Š Copyright 2016 by Chia Hao Lee (1) 707 631-2350 scottherpa@gmail.com www.chiahaoleedesign.com All right reserved. No part of this publication may be reproduced or transmitted in any form or by any means, without permission in writing from the publisher. Aesop campaign images are courtesy and copyright reserved to
Designed in New York, New York Printed in United States
Design & Planning / C H I A H A O L E E
Design Consult / Robert Ball, Studio Instructor David Macroski, Departement Director
4
INTRODUCTION
1 CONTENTS EVERYTHING YOU NEED TO TRAVEL WITH IS HERE
INTRODUCTION About
6
Airport Lounge Mission
8
10
Location Analyze Demographic
16
12
3
2
4
AESOP EXPERIENCE
PROMNOIR JOURNEY
DESIGN DETAIL
Brand Philosophy
Design Concept
Floor Plan
46
Elevations
48
Brand Element Store Design
18 20
22
Entry
30
24
Welcome Bar 34
Plan Diagram
Wine Bar
Sketches
36
Wellness Spa 38 Dining
40
Living Room
42
Scale Model
50
52 54
6
INTRODUCTION
"THE LOUNGE DESIGN AS A DESTINATION POINT"
INTRODUCTION
An airport lounge is a hospitality facility operated
global traveler will reach over 6 billion. Airport
at many airports. Airport lounges offer, for
lounge plays huge role in the air travel journey.
selected passengers, comforts beyond those
Passenger are the key to revenue growth,
afforded in the airport terminal itself, such as
airports realize. That’s turning terminals into
more comfortable seating, quieter environments,
travel destinations in their own right: places
and more attentive service. Promnoir by Aesop
where people want to spend their time - and
is the lounge is to rethink the airport lounge
money. The airport lounge is the best to
experience, to inspire and redefine the way you
exemplified and to provide challenge thinking
will travel. 2.9 billion people globally utilized the
of the fast moving hospitality service oriented
air transport in 2012 (ICAO), and by 2030 the
experience. Let’s start the journey!
Above Image: Promnoir Lounge by Aesop Welcome Area Render
8
AIRPORT LOUNGE
AIRPORT
LOUNGE
“Airport are highly stressful place for traveler, lounge provides them the sanctuary”
2.9 billion people globally utilized the air transport in 2012 (ICAO), and by 2030 the globally travelers will reach over 6 billion. Lounge plays important part of airport traveling experience, it’s one of the amenities at the airport that can provide a private and exclusive experience. It has unlimited potential but it is difficulty to accumulate the mileage, and with certain member can open to destined lounges. However, with the new Aesop Lounge concept it can attract the entire new market into the travel experience.
Above Image: Cathay Pacific First Class Lounge Hong Kong International Airport Courtesy of Cathay Pacific Airways
10
DESIGN CONCEPT
+ PROMNOIR NEW
YORK
“Aesop means storyteller in Greek”
Promnoir is a new kind of lounge for airport travelers that makes their brief stay, meaningful through the customized and unique experience of the Aesop brand.
BRAND CHOICE
WHAT
IS
IT
An Australian brand Aesop is a cosmetic brand produce by former hair stylist Dennis Paphitis in 1987. In addition to skincare, Aesop also produce hair care, soaps and fragrance.
WHY
AESOP
With the concept of embrace and design for local, Aesop bring together the conscious of the local cultural. Moreover, its a brand that adopts the idea of creating a balanced lifestyle beyond just a beauty brand. This makes Aesop best suitable for the this unique hospitality experience. ‘Love of the beauty is taste, the creation of beauty is art.’ -Ralph Waldo Emerson
Opposite Image: Aesop Products
11
12
LO CAT I O N
New York, the multi-culture city, with the essence of the personality.
NEW JFK
YORK INT'L
CITY
AIRPORT
It’s the city full of stories, with the city that juxtapose on both uptown sophistication and razor sharp of downtown. The richness of the city, for certain its the best place for Aesop to launch its first uniquely tailor lounge experience for the savvy New Yorker, or the visitors that take apart of New York essence before they onward to their journey.
Above Image: Aesop Traveling Package Design
Above Image: New York City View
14
SITE
The location is set at the John F. Kennedy International Airport
JFK
AIRPORT TERMINAL
4
in New York City, is one of the most populate and most used airport in US. It’s also best place to provide the experience to travelers, it will be located at the largest and newly renovated terminal 4, so it will have more pedestrian crowded, it will be operating more like American Express Cetruion Lounge.
TERMINAL
4
Above Image: Terminals Map of JFK Int’l Airport
Terminal 4 Check-In
Departure Level
B20 A3 B22
B23
A2
A5 A4
B24
A7
B25 A6
B26
B27
B28
B29
B30
B31
Concourse A
Lounge Entry
Concourse B
Lounge
Departure Level
Lounge Entrance
Above: Promnoir Aesop Lounge Overall Dimension Plan Left: Terminal 4 Map of JFK Int’l Airport Below: Terminal 4 Section Elevation with Lounge Location
16
DEMOGRAPHIC
DEMOGRAPHIC
‘Promnoir target on the urban dweller, urbanist. It open up the opportunity for people who desire to experience new set of travel journey.’
