Environmental Design Portfolio 2 - FLEX

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An integrated sound space enriched with aerial dancing. Expand beyond what is playing on your headphones, and glide with the silk, to break through to a new vision.

Reveal your true you, refresh with music and film toward an invigorated future.

Behnia Rahmati SP / 2014

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CONTENTS

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INTRODUCTION

06 08 12 15 17

Project Overview Brand Analysis Potential Consumers Site Analysis Potential Proposals

SPECIAL DEVELOPMENT

70 72 76 78 80

FORM PROCESS

EXPLORATION

21 25 28

Research Target Audience Potential Programs

IDENTITY APPLICATION

30 31 36 39 41 46

Brand Names Narrative Collage Logo Phase One Logo Phase Two Logo Phase Three Final Brand Identity

Final Floor Plans Final Story Board Final Rendering Presentation Boards Final Model

50 54 56 58 60 62 64 75 77 79 81

Floor Plan Sketches Sketches Part One Sketches Part Two Study Model Part One Study Model Part Two Study Model Part Three Midterm Model Color Study Study model final Plan Drawing Section drawing CONCLUSION

86 88 90 93

Site Placement Interior Renderings Final Presentation Final Model and Board

COPYRIGHTS © 2014 Behnia Rahmati Term Two, Environmental Design, Spring 2014 behnia.rahmati@gmail.com 310 801 9505 Dan Gottleib and Penny Herscovitch - Environmental Design Studio Two Ania Borysiewicz - Design Lab Two Robert Hunt - Visual Communication Yo Oshima - Digital Process Two

Images . Behnia Rahmati Photography . Behnia Rahmati Presentation Photography . Stella Kalinina Front Cover . Arne Quinze’s, The Sequence Illustration . Behnia Rahmati Typefaces . Frutiger LT Std Light, Condensed and Roman Print . Copy To Go Binding . Copy To Go Printed in the United States of America

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FLEX An integrated sound space with motion of aerial dancing.

INTRODUCTION

CONNECTING SOUND AND SPACE Envision and design a sound space to experience, purchase, play, perform and listen to music.

As music increasingly weaves through our culture, lives, work and play, a space exclusively dedicated to completely embracing it is more important than ever before.

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INTRODUCTION

JAMBOX BY JAWBONE Jambox by Jawbone, a wireless speaker, which offers superior quality, not only in sound but also in the product design, comes in three sizes in a variety of bold colors suiting every taste.

This product’s design features sophisticated design details offering an enhanced tangible as well as auditory experience.

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INTRODUCTION

CUSTOMER FEEDBACK Targeting the younger generation, Jambox conveniently fits in the fast pace world of today’s youth.

Product reviews show that it is an ideal addition to a casual barbecue, a weekend trip to the beach or late night gathering with friends. The versatility of Jambox is perhaps its greatest asset. Simply put, it goes wherever you go.

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SITE VISIT Location: 200 Main St, El Segundo, CA 90245.

Function: Previously a post office, recently remodeled.

INTRODUCTION

BUILDING ASSETS Neighboring an art gallery, this space is located in a trendy area which has experienced tremendous growth in recent years.

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INTRODUCTION

SITE POTENTIALS The site potential includes a long south wall which runs through the building’s length, facing two streets. In addition, it has the advantage of a large parking lot behind the building and has a close proximity to the beach.

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INTRODUCTION

EXISTING SITE PLAN Below is the current plan of the building, which has lots of unutilized space. On the left is the suggested proposal to make advantage of site potential according to user needs.

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EXPLORATION

RESEARCH Bernhard Leitner introduced sound to the installation space, allowing it to emerge through sound. This inspiring discovery allows us to craft spaces that respond to the movement of sound.

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EXPLORATION

DEMOGRAPHICS Young people between the ages of 18 and 25 are the principle targets as the main consumers of Jambox.

This group is characterized as being stylish and having an active lifestyle.

