Cummins CTC Pune by HOK Experience Design

DESIGNED IN INDIANA

B R A N D A N D M ES S AG I N G S U P P O R T I N G T H E C U M M I N S T EC H C E N T R E V IS I TO R E X P E R I E N C E AT P U N E

PUNE | MAHAR ASHTR A | INDIA

Team CU MMINS

H O K

ALEX WHITE

GER ALD CALLO J AY D A C O N HAL K ANTNER AL AN NG MELISSA SCHMITZ NURIT SHELL

Contents 0 4

D E S I G N B R I E F A N D N A R R AT I V E

2 3

I N S P I R AT I O N A L I M A G E S A N D PAT T E R N S

2 9

B R A N D A N D M ES SAG IN G AC ROS S T H E F LO O R P L AT ES

3 7

CONCEP TUAL DEVELOPMENT

ROM COST FOR BR A ND A ND MESSAGING

Design Brief and Narrative

cummins tech center | pune,maharashtra, india

Marketing Machine A

C o m p r e h e n s i v e

E x p e r i e n c e

S t r a t e g y

T h a t

G o e s

B e y o n d

F a c i l i t i e s

The Marketing Machine concept has many components in the optimum experience: Portal, People, Showcase, Workplace. Each facet is connected and consistent â&#x20AC;&#x201D; supported by strategy and training.

Portal

People

Showcase

Workplace

4 3 2 1

This remote experience via pixels sets up the anticipated ease of interaction and tone of voice.

The actors on stage are the real people at Cummins whose training fulfills the promise of all promotions.

The strategized experience of place that is supportive of brand and illustrative of culture. Supported by props, lighting, AV, and exhibits.

A living lab of engine R+D whose tour stops reinforce this is how we live our brand. Different tour routes for different audiences but all supported by strategized cues and marks.

cummins tech center | pune,maharashtra, india

Marketing Machine Brand and Messaging Supporting the CTC Visitor Experience at Pune

goals A suitable indoor exhibit system for brand and messaging in Cummins CTC facilities at Pune. A messaging masterplan adaptable to change over time and to a variety of audiences. A system of visual aids to reinforce employee communication, and disseminate corporate and industry news. A system of visual aids to enhance marketing and partnering efforts.

facts

Proposed Facility Design by Venkataramanan Assoc.

The quality level of product displays and media vehicles must reinforce the Cummins quality found in the products themselves. The design of such exhibits must compliment the environment in which they are displayed. The use of color and typography must align with and build upon the existing Cummins Corporate Identity program.

concepts A hierarchy of quality levels will allow for messages in reception center, office, and lab environments. These designs will be suitable for export to other facilities should Cummins desire to maximize return on any investment at the Pune CTC. A technology theme will reinforce Cumminsâ&#x20AC;&#x2122; concern for industrial methods and enhance this siteâ&#x20AC;&#x2122;s role in technological research and advancement.

needs Designers will require coordination with key Cummins personnel to prioritize products to be displayed and messages to be communicated. Cummins personnel will need to actively participate in harvesting existing content and provide designers access to Indiana and Indian media assets. The upkeep of such exhibits will require maintenance guidelines and procedures which can be easily executed by Cummins or its contractors.

cummins tech center | pune,maharashtra, india

Project Touchstones I n d i v i d u a l

G o a l s

t h a t

C o l l e c t i v e l y

R e p r e s e n t

t h e

D e s i r e d

E n d s t a t e

A clear vision of your technical R+D competency How Pune CTC fits into the greater Cummins enterprise: “Made In India-na” How this building can be leveraged to create an “Innovation Identity” for your organization (and this site). Visible on the Pune campus (and the Cummins network) via ink on paper, pixels on screen, spirited people, and physical place. A “We Engine Innovation” thematic that positively affects creativity and collaboration behaviors Presented in a way that shows a general respect for energy and ecology: “Power Ecologically Provisioned” Creating a success brand and messaging model that is exportable to your other R+D technology sites Which, in its replication, creates an “esprit de corps” among all R+D employees at Cummins And evokes a respected profile for R+D among the general Cummins population A profile which is in turn recognized within the industry at large: “Cummins = Power with a Red Heart”

Project Possibilities I n d i v i d u a l

T o p i c s

t h a t

C o l l e c t i v e l y

W e a v e

T o g e t h e r

t h e

S t o r y l i n e

Product exhibits will help to fulfill the marketing and positioning goals. The social and emotional perceptions will be fulfilled by the experience of the space and the hospitality of the visit. Desired perceptions can be positioned in the visit path and embedded in the environment-like stage sets with marks and cue cards and props. We can use visual displays to reinforce the global arena in which Cummins desires to conduct business. We can use strategically placed messaging to reinforce the differentiating dimensions of a diverse, multi-cultural and multi-domestic enterprise. This project can provide a bigger picture of Cummins employees (beyond Indianapolis). This project can connect the multi-cultural employee base to Cummins multi-cultural client markets.

cummins tech center | pune,maharashtra, india

Aligning with the Evolution of Message Laden Environments A n

A c c e p t a n c e

–

N o w

a n

E x p e c t a t i o n

–

f o r

V i s u a l l y

R i c h ,

message l aden environments

Indoor

Virtual

Theme park

Factory tours

Olympic venues

Company stores

Goggle and game environments

Urban festival events

Trading floors

Sport stadia

Trade shows

Entertainment districts

Educational museums

Theatre districts

Arena events

World’s fairs

Enterprise museums

On-location film sets

Briefing centers

Product showrooms Visitors centers Gaming casinos

E n h a n c e d

E n v i r o n m e n t s

evolving messaging technology

Outdoor

Multiplex cinemas

E x p e r i e n c e

Blue screen newsrooms VRML datasets

Affordable economy and increasing scale of display screen technology Advancements in data projection Media mix and scalability of digitally printed output

Cinematic special effects

Bandwidth available to store and serve digital media assets

Graphically overlaid sports broadcasts

Volume and variety of digital media assets available in enterprise archives

Marketing of unbuilt real estate developments

Volume and variety of digital media assets available in stock libraries

today’s ctc opportunities

Equipment investments made visible Workplace protocols and procedures made visible Desired cultural attributes depicted Desired sense of community depicted Service offerings made tangible and understandable Productivity metrics made visibly tangible Facilities as multimedia vehicle On-brand attributes extended to facilities Marketing of desired workstyle

cummins tech center | pune,maharashtra, india

Experience Summary B r a n d

a n d

M e s s a g i n g

V e n u e s

a n d

O u t c o m e s

desired downloads

display program emphasis

Awarded and Recognized Enterprise

Create a 3-dimensional marketing tool inside the Cummins Technical Center on the Pune campus.

Cummins is an Engine of Innovation

Promote Cummins technology on-screen, where digital content exists.

PhD in Partnering and Joint Venturing

Plan an orchestrated tour route through the exhibits for visiting clients and guests.

Team Approach Finds Best Solution to Tough Problems

Procure easily fabricated and easily maintained exhibit system.

Technology Leader — Talented Employees Power = Heart i.e. HP = Heart Power High Employee Satisfaction which leads to High Customer Satisfaction — Knowing the Customer Successful Global Villager—Good Neighbor To Have Best Global Footprint in Industry Global-able— With Multi-Domestic Mindset Diversity — A Recognized Leader Power Ecologically Provisioned

Use materials and finishes emphasizing recent technology. Design exhibits for adaption and reuse as new products come online. Design exhibits for adaption and reuse as older products are de-emphasized or discontinued. Promote Cummins current and historical contribution to technological advancement. Position Cummins as technology innovator, both past contributions and anticipated breakthroughs. Create an identifiable technology impression in the marketing communications. Use photography of people interfacing with exhibits in Cummins advertising campaigns. Use Pune exhibits as backdrops for annual report photos.

Eco-enabler —The Other Global Message

Create a recognizable Cummins branded photo opportunity for the visitors and their escort team.

Made in India-na

Raise employee consciousness as to the rich history of the company.

Long History + Bright Future in India

Raise employee awareness of current Cummins products and markets.

Dynamic, Modern, Growing Company in India

Elegance With Less

cummins tech center | pune,maharashtra, india

Cummins Site with Promotional Tour Experience A

L o o k

B e h i n d

t h e

R + D

C u r t a i n

Facilities

Strategized (Structure visits such that safety hazard and contaminant sensitivity is always located behind the proprietary line.)

