3D MODELLING PRESENTATION | RKL202IND | CW2: TWISTING THE BRAND
CHACHA KOMBUCHA FINAL PRESENTATION
By Brianna Chan Qian Lin
ChaCha Land – An experiential exhibition that evoke human senses
Slogan – Evoke your inner ChaCha
DESIGN BRIEF
ChaCha Land is developed through the adaptive reuse of APW Bangsar, a well-known site for hosting exhibitions and collaborative workshops. ChaCha Land is designed for ChaCha Kombucha, in which its experiential space consists of programmes such as the DIY kombucha workshop, multi-sensory exhibition, plant hub, and kombucha bar. Hence, the exhibition is targeted at generation Y and Z audiences. Moreover, these programmes are curated to raise awareness on obesity and to encourage people to drink kombucha as an alternative for soda drinks. The scheme’s planning and three-dimensional form are inspired by the conceptual idea related to the brand identity and programme. Wavy and circular elements are implemented into the interior and exterior of ChaCha Land. Moreover, the clustered organization and network circulation are implemented into the interior space, creating space within a space. Furthermore, the entrance of ChaCha Land will be going for a frontal approach, along with a flush entrance to make the building more noticeable to the public. Nevertheless, the experiential space design incorporates eco-friendly and locally sourced materials to go for a more sustainable approach.
Issue According to Malaysia’s health consciousness statics, WHO (World Health Organization) has claimed Malaysia to be Asia’s most obese country, due to the fact that half of Malaysia’s population are not watching what they consume, are not prioritizing buying healthy foods and supplements, or are struggling with depression and overeating as a result (especially during this current pandemic).
Aims
WHO? WHAT? WHERE? WHY? HOW?
To create and design an experiential space which provides the generation Y and Z audiences an indelible multi-sensory experience, to raise awareness on obesity and kombucha.
Objectives •
A modern biophilic designed experiential space to target generation Y (age 25-40) and Z (age 24 and below) audiences, as they can potentially help to increase brand awareness with their extensive knowledge of social media.
•
Adaptive reuse of APW Bangsar site to create an experiential space for visitors to gain an understanding of what ChaCha Kombucha is all about and to raise awareness on obesity.
•
To study the history and health benefits of kombucha, and how kombucha can help us to lose weight.
•
To establish a kombucha exhibition gallery that comes with a multisensory experience which allows visitors to interact with the space.
•
To establish a kombucha workshop for the generation Y and Z audiences to have a hands-on experience of making home-made kombucha.
•
To establish an indoor plant hub with aeroponics farming system, to create a multi-sensory experience which allows visitors to pick and choose vegetables and fruits for their home-made kombucha flavours.
MAJOR ISSUE ISSUE
STRATEGY
SOLUTION
According to Malaysia’s health consciousness statics, the World Health Organization has claimed Malaysia to be Asia’s most obese country, due to the fact that half of Malaysia’s population are not watching what they consume, are not prioritizing buying healthy foods and supplements, or are struggling with depression and overeating as a result (especially during this current pandemic).
The strategies include establishing a kombucha exhibition gallery, a workshop, and an indoor plant hub that comes with a multi-sensory experience which allows people to interact with the space, to gain an understanding of what the brand is all about, and to raise awareness on obesity.
The solution to these ideas would be to create a modern biophilic design experiential space, to evoke human sensory in order to create awareness on obesity and to promote people to eat healthily. In relation to the concept of ‘no artificial ingredients’, the experiential space is to be designed with a modern biophilic approach, for visitors to indulge in an ambient space that is surrounded with aeroponic plants and furnished with eco-friendly and sustainable materials.
SENSORY DIAGRAM = Site
= Sun Path (From East to West)
= Service = Wind Path (From Northeast and Southeast)
= Institutional
= Noise
= Residential
= APW Location
= River/Lake = Park
= Nearest Parking (4 mins walk)
= Road
= Nearest Bus Stop (3 mins walk)
= Nearest Transit (11 mins walk)
= Transit Line
...……..…
= Route
SITE ANALYSIS SWOT ANALYSIS STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Flexible open spaces for the public to roam around freely
No private parking space
Nearby valet parking
Many nearby competitors (restaurants, cafes, printing shops, teahouses, etc.)
Various spaces for the public to explore (eateries, event spaces, pocket park)
Space is relatively dark, lack of natural lighting
Nearby facilities (hotels, schools, hospitals, residences, public transportations, etc.)