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DESIGN PROCESS

EXPLORATION

TALISMAN Jambox, being a luminescent box with sharp edges and precise design, is the source of a sound which is the polar opposite of its physical form: fluid and limitless. As a result, I created a talisman with a piece of plastic melted and combined with wires representing the freedom of music in a physical form.

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ENERGY

EXPLORATION

INSIGHT The freedom of flying in the sky becomes possible with aerial dancing, a dace using using a silk rope which clearly connects with the concept of Jambox.

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EXPLORATION

AERIAL DANCE The goal of melodic aerial dancing is to enhance the musical experience of enjoying the outdoors, where weather and time of day can prevent this, all while being indoors.

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IDENTITY APPLICATION

CRAZE CLUTCH ZOUK ALTITUDE AVALON

ORA JAMOORA JAMZONE GRIP JARK FLEX BUTTER

FLEX SOUND SPACE NAMES Looking back at the function and direction of a space that attracts young crowds, the name“Flex” was chosen to best represent this branded musical venue.

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STAGE ONE: ENTRANCE

STAGE TWO: MUSICAL DISCOVERY

STAGE THREE: REALIZATION OF POSSIBILITIES

IDENTITY APPLICATION

IDEA COLLAGE This collage represent the experience of self-discovery through music and motion in three stages.

The collage represents curiosity for trying new experiences but a lack of will to do so. This unequal balance of forces is overcome by the inviting ease of the Flex space, where the experience of elastic luster can be attained in an invigorating and free environment. This opens up horizons and ideas.

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IDENTITY APPLICATION

MAJESTIC Grand Sumptuous Progressive Exclusive Peculiar

AERIAL Aerobic Bouncy Atmospheric Gliding Lofty

LYRICAL Melodic Enchanting Lustrous Elegant Resplendent

ELASTIC Expansive Resilient Current Recursive Stretchable

CRISP Virtuous Sudden Pointy Rigid Rational

EXHILARATING Stimulating Spicy Dramatic Piquant Rejuvenating

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LOGO INTRODUCTION

IDENTITY APPLICATION

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LOGO DEVELOPMENT

PHASE ONE

CONCEPT 01

CONCEPT 02

CONCEPT 03

CONCEPT 04

IDENTITY APPLICATION

CONCEPT 05

CONCEPT 06

CONCEPT 07

CONCEPT 08

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LOGO DEVELOPMENT

PHASE TWO

CONCEPT 01

CONCEPT 02

CONCEPT 03

CONCEPT 04

IDENTITY APPLICATION

CONCEPT 05

CONCEPT 06

CONCEPT 07

CONCEPT 08

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LOGO DEVELOPMENT

PHASE THREE

CONCEPT 01

CONCEPT 02

CONCEPT 03

CONCEPT 04

IDENTITY APPLICATION

CONCEPT 05

CONCEPT 06

CONCEPT 07

CONCEPT 08

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TM

IDENTITY APPLICATION

TM

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

The font Blackout Midnight was selected due to its bold and catchy characteristics, similar to those of Jambox. However, the lack of flexibility caused me to modify the letters, first reducing the kerning between the letters F, L and E to resemble the outline of Jambox. To manipulate the flexibility of the logo, I modified the top and bottom corners of the right arms of the letter X by stretching the corners upward and downward, creating an elastic effect.

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IDENTITY APPLICATION

FORM LANGUAGE An useful wide range of ideas were considered in choosing the ideal way to express the shape of Jambox through the broken and exploded geometry.

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DIAGRAM A

DIAGRAM B

DIAGRAM C

IDENTITY APPLICATION

BUBBLE DIAGRAMS There diagrams represent three distinctive ideas about assigning functions to each area of the space. Diagram A represents a fully functional organization. Diagram B takes a more adventurous approach.

Diagram C offers a combination of features from Diagrams A and B.

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Multi purpose space

FORM PROCESS

STUDY MODEL ONE In favor of expressing the desired motion and activity in the space, various proposals were made to accommodate different needs and equipment for spacial form and style.