Collaborative Cross-Pollinating WorkLife Experience

proprietary

Protecting Intellectual Property

promotional

Research Strategized

Development

Promoting Capability and Capacity Promoting Process Innovation

Visitor

Marketing

Promoting Commercial Offering

Experience

Showcase

Promoting Enterprise Position

controlled

Site Arrival

Promoting Brand Personality

public

Site Identity

Promoting Brand Recognition

cummins tech center | pune,maharashtra, india

Promoting Expertise versus Protecting IP P r o m o t i n g

C u m m i n s

I n t e l l e c t u a l

P r o p e r t y

W h i l e

P r o t e c t i n g

Informality

A successful CTC tour will showcase Cummins people, processes, and products. Visitors could be recruits, partners, customers, media, financial analysts. Their experience is visual and their visit is edu-taining.

proprietary promotional

The interpretive displays are strategic marketing disguised as learning resources. These displays are positioned along a “visit path” in which any “visit point” is optional to today’s tour. The messages at each visit point are logical in sequence and creative in presentation, appealing to left brain in narrative content and right brain in visual depiction.

Hospitality

I t

Activity

Audiences

engage

thought leaders

Prototypes + Possibilities

Futurists

Incubating Ideas

Internal Collaborators

Enterprise Pipeline

Specialist Recruiting

Early Trials

Development Partners

Alpha Test

Venture Partners

demonstrate

opinion framers

Unreleased Products

Focus Groups

Pilot Products

Co-Marketers

Enterprise Innovation

License Buyers

Late Trials

Market Analysts

Beta Test

Selective Media

showcase

opinion leaders

Released Products

Clients + Customers

Product Spectrum

CXO Suite

Enterprise Offering

Purchasing Channels

Regulatory Approval

Financial Analysts

Product Launch

General Media

controlled public

Site Arrival

Protected

Promotional

cummins tech center | pune,maharashtra, india

Vision Building With Stakeholders I d e a t i o n a n d

I m a g e r y

f r o m

I n i t i a l

C o n c e p t i n g

S e s s i o n s

cummins tech center | pune,maharashtra, india

Role of the Tech Center in the Sales Continuum U n d e r s t a n d i n g

D i f f e r e n c e

P o i n t s

i n

S a l e s

P r o c e s s

Message and media require careful melding in the longer life cycle environment of these visitor experiences tied to the Tech Center

Tradeshows

Curious

Contact

Duration: Minutes Frenetic Audience Maybe Decision Makers Hospitality Perhaps Occasion for Impressions Cummins Experts Perhaps Presentations Owned by Server Yearly Invitation Competitors Present as Audience

Tech Center Experience

Sales Process

Close Again

Duration: Hours/Days Captured Audience Usually Decision Makers Hospitality Expected Occasion for Chemistry Cummins Experts Present Presentations Owned by Presenter Anytime Invitation Employees Present as Audience

cummins tech center | pune,maharashtra, india

Message Masterplanning | Cultural Wayfinding: We Here Are (

)

Beyond spatial wayfinding, this project employs cultural wayfinding: Messaging and visual communications embedded in the workplace and supportive of desired cultural change and desired collective end states. These outcomes may require definition or redefinition or invention. These visual totems and signals of cultural direction add a new mantra to architecture and workscape: Culture Follows Experience. Or perhaps with regards to workplace its better stated: Environment Clues Culture

“You Are Here” yes, all that is associated with spatial wayfinding messages, but also now provisioned are cultural wayfinding messages...

The multimedia now appearing in facilities allows collective vision to be depicted and cultural values to be evidenced with increased vitality, agility, and saturation. The highly potent tools of pixels and bits can project a future and engage the present. New channels of communication allow us to better define the ‘Here’ in ‘You-Are-Here’. Cultural wayfinding now has a more versatile GPS.

When we employ these marks on spatial maps, ‘Here’ has always been a physical place. This is the elementary answer to “Where Am I?” You-Are-Here can also be used in a timeline. Across time, you are currently here - benefactor of a storied past and on the cusp of an anticipated future. You-Are-Here, temporally in time, is now as easy to map as ‘You-Are-Here’ spatially.

YOU ARE HERE

Perhaps more evolved thinking would employ the plural: ‘We-Are-Here’. Multi-generational, yes. Diverse humanity, yes, but in workplace this pronoun is more importantly thought of as multi-player and multi-site. Collective teams – whose connections ebb and flow – and whose interactions result in co-authored and co-produced value.

WE ARE HERE

“You Are Here” amidst rich history “You Are Here” in the midst of today’s global leader “You Are Here” on the cusp of great tomorrows “You Are Here” contributing to Cummins Engine (or Emissions, or Filtration, or Fuel Systems...)

WE: Embraceable culture that is increasingly akin to multi-player, multi-locational gaming with collective tribe-like lore and character. WE

WE HERE (

ARE

)

A richer, more informative marker would offer an explanation of where you are experientially. What 'here' is possible, promoted, prohibited, anticipated, accepted, applauded. The cultural wayfinding totems and organizational direction messages would fill in the blank of ‘We-Here-Are '. Those answers would visually lead the way to maximizing organizational performance, optimizing collective culture, crystalizing cultural vision, actualizing brand personality.

HERE: Stage set and spatial setting, but also the experience of the environment.

HERE (

ARE

)

ARE: Past evidenced understood, present delineated and actionable, future anticipated with known direction.

( Fill In This Blank ): The success attributes, the endorsed behaviors, the encouraged mindset, the collective outlook.

cummins tech center | pune,maharashtra, india

Experience Progression S t o r y t e l l i n g

S t r a t e g y

T i e d

t o

S p a t i a l

E x p e r i e n c e

Immersion

Technical Center

In Tech Center

Messages throughout the CTC will have

Visitor/Customer Immersion Test Engines and Displays

a similar vocabulary and modular sizing

Executive Lounge

arriving at a similar look and feel but will have

“Most Test Cells in the World!”

Visitor / Customer Interaction

different price points, different pacing and

Experts come see customers; customers come see labs

Scripted Experience

different content lifecycles as one moves from lobby to test cell.

Shhh! A top secret is behind this door

Interaction

Here is one of our $1,000,000 quality assurance test devices

Lobby Experience

In Visitor Center

Mr. Rogers Field Trip: touch the parts at this display

Visitor/Customer Engagement Show Engines & Exhibits Formal Greet

Ahhhhh! “Torture Test” behind this door

Anticipatory Views Upon Entry

Impression On Approach

Visitor Arrival

Walk Up Impressions

Identity On Arrival

Campus Reception

First Greeting

On Site Off Site

Campus Entry

Windshield Impressions Security, Safety, Thoughtfulness

Interest

Remote On-Screen

The lobby can influence the formatting of both safety and human resources messages.

Cummins Signage Brand Identity

On Site Off Site

cummins tech center | pune,maharashtra, india

Message Masterplanning | Geographic Positioning P l e a s e

E s t i m a t e

o f

S t o r y l i n e

p e r

G e o g r a p h y

What is the Geography of the Storyline? Can We Estimate the Perspective of the Story Relative to the Available Options? Is It a Columbus Voice Speaking with a Global Point of View? Or a Indian Perspective with a Spoken Columbus Accent? Or a Mix? india

indiana

u n i t e d s tat e s

world wide

P OV

% of Story Suggested topics

Local Ingenuity Local Engineering Dedicated People

% of Story Suggested topics

Midwest Ingenuity Midwest Ethics Cumminsâ&#x20AC;&#x2122; Story

% of Story Suggested topics

Stateside Technology Stateside Patents Economic Benefits

% of Story Suggested topics

Global Reach & Partnerships Multi-Domestic Complience Culturally Cognizant

cummins tech center | pune,maharashtra, india

Time Zones for Stories W h a t

I s

t h e

T i m e z o n e

f o r

S t o r y :

P a s t ,

P r e s e n t ,

F u t u r e

How Much Pre-Cummins History Is Desired? Or Cummins History? cummins branding

Cummins Past

Cummins Today

% of Story

Granularity of Story P l e a s e

E s t i m a t e

t h e

D e p t h

a n d

B r e a d t h

% of Story

o f

t h e

Cummins Tomorrow

% of Story

Cummins Far Horizon

% of Story

S t o r y l i n e

How Much of this Lobbyâ&#x20AC;&#x2122;s Storyline is Beyond India Pune CTC?

resident business

India Pune CTC

% of Story

colleagues

Overall Components Business

% of Story

Overall Engines Business

% of Story

Overall Cummins Enterprise

% of Story

pa r t n e r s

clients

Cummins Alliances and Partners

Cummins Clients

% of Story

cummins tech center | pune,maharashtra, india

Artifact Strategy | Scale and Quantity of Artifacts P l e a s e

E s t i m a t e

a n d

Q u a n t i t y

o f

A r t i f a c t

U s a g e

Can We Learn the Expectation for the Artifacts Exhibited? Are they All Existing and in Show Condition? Or will Historical Items Need to be Harvested and Restored? huge scale

of Displays

large scale

of Displays

Quantity of Displays

m o d e r at e s c a l e

Quantity of Displays

of Displays

Quantity of Displays

minute scale

of Displays

Quantity of Displays

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AV Screen

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Engine on stands or display structure Full vehicles

Q: Will cars fit thru existing openings?

