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Architect & Designer cmarie.hajjar@gmail.com
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Cotton Candy Pop-Up Store
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International Big Data Exhibition Exhibition Booth
09 21 27
Trips = 1 Tree Acquisition Campaign New Visual Identity Release Branding Refreshment
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DayDream Coffee Shop Concept Store
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Coma Cities Shared Space Community
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SMPL Urban furniture
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Creating brand power through consistency of design
Carla Marie Hajjar
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Designed Mobike 8,000 sqm Campus and top 3 National regional offices, Exhibition Fair and event attendance. We have enlarged Mobike to a working culture through designing their Work, Leisure, and Catering environment.
SMPL Urban furniture Cotton Candy Pop-Up Store International Big Data Exhibition Exhibition Booth
EXHIBITION BOOTH Tokyo, JAPAN
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03 PERMANENT GALLERY Beijing Headquarter, CHINA
OFFICE SPACES Shanghai, CHINA
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SMPL ART
Urban furniture
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SMPLs are self-sustaining street furniture containing IoT hardware and applying geo-fencing technology. They have the ability to communicate in real time with the bikes through the Mobike IoT network. This high-tech parking solution is designed to encourage and reward mindful parking as well as optimize the operation team’s workload. ‘Smart Mobike Preferred location’ design patent is my first design patent filled. Its urban shape has also been developed in more friendly and appealing urban furniture presented on the picture. I Led with my team this sustainable and user-friendly urban furniture from concept design all the way to street installation across 5 countries in South East Asia and China.
10 WEEKS
31.04.3017- 09.06.2017
1xDesigners 1xEngineer 1x3rdConstructor
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BIG DATA INTERNATIONAL EXPO
Exhibition Booth
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Managed 12 exhibitions in 7 different countries. Led execution of the exhibiting booth concept. Enabling the engaging promotion of Mobike’s IoT solution and latest product releases. Ensuring that Mobike stood out amongst the latest tech trends and companies. Case Study: Big Data 2017 international Fair in Shanghai with over 7600 C-suite executives attending. Showcasing Mobike’s unique AI platform. The eye catching balloon was visible from every corner of the fair, it both illustrated Mobike’s cloud and guided visitors to the booth. On entering the booth, visitors were immersed in a 3D version of the Mobike APP and taken through the journey of Mobike to date.
6 WEEKS
01.04.2017-25.03.2017
3xDesigners 2xMarketing 1x3rdConstructor
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CAMPAIGN
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Led design and content generation for multinational marketing campaigns and new product launching, including digital, outof-home, and print campaigns, in all 11 languages. Ensured content effectively promoted the desired call-to-action in order to meet or exceed ROI expectations.
Trips = 1 Tree Acquisition Campaign New Visual Identity Release Branding Refreshment Daydream Concept Store Coma Cities Master Thesis project
Billboard Campaign New Product ITALY, Milan
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100 TRIPS = 1 TREE
#RideForEarth, Acquisition Campaign
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We encouraged Mobike users to #RideForEarth through an integrated global campaign across social, in-app communications and offline events. In partnership with the re-forestation charity One Tree Planted, we ran a ride to pledge activation where for every 100km cycled we planted a tree. On completion, the Earth Day campaign garnered over 14k new users internationally (localized across 17 active countries) at an ROI of $1.41 (i.e. every dollar spent returned $1.41 in revenue). As well as an entire forest planted in Brazil through the efforts of Mobikers.
6 WEEKS
12.03.2017-22.04.2018
3xDesigners 2xMarketin 2xProduct 1xPartner
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WORLD CYCLING DAY
Brand awarness campaign, Trips
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The world’s first “World Cycling Day” was championed by Mobike in conjunction with the United Nations Environment Project, WRI, WHO, WWF and a number of other well-known organizations. This campaign was built on corporate and consumer events and online activations. The key objective of this campaign was to firmly establish ourselves as the responsible player in the smart bikeshare space. Through engaging thought leaders like Erik Solheim and developing a viral animation showcasing key data to date (kms ridden / co2 saved) we were able to achieve that objective. On Twitter alone the online content received over 1.5 million impressions and increased engagement by 63%. The campaign was awarded an Overseas Communications Excellence Award from The People’s Daily, China’s largest national media.
