Allsteel Magical

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C U LT U R A L LY C O R R E C T R EG I O N A L S H O W R O O M S T R AT EGY: C O R P O R AT E V O I C E S P O K E N W I T H R EG I O N A L A C C E N T S

VA R I O U S L O C AT I O N S | U S A


Vision Building™ The project initiated with a ”Vision Building” session with selected representatives with the intent of developing a common understanding around the key issues. These meetings ensured that the participants were aligned in the mission to address issues that were central to the project’s success. Participants were taken through the visioning process, identifying opportunities and charting a roadmap for follow-on development.

Culturally Correct Regional Showroom Strategy

Table of Contents 2

Design Approach and Process

24

Allsteel Atlanta

54

Allsteel Los Angeles

16

Showroom Display Standards

38

Allsteel Boston

70

Allsteel Gunlocke Chicago

50

Gunlocke Los Angeles

85

Allsteel NeoCon Collateral

ii

Culturally Correct

S C A N T O D O W N L O A D T H E C A S E S T U DY


Possibilities Sketchbook™ This quickly recorded sketchbook of ideas documented the possibility thinking about all the image, message, packaging, and communication issues that could play a part in this project’s success. These sketch pages froze spoken concepts as pictures and allowed them to live, morph, and link. Getting our interview concepts down on paper allowed us to test consensus on each idea, prioritize need, and strategize procurement.

Culturally Correct

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Design Approach and Process

2

Culturally Correct


Vision BuildingSM Facilitated Success Strategy

Visual Listening We facilitated a Vision Building

SM

session with

your selected representatives with the intent of developing a common understanding around the following issues: process methodology, vision for the desired project endstate, alignment of goals, issues, challenges and concepts, definition of deliverables, and schedule. This meeting ensured that we are aligned in our mission to address issues that are key to the project’s success. We took the participants through the visioning process, identifying opportunities and charting a road map for followon development. We identified critical milestone dates throughout the process. It is our intent that the Vision BuildingSM summary we developed validates the team’s go-forward direction.

Culturally Correct

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New Definition of Commercial Contract Enhanced Expectations

Today’s Allsteel Baseline There exists today a critical mass of showrooms

To match the existing baseline we will need to:

(paired with a head office environment) that

· Balance Allsteel marketing image with regional

present us with a formulamatic approach to

metaphor imagery

personality of place. The experience of these

· Offer Allsteel ad copy alongside regional wordplay

existing investments represents the baseline

· Accommodate regionally expressive art alongside

for experiencing Allsteel via environment. These

Showroom Positioned Separate from the Product Offering Can we position the Allsteel showroom space as “cool” without changing the Allsteel product position?

Functionality

Allsteel commercial art

are the minimum expectations which, should we ignore, we would be celebrating the difference in

The visual component we will use to express

design firms rather than reinforcing a consistency

regional culture and geographic context requires

across Allsteel personality of place.

sophistication. It will serve us best if it offers an

Productivity

Kimball

immediate “ah ha” moment as well as reveals a In opening the showroom design door to HOK,

lightbulb insight over time. The existing baseline

Allsteel is entrusting us to get the formula, match

environments require us to offer wit, surprise and

the existing baseline, and clone an Allsteel with

discovery. The artifacts and art must be rich enough

an Atlanta accent and an Allsteel bred in Boston.

to offer cues that invite inquiry into the story. And

We are not succeeding by offering an HOK version

that storytelling exchange (repeatable myth and

of Allsteel but by offering an Allsteel version of

lore) between Allsteel and its audience creates

Atlanta (or Boston or LA).

interpersonal chemistry. It is in this way that

Functionality

Steelcase

Conservative Haworth

Allsteel Product Allsteel Showroom

Teknion

personality of place sets the stage for Allsteel staff to express personality of enterprise. The comeaway download must be pride of (show) place, pride of region and pride of enterprise. Set the stage, position the props, seed the story = match the Allsteel baseline. 4

Culturally Correct

Progressive

Knoll

Luxury

Herman Miller

Cool Image / Style


Audience Expectations Scripting Success for Each Visitor Experience

Pre-Visit Dialog Wayfinding to site: On-screen and fax maps Hospitality expectation alignment: “Lunch will be…“ Commerce expectation alignment: “What is it you’d like to see?” “What is it you wish to accomplish in visit?“

Arrival Well prepared greeting “Relaxing Moment” option: Store / Sit / Sip Confirming Moment: “Today you are interested in (this), so we will be (doing this).”

Buyer Expectation

Specifier Expectation

Dealer Expectation

Presentation Promoting an Infinite Relationship

Presentation Focused on a Finite Project

Presentation Promoting an Infinite Relationship

Full Exposure to Allsteel Offering

Allsteel Mapped to A&D’s Project Timeline and Process

Allsteel has Solid Credibility

Emotional Win Made Tangible

Project Phase Allsteel Offering

Allsteel is an “A” Team Player

Social Win Made Tangible Commercial Win Made Visible Decision Support: Provide audience with capability to backsell any decisions to home office

Program......................... Needs Analysis SD................................... Show DD.................................. Sell CD.................................. Specify CA................................... Schedule FM.................................. Manage

Allsteel is Energetic and Confident Allsteel Offers Winning Alignment Decision Support: Interoperable space for dealer use to conduct business (not just furniture showrooms – I can conduct business here)

Impress A&D’s Client (i.e., make A&D look good in recommending and in selecting Allsteel) Culturally Correct

5


Enhanced Experiences Defining the Show in Showroom

Opportunity: Be More to More People

A Strategy for Each Audience Attribute

“My choosing Allsteel will make me emotionally feel good, socially shine, and commercially succeed.”

Audience Attribute

Driver

Environmental Response

Visitors level of commitment

Interest

Engaging displays create interest to linger

Profile of visitor

Demographic

Strategize “something-for-everybody” visit points

Number of visitors in party

Headcount

Accommodate script for both gangs and singles

Timeline of project relevance

Pertinence

You-are-here project timeline displays our support per phase

The curiosity in the marketplace about Allsteel will power a magnetism for the new showroom. New people, new dealers, grand opening will fuel a curiosity to see-the-space (because the space will answer the curiosity by the perceptions it creates). Product on floor will, alone, fulfill no more than the commercial curiosity. The emotional perceptions will be fulfilled by experience of space and the hospitality of the visit. The social perceptions will be fulfilled via storytelling and embedded messages.

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Props Communicate Our Messages (and Personality)

A Script for Each Duration of Visit

Online presence of showroom: What do the images “show-of-room”?

Skim

Scan

Study

Third party PR: What do trade publications say/show?

p

Pre-Visit

Self Tour

Guided Tour

Sit Down Meetings

Hospitality artifacts: Coat hanging/securing belongings/food events

q

On-Site

Welcome Screen Display

Self Surf Touchscreen

Projected Presentations

Ad campaigns on-site

Overall Vista

Individual Stage Sets

Fit & Finish Detailing

Tour stops, visit points, and cue card pylons

Big Word Attributes

Headline Copy

Depth & Detail Narrative Text

Furniture tools as media vehicles

Big Photo Imagery

Cutsheet Summary

Product Line Catalogue

Occupant/worklife/props in furniture displays/stations

Drinks You Carry

Drinks and Carry-Away Snacks

Sit Down Dining

Product tie-ins (Lutron, Pantone, et al)

Impression Supporting Intrigue

Intrigue Supporting Engagement

Engagement Supporting Closings/Commerce

Culturally Correct


Contributors to Personality of Place Respect for Regional Culture

How Time and Space and Message Intersect

Respect for Regional Culture

Time: Life Expectancy

Message: Contribution

Space: Media Vehicle

Longer Life

Brand Essence Recently Formalized Now Being Broadcast

Fixed Architecture

Marketing Strategy Brian & Chloe Profiling

Advertising Campaigns Copywriting & Imagery

Audience Profiles

Buyer External

Specifier External

Dealer External

· Mini-Muscatine cultural experience · Concentration of product offering · Confirmation of media and advertising and PR messages · Verification of momentum and ongoing stability

Flexible

· Validation of reinvention success

Furniture Tools

· Recruitment of hearts and minds

Balancing Corporation with Context

Advertising Strategy Corporate Voice & Enterprise Personality Shorter Life

· Allsteel message spoken with regional accent · Communicate capability

Product Offering Existing Industrial Design Evolving Industrial Design Brand Artifacts Colors / Add Imagery

Personality of place sets the stage for Allsteel staff to express personality of enterprise. The comeaway download must be pride of (show) place, pride of region and pride of enterprise.

Customizable

Corporate Voice

Local Accent

Exhibit & Display

Enterprise Personality

Geographic Personality

Marketing Imagery

Metaphor Imagery

Advertising Copy

Regional Wordplay

Commercial Art

Regional Artifact

[ ] Employee Internal

Showroom Balance

Culturally Correct

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Regional Context of Allsteel Showrooms Comparative Inventory

Architectural Artifice

Cultural Artifice

Regional Art

Architectural Artifice

Washington, District of Columbia

Dallas, Texas

L ‘Enfant Urban Floor Plan

Cowhide Rug

Rotunda Colonade

Reception Furnishings

Cherry Blossom Carpet

Barn Wood Walls

Cherry Blossom Photo Collage

Stone Walls

Reception Furniture and Community Table

“Giant” Sky Mural

Etched Seal Mirrors

Tumblewood Lights

Marble Fireplace Finish

“Big” Quotes

Candle Flicker Lamping

Big Hair Big Hat Mirrors

Workstation Personality Props

San Francisco, California

Muscatine, Iowa

Fainting Room

Community Hall

Fainting Room Quotes

Embedded Nature in 3form

Cables Pattern on Walls and Glass

Corn Derived Fabrics

Community Room Furniture

Carpet Fields

“Earthquaked” Photo Strips of Buildings

Residential Fireplace Furnishings

Lampshade Redwood Art Lace-like Branch Art on Glass 8

Culturally Correct

Bathroom Flower Lamps

Cultural Artifice

Regional Art


Regional Context of Allsteel Showrooms Comparative Inventory

Architectural Artifice

Cultural Artifice

Regional Art

Architectural Artifice

Cultural Artifice

Regional Art

Atlanta, Georgia

Boston, Massachusetts

Pavilion Wood Beams

Layered Archeology of Finishes

Reverend Finster Table Art

Nautical Captains Chairs

Freestanding Chimney

Poetic Quotation

Georgia Vision Windshield

Tea Party Table Art

Embedded Nature in 3form

Gargoyle Mural

Workstation Personality Props

Workstation Personality Props

Los Angeles, California

Questions for Future Showrooms

Red Carpet

Q: Is this one brand personality with faceted faces successfully responding to locational context?

Hollywood Wood Mural

OR

Franciscan Table Coffee Orders Projected Imagery Graffiti Wall Workstation Personality Props

Q: Are the themed stage sets visually competing with the products to their detriment? Q: Does target position for the Allsteel product offering coincide with target positioning for the Allsteel showroom environment? Q: Does a shifted positioning target of the showroom environment draw Allsteel product to a desired migration in position? Q: Can product and resource center simply coexist with two different positioning statements: one about product, one about environment?

Culturally Correct

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Survey Results Solicited Opinions from Internal Stakeholders

Attributes of the Solution

Current Reality Scorecard

Visitor Profile and Visit Experience

Quality is a value judgment that varies with every individual. It is subjective. Nonetheless, quantification is useful. A graphic display of the assessment helps illustrate, in a relative manner, the differences or consensus among the evaluators. Comparing and discussing the reasons for these patterns leads to a clearer evaluation of the current reality for each project.

Audience Profiles

Duration of Visit(s)

Returning Visitors

Please indicate priority by numbering (adding any that are missing and deleting any that do not apply). 1 = Highest Priority

By percentage, please indicate the likely duration of a visit experience (you may eliminate those unlikely and add any that are overlooked).

Please indicate the relative likelihood of a return visit by the average visitor.