Less human traffic on weekdays
Lots of shelters available to shelter visitors from the rain and the scorching Sun
Lack of ventilation
Medium vehicle traffic in the morning and in the afternoon, no traffic in the evening and at night
Nearby ongoing construction, can be noisy
Lots of vegetation on site (pocket park)
Only one main entrance available
No kombucha exhibition galleries or museums nearby
With less human traffic at night, site surrounding becomes unsafe
SITE ANALYSIS NEARBY FACILITIES
1
2
APW Bangsar
5
Site location
Nearest Bus Stop KL1115 Apartment Putra Ria (Opp) 1 mins (drive) | 3 mins (walk)
6
Nearest Hospital 3
4
Nearest Restaurant
Nearest Hotel St Giles Signature Hotel & Residences 5 mins (drive)
9
Naj & Belle 2 mins (walk)
Nearest Police Station
Nearest Bank Dataran Maybank 4 mins (drive)
10
Nearest Parking Lot 7
Pantai Hospital Kuala Lumpur 5 mins (drive)
Nearest School
Nearest MRT
8
LRT Bangsar 4 min (drive) | 11 mins (walk)
Nearest Shopping Mall 11
Parq Valet 4 mins (walk) Global Indian International School (GIIS) 5 mins (drive)
Pantai Police Station 6 mins (drive)
12
Midvalley Megamall 5 mins (drive)
Nearest Residence Nadi Bangsar Serviced Residence 3 mins (walk)
5
4
12
9
6
3
8 10
1 2
7
11
THE CHACHA STORY “The Story of us is really simple. The future needs to be better than the present. Our idea was born out of the love of giving and providing healthy
alternatives to Malaysians. We want to make healthy simple, and convenient. Founded by Brewmeister Matthieu Morisset who is a plantbased chef, and Ishaq Vadillo a Health and
Fitness Trainer, we both feel that Kombucha is the drink missing from the world.”
CHACHA KOMBUCHA’S VISION & MISSION
Creating Real Authentic Products
Redefining What We Consume
Serving The Community
“We stand by our ethos of no artificial ingredients, no preservatives or unnecessary additives. Our products always contain the highest quality ingredients even if it is more expensive or difficult to find.”
“We want to be the catalyst and driving force towards functional foods. Kombucha is a drink that is healthy and tastes delicious. This is the drink that was see future generations, and forwardthinking people choosing over processed drinks with no health benefits.”
“We are here to serve. We want to inspire and help others through our products. Re-learning what we know is the best way to move forwards as a society. We want to make health affordable and convenient for everyone.
TARGET AUDIENCE
GEN Y
AKA: Millennials, Echo Boomers, Boomerang Generation
Birth year: 1981-1996 Age range: 25 to 40 Size: 72.1 million Aspiration: Freedom and flexibility
GEN Z
AKA: iGeneration (iGen), Post-Millennials, Homeland Generation Birth year: 1997 – later Age range: 24 and below Size: 68 million Aspiration: Security and stability
SPACE PLANNING MASS MODEL
SUBTRACTION
SUBTRACTION
SUBTRACTION
SUBTRACTION
ADDITION
ADDITION
SPACE PLANNING CONCEPT DIAGRAM
ENTRANCE & EXIT
PUBLIC & PRIVATE SPACE
BUILDING INSTALLATIONS
There are two main entrances, one exit, and one secondary entrance.
Only working staff are allowed to access the private space, and they would enter through the secondary entrance. On the other hand, the public spaces are accessible to everyone.
The round windows are arranged in a clustered organization to go with the fizzy kombucha concept. Perforated panels are also cladded onto the building to go with the concept. The curved roofs with howe trusses are installed to solve the wind ventilation issue, while large glass windowpanes allow natural sunlight to shine into the interior.
SPACE PLANNING CONCEPT DIAGRAM
SUN
WIND
NOISE
The sun path is from East to West. Large glass windowpanes are installed to maximize the amount of sunlight into the interior. 130 Solyndra solar panels are installed to absorb sunlight for energy generation.
The prevailing winds come from Northeast and Southwest. The round shaped perforated panels are adjustable to allow wind to flow into the interior.
There is noise coming from all sides of the building. The ground floor would be noisier than the upper floor, due to higher human traffic. However, the east side of the building will be the noisiest, due to the ongoing building construction nearby.