Q: What is load limit for the lobby floor?

XL Will most easily appear reduced on-screen, in-print.

Large Artifacts will limit the quantity of full size displays.

Artifacts and parts frozen in acrylic with jewel lighting beneath

Artifacts and parts strung on familiar cable

Q: Is power available from below the floor? Moderate Sized artifacts extend the quantity of displays.

XS Sized artifacts will most easily appear enlarged in-print, on-screen.

cummins tech center | pune,maharashtra, india

Message Masterplanning | Aligning Media Expectations with Funding W h e r e

o n

t h i s

S p e c t r u m

D o

W e

W a n t

t o

L a n d ?

The Desire for Technology Driven Storytelling Has Higher Entry Costs and Continual Support Costs. increasing costs

increasing complexit y

i n c r e a s i n g c u r at i o n

i n c r e a s i n g c o n t e n t c r e at i o n

Ar tifact & Exhibitr y Lighting

V i d e o A s s e t s , AV H a r d w a r e & C o n t r o l s with Exhibitr y Surround

M e d i a A s s e t s , AV H a r d w a r e & C o n t r o l s , w i t h I n te r a c t i v e Programming-in an Exhibtr y Surround

M e d i a A s s e t s , AV H a r d w a r e & C o n t r o l s , w i t h I n te r a c t i v e P r o g r a m m i n g , i n a n E x h i b t r y Surround Presenting Ar tifacts

Continuing investment at this end: Updates to content, maintenance of hardware, tech support for software.

Diesel Oxidation Catalyst

Artifact

Diesel Particulate Filter

EGR

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Pressure Sensing

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AdBlue Mixing

NOx Sensing

Pixels

Artifact

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sodales justo vel feugiat rutrum. Aenean sed nisl augue. Proin sit amet sollicitudin ligula. Maecenas volutpat felis in turpis cursus accumsan. Morbi bibendum lectus non iaculis fringilla. Duis posuere mattis felis, non elementum lacus blandit vel. Nam molestie nulla non nibh suscipit, vel congue ligula accumsan. Fusce lacinia lectus odio, eleifend viverra nisl mollis vitae. Donec pulvinar erat at egestas elementum. Sed sagittis libero id ante sollicitudin euismod. Curabitur feugiat lectus ac sapien porta volutpat. Aliquam erat volutpat. Ut eu auctor ipsum, eleifend tempor eros. Fusce non odio viverra, porta risus vel, tempus metus. Nunc turpis orci, aliquet aliquam ligula et, sodales hendrerit mi.

Bits

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Bits

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Power & Data Traditional Exhibit: Atoms of products, explained by passive print interpretations.

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Power & Data

On-Screen Media: Pixels of video broadcast at you, and/or bits of data activated via touch screen.

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Power & Data Multi-Media: Print introduces topic, part represents topic, screen presents video that you navigated to interactively.

cummins tech center | pune,maharashtra, india

Message Masterplanning | Enterprise Appetite for Technological Currency P l e a s e

I m a g i n e

t h e

D e s i r e d

E x p e c t a t i o n

a n d

I n v e s t m e n t

i n

I n n o v a t i v e

T e c h n o l o g i e s

There is now a receding sea of separation around the islands of digital devices, which will arrive at one continuous landmass of digital experience: device agnostic. A new media acronym: BYOD (Bring Your Own Device). The traditional See, Skim, Study progression of audience interest now evolves to include Sense, Scan and Swipe.

Decision Spectrum for the Audience Experience Spectrum mapping helps determine attributes of the audience experience. Establish a target area on the experience spectrum between the paired variables below. Sense: Sensors in your device (or eventually in you) detect your environment and selects — from data offered by your pathway — the types of information you have included in your self-administered filters and settings. Scan: Your device collects links to data for future attention— or display will pick up proximity scan if you subscribed to that topic on enterprise or facility app. Swipe: Interact with pass-by, topical screens by swiping smart badge or personal digital device and get an uplink or download about that topic.

See, Skim, Study |_____|_____|_____|_____|_____|_____|_____|_____|_____| Sense, Scan, Swipe A learning environment dedicated to the present moment – absorbtion of content as an in-place experience. Offer of messaging and content is accepted and consumed by you on the spot.

(Please mark likely range on each spectrum)

You enjoy an at-a-distance, at-your-leisure, absorbtion of the offered content – remote from the environment that originally offered the interaction. Offer of messaging and content is accepted simply by your proximity via protocols you decide to select.

Decision Spectrums for the Message Configuration Spectrum mapping helps determine message attributes. For each message: establish a target area on the spectrums between each paired set of variables.

Scripted Experience |_____|_____|_____|_____|_____|_____|_____|_____|_____| Ad Hoc Experience Streaming Content |_____|_____|_____|_____|_____|_____|_____|_____|_____| Interactive Content Passive Messages |_____|_____|_____|_____|_____|_____|_____|_____|_____| Dynamic Messages Looping Content |_____|_____|_____|_____|_____|_____|_____|_____|_____| Navigable Content Illustrate with 2D Art |_____|_____|_____|_____|_____|_____|_____|_____|_____| Illustrate with 3D Artifact Fixed Installation |_____|_____|_____|_____|_____|_____|_____|_____|_____| Temporal Event Controlled Content |_____|_____|_____|_____|_____|_____|_____|_____|_____| Co-Authored Content

cummins tech center | pune,maharashtra, india

Message Masterplanning | Message Profile Worksheet P l e a s e

I m a g i n e

H o w

W e

W o u l d

H a r v e s t

A l l

M e s s a g e

R e l a t e d

I n f o r m a t i o n

What is Optimal Media for Message? (more than one media may apply)

Title (Plan Designation)

(Create Shorthand for Title of Message)

Passive Long Life

Passive Rotating

Digital Broadcast

Digital Interactive

Color Coding:

Mobile Device

Art Program

Topic (Shorthand Summary) (We would like to summarize the message and intent here)

Occurrence in Building

Content Creation: Indicate percentage of content that will be authored internally by Cummins

Once

Check box if required in this message

Occasionally

Repeatedly

Copywriting 0%

10%

20%

30%

40%

50%

60%

70%

80%

100%

10%

Photography 0%

Scale of Message Where It Occurs

20%

30%

40%

50%

60%

70%

80%

XXL

100%

Funding Available Outside This Project Illustrating, Charting, Graphing 0%

10%

20%

30%

NO 40%

50%

60%

70%

80%

10%

20%

Will Cummins Export This Message to Other Facilities Highly Unlikely 30%

40%

50%

60%

70%

80%

10%

20%

Highly Likely

100%

Identify Point of Contact for Message(s)

Video and Movies 0%

Further Explanation

100%

Multimedia Data 0%

YES

30%

40%

50%

60%

70%

80%

100%

Name

Preferred Phone

cummins tech center | pune,maharashtra, india

Go Forward Strategy | How Can this Project be Valued Elsewhere? Which Efforts Undertaken Now for CTC Will Provide Further/Future ROI in Parallel Projects?

BESPOKE: Custom to this Faclity and this Topic

EXPORTABLE: To Other Facilities and Other Topics

Contextual Finishes

Philosophy Toward Architecture

Situational Materials

Exhibit Vocabulary

Module of Measurements

Industrial Design of Displays

Business Unit Specific Copy

Corporate Voice and Visual Style

Business Unit Specific Artifacts

Project Logic and Delivery Tools

Business Unit Specific Media

Approach to Project Management

Is this a one-off project? Or could it be a pilot project for advancing the ability to use the enterprise facilities as a media vehicle? Imagine Manufacturing Environments, R+D Environments, Officing Environments all enabled with unified brand and messaging. Delivered via unified approach and process.