Brand

Culture

Assessment Graph Instructions 1. Use this graph for illustrating the pattern of scores. 2. Enter the total score for each consideration on the graph. Score 1 2 3 4 5 6 7 8 9 10

Indication Complete Failure Critically Bad Far Below Acceptable Poor Acceptable Good Very Good Excellent Superior Perfect

Audience Priority

4 1 Existing customers 4 1 1Prospective customers 4 1 Existing Specifiers 4 1 1Prospective Specifiers 4 2 Existing Dealers 4 2 Prospective Dealers 4 2 Existing employees 4 2 Employee recruits 4 1 Trade Media 4 3 Financial analysts

Example Completed Graph Brand

Culture 8

7

4 6

Competencies

Community

3. Mark the point on the graph representing the score. 4. Connect the points on the graph to form a quadrilateral.

1

Competencies

Community

Attributes of the Message Content stakeholder survey

Messaging Refresh Rate Where on the spectrum do you fall in your ability to curate messages – and create, refresh, renew message content?

your expectations solicited for each spectrum.

stakeholder survey

(other)

362 days/yr

Neolon N/A One hour 3% 70% N/A Two hours 1% 23% N/A Half day 5% N/A Full day 2% N/A Multi-day Percentage

FM / CRE |_____|_____|_____|_____|_____| Unlikely Very Likely A&D |_____|_____|_____|_____|_____| Unlikely Very Likely

Dealer 20 Minutes |_____|_____|_____|_____|_____| Can't respond - not too Unlikely Very Likely much knowledge of 362 days

Decision Makers (UP, Procurement C-Level customers)

Import new content continuously |_____|_____|_____|_____|_____|_____|_____| Import new content occasionally

10

Culturally Correct

|_____|_____|_____|_____|_____|_____|_____|

Humanistic

Global focus

|_____|_____|_____|_____|_____|_____|_____|

Local focus

Orchestrated

|_____|_____|_____|_____|_____|_____|_____|

Ad hoc

Literal

|_____|_____|_____|_____|_____|_____|_____|

Lyrical

Print and posters

|_____|_____|_____|_____|_____|_____|_____|

Pixels and screens

Static

|_____|_____|_____|_____|_____|_____|_____|

Interactive

Two dimensional

|_____|_____|_____|_____|_____|_____|_____|

Three dimensional

Integral with architecture

|_____|_____|_____|_____|_____|_____|_____|

Applied to architecture

Permanent

|_____|_____|_____|_____|_____|_____|_____|

Changing

Fixed in place

|_____|_____|_____|_____|_____|_____|_____|

Mobile

Curator required

|_____|_____|_____|_____|_____|_____|_____|

Self-maintaining

Culture sprinkled

|_____|_____|_____|_____|_____|_____|_____|

Culture immersed

Allsteel Gunlocke Unique Brands Distinct Offerings

Separate Spaces

Our Town

Lion King

Allsteel + Gunlocke Sister Brands Allied Offering

Theatrically Enhanced Environment

Actors and Dialog Alone

Stage Sets and Props Enhanced

Be sure to imagine the Audio Off test Which environment would succeed in story comprehension if we watched it (walked it) with the sound turned off.

Co-Branded Commingled Offering

Shared Spaces

|_____|_____|_____|_____|_____|_____|_____|_____|_____|_____|_____|_____|_____|_____|_____|

|_____|_____|_____|_____|_____|_____|_____|_____|_____|_____|_____|_____|_____|_____|_____| Theatrically Neutral Environment

AllsteelGunlocke

p

Basically expendable |_____|_____|_____|_____|_____|_____|_____| Necessarily durable

Timely content

Corporate

Which Brands are Under this Resource Center Umbrella?

Indicate on the spectrum where you desire the experience of the environment to fall.

Next new things |_____|_____|_____|_____|_____|_____|_____| Long view vision

Consistently refreshed |_____|_____|_____|_____|_____|_____|_____| Periodically maintained

|_____|_____|_____|_____|_____|_____|_____|

What is the Chicago Solution to Cohabitated Space?

Publicity releases |_____|_____|_____|_____|_____|_____|_____| Motherhood statements

Product line facets |_____|_____|_____|_____|_____|_____|_____| Umbrella brand focus

Practical solution

Timeless content

Anticipated Theatrics

Latest buzz |_____|_____|_____|_____|_____|_____|_____| Long shelf life

Fed by campaign cycles |_____|_____|_____|_____|_____|_____|_____| Changed by paradigm shift

|_____|_____|_____|_____|_____|_____|_____|

Brand Bundling

stage, sets, cues, props, and choreography

Temporal |_____|_____|_____|_____|_____|_____|_____| Vested

Ongoing cost |_____|_____|_____|_____|_____|_____|_____| One time cost

Innovative solution

Scripted Experiences

Latest statements |_____|_____|_____|_____|_____|_____|_____| Greatest statements

Dynamic news |_____|_____|_____|_____|_____|_____|_____| Static summations

Please view each of the following word pairs as two extremes of an attribute spectrum. We would enjoy some expectation settings for each spectrum. Please place a dot or highlight a section of each spectrum to indicate your desired settings for the visual communications and graphic display component of your project.

p

our survey of today as a starting point for achieving the desired tomorrow

+


Showroom Formula Unique Balanced with Unified

Allsteel Showroom Components We experience the same wit and charm and work ethic as if Iowa DNA were cloned and raised in Boston or Atlanta or Chicago. We experience the same personality but with a Boston quirk or Atlanta accent or Chicago gestures.

Visually unifying elements to this formula are: · Corporate logo display · Current tag line display · Similar product lines showcased

· Consistent Branding

· Consistent product identity pylons

· Uniform Identity

· Consistency of advertising media repurposed

· Multiple Locations

· Consistency of collateral media repurposed

· Exported Muscatine Personality

· Consistency of on-screen messaging

· Unique Geo/Cultural Accents

Reoccurring materiality across showrooms will include: · Allsteel product finishes · Finishes of Allsteel alliance partners · Finishes of Allsteel favored suppliers (fabrics, carpets, panels, lighting)

Summary formula: · Consistent branding

Shared experiences across showrooms include: · Entry/reception/greeting · Showroom/showcase/product vignettes · Materials/samples/library · Training/teaching/learning

· Repurposed collateral media · Repetitive product · Shared experiences · Reoccurring materials · Unique artifice, art, and artifact

· Conferencing/meeting · Community/hospitality/dining · Mock-up/emulation stage · Connection/communication amenity

The unique and individuating elements between showrooms will be: · Geographical artifice · Cultural artifact · Regional art

Culturally Correct

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Possibilities Sketchbook

SM

Rapid Conceptualization of Showroom Possibilities

Possibilities Sketchbook This quickly recorded sketchbook of ideas documents the possibility thinking about all the image, message, packaging, and communication issues that could play a part in this project’s success (yet in its “sketchiness” it still suggests a lot about flexibility going forward). These sketch pages freeze spoken concepts as pictures and allow them to live, morph, and link.

Sketch Concepts Presented 12

Culturally Correct


Possibilities Sketchbook

SM

Rapid Conceptualization of Showroom Possibilities

Boston

Atlanta

Sketch Concepts Reviewed

Los Angeles

Wayland

Culturally Correct

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Allsteel Showroom Planning Guide Conceptual Organization

14

Culturally Correct


Allsteel Showroom Planning Guide Content Outline

Value of Dealer Showrooms to Allsteel this documents value to you

Process Diagram is also Table of Contents

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1

process overview is also table of contents

2

1

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4

3

business plan

real estate

delivering a showroom

brand activation

showroom in sales strategy

location to users

steps to success

existing reference materials

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showroom audiences

lease process

successful schedules

space as a message

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required investments

functionality of building

space requirements

product display protocols

hard costs, soft costs

adjacency to amenity

Suspendisse imperdiet tempus mauris. Lorem ipsum dolor

cash flow across schedule

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common workarounds

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Business Plan

quantity of service

alliance partners

showroom in sales strategy

quality of space

co-branding

showroom audiences

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hard costs, soft costs

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common workarounds

location to users

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and about lessons learned – watch out! Suspendisse

lease process

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required investments

consectetuer adipiscing elit.

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consectetuer adipiscing elit.

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selection process

on brand props

cash flow across schedule

reinforcing artifacts

common workarounds

your role in the project insurance bonding permitting municipalities

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location to users has information like transit lines, parking, perception, and design districts lorem ipsum dolor sit amet, consecteuer

Real Estate

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hard costs, soft costs

fee negotiations

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message vehicles

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2

cash flow across schedule

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message management

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role players

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required investments

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soliciting proposals

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showroom in sales strategy

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functionality of building adjacency to amenity

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occupancy and acceptance

est, sed tempor nisl diam at elit. Phasellus urna. Donec et ligula. Vivamus

est, sed tempor nisl diam at elit. Phasellus urna. Donec et ligula. Vivamus

consequat. Aliquam erat volutpat. Donec gravida felis sit amet lorem.

common workarounds

consequat. Aliquam erat volutpat. Donec gravida felis sit amet lorem.

consequat. Aliquam erat volutpat. Donec gravida felis sit amet lorem.

erat volutpat. Donec gravida felis sit amet lorem.

page 4

page 8

page 12

page 22

Back Cover House Style Packaging

34

35

House Style Clear Title Packaging Speaks to Clear Audience

1

This Document’s Value to You

2

3

Color Coded Bars are also Color of that Section

5

· Your Importance · Your Mission

6

7

· Lessons Learned –

· · · ·

Watch Out!

Demographics of Users

9

Transit Lines Parking Perception Design Districts

Insurance and Inspecting terms to know lorem ipsum

fermentum

faucibus accumsan

talks about reserved parking, freight elevators, and security

dolor

et semper neque

nulla consequat

lorem ipsum dolor sit amet, consecteuer adipiscing elit nunc

sitamet

mauris vel dolor

fringilla sagittis

id ipsum curabitur felis.

consectetuer

suspendisse

lectus leo

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

adipiscing

scelerisque

fermentum

amet libero

libero et rutrum

et semper neque

non risus

pharetra

mauris vel dolor

adipiscing

nisi neque

suspendisse

libero eget

sollicitudin

scelerisque

massa

commodo tortor mi libero et rutrum

faucibus accumsan

non sem

pharetra

nulla consequat

vivamus

nisi neque

fringilla sagittis

tincidunt

sollicitudin

lectus leo

venenatis

commodo tortor mi

aliquam nec ligula ut sed purus

3

functionality of building

Delivering A Showroom

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque sollicitudin odio, at commodo tortor mi non sem.

space requirements

the summary here is a mini process diagram

business plan

real estate

delivering a showroom

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

Sed interdum sapien sit amet nunc. Fusce eros diam, venenatis vitae, pharetra

accumsan.

quantity of space

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

Cras sit amet libero non risus adipiscing lacinia.

quality of space

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

role players

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

soliciting proposals

eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

selection process

turpis sed leo consectetuer ultrices. Fusce non augue vitae est facilisis tempor. Ut feugiat, sem quis sollicitudin dictum, nunc elit pellentesque est, sed tempor nisl diam at elit. Phasellus urna. Donec et ligula. Vivamus consequat. Aliquam erat

fee negotiations

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

volutpat. Donec gravida felis sit amet lorem.

your role in the project

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

enim nisi, eleifend sit amet, sagittis adipiscing, fringilla vel, dolor. In justo augue,

diam at elit. Phasellus urna. Donec et ligula. Vivamus consequat. Aliquam erat

15

· Program Needs · Elements Adjacencies · Contextual Design

product display protocols

alliance partners

message vehicles

on brand props

how we want to be shown lorem ipsum dolor sit amet,

other names and how to treat them lorem ipsum dolor sit

include campaigns and collateral lorem ipsum dolor sit amet,

ipsum dolor sit amet, consectetuer adipiscing elit. Cras sit

consectetuer adipiscing elit. Cras sit amet libero non risus

amet, consectetuer adipiscing elit. Cras sit amet libero non

consectetuer adipiscing elit. Cras sit amet libero non risus

amet libero non risus adipiscing lacinia.

adipiscing lacinia.

risus adipiscing lacinia.

adipiscing lacinia.

