate.
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SocialScape Abby Bickel Design+
The community theatre provides a fun place for Clevelander’s to socialize and entertain.
07|8 CommTheater
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Socialscape CuriKisoks are situated in urban microcenters to promote its awareness. The touch-sensitive interface allows residents and visitors to explore current and past sites.
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RawEnergy Marketing Nutrition To Generation M
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Reaching Out+ Defining Gen M Gen M is entering the marketplace with the possibility of being the most powerful group of consumers since the baby boomers in 1954.
Raw Energy is a creative marketing strategy aimed at the American tween demographic otherwise known as generation M, (8-18 year old’s).
In order to reach out to this new type of consumer the retail industry is finding out that they have to make a change in the way they market and sell their products.
Raw Energy Abby Bickel Design+
inter-connected
active
intelligent
Multi-talented
independent
motivated Mobile
ambitious
environmentally conscious
selective
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Why Raw Energy? Why RawEnergy? It’s not difficult to see why eating healthier and staying active are desirable habits for today’s youth to possess. Kids engage in several activities that expel large amounts of energy and in order to stay on top of their game, whether that be sports, cracking math problems, or playing video games. Currently the trend has been for tweens to consume large amounts of artificial or engineered foods in the form of bars, candy, pills and drinks in effort to obtain ENERGY.
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Raw Energy Abby Bickel Design+
More individuals are feeling the need to be aware of where their food is coming from or what exactly they’re eating in the first place. Children and adults alike are making a switch to a healthier lifestyle, however, the market for healthy foods that help to produce the energy is not easily accessible to kids who need it most!
Accessibility+ Awareness Raw Energy promotes our healthy food alternatives for today’s active youth.
Guerrilla Advertising The Raw Energy Truck travels to athletic parks and community events.
On The Move The Raw Energy Truck travels to athletic parks and community events.
In-Store This linear display plugs in grocery reststop or the school cafeteria. Grab and go packaging or create your own mix.
Lifestyle Lounge Located in within an urban center, with space for generation M can relax and socialize.
Guerrilla Advertising Packaging informs Gen M where the foods originates from as well as its benefits. Packaging is made sustainable through the use of environmentally conscious materials and inks. Raw Facts make the benefits of eating healthier a reality. The RawEnergy creative marketing strategy allows DOLE to serve the same great quality organic foods in a fun, fresh new way. Their principle is to provide an affordable, nutritional alternative in snack foods while actively informing them of the benefits.
Identity+ Information Graphics Product description Banana Leaf
Bamboo bowl
Transparent Lid made from corn
bowl slides out of banana leaf, white can also be used a napkin.
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On The Move In most situations healthier options are simply less readily available. This graphics package provided by RawEnergy lets kids know where food comes from, what’s in it, and why it matters to them. The packaging is biodegradeable, informative and visually stimulating.
In-Store
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Lifestyle Lounge teach your friends how to turm the everyday essentials into the perfect sleep-over and game night snack. RawEnergy is a refreshing alternative from the food-court or coffee house. The staff performs demonstrations that
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Raw Energy Abby Bickel Design+
Raw Energy Abby Bickel Design+
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Lounge with RawEnergy. Rainwater cascades through roof’s open channels creating a wall of water that separates the kitchen from the lounge seating.
Land’sEnd
Retail Tradeshow Exhibit
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Exhibit Design Creating a new exhibit experience by identifying the key attributes and core customer values of Lands’End.
When Gary Comer decided to start his own company. He wanted to do something that combined his two loves sailing and writing. So in April of 1963, Lands’ End was officially incorporated. “We Started out selling our sailboat equipment in a storefront located in the tannery district, near the Chicago River Illinois. The first catalogs did not contain a stitch of clothing. Instead, it became the most important single reference catalog available in its time to naval architects, boat builders, and sailboat owners.
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This design speaks of the honest consumer, who knows how to work hard and have fun, and get a little adventurous. Our customer knows quality, comfort and knows he/she and the whole family can find this with Lands’ End! “Well made, classically inspired clothing for the entire family no matter where you live.”- Gary Comer Hand crafted displays made from reclaimed and ambient blue shadowbox partitions display the product, while green sails float above with flickering lights as if you’re standing under a canopy of trees on a warm summer day. The cork flooring beneath your feet reinforces the idea that you are experiencing Lands’ End in the natural world. The film projected on the cave-like hollow core, capture the role in which Lands’ End plays in your families next outdoor adventure. 49
Lands’End Abby Bickel Design+
AbbyBickelDesign +1 614 563 0300
Studio Praxis New Retail Solutions Restaurant Refresh Social Experience Industrial Products Sustainable Hospitality Exhibit Grocery Research Creative Marketing Brand Identity Environmental Graphics Lighting Design Material Solutions
Design Approach Brand Connection Brand Expression Concept Generation Graphic Identity Material Solutions Concept Refinement Design Operation Culmination+
Contact abbybickel.com