Inspirational Images and Patterns

cummins tech center | pune,maharashtra, india

Current Cummins Brand Vocabulary P r e c e d e n t

T r a d e s h o w

I m a g e s

cummins tech center | pune,maharashtra, india

Inspirational India Images C u l t u r a l

I n d i a

cummins tech center | pune,maharashtra, india

Inspirational India Images C u l t u r a l

I n d i a

cummins tech center | pune,maharashtra, india

Inspirational Forms and Patterns I n s p i r a t i o n

f r o m

N a t u r e

a n d

C o n t e m p o r a r y

A r t

cummins tech center | pune,maharashtra, india

Exploration of Pattern Vocabularies I n s p i r a t i o n

f r o m

C u l t u r a l

S o u r c e s

Pattern can be used in groups or at different scales

Traditional Patterns

Engine parts mimicking traditional patterns

Brand and Messaging Across the Floorplates

cummins tech center | pune,maharashtra, india

Tech Center | Level 1 G r o u n d

F l o o r

E x p e r i e n c e

Overhead art and or artifact activate multistory throughway

Ideally this Westend wall is triple height glass wall mirroring the wall at the Eastend of the Throughway

O p p o r t u n i t i e s

Consider a Red Line display of failed engines and engine parts just inside the Throughway. See the physics and mechanical engineering being truly tested here. Perhaps it is displayed in a airlock-like area to avoid requirement of safety and hazard gear for visitors.

Consider a glass wall at end of throughway. It would provide light at end of tunnel from inside the space. It would provide view into a building length engine highway from visitor lobby. If we add doors, this might be how show engines get into visitor lobby.

Black or stainless steel logo mounted on facade Sequence of Cummins logo display: upon site approach via ground signage, mounted on building at parapet, (east and/or south walls) and distinctively within lobby Consider view into test cell from visitor lobby. A simple window view into the space or this station can be accompanied by same tech read outs the engineers see.

Two and Three Storey Story Four Storey Team Story ID

Team ID

East window wall at lobby may need sun control for immersive AV to succeed

Visit Tour Ready Test Cells

Check Option Into In Test Cells Option Up Option Into Office

W Team ID

Team ID

Four Storey Story

Approach from reserved parking and/or designated visitor dropoff into building lobby

Upgrade Upstairs

Visit Tour Ready Test Cells

Four Storey Story

Consider an additional green spine, which would exist on both sides of window wall

Special visitor restroom art and/or upgrades Visit TourReady Officing

Team ID

Artful way-leading element in green spine at ground level evidences a theme Consider evidencing green spine(s) in the exterior hardscape, to aid in exterior-tointerior orientation.

Team ID

Sprinkle seating and meeting spaces within the green spines

Team ID Optional B.U. Identity at Employee Entry

Four Storey Story

Team ID Optional B.U. Identity at Employee Entry

Optional B.U. Identity at Employee Entry Black or stainless steel logo mounted on facade

cummins tech center | pune,maharashtra, india

Tech Center | Level 2 N a m i n g ,

A d d r e s s i n g

O r i e n t a t i o n

S c h e m e

Stair 10 West Dock

North Stair 12 WC

Stair 11

North Offices West

North Test Cells N1 through N19

West WC

NE27

Visitor Lobby

Northeast NE25 Test Cells NE31 NE32

Compass point designations for building entries Compass point wayfinding for lifts and washrooms

East Entry

Clock-wise perimeter numbering for exterior stairs Compass point labeling for interior stairs

NE Lifts

E East WC

NE33

NW24

East Labs and Offices

NW55 SE34

NW54

Stair 3

SE35

SW Stair

SW53

SE43

NE50

NE51 Southwest Test Cells

SE42 Southeast Test Cells SE38 SE41

NE46 NE47

SW Lifts NE48

Stair 7 SW Entry

SE36 SE37

NE45

South Labs and Offices

SE40

Stair 4

Stair 6

Stair 5 South Entry

Lifts Compass Point Water Closet

SE Lifts

Compass Point Stairs

SE Labs and Offices

South WC

Compass point wayfinding for offices, labs, and test cells Test cells addressed in blocks of 10 aided by compass points prefix. Numbering leaves room for two future test cells in each sequence

SE44

NE52

SW Labs and Offices

Give the multistory, building length, highly trafficked thoroughfare a name: Throughway

NE30

NE26

NW56

West Labs and Offices

Stair 8

NE Stair NE28

Northwest NW58 Test Cells NW22 NW57 NW23

Stair 9

Any Operating Manual for this facility will begin with a naming of the parts...

North Offices East

North Labs and Offices

NW Stair

West Lifts

Stair 2

East Throughway

NW20 NW21

North Lift

West Throughway

Northwest Labs, Shops, Offices

NE WC

Stair 1

SE Entry

Clockwise Stairs

cummins tech center | pune,maharashtra, india

Tech Center | Level 3 S p a t i a l

C o l o r

C o d e

N W

E S

Use colors and chakra graphic definitions as tools to define quadrants visually. Colors and geometric patterns correspond with color of assigned chakra geometric pattern. (Sahasrara geometric pattern — purple)

N W

The focus in plan becomes test cells.

N E

The secondary compass points could combine the two adjacent prime compass point colors (or their own unique secondary color).

Color codes of the four compass points N, E, S, W can extend to carpet and fabric and upholstery.

Cummins colors are used along with the secondary color palette for lobby experience.

W Offer Cummins India a vision screen for glassed offices and meeting rooms.

E (Vishuddha geometric pattern — blue)

Primary N, E, S, W compass point colors could migrate into the test cells adjacent for color enhanced addressing

4-storey story moves up through floors — as if continuous — in that quadrant’s dominant color. Consider skylight at roof level. Wall art can pop out onto railing; vinyl if glass rail; ‘ironwork’ if steel railing. Perhaps railing closest to wall can be glass. Stop art on railing short of wall so it always overlaps with wall.

4 3

Red can mix in as accent color with prime quadrants (alternatively, red can be lead color throughout facility with a compass point specific color as accent.

2 1 Four storey story wall is also color code specific or color code dominant.

(Swadhisthana geometric pattern — orange)

S W

S (Anahata geometric pattern — green)

S E

cummins tech center | pune,maharashtra, india

Tech Center | Level 4 C a f e

L e v e l

A m e n i t y

a n d

M e s s a g i n g

Four storey story moves up onto glass enclosure of cafes. Three stories of tech imagery (powerful engines) below this floor might become touch imagery (powerful engineers or powerful Indians) on fourth floorâ&#x20AC;&#x2122;s glass walls.

N N AV

N W Northwest Cafe

Interior colors of three cafes might merge their adjacent printed compass point colors

S W Southwest Seating

Four display walls: These can be tied to Indian authored patents or each depicts a corporate attribute such as: ecology, community, philanthropy, diversity.

N E Northeast Cafe

AV offers menus plus food imagery but also defaults to nature or art between meals (also serves as option for town hall presentations)

E Overlapping art on overlapping glass dividers could pursue any of these counterpoint themes: Indy + India Engineer + Engine Part + Partner Cooking Fires + Combustion Fuel + Nutrition

S E Southeast Cafe AV

S S S AV can play lobby scenes and shows as well as nature or art video (or townhall presentations)

Hanging art (or plantings or banner graphics) in light wells are themed for to enhance wayfinding and orientations

cummins tech center | pune,maharashtra, india

Level 1 | Lobby Messages E x p e r i e n c e

LEVEL 1 VISITOR LOBBY MESSAGES

S c r i p t i n g

1 2

1 13 14

View into Viz Lab13

2 3

1 Visualization Lab

3 4

Visualization Lab

5 4

View into Viz Lab

Red Zone 12

11 12

4 11

W.C.