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

sollicitudin odio, at commodo tortor mi non sem.

sollicitudin odio, at commodo tortor mi non sem.

sollicitudin odio, at commodo tortor mi non sem.

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

Desired Outcomes

co-branding

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo. Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

reinforcing artifacts

existing reference materials

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

amet, consectetuer adipiscing elit.

eget, metus.

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

space as a message

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

product display protocols

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

message management

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

curation of space and message shelf-life lorem ipsum dolor

eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

sit amet, consectetuer adipiscing elit. Cras sit amet libero.

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

facilisis tempor. Ut feugiat, sem quis sollicitudin dictum, nunc elit pellentesque

facilisis tempor.

est, sed tempor nisl diam at elit. Phasellus urna.

On Brand Environments

24

amet, consectetuer adipiscing elit.

suspendisse imperdiet tempus mauris. Lorem ipsum dolor sit

amet, consectetuer adipiscing elit.

mauris. Lorem ipsum dolor sit amet, consectetuer adipiscing

amet, consectetuer adipiscing elit.

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

elit sed tempor nisl diam at elit.

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

Suspendisse scelerisque, libero et rutrum pharetra, nisi neque sollicitudin

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

felis tincidunt venenatis. Fusce nibh. Aliquam nec ligula. Ut sed purus. Nulla

eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

bibendum justo ut metus. Sed dictum luctus nibh. Lorem ipsum dolor sit amet,

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

facilisis tempor. Ut feugiat, sem quis sollicitudin dictum.

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

facilisis tempor. Ut feugiat, sem quis sollicitudin dictum.

consectetuer adipiscing elit. Cras sit amet libero non risus adipiscing lacinia. Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

facilisis tempor. Ut feugiat, sem quis sollicitudin dictum, nunc elit pellentesque

facilisis tempor. Ut feugiat, sem quis sollicitudin dictum, nunc elit pellentesque

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

est, sed tempor nisl diam at elit. Phasellus urna.

est, sed tempor nisl diam at elit. Phasellus urna.

accumsan.

Duis et leo. Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet,

Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue. Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est facilisis tempor. Ut

18

alliance partners

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

co-branding

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

message vehicles

facilisis tempor. Ut feugiat, sem quis sollicitudin dictum, nunc elit pellentesque

message management

est, sed tempor nisl diam at elit. Phasellus urna.

on brand props

feugiat, sem quis sollicitudin dictum.

25

Other Brands and How to Treat Them

19

reinforcing artifacts

PR during buildout

trade and business press

photography costs and rights

appendix

includes reputation repositioning opportunity, and leveraging

include campaigns and collateral lorem ipsum dolor sit amet,

ipsum dolor sit amet, consectetuer adipiscing elit. Cras sit

smart people available dolor sit amet, consectetuer adipiscing elit – cras sit amet libero non risus adipiscing.

buzz dolor sit amet, consectetuer adipiscing elit. Cras sit

consectetuer adipiscing elit. Cras sit amet libero non risus

amet libero non risus adipiscing lacinia.

amet libero non risus adipiscing lacinia.

adipiscing lacinia.

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

sollicitudin odio, at commodo tortor mi non sem.

sollicitudin odio, at commodo tortor mi non sem.

sollicitudin odio, at commodo tortor mi non sem.

sollicitudin odio, at commodo tortor mi non sem. Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

in house expertise an inspiring farewell ipsum dolor sit amet, consectetuer

perception nexsus ipsum dolor sit amet, consectetuer

eget, metus.

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

adipiscing elit phasellus urna.

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

design press

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

promoting the new lorem ipsum dolor sit amet, consectetuer

eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

adipiscing elit. Sit amet libero.

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue. Integer nec

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

facilisis tempor. Ut feugiat, sem quis sollicitudin dictum, nunc elit pellentesque

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

est, sed tempor nisl diam at elit. Phasellus urna.

facilisis tempor. Ut feugiat, sem quis sollicitudin dictum, nunc elit pellentesque

turpis sed leo consectetuer ultrices. Fusce non augue vitae est facilisis tempor. Ut

facilisis tempor.

est, sed tempor nisl diam at elit. Donec et ligula. Vivamus consequat. Aliquam

feugiat, sem quis sollicitudin dictum.

erat volutpat. Donec gravida felis sit amet lorem.

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

sollicitudin odio, at commodo tortor mi non sem.

sollicitudin odio, at commodo tortor mi non sem.

27

28

· Leveraging Buzz · Perception Nexsus

29

30

names or URL to names

list of Allsteel reference material names or URL to names

list of Allsteel reference material names or URL to names

names or URL to names

suspendisse imperdiet tempus mauris. Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

adipiscing elit phasellus urna.

list of Allsteel reference material names or URL to names

list of Allsteel reference material

list of Allsteel reference material

common workarounds

opening events

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

Curation of Space and Message Shelf-Life

21

Smart People Available

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

26

20

How to Navigate the Hiring and Lawyering

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

23

common workarounds this continues for 22 pages suspendisse imperdiet tempus

suspendisse imperdiet tempus mauris. Lorem ipsum dolor sit

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

suspendisse imperdiet tempus mauris. Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

suspendisse imperdiet tempus mauris. Lorem ipsum dolor sit

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

gc

permitting municipalities

your role in the project

odio, at commodo tortor mi non sem. Nunc ut sem. Vivamus in neque sed

17

5

sollicitudin odio, at commodo tortor mi non sem.

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

sollicitudin odio, at commodo tortor mi non sem.

sollicitudin odio, at commodo tortor mi non sem. Donec et ligula. Vivamus

suspendisse imperdiet tempus mauris. Lorem ipsum dolor sit

accumsan.

16

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

consequat. Aliquam erat volutpat. Donec gravida felis sit amet lorem.

selection process

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

Reputation Repositioning Opportunity

sollicitudin odio, at commodo tortor mi non sem.

eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

consequat. Aliquam erat volutpat. Donec gravida felis sit amet lorem.

felis tincidunt venenatis. Fusce nibh. Aliquam nec ligula. Ut sed purus. Nulla bibendum justo ut metus. Sed dictum luctus nibh. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras sit amet libero non risus adipiscing lacinia.

Your Servant Today Your Client Tomorrow

Campaigns and Collateral

sit amet libero non risus adipiscing lacinia.

Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque sollicitudin odio, at commodo tortor mi non sem.

augue. Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

How We Want to Be Shown

facilisis tempor. Ut feugiat, sem quis sollicitudin dictum.

dolor sit amet, consectetuer adipiscing elit. Cras sit amet libero non risus adipiscing lacinia.

adipiscing lacinia. Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque sollicitudin odio, at commodo tortor mi non sem. Donec et ligula. Vivamus

facilisis tempor.

14

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

Lorem ipsum dolor sit amet, consectetuer adipiscing elit

insurance and inspections lorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras sit amet libero non risus

adipiscing lacinia. Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque sollicitudin odio, at commodo tortor mi non sem.

sagittis adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id,

existing reference materials

phasellus urna.

occupancy and acceptance

invoice management lorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras sit amet libero non risus

risus adipiscing lacinia. Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

semper eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel

Summary as Mini Process Diagram

eros diam, venenatis vitae, pharetra sit amet, suscipit at, lacus. Duis et leo.

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla accumsan.

13

Praesent auctor pulvinar est. Aenean enim nisi, eleifend sit amet, sagittis

consectetuer adipiscing elit. Cras sit amet libero non risus adipiscing lacinia.

volutpat. Donec gravida felis sit amet lorem.

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

facilisis tempor. Ut feugiat, sem quis sollicitudin dictum, nunc elit pellentesque

adipiscing, fringilla vel, dolor. In justo augue, congue vitae, pretium id, semper

odio, at commodo tortor mi non sem. Nunc ut sem. Vivamus in neque sed felis tincidunt venenatis. Fusce nibh. Aliquam nec ligula. Ut sed purus. Nulla bibendum justo ut metus. Sed dictum luctus nibh.Lorem ipsum dolor sit amet,

eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue.

est, sed tempor nisl diam at elit. Phasellus urna.

space as a message

Suspendisse scelerisque, libero et rutrum pharetra, nisi neque sollicitudin

turpis sed leo consectetuer ultrices. Fusce non augue vitae est facilisis tempor. Ut feugiat, sem quis sollicitudin dictum, nunc elit pellentesque est, sed tempor nisl

insurance bonding

how to navigate the hiring and lawyering lorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras sit amet libero non

Suspendisse scelerisque, libero et rutrum pharetra, nisi neque sollicitudin

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

occupancy and acceptance

on-brand environments uspendisse imperdiet tempus mauris.

consultants

congue vitae, pretium id, semper eget, metus. Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue. Integer nec

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

common workarounds

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla

pm

fee negotiations

odio, at commodo tortor mi non sem. Nunc ut sem. Vivamus in neque sed

sit amet, suscipit at, lacus. Duis et leo. Praesent auctor pulvinar est. Aenean

lorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras

space as a message

on brand props

Donec rutrum lacus sit amet tellus. Ut sollicitudin est vel augue. Integer nec

successful schedules Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nunc id ipsum. Curabitur eget felis. Sed interdum sapien sit amet nunc. Fusce

insurance bonding

sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

consectetuer adipiscing elit. Cras sit amet libero non risus adipiscing lacinia.

Suspendisse imperdiet tempus mauris. Lorem ipsum dolor sit amet, consectetuer

Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

product display protocols

reinforcing artifacts

felis tincidunt venenatis. Fusce nibh. Aliquam nec ligula. Ut sed purus. Nulla bibendum justo ut metus. Sed dictum luctus nibh. Lorem ipsum dolor sit amet,

adipiscing elit. Nunc id ipsum. Curabitur eget felis.

space requirements

Reserved Parking Freight Elevators Security Hotels and Dining Entertainment

message vehicles

Suspendisse scelerisque, libero et rutrum pharetra, nisi neque sollicitudin

steps to success

11

message management

a/e odio, at commodo tortor mi non sem. Nunc ut sem. Vivamus in neque sed

sollicitudin odio, at commodo tortor mi non sem.

quantity of service

10

alliance partners

neque mauris vel dolor. Fusce accumsan.

Nam ut libero eget massa faucibus accumsan. Nulla consequat, elit non fringilla sagittis, lectus leo fermentum lectus, et semper neque mauris vel dolor. Fusce

successful schedules

permitting municipalities

co-branding

your servant today, your client tomorrow nulla consequat, elit non fringilla sagittis, lectus leo fermentum lectus, et semper

consectetuer adipiscing elit. Cras sit amet libero non risus

accumsan. Suspendisse scelerisque, libero et rutrum pharetra, nisi neque

imperdiet tempus mauris. Lorem ipsum dolor sit amet,

consequat. Aliquam erat volutpat. Donec gravida felis sit amet lorem.

existing reference materials

and the importance of program needs, elements adjacencies, and contextual design. Lorem ipsum dolor sit amet,

soliciting proposals

adipiscing lacinia.

brand activation

consectetuer adipiscing elit.

Integer nec turpis sed leo consectetuer ultrices. Fusce non augue vitae est

Brand Activation

role players

nec ligula. Ut sed purus. Nulla bibendum justo ut metus. Sed dictum luctus nibh.

adjacency to amenity includes hotels, dining, and entertainment suspendisse

facilisis tempor. Ut feugiat, sem quis sollicitudin dictum, nunc elit pellentesque

4

quality of space

Nunc ut sem. Vivamus in neque sed felis tincidunt venenatis. Fusce nibh. Aliquam

est, sed tempor nisl diam at elit. Phasellus urna. Donec et ligula. Vivamus

· · · · ·

steps to success

list of Allsteel reference material names or URL to names

list of Allsteel reference material names or URL to names

list of Allsteel reference material names or URL to names

list of Allsteel reference material names or URL to names

list of Allsteel reference material names or URL to names

list of Allsteel reference material names or URL to names

list of Allsteel reference material names or URL to names

list of Allsteel reference material names or URL to names

31

Promoting the New

32

Inspiring Farewell

33

Reference Materials

Culturally Correct

15


Showroom Display Standards

16

Culturally Correct


Entry Messages Legends on Glass Sidelight

Allsteel logo - White 3M Scotchcal Opaque vinyl. Remaining legend - Medium Gray 3M Scotchcal Opaque vinyl. Reverse cut vinyl lettering and apply to room surface of glass sidelight right reading from hallway. Fabricator is to verify mounting location prior to fabrication and installation.