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6 WEEKS
01.02.2017-25.03.2018
2xDesigners 3xPR 2xMarketing 3xPartner
NEW VISUAL ID RELEASE
Brand Refreshment
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After Meituan’s acquisition, Mobike wants to refresh its visual branding, with a more passionate and more reliable logo, which has been: - simplified, its edges are free from curves, the letters has been reshaped to pure geometrical shapes fitting in square and circle, - unified, the logo is not read separately as mo + bike, it is now a unique word ‘mobike’ thanks to its 3 different letter height, - following the ‘tech trend’, it has moved away from using uppercase to lower case, making our message more approachable. For instance, the ‘ i ‘ standing for innovation is now reinforced to increase legibility in body copy while still preserving its personality.
6 WEEKS
24.04.2018-05.07.2018
4xDesigners 1xMarketing 1x3rd Party
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COMA CITIES
Ordos Kangbashi, Master Thesis Project
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How to bring life in a ghost town ? First step was to re-define what a common ghost town is and determined Coma City as the new term to define this specific contemporary global urban phenomena. The answer is a website: www.comacities.com It has been created as a hub’s idea where inhabitant can read articles published about theit, propose ideas and interact in a forum. The project on Ordos Kangbashi is published as a first proposition. This project is based on the local needs analyse. It proposes a transportable fair offering various shared service and works as a graft on the street changing the street from diving to unifying communities.
6 WEEKS
01.03.2016-22.06.2016
1x Architect-Urban Planner
Interview with a shopping addict from the new town
I-2 �. Interview with a sho��in� fan in the new town
I-2 �. Interview with a future Interview with a worried future retreated retreate� from the new town
I-2Interview e.Interview witha arestaurant restaurant’s with owner from the newt town owner from the new town
Inte writ
I-2 �. Int writer fro
... ... «« II would would love love to to go go to to aa «« Senior Senior school school »» and and learn learn piano piano !! »» ... ...
... ... «« The The Government Government told told us us that that isis was was good good to to open open aa restaurant restaurant here, here, and and we we open open itit here here »» ... ...
...... «« II order order everything everything from from internet internet (...) (...) itit takes takes 22 to to 33 days days maximum maximum to to come come »» ......
Interview with a famous writer from the old town
I-2 �. Interview with a famous writer from the o�� town
... « Children love to come in my library in Dongcheng after class » ...
Interview with Difei Xu, Specialist in Chinese Urban planning
I-2 o.Interview with �ifei �u� �ra�uate� stu�ent �ro�osin� a revita�i�ation strate�� for �r�os ... « I definitely defiantly think that built on Ordos’ streets is totally doable, you can add commercial street and provide a better life for the citizen » ...
Interview with the economic comissor’s director
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Citizen
Needs
RESTORATION
SHOPPING
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Logo
Boxe supply answering to their needs
-Kitchen space (indispensable) : fridge, cooki water supply, electricty supply,Wifi supply -Reception space (dispensable) : table, chair -Toilet (should exist close by) +option of outdoor terrace on the roof or i the module
-Fitting rooms/ storage (indispensable): e supply -Stand (dispensable): moveable and d furniture. + option of outdoor stand
RENTING
- Reception space (dispensable) : table cashier, sound system -Stand (dispensable): moveable and di furniture.
CO-WORKING
- Working place (indispensable) : table, ch supply, electricity supply -Tools (dispensable): computers, constructi printer...