View into Customer Experience View into Customer Experience

Test Cell Portal

Red Zone

Test Cell Portal 6 View to Test Cell

Meeting Room

View to Test Cell

Meeting Room

Waiting Lounge Main Entrance Waiting Lounge 9

View to Exterior

View to Water Feature

Glass wall allows view into building length Two storey meeting room throughway Added spine shape is water feature that Two storey meeting room pierces building

9 8 10 9 10

View to Exterior

Thematic Art Display Exhibits Thematic Art Display Exhibits

Reception to integrate as Two storeydesk. lobbyOptional sculpture part of adjacent lobby sculpture “Red Zone” showcases engine components Two storey lobbyduring sculpture that have failed testing

11 12

View to Exterior

aerial photomural of both CTCs at the same scale India and Indy management rooms include aerial photomural both CTCs at the Divider walls helpsofdelineate lobby and same scale lab. Walls help restrict and visualization funnel visitors. Welcome messages Divider walls located here helps delineate lobby and visualization lab. Walls help restrict and funnel visitors. Reception desk.Welcome Optionalmessages to integrate as located here part of adjacent lobby sculpture

“Red Zone” showcases components Glass wall allows view engine into building length that have failed during testing throughway

Main Entrance

LEVEL 1 India and Indy management rooms include VISITOR LOBBY MESSAGES

5 6

8 7 7

W.C.

13 12 14 13 14

Added spine shape is water feature that Building announcer pierces building Added green spine element to hardscape Building announcer pierces building and offers greener story line Added green spine element to hardscape pierces building Possible locationand for offers ceilinggreener hung or story line freestanding lighting element Possible location ceilingentry hung or Innovation words for at office freestanding lighting element Experience test cells and labs via AV wall Innovation words at office entry Angled divider wall consistent with entry Experience cells and labs via AVVL wall walls. Allowstest enticing glimpses into Angled divider wall consistent with entry walls. Allows enticing glimpses into VL

cummins tech center | pune,maharashtra, india

Level 1 | Lobby Canopy E x p e r i e n c e

LEVEL 1 CANOPY LOCATIONS

S c r i p t i n g

Visualization Lab

3 4

4 10

Red Zone

Test Cell Portal

Red Zone

Test Cell Portal

11 10 9

W.C.

5 6

W.C.

8 7

9 9

Location of lobby sculpture

Canopy Area of Coverage (final shape and size TBD) Canopy Area of Coverage Implied Visual (final shape andFold sizeLines TBD) Implied Visual Fold Lines

Pylon with logo onfor both faces pierce Cut out in canopy protruding flagpoles through canopy surface Canopy overhangs waiting area to create Cut out inand canopy for protruding flagpoles a relaxed intimate environment

Canopy functions as ashelters false ceiling inside The canopy structure visitors as the storey meeting room theytwo enter the lobby. The grand expanse of space then opened up to view when one is The canopy structure shelters approaches the reception deskvisitors as they enter the lobby. The grand expanse of space then opened into up toexterior view when one is Canopy transitions grade approaches the reception desk materials. Visually consistent with interior canopy and appears as continuous piece Canopy transitions into exterior grade materials. consistent with interior Pylon withVisually logo on both faces pierce canopy and appears as continuous piece through canopy surface

11 10

4 5

Visualizaton Lab. The canopy provides low light level for the projection and other AV Canopy signifies the entrance the devices. Canopy also provides into a visual Visualizaton Lab. The canopy provides low barrier for briefing rooms above. light level for the projection and other AV devices. also provides a visual IndividualCanopy canopies appear to be barrier for briefing interconnected butrooms do notabove. connect physically Individual canopies appear to be interconnected butasdo connect Canopy functions a not false ceiling inside physically the two storey meeting room

Canopy overhangs waiting area todesign create Implied visual fold lines in canopy a relaxedinterconnectiveness and intimate environment suggest and visual completion without actual physical Implied visual fold lines in canopy design connections suggest interconnectiveness and visual completion without actual physical Balcony canopy unifies elevation connections Location of lobby sculpture Balcony canopy unifies elevation

8 9

LEVEL 1 Canopy signifies the entrance into the CANOPY LOCATIONS

cummins tech center | pune,maharashtra, india

Level 2 | Lobby Messages E x p e r i e n c e

S c r i p t i n g

10 11

Arrival at top of stairs offers key messages to partners and customers (the audience stairs) Arrival at using top ofthe stairs offers key messages to partners and customers (the audience usingretains the stairs) Vision screen privacy for occupants in executive lounge Vision screen retains privacy for occupants in may executive lounge Lounge area have fine art of Indian roots. Either 2D or 3D or both Lounge area may have fine art of Indian roots. Eitherin 2D or 3D or both Cut through floor space opens up view into Visualizaton Lab beneath Cut through in floor space opens up view into Visualizaton Labhigh-end beneath video Briefing room offers conferencing or large format projection Briefing room offers high-end video conferencing or large format projection Triangular conference table echoes the form of the room Triangular conference table echoes the form of the room Glass windows screened by conventional metal coil curtain or motorized shades Glass windows screened by conventional metal coil curtain or motorized shades Ceiling hung art moment: light and AV collided over lobby below Ceiling hung art moment: light and AV collided sculpture over lobbyand below Central ceiling hung art visible from second storey elevator lobby Central sculpture and ceiling hung art visible fromabout second storey elevator lobby Messages R+D lab investments on wall prior to venturing into hall and tour Messages about R+D lab investments on wall cabs prior installed to venturing and tour Lift withinto CTChall maps

Lift cabs installed with CTC maps

1 1 2 2 3

4 4

1 1 2 11 2 11

3 4

Executive Lounge Executive 3 Lounge

6 6

9 9

4 5 5 6

Briefing Room Briefing 7 Room

6 7 7

10 10

8 9

8 8

W.C.

Two Storey Hall with Daylight

W.C.

Two Storey Hall with Daylight

Open to Meeting Room Below Open to Meeting Room Below

LEVEL 2 VISITOR LOBBY MESSAGES LEVEL 2 VISITOR LOBBY MESSAGES

9 10

Conceptual Development

cummins tech center | pune,maharashtra, india

Linking Cummins and India Through Colors E x p e r i e n c e

S t r a t e g y

3 6

6 4

8 8

5 3

Per pixel sampling

Cultural Colors

Cultural Colors â&#x20AC;&#x201D; Digitized

Computational Colors

Colors Extracted

The basis of the colors originated from the

The primary, secondary, and tertiary colors are revealed by

Corresponding colors represented in FEM modeles with cultural

The combined set of color form the basis of the anncillary

traditional colors used found in

converting the contrast level (high, medium, low) of each color

colors are identified and matched.

color palette usage for the CTC in Pune. Each colorâ&#x20AC;&#x2122;s

celebratory festivals and textile dyes.

grouping. Individual colors are sampled from the result.

secondary and tertiary tones are captured on the faces of the color cube.

cummins tech center | pune,maharashtra, india

Linking Cummins and India Through Colors E x p e r i e n c e

S t r a t e g y

Ancillary Colors

Core Cummins Brand Colors

Complete CTC Color Family â&#x20AC;&#x201D; Designed in Indiana

Cross referenced from cultural and technological sources.

The foundational brand colors in Cummins red, white,

The concept of this color family symbolizes the marriage of Cummins Indianapolis with their Indian team

black, and greys. (Note: Emerald green omitted in this

members and can be considered as the visual equivalent of the title of this document â&#x20AC;&#x153;Designed in

diagram as one of the ancillary colors can be

Indianaâ&#x20AC;?. The colors are chosen for their vibrancy, energy, and their symbology to the Indian culture

substituted to reflect this addition)

while paying homage to the technologies that make Cummins engines successful.

cummins tech center | pune,maharashtra, india

Similarity and Symmetry in Art and Technology D e s i g n

D e v e l o p m e n t

cummins tech center | pune,maharashtra, india

Cummins Chakra | Artistic Technology D e s i g n

D e v e l o p m e n t

4b Spirographic 4b Spirographic Interpretation Interpretation Spirographic Interpretation orginisshape The is orgin hidden shape within is hidden (but highlighted) within within (but within highlighted) Cummins withinchakra. the chakra. Cummins chakra. The orginThe shape hidden within (but highlighted) the the Cummins

4b4b Spirographic 4b Spirographic Interpretation Interpretation Spirographic Interpretation The wear pattern The wear frompattern the top from oftop the the piston top of is the graphically piston isconverted graphically into converted a floral, circular into a floral, motif. circularmotif. motif. The wear pattern from the of the piston is graphically converted into a floral, circular

cummins tech center | pune,maharashtra, india

Powerful Chakras | Lyrical Art D e s i g n

D e v e l o p m e n t

Shape Orgin — Rods

Graphic Rotation in 20° increments

Shape Orgin — Rods

Spirographic Rotation in 3° increments

Shape Orgin — Fans

Graphic Rotation in 15° increments

Shape Orgin — Fans

Spirographic Rotation in 2° increments

cummins tech center | pune,maharashtra, india

Powerful Chakras | Developing Accented Motifs D e s i g n

D e v e l o p m e n t

Composing More Intricate Designs Motifs are created by using a single silhouette of an engine Composingrepeated More Intricate Designs component and arranged in a circular array. The Motifs are created by using a single silhouette an engine extraction of the positive and negative shapes of from a motif component and arranged circular array. The of may appear repeated to be of floral or organicininaorgin. This method extraction of the positive and negative shapes from a motif graphic extraction symbolizes the relationship between may appear to be ofand floral orstewardship organic in orgin. This method of Cummins products the of nature. graphic extraction symbolizes the relationship between Cummins products and the stewardship of nature.