(Glass sidelight edge)

3/4"

1-1/4"

2-1/4"

4"

Verify phone number from client’s Staubach representative

Elevation Detail

5' - 0"

Typical Elevation Culturally Correct

17


Get Set Messages Furniture Tools Adapted to Advertising

“Get Set� panels are used to display Allsteel ad campaign messages. Digital output: Lambda quality digital print output onto high quality photo presentation stock with a clear matte overlaminate. Fabricator responsible for applying precise edge to edge digital print size onto product panels in seamless application. Existing rail provided and installed by others

design is function made beautiful

service should do more than fix problems-it should anticipate them.

quality defines not only our products, but our entire way of doing business.

Typical Elevation

Existing Advertising Art Adapted

18

Culturally Correct

durability is right in our name. Allsteel construction ensures our products last.

functionality means our products work well, and help people work well.


Product Announcers Wall Mounted Markers

AllSteel Resource Center 1180 Peachtree St . NE Atlanta, Geor gia 30309

High resolution high quality color digital output on white face magnetic vinyl sheet. Matte clear overlaminate. All edges and returns are to be finished. Digital print feature to be changeable face not unlike magnetic signs used on automotive doors. Fabricator is to field verify all mounting conditions prior to fabrication and installation.

wall surface stationary clip

Section | From above

14.00

Scale: NTS Section | From above 1 14.00

Plan View DetailScale: NTS

1 14.00

removable clip

back plate

channel holds graphic insert and acrylic face

acrylic face

back plate channel holds graphic insert and acrylic face graphic insert

Section | From above Scale: NTS channel holds graphic insert and acrylic face

stationary clip

removable clip

removable clip

Detail

2 14.00

merge Where |people Detailand projects come together Elevation | Detail Elevation 2

14.00 Scale: 3/4”=1’-0” Scale: 3/4”=1’-0”

Where people and projects come together Where people and projects come together

acrylic face

merge Side View | Detail Side View | Detail Side View 33 14.00 14.00 Scale: NTS Scale: NTS

PRODUCT DISPLAY

Where people and projects come together

merge

Where people and projects come together

4

| Additional layout layout | Additional Elevation 4Elevation

14.00 14.00 Scale: 3/4”=1’-0”

Scale: 3/4”=1’-0”

Culturally Correct

. 29. 06

merge

Where people and projects come together

merge

1' - 9"

merge

1' - 4"

14.00

14.00 PRODUCT DISPLAY . 29. 06 UCT DISPLAY

1

AllSteel Resource Center AllSteel Resource C1e1n8t0erPeachtree St . NE 1180 Peachtree St . NEAtlanta, Geor gia 30309 Atlanta, Geor gia 30309

3/8" thick black acrylic backplate mechanically mounted with countersunk screws to existing wall surface. Inset plaque 1“ from all sign image panel edges. 1/8" thick acrylic sign panel painted to match PMS 423C, satin eggshell finish. Affix sign panel to black backplate with double faced foam tape, black.

14.00

19


Room Attributes Signs with Personality

NOTES: 1. 1/4” thick black acrylic base plaque with countersunk screw mechanical attachment to existing wall surface. Base plaque insets 1/4“ from all edges of graphics plaque

5"

Existing wall surface

NOTES:

1. 1/4” thick black acrylic base plaque with

8-5/8"

eggshell all edges of graphicsfinish. plaque AllSteel Resource Center 1180 Peachtree St. NE Atlanta, Georgia 30309

1/4“ from countersunk screw mechanical attachment

hospitable

AllSteel Resource Center 1180 Peachtree St. NE Atlanta, Georgia 30309

3/8” thick acrylic graphics plaque painted 1/4" thickNOTES: black countersunk screw 2. mechanical attachment faces and edges to match PMS 423, satin to existing wall surface. Base plaque insets acrylic base plate thick black acrylic base plaque with 1. 1/4” to existingprint wall surface. plaque insets digital withBase matte 1/4“ from all edges of graphics plaque 3/8” thick acrylic graphics painted 3. Highplaque quality high resolution digital output clear overlaminate 2. faces and edges to match PMS 423, satin 2. 3/8” thick acrylic graphics plaque painted eggshell faces and edges to match PMS 423, satin

finish.

on graphics plaque. Matte clear overlaminate.

eggshell finish. acrylic graphics 3/8" thick 3. High All edgesdigital and output returns are to be finished, and plaque painted to match 3. High quality high resolution digital outputquality high resolution on graphics plaque. Matte clearwhere overlaminate. on graphics plaque. Matte clear overlaminate. painted applicable. PMS 423C

hospitable hospitable

All edges and returns are to be finished, and All edges painted where applicable.

and returns are to be finished, and Fabricator is to field painted where applicable.

Fabricator is to field verify all mounting conditions prior to fabrication and Fabricator installation.

1

Side |

05.00

05.00

05.00

Side | Scale: 3”-1’-0”

Scale: 3”-1’-0”

3"

Panel

3 05.00

Detail 20

Culturally Correct

Detail | Scale: 3”-1’-0”

meeting

meeting room room

2

3 05.00

Detail | Scale: 3”-1’-0”

Typical Mounting Elevation Mounting |

05.00

Scale: 1/2”-1’-0”

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

5' - 0"

meeting room

ROOM ID SIGNS

1

Scale: 3”-1’-0”

05.11.06

Side |

mmunications ulevard Suite 3700 SA

1 05.00

ROOM ID SIGNS

pantry

conditions prior to fabrication and installation. 05.00

Side View

05.11.06

pantry

pantry

verify all mounting conditions prior to fabrication and is to field installation. verify all mounting


Room Attributes Sign with Personality

1/4" thick black acrylic base plaque with countersunk screw mechanical attachment to existing wall surface. 3/8" thick acrylic graphics plaque painted faces and edges to match PMS 423, satin eggshell finish. Base plaque insets 1/4“ from all edges of graphics plaque. High quality high resolution digital output on graphics plaque. Matte clear overlaminate. All edges and returns to be finished paint where applicable.

Existing wall surface NOTES:

hospitable

pantry

pantry

Atlanta

Boston

hospitable

1

pantry

Side |

Angeles 05.00 Los Scale: 3”-1’-0”

05.00

03.0

print with matte 2. 3/8” thickdigital acrylic graphics plaque painted 2. 1/8” thick acrylic graphics plaque painted clear overlaminate faces and edges to match PMS 423, satin edges to match PMS 423, satin eggshell finish. eggshell finish. 3. High quality high resolution digital output 1/8” thick acrylic digital output 3. High quality high resolution on graphics plaque. Matte clear overlaminate. plaqueclear overlaminate. on graphics graphics plaque. Matte painted to match All edges and returns are to be finished, and PMS 423Care to be finished, All edges and returns and where applicable. painted painted where applicable. Fabricator is to field verify all mounting Fabricator is to field verify all mounting conditions prior to fabrication and conditions prior to fabrication and installation. installation.

2 03.00

Side Scale: NTS

Culturally Correct

S

hospitable

AllSteel Resource Center 200 State Street, Suite 4A Boston, Massachusetts 02109

5"

AllSteel Resource Center 1180 Peachtree St. NE Atlanta, Georgia 30309

NOTES: 1. 1/4” thick black acrylic base plaque1.with 1/4” thick black acrylic base plaque with countersunk screwacrylic mechanical attachment countersunk screw mechanical attachment 1/4” thick black tobase existing wall surface. Base plaque to insets existing wall surface. Base plaque insets plaque 1/4“ from all edges of graphics plaque1/4“ from all edges of graphics plaque

21


4.1 trash quantity of 2

4.3 corrugated quantity of 2

acrylic face

Cabinet face

4.5 plastic quantity of 1

angled black acrylic base plaque

4.2 paper quantity of 2 Subsurface digital print

4.4 aluminum

quantity of 1

Los Angeles

Detail

2 4.00

Trash

22

Culturally Correct

(4.3)

(4.2)

3

Elevation | Copy Room- North Wall

4.00

(4.1)

Scale: NTS

Glass

Paper

(4.2)

Detail

Scale: NTS

(4.3)

Side View

1

4.1 trash quantity of 2

4"

Typical Elevation

4.4 aluminum quantity of 1

Angled black acrylic 4.00 Scale: 1:3 base plaque

Side

Scale: 1:3

1

4.6 glass Boston quantity of 1

4.5 plastic Atlanta

of 1 Acrylicquantity face

4.00

Subsurface high quality high resolution digital output on graphics plaque. All edges and returns are to be finished, and painted where applicable. Fabricator is to field verify all mounting conditions prior to fabrication and installation.

(4.1)

subsurface digital print

Corrugated

(4.3)

(4.2)

4

Elevation | Copy Room-South Wall

Aluminum

4.00

(4.1)

Angled black acrylic base plaque with countersunk screw mechanical attachment to existing wall surface. Angled base plaque is 1/4" at its widest point. 1/8" thick clear acrylic graphics plaque.

4.2 paper quantity of 2

acrylic face touches face of cabinet

(4.3)

Circular Symbols

4.6 glass quantity of 1

4.3 corrugated quantity of 2

Recycling Signals

(4.2)

Cabinet face

(4.1)

Scale: NTS

Plastic

4


Recycling Signals Circular Symbols

Culturally Correct

23


Allsteel Atlanta

24

Culturally Correct


Brand Recognition Wall Mounted Logotype

3-1/2" deep individual dimensional letterforms made from aluminum. All faces and returns are painted PMS 423 Gray, satin eggshell finish, pin mounted flush to existing wall surface. Tag line to be cut out 1" deep; individual dimensional letterforms made from aluminum with all faces and returns painted PMS 423 Gray, satin eggshell finish, pin mounted flush to existing wall surface. Fabricator is to field verify all mounting conditions prior to fabrication and installation.

3-1/2"

Modular Arts “Dune” wave panels are 32"x32" prefabricated panels. Fabricator is to coordinate with general contractor to learn location of seams in plaster to avoid drilling into seams.

Wall blocking provided 5/8" thick existing drywall layer Modular Arts “Dune” wall surface maximum depth of 1"

1" thick aluminum plate

1/2"

Wall Color: Sherwin Williams SW0050 Classic Light Buff

Side Elevation

5' - 0"

Wall/Entry Doors

Typical Elevation Culturally Correct

25


Kudzu Curtain

Detail | 3 Typical Elevation 10.00

Scale: 3/16" =1'-0" Detail | 3

10.00

Scale: 3/16" =1'-0"

Curtain shown fully extended

Curtain extends this length 11' - 0"

10' - 6"

BM_SVL_Execution:05 Construction Documents: 100%Doc_032205_EBC:04.00_JohnM_ThemDisc1.ai

Culturally Correct

04.04049.00_IBM_SVL_Execution:05Construction ConstructionDocuments: Documents:100%Doc_032205_EBC:04.00_JohnM_ThemDisc1.ai 100%Doc_032205_EBC:04.00_JohnM_ThemDisc1.ai 04.04049.00_IBM_SVL_Execution:05

Fabric desired is Carnegie Sinfonia CS, color: 102. Coordination of fabric procurement, receipt of fabric imaging onto fabric seaming finishing suitable for the drapery track provided.

(Curtain shown pulled back)

Typical Elevation Detail | 1 10.00

Scale: 3/16" =1'-0" Detail | 1

2 10.00

Detail | Scale: 3/16" =1'-0" Detail | 2

AllSteel Resource Center 1180 Peachtree St . NE Atlanta, Georgia 30309

10.00

10.00 KUDZU CURTAIN Community Room

Quantities: Four fabric panels. Lengths and height as shown. Fabricator is to field verify finished length and height of fabric drapery location conditions prior to fabrication and installation.

