EXHIBITION M A KG E O L L I ahrhembyeol stella lee
environmental design
fall 2011
Copyright 2011 by Ahrhembyeol Stella Lee 1 626 529 4167 slee426@hotmail.com Art Center College of Design 1700 Lida Street, Pasadena, CA 91103 All Rights Reserved. No part of this publiction may be reproduced or transmitted in any form or by any means, electronic or mechnical, inclusing photocopy, recording or an information storage and retrieval system, withour prior permission in writing from the publisher. Designed and printed in Los Angeles, California, USA.
Designer
Ahrhembyeol Stella Lee
Exhibition Design Environmental Graphics Structures for Interior Architecture
Rob Ball Cody Clark Emil Mertzel
INTRODUCTION
FORM DEVELOPMENT
01 project overview 03 concept
25 27 28 29
RESEARCH 07 09 11 13 15 16 17 19 20 21 22
background on makgeolli making process trends and statistics target audience interview site analysis case study key attributes sensual attributes brand identity creative vision strategy
moods and material development form inspiration program diagram sketch model
FINAL DESIGN 37 39 41 43
sectionals modular exhibition detail drawings final model
project overview Create a 2,000 ~ 4.000 sq ft event that highlights a specific message or promotes a brand. Consider the design of a political/educational conference a music or cultural festival, a sports compeition or fashion event. Another point of departure might be a product launch or introduction of a new product.
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“modern embrace of the korean traditional brew�
Makgeolli exhibit blends korean traditions with western culture to introduce the refined and refreshing taste of makgeolli to Los Angeles.
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initial research “Since old times, makgeolli has embraced the joys and sorrows of the common people.�
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heritage drink
farmer’s drink
milky texture
dates back to 11th century home-brewed culture
born out of agricultural society drunk after working the fields after hard work
fermented rice refreshing yogurty carbonated taste
background on makgeolli
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healthy drink
affordable price
fiber, amino acids, vitamins B1,B2,C high lactic acid content 1bottle = 100cups of yogurt promotes healthy immune system skin complexion digestion
1,000won - 10,000won (approx. $1-$10)
low alcohol content
6% - 7% alcohol content
making process
1. glutinous rice, barley, wheat 2. steamed 3. mixed with fermenting microorganism starter called nuruk
4. mixed and fermented naturally
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“you should see lots of bubbles and if you put your ear to the opening of your container, you should hear the sound of bacteria excreting alcohol.�
international growth 1993- Makgeolli overseas distribution facilities in Japan 1998- Makgeolli overseas distribution facilities in U.S 20-25% annual growth in overseas makgeolli sales
domestic growth new wave of young, fashionable and multicultural consumers the official government statistics agency, Statistics Korea predicts 33 percent domestic growth from 2009 to 2010 bars located in youthful Seoul neighborhoods makgeolli cocktails infused with over 20 different types of fruit, like peach, strawberry, kiwi or pomegranate
trends and statistics
fostering “sool” culture 1996- traditional wine research institute established 1998- restaurant specializing in traditional foods and liquors 2002- museum of Korean home-brewed spirits
academies offering 1~2 week “home” brewing classes
government support 2009 - government announce plans to invest 133 billion won ($116 million) into the makgeolli industry over five years 3-year initiative to revive dozens of extinct varieties of traditional alcoholic beverages from the Joseon Dynasty (1392-1910)
scientists and food engineers to develop products like “third generation” makgeolli, which stays fresh for up to six weeks from its typical 1 week lifespan.
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target audience
urban men/women open to new culture in the greater los angeles area
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left to right: Stephen and Lucy Marr, hairdressers and skincare developer in their glass house Eileen Peters, model and photographer Mark Wiesmayr. creative director
interview Lawrence Won (21)
had makgeolli once, but not too familiar with it
When do you usually drink? After a long day of being outside- perhaps after class. What is your purpose when you drink? I drink to let loose and have fun- NOT to get fed up. What is your preconcieved impressions about makgeolli? Drink for the working class. Easy and accessible. Also drink for the Korean elders. ‘old’ image. What are the most alluring things about makgeolli? The taste is refined and easy on the taste buds. Each gulp is refreshing to the stomache. The exhausted feeling immediately disappears after a satisfying gulp. I like the culture behind it- act of bowl drinking, both hands is very intense. Makgeolli makes the culture of drinking alcohol ethical.