Composing More Intricate Designs Motifs are created by using a single silhouette of an engine component repeated and arranged in a circular array. The extraction of the positive and negative shapes from a motif may appear to be of floral or organic in orgin. This method of graphic extraction symbolizes the relationship between Cummins products and the stewardship of nature.

Positive shape extracted

Original Composition

Negative shape extracted

Positive shape extracted

Original Composition

Negative shape extracted

cummins tech center | pune,maharashtra, india

Engine Accented Jalis D e s i g n

D e v e l o p m e n t

Cummins Accented Traditional Jalis Screens Cummins motifs are placed side-by-side with traditional motifs to mimic the appearance of jalis screens. Cummins motifs are derived from engine parts and are arranged artistically to form intriguing designs that complement the adjacent traditional motifs although some Cummins motifs are esoteric and are only recognizable to engineers. The screens are laser cut on metal plates or on traditional material (wood); the screens can be back-lit with color LED to enhance the appearance.

Monochromatic

Reversed

Art on Color Panel

Art in Cummins Pune colors â&#x20AC;&#x201D; Playful

Precedent Images Jalis patterns can be used as screens or be used as dimensional pieces; see canopy

cummins tech center | pune,maharashtra, india

Engine Accented Jalis D e s i g n

D e v e l o p m e n t

Motif cutouts on red metal panel

Motif cutouts on metal panel with backlighting LED diffuser

Motif cutouts on gold metal panel

Motif cutouts on brushed metal panel with backlighting color LED diffuser

cummins tech center | pune,maharashtra, india

Traditional to Technological | Graphic Interpretations D e s i g n

D e v e l o p m e n t

Computational Interpretation Digitally applied color gradients referencing traditional colors.

Culturally Extracted

Sahasrara chakra Culturally Extracted

Sahasrara chakra

Computational Interpretation Digitally applied color gradients referencing traditional colors.

Artistic Interpretations â&#x20AC;&#x201D; Essence Graphics (The chakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

rtistic Interpretations â&#x20AC;&#x201D; Essence Graphics he chakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

Technologically Interpreted by Cummins Cummins symbolizes the technological aspect of the conversion. The result ressembles crystalline forms as curves are mathematically converted to geometric Technologically Interpreted by Cummins vector segments. Cummins symbolizes the technological aspect of the conversion. The result ressembles crystalline forms as curves are mathematically converted to geometric vector segments.

cummins tech center | pune,maharashtra, india

Traditional to Technological | Graphic Interpretations D e s i g n

D e v e l o p m e n t

Culturally Extracted

Ajna chakra Culturally Extracted

Ajna chakra

Computational Interpretation Technologically Interpreted by Cummins Digitally applied color gradients Cummins symbolizes the technological aspect of the referencing traditional colors. conversion. The result ressembles crystalline forms as are mathematically converted to geometric Computational Interpretation Technologically Interpreted bycurves Cummins vector segments. Digitally applied color gradients Cummins symbolizes the technological aspect of the referencing traditional colors. conversion. The result ressembles crystalline forms as curves are mathematically converted to geometric vector segments.

Artistic Interpretations â&#x20AC;&#x201D; Essence Graphics (The chakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

tistic Interpretations â&#x20AC;&#x201D; Essence Graphics he chakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

cummins tech center | pune,maharashtra, india

Traditional to Technological | Graphic Interpretations D e s i g n

D e v e l o p m e n t

Computational Interpretation Digitally applied color gradients referencing traditional colors.

Culturally Extracted

Vishuddha chakra Culturally Extracted

Vishuddha chakra

Computational Interpretation Digitally applied color gradients referencing traditional colors.

Artistic Interpretations â&#x20AC;&#x201D; Essence Graphics (The chakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

tistic Interpretations â&#x20AC;&#x201D; Essence Graphics he chakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

Technologically Interpreted by Cummins Cummins symbolizes the technological aspect of the conversion. The result ressembles crystalline forms as are mathematically converted to geometric Technologically Interpreted bycurves Cummins vector segments. Cummins symbolizes the technological aspect of the conversion. The result ressembles crystalline forms as curves are mathematically converted to geometric vector segments.

cummins tech center | pune,maharashtra, india

Traditional to Technological | Graphic Interpretations D e s i g n

D e v e l o p m e n t

Computational Interpretation Digitally applied color gradients referencing traditional colors.

Culturally Extracted

Anahata chakra Culturally Extracted

Anahata chakra

Computational Interpretation Digitally applied color gradients referencing traditional colors.

Artistic Interpretations â&#x20AC;&#x201D; Essence Graphics (The chakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

ic Interpretations â&#x20AC;&#x201D; Essence Graphics hakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

cummins tech center | pune,maharashtra, india

Traditional to Technological | Graphic Interpretations D e s i g n

D e v e l o p m e n t

Culturally Extracted

Manipura chakra

Culturally Extracted

Manipura chakra

Computational Interpretation Digitally applied color gradients referencing traditional colors.

Artistic Interpretations â&#x20AC;&#x201D; Essence Graphics (The chakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

c Interpretations â&#x20AC;&#x201D; Essence Graphics hakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

Computational Interpretation Technologically Interpreted by Cummins Digitally applied color gradients Cummins symbolizes the technological aspect of the referencing traditional colors. conversion. The result ressembles crystalline forms as curves are mathematically converted to geometric Technologically Interpreted by Cummins vector segments. Cummins symbolizes the technological aspect of the conversion. The result ressembles crystalline forms as curves are mathematically converted to geometric vector segments.

cummins tech center | pune,maharashtra, india

Traditional to Technological | Graphic Interpretations D e s i g n

D e v e l o p m e n t

Culturally Extracted

Swadhisthana chakra

Culturally Extracted

Swadhisthana chakra

Computational Interpretation Technologically Interpreted by Cummins Digitally applied color gradients Cummins symbolizes the technological aspect of the referencing traditional colors. conversion. The result ressembles crystalline forms as curves are mathematically converted to geometric Computational Interpretation Technologically Interpreted by Cummins vectoraspect segments. Digitally applied color gradients Cummins symbolizes the technological of the referencing traditional colors. conversion. The result ressembles crystalline forms as curves are mathematically converted to geometric vector segments.

Artistic Interpretations â&#x20AC;&#x201D; Essence Graphics (The chakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

stic Interpretations â&#x20AC;&#x201D; Essence Graphics chakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

cummins tech center | pune,maharashtra, india

Traditional to Technological | Graphic Interpretations D e s i g n

D e v e l o p m e n t

Culturally Extracted

Muladhara chakra

Culturally Extracted

Muladhara chakra

Computational Interpretation Technologically Interpreted by Cummins Digitally applied color gradients Cummins symbolizes the technological aspect of the referencing traditional colors. conversion. The result ressembles crystalline forms as curves are mathematically converted to geometric Computational Interpretation Technologically Interpreted by Cummins vectoraspect segments. Digitally applied color gradients Cummins symbolizes the technological of the referencing traditional colors. conversion. The result ressembles crystalline forms as curves are mathematically converted to geometric vector segments.

Artistic Interpretations â&#x20AC;&#x201D; Essence Graphics (The chakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

tic Interpretations â&#x20AC;&#x201D; Essence Graphics chakra is further abstracted visually by using scale change, overlap, and creative cropping to create an Essence graphic)

cummins tech center | pune,maharashtra, india

Traditional to Technological | Visual Vocabulary D e s i g n

D e v e l o p m e n t

Graphic as abstracted art on sizable wall

OUR VISION Making people's lives better by unleashing the Power of Cummins. OUR MISSION Motivating people to act like owners working together. Exceeding customer expectations by always being first to market with the best products. Partnering with our customers to make sure that they succeed. Demanding that everything we do leads to a cleaner, healthier, safer environment. Creating wealth for all stakeholders. OUR VALUES Integrity. Strive to do what is right and do what we say we will do. Innovation. Apply the creative ingenuity necessary to make us better, faster, first. Delivering Superior Results. Exceed expectations, consistently. Corporate Responsibility. Serve and improve the communities in which we live. Diversity. Embrace the diverse perspectives of all people and honor with both dignity and respect. Global Involvement. Seek a world view and act without boundaries.