SPACE PLANNING
3300mm
3300mm
CONCEPT DIAGRAM
VOLUME (FRONT VIEW)
3300mm
3300mm
The building consists of two voids – 1 small void in the private space, and 1 large void in the public space. The large void is centered in the middle of the building, and it also serves a purpose of allowing the aeroponic plants to obtain more sunlight and space to grow.
VOLUME (SIDE VIEW)
SPACE PLANNING PROGRAMMES EXHIBITION GALLERY
PUBLIC
Reception
Brochure stand
ChaCha Kombucha display
Video installation room
Lockers
Male and female washroom
Smell the aroma of kombucha
Obesity scale interactive display
Lounge
Baby care room
Hear the kombucha fizz
Souvenir shop
Kombucha bar
Accessible toilet
Touch the jars of SCOBY
Available for 3 months from July to September, rotate every year
SPACE PLANNING PROGRAMMES WORKSHOP
INDOOR PLANT HUB
Making kombucha together – The more the merrier
Pick your fruit or vegetable to give your kombucha a flavour
Management office
Electrical room
Stimulating the five senses through hands-on experience
Plant your own seedling
Workshop storage room
Water pump room
Bring home a DIY kombucha brewing kit
Bring home an aeroponic kit
Indoor plant hub storage room
Staff restroom
Plastic bottle recycling programme
Coconut husk recycling programme
Discussion room
Pantry
PRIVATE
SPACE PLANNING HOURS OF OPERATION GROUND FLOOR RECEPTION
6AM
3PM
12AM
6AM
3PM
12AM
PLANT HUB INSTALLATION KOMBUCHA BAR SOCIAL ZONE EVENT TALK AEROPONIC PLANT HUB WORKSHOP
BREWERY PANTRY
FIRST FLOOR MULTI-SENSORY EXHIBITION MANAGEMENT OFFICE DISCUSSION ROOM
SPACE PLANNING PROGRAMMES
GROUND FLOOR PUBLIC SPACE FIRST FLOOR EXHIBITION
MULTI-SENSORY EXHIBITION
AEROPONICS PLANT HUB
PRIVATE SPACE
SPACE PLANNING SPATIAL RELATIONSHIP BUBBLE DIAGRAM STAFF RESTROOMS
WASHROOMS
CHILLER ROOM
ELECTRICAL ROOM
= PUBLIC
= IMMEDIATELY ADJACENT
= SEMI-PRIVATE
= CLOSE + CONVENIENT
= PRIVATE
= CONVENIENT
WATER PUMP ROOM
BREWERY
WORKSHOP 1
CHACHA KOMBUCHA DISPLAY
EVENT TALK + SOCIAL ZONE
SEATING
PANTRY
WORKSHOP 2 RECEPTION
SERVICE LIFT
TOUCH ZONE
EXHIBITION GALLERY
OBESITY SCALE INTERACTIVE DISPLAY
SOUVENIR SHOP
SMELL ZONE
WORKSHOP 3
HEAR ZONE
PLANT HUB STAFF RESTROOMS
DISCUSSION ROOM
KOMBUCHA BAR
• • •
Clustered organization Network circulation Spaces linked by a common space
MANAGEMENT OFFICE PANTRY
VIDEO ROOM
SPACE PLANNING SPACE LISTING • • •
Clustered organization Network circulation Spaces linked by a common space
= PUBLIC = SEMI-PRIVATE = PRIVATE
GROUND FLOOR
SPACE PLANNING SPACE LISTING • • •
Clustered organization Network circulation Spaces linked by a common space
= PUBLIC = SEMI-PRIVATE = PRIVATE
FIRST FLOOR
SPACE PLANNING CIRCULATION
GROUND FLOOR
= PUBLIC
= STAFF CIRCULATION
= SEMI-PRIVATE
= VISITOR CIRCULATION
= PRIVATE
SPACE PLANNING CIRCULATION
FIRST FLOOR
= PUBLIC
= VISITOR CIRCULATION
= SEMI-PRIVATE
= STAFF CIRCULATION
= PRIVATE
FURNITURE LAYOUT PLAN GROUND FLOOR
FURNITURE LAYOUT PLAN FIRST FLOOR
SECTION SECTION A-A
SECTION B-B
SPACE PLANNING MOOD BOARD
Industrial Bar Stool
Mustard Yellow Bar Stool
Sphere Pendant Light 25W 4000K
Mustard Yellow Stucco Paint Yellow Mesh Panel
Yellow Epoxy Paint
Down Light 25W 4000K
LED Strip Light 10W 3500K
Reclaimed Wood White Chair Brushed Aluminium
Black Laminate
Mustard Yellow Powder Coated Steel
25mm THK Tempered Glass
RENDERED PERSPECTIVE VIEW
RECEPTION | 8am – 9pm If visitors have any enquiries, there is a reception on the right, right by the entrance. If visitors would like to head straight to the exhibition or plant hub installation, the ramp is on the left, right by the entrance as well.