Quantities: fabric panels. Lengths Fabricator is to fieldFour verify finished length and and shown.location conditions height ofheight fabricasdrapery prior to fabrication and installation. Fabricator is to field verify finished length and height of fabric drapery location conditions Fabric desired is Carnegie Sinfonia CS, color: prior to fabrication installation. 102. Coordination of fabricand procurement, receipt of fabric imaging onto fabric seaming desired Carnegietrack Sinfonia CS, color: finishing Fabric suitable for theis drapery 102. Coordination of fabric procurement, provided. receipt of fabric imaging onto fabric seaming finishing suitable for the drapery track provided.

03.06.06

Interior All designer drapery edges has are provided to be finished andtrack seamed specifications to general contractor. Sign weighted along bottom. fabricator to coordinate with general Interior designer appropriate has provideddrapery drapery track contractor for acquiring specifications to general hardware to attach fabric panelscontractor. to track, Sign to coordinate with general providedfabricator by others. contractor for acquiring appropriate drapery hardware to attach fabric panels to track, Quantities: Four fabric panels. Lengths and height asprovided shown. by others.

10' - 0"

Interior designer has provided drapery track specifications to general contractor. Sign fabricator to coordinate with general contractor for acquiring appropriate drapery hardware to attach fabric panels to track, provided by others.

15' - 7"

KUDZU CURTAIN Community Room

4' - 0"

All edges are to be finished and seamed weighted along bottom.

26

Curtain extends this length

03.06.06

Curtain shown fully extended

NOTES: 1. High quality color dye sublimation output of a kudzu leaf pattern on high quality NOTES: translucent fabric. Dye sublimation print will be visible1. from sides of dye fabric. High both quality color sublimation output of a kudzu leaf pattern on high quality All edgestranslucent are to be fabric. finishedDye andsublimation seamed print will weightedbealong visiblebottom. from both sides of fabric.

HOK Visual Visual Communications Communications HOK 2800 Post Post Oak Oak Boulevard Boulevard Suite 3700 2800 Houston, Texas Texas USA Houston, +1 713 713Communications 407 7700 7700 +1 407 HOK Visual 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

High quality color dye sublimation output of a kudzu leaf pattern on high quality translucent fabric. Dye sublimation print will be visible from both sides of fabric.

AllSteel Resource Resource Center Center AllSteel 1180 Peachtree Peachtree St St .. NE NE 1180 Atlanta, Georgia Georgia 30309 30309 Atlanta,

The Concept that Grows on You


NOTES: 1. Quotation- Mix of Matte White and Medium Gray 3M Scotchcal Opaque vinyl. Sizes as noted. Larger words in white vinyl.

Pithy Words Messages Writ Large

C L

Art will be provided in outlined Adobe Illustrator CS format. Fabricator is to verify mounting surface and location prior to fabrication and installation.

5 3/4"

advanced functionality

lifetime durability

means solutions that create a healthy work environment, and help people be

Fabricator is to verify mounting surface and prior to fabrication and installation.

is right in our name. location allsteel construction ensures our products last,

0

maximizing

productive.

your long-term investment.

5"

quality

4"

EQ

defines not only our products, but our entire way of doing business.

advanced functionality

lifetime durability

means solutions that create a healthy work environment, and help people be

is right in our name. allsteel construction ensures our products last,

04.00

maximizing

productive.

your long-term investment.

4' - 10"

5 3/4"

Art will be provided in outlined Adobe Illustrator CS format.

defines not only our products, but our entire way of doing business.

EQ

AllSteel Resource Center 1180 Peachtree St . NE Atlanta, Georgia 30309

NOTES: 1. Quotation- Mix of Matte White and Medium Gray 3M Scotchcal Opaque vinyl. Sizes as noted. Larger words in white vinyl.

Mix of Matte White and Medium Gray 3M Scotchcal Opaque vinyl. Sizes as noted. Larger words in white vinyl. Art will be provided in CL CS format. Fabricator outlined Adobe Illustrator is to verify mounting surface and location prior to fabrication and installation. quality

VINYL LEGENDS on corridor wall

Detail

04.00

Detail 05.11.06

2 04.00

Scale: 3/16" =1'-0"

quality truction Documents: 100%Doc_032205_EBC:04.00_JohnM_ThemDisc1.ai

49.00_IBM_SVL_Execution:05 Construction Documents: 100%Doc_032205_EBC:04.00_JohnM_ThemDisc1.ai

Scale: 3/16" =1'-0" Elevation Detail

defines not only our products, but our entire way of doing business.

quality

Typical Elevation Mounting 1

04.00

Scale: 1/8" =1'-0"

defines not only our products, but our entire way of doing business.

advanced functionality

lifetime durability

means solutions that create a healthy work environment, and help people be

is right in our name. allsteel construction ensures our products last,

maximizing

productive.

advanced functionality

means solutions that create a healthy work environment, and help people be

productive.

your long-term investment.

lifetime durability

is right in our name. allsteel construction ensures our products last,

maximizing

your long-term investment.

ual Communications Oak Boulevard Suite 3700 Texas USA 07 7700

2

Culturally Correct

27


Georgia Vision How We See Ourselves

This graphic is the Rosetta Stone for the rural Southeast theme voiced about the Interior Design. The image is a collage / montage / patch-quilt style of art that ‘scrapbooks’ a visual journey through the south. A view out the windshield as one drives through the Southeastern states served by this Resource Center.

Rearview mirror: a sepia-color, plantation photo representing the past.

Visual clues as to why the surrounding Community room has the rural Southeast finishes and artifacts that it presents.

28

ments: 100%Doc_032205_EBC:04.00_JohnM_ThemDisc1.ai

View from windshield to countryside ties to existing Allsteel Ad Campaign.

Culturally Correct

Literary quote reinforces the voyage through the Southeast countryside. “The country washes to my door…green miles on miles in soft uproar, the thunder of the woods, and then…the backwash of green surf again.”-- Katharine Tynan Hinkson

Rothko-like “fields of color” background (blue, red, green, gold).


Georgia Vision

NOTES: 1. 24”x 60” “windsheild shaped glass. Lambda quality color digital output is applied to graphics panel behind “windshield” so that the image reads through the glass.

24"x 60" “windshield” shaped glass. Lambda quality color digital output is applied to graphics panel behind “windshield” so that the image reads through the glass. Glass display is held in place by structural backplate. Backplate is painted to match wall finish and anchored into gyp board wall and blocking provided in wall. “Windshield” is held in place by four brackets, two top and two bottom, which secure the “windshield” and float it slightly free of the wall.

AllSteel Resource Center 1180 Peachtree St . NE Atlanta, Georgia 30309

NOTES: 1. 24”x 60” “windsheild shaped isglass. 2. Glass display held in place by structural Lambda quality color digital output isis applied backplate. Backplate painted to match wall to graphics panel behind “windshield” so that finish and anchored the image reads through the glass. into gyp board wall and

blocking provided in wall. ‘Windshield’ is held

Two vertical rectangular truck mirrors (actual truck parts of style shown) anchor securely to either side of the backplate. Adjustable swivel function to remain. Plan

08.00 Scale: NTS Rearview mirror (same year, period and style of the wing mirrors) mounts securely to “windshield” Plan

Adjustable swivel function to remain.

4

L_Execution:05 Construction Documents: 100%Doc_032205_EBC:04.00_JohnM_ThemDisc1.ai

Execution:05 Construction Documents: 100%Doc_032205_EBC:04.00_JohnM_ThemDisc1.ai

08.00

Plan

Rearview mirror

Wing mirrorsGlass Plan

Scale: NTS

Existing Wall Surface references ad campaign graphic Backplate

Finish all glass edges smooth and safe to touch

mechanically mounts to blocking, which has been provided in wall

Detail

3. Two vertical rectangular truck mirrors (actual truck parts of style shown) anchor securely to either side of the backplate. Adjustable swivel function to remain. 05.11.06

Graphic

4. Rearview mirror (same year period and style of the wing mirrors) mounts securely to windshield face.

Side View

Detail

Side

2. Glass display is held in place by structural backplate. Backplate is painted to match wall finish and anchored into gyp board wall and blocking provided in wall. ‘Windshield’ is held in place by four brackets two top and two bottom which secure the windshield and float it slightly free of the wall.

Mounting |

1180 Peachtree St . NE Atlanta, Georgia 30309

Existing wall surface

05.11.06

Lambda quality digital 4. Rearview mirror (same yearcolor period and output is applied style of the wing mirrors) panel mountsbehind securely to to graphics “windshield” so that windshield face. the image reads through the glass.

OK Communications GEORGIA VISION .06 Visual 00 Post Oak Boulevard Suite 3700 ouston, Texas USA 1 713 407 7700

1. 24”x 60”face. “windsheild shaped glass. windshield

Structural backplate

Resource Center GEORGIAAllSteel VISION

3. Two vertical rectangular truck mirrors (actual truck parts of style shown) anchor 4. Rearview (same year period and securely to either side of themirror backplate. NOTES: stylefunction of the wing mirrors) mounts securely to Adjustable swivel to remain.

Scale: NTS

GEORGIA VISION

4 08.00

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

4

in place four brackets two top and two 2. Glass display is heldby in place by structural bottomis which thewall windshield and backplate. Backplate paintedsecure to match float it slightly free of the wall. finish and anchored into gyp board wall and references ad campaign graphic blocking provided in wall. ‘Windshield’ is held in place by four two top and two truck mirrors 3. brackets Two vertical rectangular face. bottom which(actual securetruck the windshield and shown) anchor parts of style float it slightlysecurely free of the references ad campaign graphic to wall. either side of the backplate.

AllSteel Resource Center 1180 Peachtree St . NE Atlanta, Georgia 30309

How We See Ourselves

Culturally Correct

29


Atlanta Accent Personality Props

Hank Aaron Personality Focused Book

Small Framed Picture

Bulletin Board Item

Desk Chotcka

30

Culturally Correct

Juliette Gordon Low

Coretta King

Margaret Mitchell

Ray Charles

Crawford Long


Atlanta Accent Personality Props

Hank Aaron

Juliette Gordon Low

Coretta King

Margaret Mitchell

Ray Charles

Crawford Long Culturally Correct

31


Alt Logo

3-1/2" deep dimensional letterforms made from finished smooth sanded plastic.

NOTES: 1. 3 1/2” deep dimensional letter forms made from finished smooth sanded plastic. All faces and edges are painted Sherwin Williams / SW0050 / Classic Light Buff

All faces and edges are painted Sherwin Williams SW0050 Classic Light Buff.

2. The letterforms will be displayed as one contiguous unit sitting upright on its base.

The letterforms will be displayed as one contiguous unit sitting upright on its base. The rounded base of the “t” will be altered flat so that it will rest flush on a table surface. The serifs of the “A” and “l” connect with the base of the “t” in a way that allows the three letterforms to become one sign unit.

Braves

Elevation 32

Mounting | shown as all 3D letters with ‘anta’ added Culturally Correct

Scale: 3/8" =1'-0"

3

Side Scale: 1" =1'-0"

LARGE “ATL” LEGEND

John Moore College Marta

1

06.00 06.00

Scale: 1" =1'-0"

Coca-Cola

06.00

3. Letterforms to be weighted internally to stand upright easily on existing desktop surface.

05.11.06

Detail | Alt using Allsteel letters

The serifs of the “A” and “l” connect with the base of the “t” in a way that allows the three letterforms to become one sign unit.

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

2 06.00

Letterforms to be weighted internally to stand upright easily on existing desktop surface.

The rounded base of the “t” will be altered flat so that it will rest flush on a table surface.

AllSteel Resource Center 1180 Peachtree St . NE Atlanta, Georgia 30309

Allsteel Meets Atlanta


Key Conversations

NOTES: 1. White 0.020 rigid vinyl substr digital prints on each surface. C directly onto credit card like pla digital print to both sides.

Restroom Key Fobs

2. Clear matte overlaminate if d used.

White 0.020 rigid vinyl substrate with digital prints on each surface. Color print directly onto credit card like plastic or adhere digital print to both sides. Edge seal digital print and overlaminate to prevent peel up or bubbling. 3 3/8" Clear matte overlaminate if digital print used.

