W
W
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
Fle
W
W
CONTENTS
W
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
W
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.
6
7
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.
8
9
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.
10
11
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.
12
13
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.
14
15
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.
16
17
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.
18
19
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.
20
21
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.
22
23
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.
25
26
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.
27
28
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.
29
30
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.
30
31
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
32
33
LOGO INTRODUCTION
IDENTITY APPLICATION
34
35
LOGO DEVELOPMENT
PHASE ONE
CONCEPT 01
CONCEPT 02
CONCEPT 03
CONCEPT 04
IDENTITY APPLICATION
CONCEPT 05
CONCEPT 06
CONCEPT 07
CONCEPT 08
36
37
LOGO DEVELOPMENT
PHASE TWO
CONCEPT 01
CONCEPT 02
CONCEPT 03
CONCEPT 04
IDENTITY APPLICATION
CONCEPT 05
CONCEPT 06
CONCEPT 07
CONCEPT 08
38
39
LOGO DEVELOPMENT
PHASE THREE
CONCEPT 01
CONCEPT 02
CONCEPT 03
CONCEPT 04
IDENTITY APPLICATION
CONCEPT 05
CONCEPT 06
CONCEPT 07
CONCEPT 08
40
41
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.
6
7
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.
42
43
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.
43
44
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.
45
46
FORM PROCESS
STUDY MODEL TWO Digital fabrication through computer equipment was used to capture an active and sensual motion in space.
47
48
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.
49
50
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.
51
52
FORM PROCESS
INSPIRATIONS
53
54
FORM PROCESS
Referencing the space language and looking at the impact of Flex in the presentation boards, and model.
55
56
FLEXIBLE FORMS
FORM PROCESS
3D MODEL PLACEMENT IN SITE PHOTO
56
57
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
58
59
FACADE DEVELOPMENTS
FORM PROCESS
60
61
AERIAL DANCE SPACE DESIGN
FORM PROCESS
62
63
FORM PROCESS
64
65
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.
66
67
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.
68
69
SKETCH OF SOUND TRAVEL
FORM PROCESS
DEVELOPMENT OF PLAN
70
71
WHITE BOARD SKETCH OF FINILIZING FORM
FORM PROCESS
72
73
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.
74
75
FORM PROCESS
FORM DEVELOPMENT
76
77
FORM PROCESS
APPLICATION OF COLOR
FORM FINALIZATION
78
79
TOP VIEW
FORM PROCESS
DECK PLAN
PLAN GROUND FLOOR
80
81
SECTIONAL VIEW A-A’
FORM PROCESS
SECTIONAL VIEW B-B’
82
83
EXPLODED AXONOMETRIC
FORM PROCESS
FRONT FACADE
84
85
CONCLUSION
86
87
BACK ENTRY VIEW
DECK VIEW
CONCLUSION
JAMBOX
MUSUCAL INFLUCNE
FLEX
88
89
DECK VIEW
SIGNAGE
CONCLUSION
90
91
NIGHT VIEW APPROACH ONE
CONCLUSION
NIGHT VIEW APPROACH TWO
92
93
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
94
95
CONCLUSION
FINAL PRESENTATION
96
97
W