site analysis
farmer’s market arizona ave & 3rd st santa monica, ca going back to the agricultural orgins of makgeolli we will introduce the drink at a santa monica farmer’s market
3r ds
izo
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case study museum of jurassic technology 9341 venice blvd los angeles, ca The Museum of Jurassic Technology contains artifacts and collections that emphasize the unusual technological advancements from the lower Jurassic period
austere extremely dark diverse engaging activities exhibit of uncomprehensive myths haunted house atmosphere keeps one complexed, curious, and unresolved tea served on the 2nd floor roof garden provides escape roof garden was the epitome of the experience exaggerates the different moods of the 1st and 2nd floor
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key attributes milky pearly clouded snowy yogurty
heritage history tradition grounded cultural
social
communal companionable entertaining convivial
effervescent fermenting carbonated bubbling sparkling
embracing welcoming accepting inviting appreciation
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sensoral attributes form form
texture texture
sound sound
colors colors
taste taste
sound
M li type/font type/font
K
G
A
M A KG E O L L I
Goudy Old Style Regular 200pt leading Goudy Old Style is a graceful, balanced design with a few eccentricities, including the upward-curved ear on the g and the diamond shape of the dots of the i, j Determining a visual read that translates the korean traditional brew at the same time allowing easy pronouncaition and memorization of the word. The spelling of makgeolli went through some variation throughout the process. MAKKOLI (looks Japaneses) MAKGUHLI (awkward)
M A KG E O L L I
C=41.5 M=48 Y=62 K=49
pantone 7519
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creative vision strategy BRING AWARENESS
traveling makgeolli exhibition adjustable to various spaces. modular design.
INFORM
emphasis on experiencing the atmosphere of drinking makgeolli rather than reading about the makgeolli culture. creating an enjoyable and memorable experience.
ATTRACT
“taste will win hearts over� serving four different types of makgeolli to sample. from different regions of korea.
CREATE
targeting urban men/women - health benefits - low alcohol content - easy to drink - affordable price
makgeolli existance
makgeolli culture
makgeolli taste
new market of drinkers
form development
moods & material exploration 1. qtip on hot glue
bundles of qtips cut in half were hotglued to a sheet of mylar creating the effect of rice settled at the bottom of makgeolli
2. rice paper on mylar
torn pieces of ricepaper were overlapping and glued to a mylar sheet created the milky look of makgeolli
3. qtip on lace
qtip were glued to a sheet of lace, and bundled together to create milky and sheer look when backlit with LED lights
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form inspiration
korean earthenware onggi pots
60s korean marketplace
the flowing forms of the milky drink, and the curves of the humble ceramic bowls it is served and drunken from
60s was a time when tradition began to merge with the modern
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program diagram 1.
3. radial organization. history and sensoral experience at center connects 4 different tasting areas
2.
a more traditional and rigid form. 2 paths introduce makgeolli heritage leads to four different tasting zones.
4. two history and sensoral experience paths lead 4 different tasting zones at with service bar center.
emphasis on the “modern embrace�, a rigid traditional structure leads into a rounded embracing form wrapping the central zone.
sketch model
transluscent fabric weaving throughout the beams creating a rice swirl effect. opposite left to right: 1. enclosed entry path introduce sensoral experience of makgeolli history. 2. entire space opens up as the path ends 3. wall turns into a bar where makgeolli is served
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above left to right: looking at traditional architecture embraced by differing heights of swirls opposite: the denseness of the rice on the swirl wall juxatposed by the lightness of the linear frame, which creates a walkthrough path to the drinking and serving area
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exploring pagoda forms. joineries. creating open and closed roofing.
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final design
sectionals A
B
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A
B
3/16''= 1'
modular exhibitions modular exhibitions allows ease of transportation and flexiblility to various locations and space
transformable swirl wall. 4 different sections
of the wall allows one to create various sizes and forms since the swirl wall pivots at each joinery
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pagoda. catering more makgeolli drinking experience
exhibitions where seating is neccessary. the length of the pagoda can be made shorter by changing the top beams
onnggi pots. smaller exhbition spaces utilize onngi pots to project videos explaining the history, making, and benefits of makgeolli.
detail drawings A
B
C
D
1/2''= 1'
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A
B
D
C
final model
view of the swirl wall and the drinking structures attracts passerbys walking in, visitors see large pots hinting them to peer inside, where video projections inform about makgeolli
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bar where different types of makgeolli are sampled and informations are shared visitors then take the drink with them to the cool shaded drinking area
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storage cabinet in the back for cups and makgeolli
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Thank you
Rob Ball, Cody Clark, and Emil Mertzel my professors who have given their time and energy in guiding me through this project. Always, my family’s unconditional love, prayer, and guidance. My friends, Jisoo and Angel staying with me throught the sleepless night, keeping me awake with late night deep conversations as we built our models.Your opinion and thought contributions throughout the project were so helpful. It was a great joy and eye opening experience. Working on project which I was sincerely passionate about changed my whole outlook on working. Challenges were motivation to push me further, and aim higher. I will continue to persue this project to pitch to the Korean cultural center in Los Angeles. Ahrhembyeol Stella Lee
Ahrhembyeol Stella Lee slee426@hotmail.com