RENDERED PERSPECTIVE VIEW
PLANT INSTALLATION HUB| 9am – 8pm The plant installation hub is an Instagrammable area, as mesh panels are filled with aeroponic plants and ChaCha Kombucha bottle installations. All ChaCha Kombucha bottles from the bottle recycling programme will be added to the installations.
RENDERED PERSPECTIVE VIEW
SOCIAL ZONE | 9am – 8pm The white circular graphic on the floor indicates the event talk area. Even though the even talk is from 2pm to 4pm everyday, visitors can still rest at the social zone when there is no ongoing event talk.
RENDERED PERSPECTIVE VIEW
KOMBUCHA BAR| 9am – 8pm The kombucha bar is split into two parts – dine-in and to-go. There is also an open-kombucha bar (open from 9am to 8pm as well) which allows visitors to see and learn how to make kombucha.
RENDERED PERSPECTIVE VIEW
WORKSHOPS|
9am – 8pm
The workshops are paid programmes for students to learn how to make homemade kombucha. Students also have the opportunity to learn more about the origins and benefits of kombucha.
RENDERED PERSPECTIVE VIEW
WORKSHOP|
9am – 8pm
Each 3 hours long workshop can have 8-10 students.
RENDERED PERSPECTIVE VIEW
AEROPONIC PLANT HUB| 9am – 8pm The aeroponic plant hub is where the workshop students get to pick their own fruit or vegetable for their kombucha flavour. They can plant their own seedlings as well, and even bring home an aeroponic kit.
RENDERED PERSPECTIVE VIEW
Featuring mesh panel staircase
PANTRY| 8am – 9pm
During staff break / resting period, workers can take a rest at the ground floor or first floor pantry.
RENDERED PERSPECTIVE VIEW
BREWERY| 8am – 9pm In preparation for the workshop classes, kombuchas are brewed here. Workshop students are also allowed to get a glimpse of the kombuchas being brewed.
RENDERED PERSPECTIVE VIEW
SOUVENIR SHOP| 9am – 8pm ChaCha Kombucha products (bottle of kombucha) are up for sale. If visitors wish to participate in the ChaCha Kombucha bottle recycling programme, visitors can pass their empty ChaCha Kombucha bottles to the cashier.
RENDERED PERSPECTIVE VIEW
OBESITY INFOGRAPHIC DISPLAY| 9am – 8pm Visitors get to learn more about the obesity issue in Malaysia, through infographics.
RENDERED PERSPECTIVE VIEW
OBESITY SCALE INTERACTIVE DISPLAY| 9am – 8pm There is a touch-screen machine for visitors to pick which food or drinks the large figures shall consume. Unhealthy foods would cause the figure to bloat up, while healthy foods would make the figures skinnier, hence encouraging people to eat healthily.
RENDERED PERSPECTIVE VIEW
VIDEO INSTALLATION ROOM| 9am – 8pm A large LED screen which plays an educational video about obesity and kombucha.
RENDERED PERSPECTIVE VIEW
MULTI-SENSORY ZONE| 9am – 8pm At the hear zone, touch zone, and smell zone, visitors get to have a multi-sensory experience of knowing what kombucha fizz sounds like, what the scoby texture feels like, and what kombucha smells like.
AXONOMETRIC VIEW
PRESENTATION BOARD
FRONT VIEW (TOP)
BACK VIEW (TOP)
LEFT AXONOMETRIC VIEW
RIGHT AXONOMETRIC VIEW
MASS MODEL
FRONT VIEW (TOP)
BACK VIEW (TOP)
LEFT AXONOMETRIC VIEW
RIGHT AXONOMETRIC VIEW
CONCEPT MODEL
FINAL FINISH MODEL
GROUND FLOOR
FIRST FLOOR
MODEL SCALE 1 : 200
THANK YOU