TRAINING
- learning furniture (dispensable) : table, cha instrument, sport accessories -Dressing room, storage, audio (indispensable) +Outdoor place
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showroom storage cashier, fitting room
cashier, fitting room mezzanine store windows
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extraverted introverted
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introverted
++
introverted
USER-USER USER-USER USER-USER
OFFLINE 3m
6m
66mm
6m
6m
3m
MODULARITY MODULARITY
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extraverted extraverted
MODULARITY m system
InformalInformal trainingtraining Informal training S i l e n cS ei l S e i n l ce en c e S h a r S h a r i n g S h i an r g i n g I n t e r a c t i oI nn t e Ir na tc et ir oa n c t i o n C o m f o rC to mC fo om r f t o r t r o f e sPsri o fneaslsi si omn a l i s m ProfessionaliP sm
USER-SPACEUSER-SPACE USER-SPACE
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kitchen
c airs,music
I n t i m Ianctyi m a c y Inform I naf lo r m a l Inspiration Inspiration Cre at iC v irteya t i v i t y C u l t uC ruel t u r e Pro te c Pro t i o nte c t i o n R e l Ra ex l a x Networking Networking
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store windows eating areas, reception showroom kitchen cashier, fitting room eating areas, reception
COMMUNITY COMMUNITY
Intimacy Informal Inspiration Creativity Culture Pro te c t i o n R e l a x Networking
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extraverted introverted introverted
COMMUNITY s, ion tools,
creationcreation space space Ideas creation Ideas space Ideas Technical Technical quality Technical quality quality SerenitySerenity and positivity and positivity Serenity and positivity Experiences care Experiences care Experiences care Interesting environment Interesting environment Interesting environment E q u i p m Ee qn ut E i qp um i ep nmt e n t
USER-SERVICE USER-SERVICE USER-SERVICE
kitchen
fi hairs, Wifi
I n t e rI en st te r e s t C u r i oCs ui tr yi o s i t y Fa s c i n aFa t isocni n a t i o n BelonB g ei nl og n g i n g Accessbility Accessbility
eating areas, reception
s, chairs, e, MULTI-FUNCTIONMULTI-FUNCTION MULTI-FUNCTION diversified
Interest Curiosity Fa s c i n a t i o n Belonging Accessbility
introverted
STORYTELLING STORYTELLING
extraverted
d diversified
STORYTELLING
introverted
y electricity
3m
of infront of
at home Feel at homeFeel atFeelhome C o n v i v i a l i t yC o n v iCv oi anlvi ti vy i a l i t y T r a d i t i o T r a d ni t i o n T r a d i t i o n s icbciel istsyi b i l i t y A c c e s s i b i l i t yA c c e s A S e r e n i t yS e r eS ne ir te yn i t y S a t i s f a c t i o nS a t i s fSaactti isof na c t i o n L e i s u r eL e i Ls eu ir se u r e D i s c r e t i o nD i s c rDei ts i cor ne t i o n
3m
SHARING SHARING
SHOPPING SHOPPING SHO REN RESTORATION RESTORATION RESTORATION
3m
er rs, cashier SHARING
LINK CREATED LINK CREATED LINK CREATED
3m
e,ing table,
Disired atmosphere Disired atmosphere Disired atmosphere
3m
BOXE’S MAIN QUALITY BOXE’S MAIN QUALITY BOXE’S MAIN QUALITY
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3m 3m 3m 3m 3m
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extraverted
cell of concentration
collective class
dynamic small group
introverted
bar of ideas circulation of ideas collective workplace desk
circulation of ideas
public/private interface
storage
exhibition hall+ mezzanine
showroom
store windows cashier, fitting room
kitchen
eating areas, reception
12 m
12 m 12 m
extraverted
introverted
extraverted
introverted
extraverted
introverted
extraverted
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6m 6m
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introverted
USER-SPACE
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b. Skined of a traditional North Chinese piled beam frame located on one side if the rooftop.
USER-USER
a. Section of a traditional North Chinese piled beam frame in a rooftop structure
USER-SERVICE
TRAINING CO-WORKING RENTING SHOPPING RESTORATION LINK CREATED
c. Decompositon of a traditional North Chinese piled beam frame system
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d. Simplified and Standardized traditional North Chinese piled beam frame structure
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DAYDREAM
Coffee Shop, Beijing
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You spend an average of 70-120 minutes a day, daydreaming or fantasizing from a perspective that transcends normal perception. Based on this asumption, Daydream coffee shop is working with offices as a plugin space where employee can openly daydream during their coffee break, team catch-up and informal match. Each coffee type is associated to one of the main daydream type from the repetitive to the sweet dream, pick your flavored daydream!
2 WEEKS
31.01.2019-18.01.2019
1xDesigner-Architect
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Americano
Latte
Caramel Macchiato
Mocha
Espresso
Double espresso
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Thanks! Carla Marie Hajjar +33 781049108 +86 13162787261 cmarie.hajjar@gmail.com 9 rue Basfroi, 75011, Paris, FRANCE