Rhett

2-1/4"

2 1/4"

3-3/8"

3. Edge seal digital print and ove prevent peel up or bubbling.

credit card like radused edges

Dreams, dreams alwys dreams w U, nevr comN senS.

2moro iz NothA dA.

Fidl D D. From: MissRed

From: MissRed

From: MissRed

I cnt tink bout dat rght nw. f I do, I’ll go crAZ. I’ll tink bout dat 2moro.

gr8 baLz of fire. dun bother me NEmor, & dun caL me sgr. From: MissRed

From: MissRed

Radius edges like credit card

Front

Back

Strap cut thru like luggage tag

Scarlett

Strap cut through like luggage tag

I BlEv n Rhett Butler, hes d onlE coz I knO. From: RBoy

Nevr, @ NE crisis of yor Lyf, hav I known U2 hav a handkerchief.

U shud b :-*D & ofn, & by SOME1 hu knOz how. From: RBoy

How fickle iz woman. From: RBoy

w Enuf courage, U cn do w/o a reputation. From: RBoy

From: RBoy Culturally Correct

33


Southern Table Setting Reverend Finster Comes to Dine

NOTES: 7’ x 8’ single s Atlanta (exec

7' x 8' single backpainted glass table top is to be imaged with line art map of Atlanta (executed in Adobe Illustrator). Imaging is ideally surface etched though sandblasted image is an acceptable option. The table edge bends at 7' and 8' dimension and continues to wrap side edges of table top. The contractor executing the table’s construction has design intent drawings and will be issuing fabrication shop drawings.

Imaging is ide option.

The table edg edges of table design intent

This product provide the z on a schedule

34

Culturally Correct

VL_Execution:05 Construction Documents: 100%Doc_032205_EBC:04.00_JohnM_ThemDisc1.ai

This product requires careful coordination; furniture fabricator will need to provide the zinc sheet to graphics contractor for map imaging then return it on a schedule that facilitates scheduled installation.

A sample of the int art is to be imaged similar zinc materia approval prior to u full size table top im

Detail

1 12.00

Detail | Scale: 3/4" =1'-0"

Sheet size may be larger than 7’ x 8’ if table top face turns down and wraps edges.


Southern Table Setting Reverend Finster Comes to Dine

Culturally Correct

35


Southern Table Setting Reverend Finster Comes to Dine

36

Culturally Correct


Atlanta Opening Invitation Art

Opening Invitation

Opening Event Culturally Correct

37


Allsteel Boston

38

Culturally Correct


Brand Recognition

3" deep individual dimensional letterforms made from aluminum attached to logo base. All faces and returns are finished and painted PMS 423 Gray, satin eggshell finish. Attachment of letterforms to logo base to be secure and concealed from view.

NOTES: 1. 3” deep individual dimensional letter forms made from aluminum attached to logo base. All faces and returns are finished and painted PMS 423 Gray, satin eggshell finish. Attachment of letterforms to the logo base to be secure and concealed from view.

Logo base - 1/8" thick painted aluminum wraps 3/4" plywood or MDF substrate. Logo base mounts securely to the short wall via 3/4" spacers. Substrate and spacers are included as part of logo base. All faces and returns are finished and painted PMS 423 Gray, satin eggshell finish.

2. Logo base- 1/8” thick painted aluminum. wraps 3/4” plywood or MDF substrate. Logo base mounts securely to the shortwall via 3/4” spacers. Substrate and spacers are included as part of logo base. All faces and returns are finished and painted PMS 423 Gray, satin eggshell finish.

1/2“ deep tag line; individual dimensional letterforms made from aluminum with all faces and returns finished and painted PMS 423 Gray, satin eggshell finish. Tag line is pin mounted 1/8" off of logo base.

3. 1/2“ deep Tag line; individual dimensional letter forms made from aluminum with all faces and returns finished and painted PMS 423 Gray, satin eggshell finish. Tag line is pin mounted 1/8” off of logo base.

1' - 1-1/4"

0_IBM_SVL_Execution:05 Construction Documents: 100%Doc_032205_EBC:04.00_JohnM_ThemDisc1.ai

3"

3/4" plywood or MDF substrate 1/8" thick aluminum logo base 5/8" gyp. board short wall tag line 3/4" spacer finish edge painted to match PMS 423 back painted glass

Side View 3

1 01.00

Section

01.00 Scale: NTS Elevation

2. Logo base- 1/8” thick painted aluminum. wraps 3/4” plywood or MDF substrate. Logo base mounts securely to the shortwall via 3/4” spacers. Substrate and spacers are included as part of logo base. All faces and5' - 4" returns are finished and painted PMS 423 Gray, satin eggshell finish. 3. 1/2“ deep Tag line; individual dimensional letter forms made from aluminum with all faces and returns finished and painted PMS 423 Gray, satin eggshell finish. Tag line is pin mounted 1/8” off of logo base. Fabricator is to field verify all mounting conditions prior to fabrication and installation.

Elevation

Scale: NTS

01.00

prior installation shown for example

08.18.06

NOTES: 1. 3” deep individual dimensional letter forms made from aluminum attached to logo base. All faces and returns are finished and painted PMS 423 Gray, satin eggshell finish. Attachment of letterforms to the logo base to be secure and concealed from view.

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

01.00

Scale: 3/4" =1'-0"

Section

AllSteel Resource Center 200 State Street, Suite 4A Boston, Massachusetts 02109

01.00

3

RY LETTERS

Detail

2

01.00

ENTRY LETTERS

Fabricator is to field verify all mounting conditions prior to fabrication and installation.

AllSteel Resource Center 200 State Street, Suite 4A Boston, Massachusetts 02109

Table Mounted Logotype

Culturally Correct

39


Poetic Homage

40

Culturally Correct


Poetic Homage Artifact As Art

Black halftone images silk-screened onto first surface of red backpainted glass. 3M Scotchcal Translucent Dusted Crystal or 3M Scotchcal Opaque white vinyl quotes applied to first surface of red backpainted glass. Fabricator is to verify mounting location prior to fabrication and installation.

8' - 6-3/4"

16' - 5-3/8"

Culturally Correct

41


Architectural Homage Artifact As Art

Black halftone images silk-screened onto first surface of red backpainted glass. 3M Scotchcal Translucent Dusted Crystal or 3M Scotchcal Opaque white vinyl quotes applied to first surface of red backpainted glass. Fabricator is to verify mounting location prior to fabrication and installation.

8' - 6-3/4"

4' - 11-3/8"

Fireplace

Elevation 42

Culturally Correct

2' - 11-3/4"


Speaking with Clarity

NOTES: 1. 3M scotchcal opaque white and translucent Dusted Crystal Vinyl artwork on the first 3M Scotchcal Opaque white and Translucent Dusted Crystal surface of glass.

Vinyl artwork on the first surface of glass. Fabricator is to Fabricator is to verify mounting location prior verify mounting location priorto tofabrication fabrication and installation. and installation. Installation is exacting in trimInstallation out to shapes shown, location of is exacting in trim out to shapes each graphic and bubble free shown, applique to surface of glass. location of each graphic and bubble

AllSteel Resource Center 200 State Street, Suite 4A Boston, Massachusetts 02109

Messages on Glass

Fabricator is to verify mounting location prior to fabrication and installation.

13' - 10"

Typical Elevation 1

Elevation | Conference Room- Reception East Wall Elevation

Elevation on | Conference Room Wall 08.1

Scale: 1/4" =1'-0"

2 08.2

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

8' - 6"

10.11.06

Scale: 1”= 1’-0”

Elevation | Conference Room Wall Elevation Scale: 1/4" =1'-0"

GLASS GRAPHICS on corridor glass

Elevation | Conference Room- Reception East Wall Elevation

08.00

10.11.06

1 08.1

Installation is exacting in trim out to shapes shown, location of each graphic and bubble free applique to surface of glass.

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

Elevation Detail

GLASS GRAPHICS on corridor glass

1-3/4"

1-3/4"

1-1/2"

1-3/8"

1-3/4"

08.00

NOTES: 1. 3M scotchcal opaque white and translucent Dusted Crystal Vinyl artwork on the first surface of glass.

AllSteel Resource Center 200 State Street, Suite 4A Boston, Massachusetts 02109

free applique to surface of glass.

Culturally Correct

43


Boston Accents Personality Props

Connecticut Book with State in Title

Small Framed Picture State Flower

Small Framed Picture State Bird

Desk Chotcka Famous Landmark

44

Culturally Correct

Vermont

Rhode Island

New Hampshire

Maine

Massachusetts


Boston Accents Personality Props

Connecticut

Vermont

Rhode Island

New Hampshire

Maine

Massachusetts Culturally Correct

45


Tea Table Historical Party in Progress

6'-10" x 3‘-10" table top graphic- Lambda quality digital output applied to second surface of 1/2" thick recessed glass top. This product requires careful coordination with furniture fabricator. Graphics fabricator to verify glass opening size with furniture fabricator prior to fabrication and installation.

3' - 10"

6' - 10"

Art Detail: Reveals Feather and Arrowhead

Art Detail: Designers Name Added 46

Culturally Correct

Art Detail: Clients Name Added

Plan Table Top


Tea Table Historical Party in Progress

Culturally Correct

47


Tea Table Historical Party in Progress

48

Culturally Correct


Boston Opening Invitation Art

Opening Invitation

Opening Event Culturally Correct

49


Gunlocke Los Angeles

50

Culturally Correct


Brand Recognition

1. “Gunlocke” portion of logo is to be 2 1/2” deep acrylic individual dimensional letter forms with an automotive gloss finish to match Benjamin Moore ac-41 Acadia white. All faces, edges, and returns are finished pin mounted face flush 3/8” from existing wall surface. Pins and all other fasteners are to concealed from view. Painted metal pin sleeves to match sign face.

Wall Mounted Logo

AllSteel Resource Center 2425 Olympic Blvd Santa Monica , CA 90404

NOTES:

03.06.07

5/8" thick existing drywall layer

1. “Gunlocke” portion of logo is to be 2 1/2” deep acrylic individual dimensional letter forms with an automotive gloss finish to match Benjamin Moore ac-41 Acadia white. All faces, edges, and returns NOTES: are finished pin mounted face flush 3/8” from existing wall surface. Pins and all other fasteners 1. “Gunlocke” portion of logo is to be 2 1/2” deep are to concealed from view. Painted metal pin acrylic individual dimensional letter forms with an sleeves matchBenjamin sign face. automotive gloss finish to to match Moore

9' - 10-5/8" 2-1/2"

AllSteel Resource Center 2425 Olympic Blvd Santa Monica , CA 90404

Wall blocking provided

NOTES:

AllSteel Resource Center 2425 Olympic Blvd Santa Monica , CA 90404

Detail “Gunlocke” portion of logo is to be 2-1/2" deep acrylic individual dimensional letterforms 1 =1'-0" withScale: an1/2"automotive gloss finish to match Benjamin Moore ac-41 Acadia white. Tag line and Fabricator is to field verify all mounting conditions Registered trademark to be cut out 1/2" deep; all faces, edges, and returns are pin prior tofinished fabrication and installation. mounted face flush 3/8" from existing wall surface. Pins and all other fasteners are to be concealed from view. Painted metal pin sleeves to match sign face.

07.00

GUNLOCKE LOGO wall mounted

2. Tag line and Registered Trademark to be cut out 1/2’ deep; individual dimensional letter forms with an automotive gloss finish to match Benjamin Moore ac-41 Acadia white All faces, edges, and returns are finished pin mounted face flush 3/8” from existing wall surface. Pins and all other fasteners are to concealed from view. Painted metal pin sleeves to match sign face.

1' - 9"

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

ac-41 Acadia white. All faces, edges, and returns are finished pin 3/8” from Trademark to be cut out 2. mounted Tag lineface andflush Registered existing wall surface. Pins and all otherdimensional fasteners 1/2’ deep; individual letter forms with are to concealed from view. Painted metal pin an automotive gloss finish to match Benjamin sleeves to match sign face.