Graphic on printed fabric mounted on wall

Graphic as the background imagery for displays

PUNE INDIA

Graphic at workstations

Graphics as wallpaper or animated screensaver on desktop or mobile devices (consider using the screensaver for the visualization lab)

Team chakra as a wearable pin

cummins tech center | pune,maharashtra, india

Visual Vocabulary | Signage and Wayfinding D e s i g n

D e v e l o p m e n t

Regular Room Signs Small Rooms & Spaces

Premium Room Signs Large Spaces

Signs for small rooms and workstations will use the standard quality tactile and

Large rooms and public spaces in the vicinity of the VIP meeting or lobby will use higher grade

braille system. The names of team members are applied using white vinyl on the first

materials and fabrication techniques. The graphic pattern is printed on high quality substrate and the

surface of the clear acrylic plate. Graphic patterns are printed on substrate and

printed colored chakras can be substituted with holographic film.

sandwiched between the front and back plate as an insert. Legend and insert easily updatable. Back-of-house spaces will use standard black Cummins signs without E

graphic patterns.

The determination of the color and graphic pattern of each sign will reference the overall wayfinding strategy with each compass points represented by a color and a chakra pattern.

348N Aishwarya Shah

Accountant

Northern Quadrant

562W Aarav Patel

Engineering Team

Western Quadrant

165E

456N

215E

Lal Mahal Conference Room

VIP Collaboration Room

354W

137S

Huddle Room

Prayer Room

Ishaan D'souza

HR Coordinator

Eastern Quadrant

275S Saanvi Khan

Test Cell Team

Southern Quadrant

cummins tech center | pune,maharashtra, india

Visual Vocabulary | Signage and Wayfinding D e s i g n

D e v e l o p m e n t

Room Signs Standard Quality Back acrylic plate Clear acrylic panel adhered to back plate Tactile and braille with white painted surface

Header with dimensional legend

Back acrylic plate

Routed to receive clear acrylic Protective Panel

Clear acrylic panel with diamond polished edges

De Em

High quality printed graphic film Clear acrylic panel with diamond polished edges

Room Signs / Standard

stin

atio

erg Infu ency sio CT n De U/ pta Ou Pharm rtmen tpa tien acy t tC linic

Directories and Maps

Routed edge

erg Infu ency sio CT n De U/ pta Ou Pharm rtmen tpa tien acy t tC linic

19 19 19 19 19 19 19

Pict ogra Pict m One ogra Pict m Tw o ogra m Tw o

Pict ogra Pict m Four ogra Pict m Five ogra m Fi ve

cummins tech center | pune,maharashtra, india

Chakra Network | Manifested as Environment D e s i g n

D e v e l o p m e n t

Option to expand

Core Geometric Configuration based

Expressed with Secondary Polygonal Edges

on the Muladhara Chakra

(for structural reasons)

1c Stitched and Streched — Organic Configuration Forming more complex geometry through inconnectivity and manipulation of vector points while the “seed” of the chakra is preserved.

1d Stitched — Grid Configuration Forming more complex geometry through inconnectivity while the basic form of the chakra more recongnizable.

cummins tech center | pune,maharashtra, india

Chakra Network | Manifested as Environment D e s i g n

D e v e l o p m e n t

Suspension by wire

Regionally Sourced Material Threads used in Indian embroidery made from cotton and wool to more drable materials such as silk, rayon, polyester, stone beads, and even metallic thread may be used to create a woven textural effect.

Weaved surfaces

Open structural main frame fabricated from light weight metal bars and suspended by aviation wires

Micro View Duotone threads are used in the weaving pattern to create the color shifts when viewed from different angles or under different lighting conditions. The weave pattern be tight or loose in density thus allowing some visual control over translucency.

cummins tech center | pune,maharashtra, india

Chakra Network | Manifested as Environment D e s i g n

D e v e l o p m e n t

Low displacement undulating geometry

Chakra geometry used dimensionally

Possible Locations: Lobby Seating Area Balcony Exterior Canopy (Exterior grade materials) False Ceiling for Conference Rooms Huddle Rooms Cafeteria

Position Y

Position Z

Position X

cummins tech center | pune,maharashtra, india

Chakra Network | Manifested as Environment D e s i g n

D e v e l o p m e n t

Chakra geometry used dimensionally

High displacement undulating geometry

Position Y

Position Z

Position X

cummins tech center | pune,maharashtra, india

Living Large | Engines + Engineering D e s i g n

D e v e l o p m e n t

Flat wall Engineering Mural b

Anchors (in red)

a d

Engineer(s) Mural

Structural frame maintain shape and attach directly to wall

Engineer(s) Mural Engineering Mural c

Proposed Theme Per Location The four open walls are divided among the two themes. Two walls are allocated to celebrate the engineers and the other two walls allocated to celebrate the engineering aspect of their profession (represented by larger-than-life engine or other engineered products). Celebrated engineers can be chosen from the pool of prominent Cummins engineer(s) from Indianapolis, and the other wall can be reserved for local Indian engineer(s) to strengthen the concept of international collaboration. The coloration of the wall can be tied into the overall wayfinding system with the wayfinding color represented on the artwork proportionally as a dominate or secondary color without overwhelming the artwork.

Printed fabric. Individually printed; graphics to match fold lines for complete super graphics

cummins tech center | pune,maharashtra, india

Living Large | Engines + Engineering D e s i g n

D e v e l o p m e n t

Living Large: Celebration of the Engineers Four storey wall enclosing test cells as a canvas (actual stretched canvas) with an artistic expression of a famous Cummins engineer (or engineers; American or Indian in nationality) celebrating his or her lifetime acheivements.

The art can be enhanced by overlaying secondary imageries atop; meaningful letters or speeches in original handwriting juxtaposed on area of the mouth, or engineering diagrams in the area of the engineer’s cranium. The art is designed to be viewable from all four stories of the atrium. Actual

artifacts can be showcased on podiums at first level of art to create a walk down “memory lane”.

“I am going after it and furthermore I am going to get it.”

Actual artifacts can use mural as back drop; art at this level mural in actual size

cummins tech center | pune,maharashtra, india

Living Large | Engines + Engineering D e s i g n

D e v e l o p m e n t

Living Large: Celebration of Engineering Four storey wall enclosing test cells as a canvas (actual stretched canvas) with an artistic (creative) interpretation of a Cummins flagship engine. The geometry presented complements the architectural element throughout and conveys a sense of movement and energy. The art connects with the rest

of the graphics in the building by sampling from the same color palette. The art can be enhanced by overlaying secondary imageries atop; meaningful engineering equations juxtaposed on related engine components or a portrait of the inventor subtly overlaid over the specific component.

The art is designed to be viewable from all four stories of the atrium.

cummins tech center | pune,maharashtra, india

Living Large | Engines + Engineering D e s i g n

D e v e l o p m e n t

Visualization: Camera view from Level Visualization: Visualization: Camera Camera view view from from Level Level11 1

evoba morf weiv aremaC :noitazilausiV

2 22 Visualization: Visualization: Camera view from above Visualization:Camera Cameraview viewfrom fromabove above

1 leveL morf weiv aremaC :noitazilausiV

cummins tech center | pune,maharashtra, india

Overall Strategy for Visual Vocabulary D e s i g n

D e v e l o p m e n t

SPRINKLE

SATURATE

SPRINKLE

HOMIES

TEST CELL

SHOP

CAFE

EMPLOYEE ENTRY

VISITORS

OPEN TEAM AREA

MEETING ROOM & HUDDLES

LOBBY MEETING ROOM

VIP MEETING ROOM

EXPERIENCE EXHIBITS

LOBBY RECEPTION SEATING

Printed, vinyl applique, laser cut, pixels, backlit. Colors of pattern visual device can change to suit area coding or wayfinding (Illustrations and colorations in diagram not indicative of final design)

Display booths and reception desk

Fabric Wall Panels Conference Room

Wallpaper Glass Frit Vision Screen (color or monochromatic)