Aesop it’s the brand that uniquely target to various of audience, from urban dweller to adventurers. It is the product that both represent the essence of lifestyle balance and the personality. Promnoir is the first kind of lounge that attract people who want to have its very own customized lifestyle and the person who want more then just experience but a sense of personality and story.
Above Left to Right: Audience who shop at Aesop Boutique & A women with sense of strong personality
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BRAND STORY
‘Everything that is beautiful is and noble is the product of reason and calculation.’ -Charles Baudelaire
AESOP
PHILOSOPHY
An Australian brand Aesop is a cosmetic brand
product from the UV sun rays. Each products is
produce by Dennis Paphitis in 1987. In addition
made on its function not on its aesthetic. Aesop
to skin care, Aesop also produce hair care,
reply on the level of intimacy in terms of the
soaps and fragrance. The physiology of skin is an
conversation we share with the customers. The
integral part of our daily lifestyle. Through Aesop,
space are reflect on the size of the products
you will learn about your skin’s life cycle, and its
that Aesop produce. We believe that you should
relationship to the climate that you live in. I do not
sense, hear, feel, and smell an Aesop store
believe that you need a lot of products to keep
before you actually see that it is one. All of the
your skin in good condition. What is important is
compound aesthetic gestures matter and must
to learn how to achieve equilibrium. Functional
work together. Embraced the local neighborhood
choice of the brown bottle choice, protect the
culture as part of their brand identity.
Opposite Right: Aesop Product Line
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BRAND ELEMENT
CENTRAL
SINK_
The central elements of every Aesop boutiques are the design of the sink and basin, each stores has unique design. Simply two elements that’s
BRAND
ELEMENT
how Aesop welcome people into there store sink with running water. Because customers are invited to wash their hands in order to test toner or moisturizer on them. Its the ritual that Aesop produce to there customer, a sense of gathering to create the conversation around it. Aesop welcome your journey by experience their product.
Opposite Image: Aesop Sink Design West Village Store, New York
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BOUTIQUE DESIGN
LONDON
SOHO
PARIS
FRANCE
OSLO
NORWAY
BERLIN
GERMANY
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PROMNOIR EXPERIENCE
PROMNOIR NEW
YORK
‘Traveling – it leaves you speechless, then turns you into a storyteller.’ -Ibn Battuta
26
I N S P I R AT I O N
ARRIVAL
WELCOME
CLEANSING
AUTHETIC
INDULGE
REJUVENATE
28
DESIGN CONCEPT
The ritual of cleansing been inspire by the Aesop DESIGN
CONCEPT
help you relax before your trip or welcome you back home as center experience in the Promnoir Lounge. It brings the elements from the city and Aesop believes from materials to the planning of the space.
TARMAC
RETREAT
SO
BAR
SIMPLE
RES
AESOP
WELLENESS
RETREAT
EXP
EXCLUSIVE LOUNGE
THE PROMNOIR (THE LIBRARY)
WINE
LAB
LOUNGE
DN
DN
DELTA
CENTRAL SINK
WINE
AESOP SUITE
LAB (M)
RESTROOM
(W)
CLUB
MARCHE
RESTROOM
SKY
UP
MARKET
DINING STORAGE SPA
EXIT
WELCOME BAR
LUGGAGE
MARKET DN
KITCHEN
OFFICE
KITCHEN
AESOP
EXPERIENCE
PRODUCT
LOWER
LIFT
LIFT
DISPLAY
LEVEL
ENTRY
FLOOR
PLAN
DEPARTURE LEVEL
STORAGE
30
ENTRY
ENTRY FOYER
LUGGAGE ROOM
Experience both bold and quietness of the Aesop brand, with the sense that provide traveler attention before they walk down to the main lounge. Unlock
ENTRY
LOBBY
ENTRY
the door by the invite that we send it to your prior to your arrival. The staff on the entrance foyer will escort you down to the main lounge area for your exclusive experience. The entry design is to give you a sense of coming back home, with warm and honest design. LOCK SCAN
LOUNGE
ENTRANCE
(DEPARTURE
LEVEL)
CIRCULATION
PATH
32
I N STA L L AT I O N
INSTALLATION
‘The use of traveling is to regulate imagination by reality, and instead of thinking how things may be, to see them as they are.’ -Samuel Johnson
The installation piece at the entry stairway is where the art installation will be rotating by various New York local artist, its the spirit that Aesop believes in supporting the local community, and by doing this it helps to promote the local artist’s works. The art should quiet but in the way a provide a memorable first impression that traveler will experience when they first arrived at the lounge.