Elevation Detail

Scale: 1/4"Detail =1'-0"

1

07.00

2

Side Elevation Scale: NTS

01.00

Scale: 1/2" =1'-0"

03.06.07

Fabricator is to field verify all mounting conditions prior to fabrication and installation.

07.00

Elevation Scale: 1/4" =1'-0"

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

10' - 0"

2

Elevation

Elevation Scale: 1/4" =1'-0"at Reception

12' - 6"

7' - 3-5/8"

2 07.00

03.06.07

07.00

2 01.00

Scale: NTS

2 01.00

Scale: NTS

HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

Scale: 1/2" =1'-0" Elevation 2

GUNLOCKE LOGO wall mounted

Detail

5-1/2"

1 07.00

GUNLOCKE LOGO wall mounted

Moore ac-41 Acadia white All faces, edges, and

areTrademark finished pin mounted 2. Tag line andreturns Registered to be cut out face flush 3/8” 1/2’ deep; individual dimensional forms with from existing wallletter surface. Pins and all other an automotivefasteners gloss finishare to match Benjamin to concealed from view. Painted Moore ac-41 Acadia white All faces, edges, and metal pin sleeves to match sign face. returns are finished pin mounted face flush 3/8” from existing wall surface. Pins and all other fasteners are Fabricator to concealedisfrom view. verify Paintedall mounting conditions to field metal pin sleeves match sign face. and installation. priorto to fabrication

1/2" thick aluminum plate

Culturally Correct

51


Wood Finish Translucent Display Dividers

Seamless translucent fabric panels, with at least 50% opacity, displaying images via dye sublimation. Pockets to hold 1/4" dowels are sewn into the top and bottom of fabric panels, all edges are to be finished in a way that prevents raveling. 1/4" dowels, one top and bottom, weighted to prevent swinging. Both dowels are anchored in a clear anodized round AnoQuick™ Rose Display hanging system top and bottom (see website for more information www.rosedisplays.com/anoquick.html). The AnoQuick™ display is to be hung from hooks attached to threaded shot pins in the ceiling.

Elevation Each Scrim 52

Culturally Correct

extra hot


Our Kind of Town Reframing the Nearby Icon

Artwork provided by graphic designer. Fabricator to provide warranty and installation guideline information on this product prior to fabrication and installation. Fabricator is to field verify mounting conditions and measurements prior to fabrication and installation. 6' - 5-3/8"

NOTES: Supergraphic: The process for digital output is direct printing, using solvent based U.V. curable inks, directly on the wallpaper material. Application to the wall is done using vinyl wallpaper paste. Mural should have clean, smooth, even application free of bubbles and wrinkles and other imperfections. The panels are double cut at the seams for a flush installation.

AllSteel Resource Center 2425 Olympic Blvd Santa Monica , CA 90404

The process for digital output is direct printing, using solvent based U.V. curable inks, directly on the wallpaper material. Application to the wall is done using vinyl wallpaper paste. Mural should have clean, smooth, even application free of bubbles and wrinkles and other imperfections. The panels are double cut at the seams for a flush installation. Color samples on specified material required for review prior to final output.

Color samples on specified material required for review prior to final output. Artwork provided by graphic designer. Fabricator to provide warranty and installation guideline information on this product prior to fabrication and installation.

08.00

Elevation Scale: 3/8”=1’-0”

HOLLYWOOD MURAL HOK Visual Communications 2800 Post Oak Boulevard Suite 3700 Houston, Texas USA +1 713 407 7700

9' - 8-3/8"

Typical Elevation at Entry 1

08.00

04.04.07

Fabricator is to field verify mounting conditions and measurements prior to fabrication and installation.

Culturally Correct

53


Allsteel Los Angeles

54

Culturally Correct


Brand Recognition Wall Mounted Logo

“Allsteel� portion of logo is to be 2-1/2" deep individual acrylic dimensional letter forms with an automotive gloss finish to match Benjamin Moore ac-41 Acadia white. All faces, edges, and returns are finished pin mounted face flush 3/8" from existing wall surface. Pins and all other fasteners are to be concealed from view. Painted metal pin sleeves to match sign face. Fabricator is to field verify all mounting conditions prior to fabrication and installation.

Culturally Correct

55


Business Center Beyond Glass Mounted Legend

1/2" deep, Benjamin Moore ac-41 Acadia white 3D “business center” logo letterforms mounted directly to the glass face.

EQ

Fabricator is to verify mounting location prior to fabrication and installation. The “business center” logo is to maintain size and spacing relationship as shown in elevation. Any discrepancies after field verification should be expressed prior to fabrication.

56

Culturally Correct

10-3/8"

3M White Opaque Scotchcal vinyl “business center” logo to be applied on second surface of glass, so that it aligns directly behind 3D logo. The vinyl logo serves as a backplate to hide any glue from the other side.

7' - 9"

EQ


Backroom Graffiti Art Imitates Worklife

The process for digital output is direct printing, using solvent based U.V. curable inks, directly on the wallpaper material. Application to the wall is done using vinyl wallpaper paste.

Fabricator to provide warranty and installation guideline information on this product prior to fabrication and installation. Fabricator is to field verify mounting conditions and measurements prior to fabrication and installation.

10' - 0"

extra hot

4"

Mural should have clean, smooth, even application free of bubbles and wrinkles and other imperfections. The panels are double cut at the seams for a flush installation. Color samples on specified material required for review prior to final output. Artwork provided by graphic designer.

23' - 8-1/2"

Elevation

Culturally Correct

57


Backroom Graffiti Art Imitates Worklife

58

Culturally Correct


Backroom Graffiti Art Imitates Worklife

Culturally Correct

59


California Orders Coffee Vision Screen at Pantry

Hallway Side of Glass

Room Side of Glass 60

Culturally Correct


California Orders Coffee Vision Screen at Pantry

3M Scotchcal Opaque vinyl letterforms in antique white, deep mahogany, russet brown, saddle brown, and tan applied to the hallway and room side of the glass. Room side vinyl application to be reverse cut vinyl lettering, right reading from hallway. 10' - 0"

3M Deep Mahogany Brown Vinyl 7725-19

Art area apporx. 6'

3M Russet Brown 7725-29

3M Saddle Brown 7725-139

3' - 0" above finished floor

3M Tan 7725-39

3M Antique White 7725-90

Typical Elevation Culturally Correct

61


LA Stories Personality Props

John Wayne Personality Focused Book

Small Framed Picture

Large Framed Picture

62

Culturally Correct

James Dean

Cate Blanchett

Bruce Lee

Carmen Miranda

Lucille Ball


LA Stories Personality Props

John Wayne

James Dean

Cate Blanchett

Bruce Lee

Carmen Miranda

Lucille Ball Culturally Correct

63


Workplace Projections All the Work's a Stage Set

Data projection is used as a visual magnet to draw the visitor deep into the showroom. The projected imagery is DVD based cinema, a suitable medium for Los Angeles. The movies are selected for their "office" settings: the showroom about office furniture – where we project shows staged in office furnishings. The projections run in random cycle with audio off. The projection angle allows the visitor to actually walk through the projected scene and be ‘inside’ the show.

64

Culturally Correct


Daytime Star With Special Guest Label Art

Larger less intimate events (with large attendance) utilize these labels as name badges.

Laser Printable Name Badges

Labels are used here with hand written names for box lunches. Culturally Correct

65


Los Angeles Opening Invitation Art

Opening Invitation

Allsteel invites you to

celebrate our new

the opening of

Resource Center

when: Wednesday, September 19, 2007 • 5:30 pm to 8:00 pm where: The Water Garden • 1620 26th Street, Suite 100 South, Santa Monica

Come and Enjoy food, drink and conversation in our new Santa Monica space rsvp: rsvpSantaMonica@allsteeloffice.com • 310-264-7900

Opening Event 66

Culturally Correct


Allsteel Gunlocke Chicago

Culturally Correct

67


2 1/8 in 1 ft - 2 1/2 in

2 1/2 in

Wall Mounted Logos

1 ft - 3 in

1/2 in thick aluminum plate the face of all the letterforms in the tagline are to align flush with each other

4 3/8 in

Brand Recognition

the face of all the letterforms in the logo are to align flush with each other

“Gunlocke” portion of logo is to be 2 1/2” deep hollow .063 gauge painted alluminum individual dimensional letter forms with an automotive gloss finish to match Benjamin Moore ac-41 Acadia white. Tag line to be cut out of 1/2 in. thick alluminum plate; individual dimensional letter forms with an automotive gloss finish to match Benjamin Moore ac-41 Acadia white.

4 ft - 6 in

“Allsteel” portion of logo is to be 2 1/2” deep individual hollow .063 gauge painted alluminum dimensional letter forms with an automotive gloss finish to match Benjamin Moore ac-41 Acadia white. All faces, edges, and returns are finished. Letterforms to have an overall smooth finish free of cut marks, sharp edges, and other imperfections. Letterforms are pin mounted 3/8” away from existing wall surface, and are all face flush. Pins and all other fasteners are to be concealed from view. Painted metal pin sleeves to wall finish. Wall finish information provided by general contractor. Elevation

Wall blocking provided by general contractor

Wall blocking provided by general contractor

5 ft - 4 in

6 ft - 7 3/8 in

2 1/2 in

the face of all the letterforms in the logo are to align flush with each other

4 3/8 in

1/2 in thick aluminum plate the face of all the letterforms in the tagline are to align flush with each other

Gunlocke Logo Detail 68

Culturally Correct

Side Elevation

the face of all the letterforms in the logo are to align flush

1 ft - 3 in

2 1/8 in 1 ft - 2 1/2 in

2 1/2 in

Allsteel Logo Detail

Side Elevation


Brand Recognition Vinyl Art on Glass

Logo: 3M scotchcal opaque white vinyl and applied to the second surface of glass Product Logo: 3M scotchcal opaque white vinyl applied to second surface of glass. Distraction Pattern: cut from 3M scotchcal opaque white and 3M scotchcal translucent dusted crystal vinyl applied to second surface of glass See detail for additional vinyl spectification information. All vinyl should be applied in a way that is right reading from the hallway, exacting in trim out of lletterforms and bubble free.

5 ft - 4 in

1 ft - 3 in

White

Logo Detail 1ft - 7 in 2 in

2 ft

White

White Dusted Crystal White

Distraction Pattern Detail

Product Logo Detail 54 ft -10 in

SIT

SIT

SIT

SIT

SIT

SIT

5 ft - 8 3/4 in

SIT

SIT

SIT

5 ft - 6 1/4 in

SIT

SIT

SIT

SIT

SIT

SIT

5 ft - 6 1/4 in

5 ft - 6 1/4 in

5 ft - 6 1/4 in

SIT

SIT

SIT

SIT

SIT

SIT

SIT

5 ft - 6 1/4 in

5 ft - 6 1/4 in

SIT

SIT

3 ft - 1 3/4 in

SIT

7 ft -11 in

SIT

5 ft - 4 1/2 in

SIT

3 ft

4 ft -2 5/8 in

2 ft - 9 1/8 in 4 ft - 5 3/8 in

Typical Elevation Culturally Correct

69


Allsteel Chicago

70

Culturally Correct


Chicago Context A Skyline of Workscapes

Premium full color photo quality high resolution (300 to 600 dpi minimum) Supergraphic: The process for digital output is direct Vuteck flatbed printing, using solvent based U.V. curable inks, directly on the 54 in. wide roll of Piedmont Plastics Nassau Dunes wallpaper material.

20 ft - 0 in

The panels are double cut at the seams for a flush installation. Fabricator is responsible for a 12” x 12” sample proof of the final artwork at full size and resolution on specified material required for review prior to final output. Fabricator to provide warranty and installation guideline information on this product prior to fabrication and installation.Sample submittals, wall prep and all other coordination including fabrication deadline and installation of final product to be handled through the general contractor.

approx. 11 ft - 0 in

Application to the wall is done using vinyl wallpaper paste. Mural should have clean, smooth, even application free of bubbles and wrinkles and other imperfections.