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FORM PROCESS

STUDY MODEL TWO Digital fabrication through computer equipment was used to capture an active and sensual motion in space.

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FORM PROCESS

UTILIZING THE HIGHT WITH A DECK

SEGMENTED FORMS

STUDY MODEL THREE With the translation of the 2D graphic sketches into the 3D world of models, the Idea of the box digests the flexibility of the environment while responding to music.

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ENEGRY LEVEL CHANGE

SECTION VIEW

FORM PROCESS

SKETCH PROCESS The idea and concept development took advantage of studies before seeking to increase energy and control the levels of it by adjusting floor and ceiling heights, as well as creating a strong axis through the structure.

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FORM PROCESS

INSPIRATIONS

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FORM PROCESS

Referencing the space language and looking at the impact of Flex in the presentation boards, and model.

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FLEXIBLE FORMS

FORM PROCESS

3D MODEL PLACEMENT IN SITE PHOTO

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SKETCH PROCESS

FORM PROCESS

ACTIVITY VISUALIZATION A visualization of how the space is expressed at different levels, including the entrance,aerial dance, refreshment, retail experience and roof garden.

AERIAL DANCE

REFRESHMENTS

RETAIL

FIRST IMPRESSION

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FACADE DEVELOPMENTS

FORM PROCESS

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AERIAL DANCE SPACE DESIGN

FORM PROCESS

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FORM PROCESS

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FORM PROCESS

MIDTERM NOTES The attention in faced is more than any other part of the structure. The suspension idea relates to Jambox portability, That characteristic need to be seen in all over the structure and the building needs a better unification in overall form language.

The entry celebration is very strong and powerful, but needs to be places in right spot for potential users to not get confused by the facade.

Zoning of each activity needs to be clear specially the aerial dance area, as it is the main activity happening in the place, which a clear plan can be useful, also the enclosed and open spaces need to be clearly identified and be made on model.

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STUDY MODEL

FORM PROCESS

MATERIAL STUDY Suggestion of a form that is sealed with the metal panels like how the Jambox is covered in a metal sheet.

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SKETCH OF SOUND TRAVEL

FORM PROCESS

DEVELOPMENT OF PLAN

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WHITE BOARD SKETCH OF FINILIZING FORM

FORM PROCESS

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FORM PROCESS

COLOR PALLET From Jambox wide range of vibrant colors presented below, the fire pearlescent orange was chosen as main color to enhance the active environment with the support of pearl shine to resemble Jambox metallic look.

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FORM PROCESS

FORM DEVELOPMENT

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FORM PROCESS

APPLICATION OF COLOR

FORM FINALIZATION

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TOP VIEW

FORM PROCESS

DECK PLAN

PLAN GROUND FLOOR

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SECTIONAL VIEW A-A’

FORM PROCESS

SECTIONAL VIEW B-B’

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EXPLODED AXONOMETRIC

FORM PROCESS

FRONT FACADE

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CONCLUSION

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BACK ENTRY VIEW

DECK VIEW

CONCLUSION

JAMBOX

MUSUCAL INFLUCNE

FLEX

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DECK VIEW

SIGNAGE

CONCLUSION

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NIGHT VIEW APPROACH ONE

CONCLUSION

NIGHT VIEW APPROACH TWO

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Fle Immerse yourself in music and let its motion take you away.

Energetic Axis Structure Design Spatial Programing

Facade Approach

JamBox Speaker

Musical Influence

Flex

Street View

Lyrical Crisp Elastic Aerial Majestic Exhilarating Exhibition of motion

A sound space to experience music through aerial dancing.

Initial Approach

Expressive Aerial Dance

Aerial Dance

Interactive Sound Display

CONCLUSION

PEDESTAL DESIGN AND LIGHTING

FINAL PRESENTATION BOARD

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CONCLUSION

FINAL PRESENTATION

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