Above Image: Promnoir Lounge Entry Staircase Installation
34
W E LC O M E R E T R E AT
From the moment you walk down, the unique representation of local New York style Aesop display and the long customize bar will
WELCOME
LOBBY
be your first impression. We create the simple customize personal experience for your brief stay here. We invited you to experience the ritual of the Aesop by cleansing and enjoy the hospitality by Aesop in our Central Sink Area before your journey begin.
CENTRAL SINK
CUSTOMIZE BAR AREA
AESOP FEATURE WALL
WELCOME BAR
LUGGAGE
DN
AESOP CONCEPT SHOP
LIFT
PRODUCT
LIFT
DISPLAY
MAIN
LOUNGE
(LOUNGE
LEVEL)
Above Image: Promnoir Lounge Welcome Customization Bar
36
W I N E L A B O R ATO RY
AESOP BOTTLE FEATURE WALL
BANQUET SEATING
WINE
LAB
LOUNGE
DISPLAY
AESOP
WINE
LAB
UP
CENTRAL SINK
RESTROOM
RESTROOM
(M)
(W)
MAIN
LOUNGE
(LOUNGE
LEVEL)
‘Aesop Laboratory’ introduce you with new type of liquid intake best to fit your lifestyle. More importantly it’s the place where
WINE
LABORATORY
people gather around to have wonderful conversation. With the intimacy of the space you will find yourself linger in the space with no time. The usage of materials are warm and welcome, but also inspire by the New York rustic iron steel architecture.
Above Image: Promnoir Lounge Wine Lab Render
38
W E L L N E S S R E T R E AT
CUSTOMIZE
WELLNESS
SUITE
BAR
CHECK-IN
PRIVATE SIMPLE RETREAT AREA
CONSULT
AREA
Wellness Retreat is where an Aésop specialist will customize your exclusive relaxation experience according to your skin type and lifestyle habit or your
EXCLUSIVE LOUNGE
traveling destination. Traveler has choice of experience from partial or immerse themselves in the SPA retreat suite to
PRODUCT DISPLAY WALL
fully experience the Aésop. The Spa is to give you the place where you can unease your stress before your journey start, or in
AESOP SUITE
between your journey. STORAGE
SPA
Opposite Image: Promnoir Lounge Aesop Spa Suite Render
EXIT
40
MARCHE DINING
MARCHE
SEMI-PRIVATE
CUSTOMIZE
DINING
KITCHEN
DINING MIX&MATCH
CENTRAL
KITCHEN
Aesop committed green grocer is the way
SINK
that we value of our product, food has been a consistent source of inspiration for us. Our marche dining room provide the customization of food. Which able the guest to Mix & Match the fresh ingredient from the bar, and have the chef to create the exclusive dish for you. We also create MARKET
a set of eating option that will help you reduce jet leg upon your arrival. So no matter where you are at the Lounge we always know your needs.
BAR
KITCHEN KITCHEN
KITCHEN
Above Image: Promnoir Lounge Marche Dining Area
42
LIVING ROOM
LIVING
PRIVATE
ROOM
POT
The Promnoir is the place where you can fully experience the brand philosophy of Aesop. It’s a library, it’s also a cafe, but most important
LIVING
ROOM
is that please enjoy like you are at your living room. We provide you the latest reading materials and wide selection of local craft drink. It’s the place for you to experience the moment of quietness, more importantly where you will truly understand the Aesop spirit.
EXPRESSO
BAR
Above Image: Promnoir Lounge Living Room Render
44
DESIGN DETAIL
DESIGN
DETAIL
46
FLOOR PLANS
FLOOR
PLAN
48
SECTIONS
POPUP RETAIL TAKE AWAY
CUSTOMIZE WELCOME BAR
E N T RY W E L C OM E W A LL E LE V A TION
WELLENESS ENTRANCE
S P A & W I N E B AR W A LL
RETREAT
BOTTLE FEATURE WALL
CENTRAL BASIN
WELLNESS WALL DISPLAY
ENTRANCE TO DINING
ELEVATIONS
EXPRESSO
BAR
COMMUNITY SEATING
L I VI N G RO O M SE C TION
INSPIRATIONAL
CEILING
ENTRANCE TO DINING
50
PLAN DIAGRAM
PLAN
DIAGRAM
&
SKETCH
52
CONCEPT SKETCH
54
SCALE MODEL
SCALE
MODEL
Above Image: Overall Promnoir Lounge Scale Model
From Left to Right: Promnoir Lounge Departure Level Entry Welcome Area + Pop Up Shop Living Room Lounge View
58
CONCEPT
PROMNOIR
LOUNGE
AESOP
“Promnoir is a new kind of lounge for airport travelers that makes their brief stay, meaning ful through the customized and unique experience of the Aesop brand.”
We know travel can be arduous, no matter how thrilling the destination. To regain your composure on arrival or prior departure, Aesop welcome you to The Promnoir to take a bath, a long walk, a delicious meal, and a used of our products. We believe you’ll be in fine fettle in no time.