West Elevation

20 ft - 0 in

Hour by hour the caissons reach down to the rock of the earth and hold the building to a turning planet. Hour by hour the girders play as ribs and reach out and hold together the stone walls and floors. Hour by hour the hand of the mason and the stuff of the mortar clinch the pieces and parts to the shape an architect voted. Hour by hour the air and the rust, the sun and the rain, and the press of time running into centuries, play on the building inside and out and use it. — from "skyscraper" by Carl Sandburg

North Elevation

approx. 11 ft - 0 in

approx. 11 ft - 0 in

22 ft - 1 in

East Elevation Culturally Correct

71


Chicago Context A Skyline of Workscapes

Opening Invitation Matched Installed Wallpaper Wrap 72

Culturally Correct


Chicago Context A Skyline of Workscapes

Building Graphic: Lambda quality digital output on translucent film (3M scotchcal translucent Dusted Crystal level opacity or approved equal) applied to the second surface of glass. Film is trimmed to building shape shown in detail. Type: 3M Scotchcal Black opaque vinyl applied to second surface of glass. Fabricator is to verify mounting location prior to fabrication and installation. Installation is exacting in trim out of vinyl graphics, location of graphic and bubble free applique to surface of glass.

Glass Door Perimeter

Hour by hour the caissons reach down to the rock of the earth and hold the

2 1/2 in

building to a turning planet.

Building Graphic Detail

Hour by hour the caissons reach down to the rock of the earth and hold the building to a turning planet.

Hour by hour the girders play as ribs

Hour by hour the girders play as ribs

and reach out and hold together the

and reach out and hold together the

stone walls and floors.

stone walls and floors.

Hour by hour the hand of the mason

Hour by hour the hand of the mason

and the stuff of the mortar clinch

and the stuff of the mortar clinch

the pieces and parts to the shape

3 3/4 in

Film is trimmed to outline (outline is not part of the graphic)

Glass Door Perimeter

2 1/4 in 1ft -1 1/2 in

1in

Glass Door Perimeter

an architect voted.

the pieces and parts to the shape an architect voted.

Hour by hour the air and the rust,

Hour by hour the air and the rust,

the sun and the rain, and the

the sun and the rain, and the

press of time running into

press of time running into

centuries, play on the building

centuries, play on the building

inside and out and use it.

inside and out and use it.

— from "skyscraper"

— from "skyscraper"

by Carl Sandburg

by Carl Sandburg

Type Detail

Composite Elevation Culturally Correct

73


Initial Thrust Reception Messages

Gunlocke Tagline: 3M scotchcal opaque white vinyl applied to first surface of glass. Allsteel Tagline: 3M scotchcal opaque white vinyl and 3M translucent Dusted Crystal vinyl applied to first surface of glass. Solid Frost Panels: Solid frost panels of 3M Scotchcal translucent Dusted Crystal vinyl applied to second surface Installation is exacting in trim out to vinyl graphics shown, location of each graphic and bubble free applique to surface of glass.

74

Culturally Correct


Initial Thrust Reception Messages

frosted film in two parts glass panel

white vinyl copy

frosted film in two parts glass panel

frosted vinyl copy white vinyl copy

Exploded Views Culturally Correct

75


Acuity Wall Vinyl Type on Wall

“Discover new Acuity” with 3M Scotchcal opaque Black vinyl, “Clearly sharp. Clear comfortable” with 3M Scotchcal opaque Medium Gray vinyl, exacting in trim out letter forms applied directly to wall surface. Application should have clean, smooth, even application free of bubbles, wrinkles, peeling and other imperfections. Fabricator to provide warranty and installation guideline information on this product prior to fabrication and installation. Wall prep and all other coordination to be handled through the general contractor.

76

Culturally Correct


Olla Wall Vinyl Type on Wall

“Olla” portion is to be 1 1/2" deep, “beauty in balance” to be 3/4" deep, individual acrylic dimensional letter forms painted to match wall color and sheen. All faces, edges, and returns are finished. Letterforms are to have crisp edges, and overall smooth finish free of imperfections. Letterforms to be mounted flush on existing wall surface. Glue and/or fasteners are to be concealed from view.

Olla

6 1/4 in

9 in

Wall finish information provided by general contractor. Wall prep and all other coordination to be handled through the general contractor.

1 1/2 in

21 ft - 11 1/2 in

1 ft - 6 in

5 ft - 9 in

8 ft - 0 in

1 ft - 5 3/4 in

3/4 in

Culturally Correct

77


Color Bars Desktop Product Pitch

2 x 18 x 4 Solid acrylic with solid color back and bottom, painted to match PMS 227 (raspberry) and PMS 382 (green), top, front, and sides to have a clear “glass like� diamond polished finish, free of cut marks, cracking and other imperfections. Silkscreen letter face and silicone button feet.

2 in

4 in

Isometric View

Get together for work, lunch or, better yet, both. Leading 75 pt MERGE TABLE ACUITY SEATING

Allsteel Type Detail

60 pt

28 pt

18 in

4 in

MENU

1 in

1.5 in

72 pt 40 pt 1 in

Inspiring choices of scale, performance, and design.

Gunlocke Type Detail 78

Culturally Correct

18 in


Get Set Panels Sustainable Messages

“Get Set” panels (approximately 36“x48”) are used to display Allsteel and Gunlocke sustainable messages. Get set product panels are supplied to the showroom location by client for graphic installation.

Fabricator responsible for applying precise edge to edge digital print size onto product panels in seamless application.

PERFORM A N CE IN WOOD WO OOD

S U S TA I N A B I L I T Y is the outcome of Allsteel’s

A vibrant, healthy planet yields the product Gunlocke creates.

commitment to making

4 ft - 0 in

Digital output: lambda quality digital print printed onto cling film is then applied to face of Get Set panel. Panels have markerboard finish. Fabricator is to instruct if there is any conflict (residue, damage to marker surface) with cling film to the marker surface.

3 ft - 0 in

Our future is dependent upon the

commitments we make to sustain the natural environment.

responsible choices for the right reasons.

Environmental Performance is performance in wood.

Gunlocke Detail

Allsteel Detail

WOOD PERFORMANCE I N W OOD

S U S TA I N A B I L I T Y

A vibrant, healthy planet yields

is the outcome of Allsteel’s

the product Gunlocke creates.

commitment to making

responsible choices

Our future is dependent upon the

commitments we make

for the right reasons.

to sustain the natural environment. Performance in sustainability is performance in wood.

Gunlocke Elevation

Allsteel Elevation Culturally Correct

79


Product in Use Conference Room Signage

Plan Elevation

4 3/8 in

3/8 in

4 in

Olla

TM

TM

A350

Welcome

Reserved

Acuity

TM

6 in

6 3/8 in

Merge

5/16 in Insert Detail

60 in. typ.

3 in typ.

Conference Room Elevation 80

Culturally Correct

Side Elevation

Converge

TM

Converge Welcome

TM

Reserved


Product in Use Conference Room Signage

4� x 6“ (insert) smith graphics sign in silver metallic. Signs to be ordered by contractor at (www.smithgraphicsinc.com). Vertical edge of the 4 signs are mounted flush up against each other. All signs are mounted 60in. to center of the sign with the bottom edge aligning horizontally. Additional vinyl backplate cut the same size as the sign grouping perimeter is required when sign is mounted to glass to conceal mounting from the reverse side of the glass.

Culturally Correct

81


Metaphoric Materials

b/w digital output Finish sample construct (By others)

2 ft - 2 in

2 ft - 2 in

A Backstory for Steel and Wood Finishes

Plan Elevation

Gunlocke Elevation 82

Culturally Correct


Metaphoric Materials A Backstory for Steel and Wood Finishes

Premium full color photo quality high resolution (300 to 600 dpi minimum) Supergraphic: The process for digital output is direct Vuteck flatbed printing, using solvent based U.V. curable inks, directly on the 54 in. wide roll of Piedmont Plastics Nassau Dunes wallpaper material. Application to the wall is done using vinyl wallpaper paste. Mural should have clean, smooth, even application free of bubbles and wrinkles and other imperfections. The panels are double cut at the seams for a flush installation. Graphic image provided by HOK as Photoshop CS3 placed TIFF images. Fabricator is responsible for a 12� x 12� sample proof of the final artwork at full size and resolution on specified material required for review prior to final output.

Culturally Correct

83


Working Lunch Napkin Sketch Table

Two existing Ahrend tables (see image) 39-1/2� wide by 94-1/2� long with seamless glass top. Responsibility of graphics fabricator is installation of provided napkins under glass table top. Table and glass table top provided by others.

3 ft - 3 1/2 in

7 ft - 10 1/2 in

84

Culturally Correct


Allsteel Neocon Collateral

Culturally Correct

85


Allsteel NeoCon Collateral Invitation Card

NEVER

SIT

STILL

NEOCON2008 June 9-11

allsteeloffice.com

Invitation Front Detail

NEVER

2210 Second Avenue Muscatine, IA 52761-5257

WE ARE SAVING A SEAT FOR YOU

Join us for cocktails and hors d’oeuvres to celebrate NeoCon 2008! Tuesday, June 10, 5:30-7:30pm Chicago Merchandise Mart Showroom 1120

Invitation Enclosed

RSVP to: neocon2008allsteeloffice.com

Envelope Detail 86

Culturally Correct


Allsteel NeoCon Collateral

1/8 in

1/2 in

Name Badge, Facts Book Cover and Media Kit Cover

Jennifer YUILL-THORTON

32 pt

12 pt

NEVER

SIT

1 1/2 in

STILL

Jennifer YUILL-THORTON

Name Badge

3 in

Jennifer YUILL-THORTON

MEDIA KIT NEOCON 2008

NEOCON 2008 Facts

Facts Book Cover

Media Kit Cover Culturally Correct

87


Allsteel NeoCon Collateral Totebag, T-shirt and Pedicab Graphics

Bag Color

Bag Color

Bag Color

rubine red

381U

428U

Screen Colors

Screen Colors

Screen Colors 427U

379U

212U

212U

427U

379U

SIT NEVER STILL SI

T NE V E

ST

SIT

16 in

NEVER

NEVERSITSTILL

ILL

R

Pedicab left

STILL

4 in

1:6

NEVER STILL SIT

19 in

Totebag

Pedicab right

NEVER

NE

VE

SS I TI T L

STILL

R

L

SIT

NEVER SITSTILL

SIT

NEVER

STILL

T-shirt 88

Culturally Correct

Pedicab back

NEVER STILL SIT


Possibilities Sketchbook™ This quickly recorded sketchbook of ideas documented the possibility thinking about all the image, message, packaging, and communication issues that could play a part in this project’s success. These sketch pages froze spoken concepts as pictures and allowed them to live, morph, and link. Getting our interview concepts down on paper allowed us to test consensus on each idea, prioritize need, and strategize procurement.

Corporate Voice

Local Accent

Enterprise Personality

Geographic Personality

Marketing Imagery

Metaphor Imagery

Advertising Copy

Regional Wordplay

Commercial Art

Regional Artifact

Showroom Balance

Credits Allsteel

Jan Johnson Tim Smith

HOK

Craig Hein Christina Hui Hal Kantner Alan Ng Cindy Richardson Adry Suryadi Angie Zwink

Culturally Correct

89


H O K V I S U A L C O M M U N I C AT I O N S IMAGE AND IDENTITY PLANNING INFORMATION MEDIA WAYFINDING AND ARCHITECTURAL GRAPHICS DISPLAY ENVIRONMENTS

HOK Visual Communications can strategically plan and design the appropriate vehicle to convey your message, package your information, position your image, or promote your product. Our client experience is broad in scope and international in reach. We offer deep, knowledgeable expertise in communicating about all aspects of the built environment. We seek functional, aesthetic, and economic solutions that are flexible and durable and we fully understand the business implications of good design. 2800 POST OAK BOULEVARD | SUITE 3700 | HOUSTON | TEXAS | 77056 | USA

+1 713 407 7700 | hok.com


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