Overhead banners

Sign background graphics

Desktop Dividers Desktop Tack Boards

Screen Saver for desktops and other mobile devices

Balcony rail

Projection

Exterior canopy

Work Station Panels

Fabric wrapped light mega fixture

• ‘Clouds’ Overhead Cling • Scrims • Constructs • Canopies

Door number

Movable cart

Panels and Panelized Displays

ENTRY APPROACH ARRIVEL

cummins tech center | pune,maharashtra, india

Overall Strategy for Visual Vocabulary D e s i g n

D e v e l o p m e n t

Plan Ceiling View Illumination pendants (in yellow) are injectors of a four cylinder engine

Pattern on bulk head

Color-coded show interstitial space in window

Illumination pendant light at Level 2 Implied visual fold lines connecting canopy elements

suspended freestanding

SEATING AREAS

ENTRY TO VIZ LAB

“GREEN ZEN” EXIBIT

Pattern Usage:

Level Two

Graphics on Displays

• Seating area umbrella

Privacy Pattern on Glass at VIP Overlook

Panels of laser cut or

• Stretch fabric inﬁlls

printed eco-pattern

• Fabric with printed pattern

Compression Followed by Ignition Sequence:

vines can climb or can

• Lasercut metal pattern

• Entry channel (compression)

take place of real vines

• Glass with vinyl pattern

• Follow by red “light” (ignition) • Leads into Viz Lab cavernous interior for an expansion of experience

“RED ZONE” EXHIBIT

TEST CELL PORTAL

CONFERENCE ROOM

• Red tinted glass for entrance

Window into test cell with

Pattern Usage:

• Glass with pattern with vinyl

multimedia “This is a Test”

False Ceiling with fabric in tension on

footage on screen running

frame and openings for illumination

along side

pendants with slow motion ﬁring

application • Entry into test cell with window from Red Zone door

sequence at night Fractal frames maybe ﬁlled with: • Fabric printed pattern • Laser cut pattern • White board • Bulletin board

Illustrations and coloration in diagram not indicative of final design

cummins tech center | pune,maharashtra, india

Customer Experience Center | Viz Lab D e s i g n

D e v e l o p m e n t

Optional to equipped lghting structure with integrated sound domes or motion sensors to enhance user experience

Integrated reading surfaces with printed graphic insert or digitized messages. Optional: Reading surface The structure housing the touch screen table is ergonamically

can act as control panel to activate moving components on display

elevated and sized to accomodate a 16:9 ratio motion/touch sensitive LED unit

Inward folding geometry creates walk up docks cradling the userâ&#x20AC;&#x2122;s view

Precedent image of touch screen table 1c

Isometric

cummins tech center | pune,maharashtra, india

Customer Experience Center | Viz Lab D e s i g n

D e v e l o p m e n t

Lighting structure above; contour of structure mirror display table below helps contain the throw of the light and prevent light spill Flagship or large display items

Interactive table surface

Proposed location of Display Table Products on display

Display table with faceted geometric forms

Side View

Reading surface angled towards reader

Display surface for large items

cummins tech center | pune,maharashtra, india

Customer Experience Center | Viz Lab D e s i g n

D e v e l o p m e n t

Augmented Reality Photo Booth Souvenir Photo for Visitors

Located at the exiting area of the lab adjacent to the sign-out registry, this photo booth will allow departing visitors to photograph (or video) themselves while holding a virtual engine. The visitor would hold a placard (green) and position him/herself Front mounted camera

infront of the LED screen. A camera mounted would capture and project a virtual model (blue) on the same perspective plane as the placard. The captured photo file can be transferred to the visitor’s phone or a printed photo can be obtained at the reception desk as souvenir. Optional: Engines or other products can shown animated as if in operation and shown in reduced scale otherwise difficult to visualize in real life (e.g. power

Virtual engine appears realistically on the same perspective plane as the placard allowing the participant to pose with the engine at different angles

LED screen. Virtual engine projected with visitor’s image

plants, large locomotives, etc.)

Choose in a library of placards with each placard representing a product from a different business unit

Placard with printed with identification graphics

Photos can be transfered wirelessly to participant’s smart phone. Image files can be saved and archived as a visual record of past visitors.

Sign-out table

Participant

Proposed location of the photo booth Similar technologies deployed in retail stores

cummins tech center | pune,maharashtra, india

Customer Experience Center | Viz Lab D e s i g n

D e v e l o p m e n t

Precision Components Showcase Precision Made Visible

Minimalistic cabinet shines a spotlight to small and obscure

Clear glass panels as shelves Entire top surface is an illuminated diffuser for even down lighting to items above

parts/components usually hidden in the interior of an assembled product. Dramatic but diffused light panels positioned at the top and bottom of the cabinet highlight the componentsâ&#x20AC;&#x2122; intricate details, precision, and beauty. The shelves are made from a single panel of low iron glass thus allowing light to penetrate and create the illusion of â&#x20AC;&#x153;floatingâ&#x20AC;? engine parts. Items can include gears, gaskets, bolts, fans, silicone chips, etc.

Low iron front glass panels Vertical rods with chrome finish

Precedent image

6 Full body brushed metal finish

Entire bottom surface is an illuminated diffuser for even up lighting to items above Proposed Location

Intergrated lightbox with messages and graphics (optional)

cummins tech center | pune,maharashtra, india

Customer Experience Center | Viz Lab D e s i g n

D e v e l o p m e n t

Large Lightboxes Various Locations

Minimalistic, low profile enclosure with neutral color temperature LED

Brushed metal protective top plate; conceals fasteners

diodes. Graphic will be printed on photo quality duratrans film for maximum contrast and saturation. Brush metal finish on all exposed surfaces.

Surfaces of LED cavity coated with light reflective white paint

10 Presentation panel comprises of three separate layers

14 3

Exploded view of presentation panel

Proposed Locations

view

Neutral temperature LED modules evenly spaced for consistent light spread

First layer: Clear arcylic or glass Second layer: Duratrans substrate (red) Third layer: Acrylic white diffuser Brushed metal protective kick plate; conceals fasteners

Sample Art on Lightbox

cummins tech center | pune,maharashtra, india

Customer Experience Center | Viz Lab D e s i g n

D e v e l o p m e n t

Celebration of India–na Graphic Display

Each “slice” in the graphic is a vingnett to be a meaningful image from India (cultural & technological), Indiana (Columbus), Pune graphics (Cummins chakras), product shots, city skylines, etc. All imageries are tinted with the vibrant colors of the core color palette consistent with the rest of the art/displays of the CTC.

Proposed Location

CUMMINS PUNE CTC PERFECT PARTNERSHIP Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore

adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur

explicabo. Nemo enim ipsam voluptatem quia voluptas

COLUMBUS ACCENT

sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur.

INDIA INNOVATION

veritatis et quasi architecto beatae vitae dicta sunt

Sample Art Layout

cummins tech center | pune,maharashtra, india

Customer Experience Center | Viz Lab D e s i g n

D e v e l o p m e n t

SPATIAL SEQUENCE & ZONING ZONE A Reception desk with logo/name of Viz Lab visible to all visitors.

Extend of Canopy Above

ZONE B Compression zone. Corridor leading into Viz Lab. Lighting level drops gradually allowing visitors eyes to adjust. Place door here to seal off lab when not in use.

ZONE C Expansion zone. The expense of the lab is revealed from this vintage point. The displays in this zone is partially visible from the exterior to entice visitors. Assembling area for groups. ZONE D Area for Display Table. A lighting fixture mirroring the contour of the display table is suspended directly above to highlight the items on the table. ZONE E Presentation area with seating with the floor to ceiling screen as backdrop. Ceiling with acoustic panels in faceted geometry is lowered to improve audio quality.

Storage for Hardware (provide ventilation for servers)

J F

D ZONE F Open runway for wall displays. Leads directly to VR enclosure.

ZONE G Spectator zone for VR viewing. Equipped with screens to share visuals from the VR experience.

ZONE H VR enclosure with panoramic wall. The ceiling is lowered with acoustic panels in faceted geometry. Lighting level in the VR enclouse is the lowest for best viewing quailty. ZONE I Assembling area for groups. Light level gradually increase in this area. ZONE J Sign out area. Equipped with lighting for memento picture taking prior exiting lab. Place door here to seal off lab when not in use. Consider placing canopy to shade out stray light from lobby.

Red Zone A

cummins tech center | pune,maharashtra, india

Customer Experience Center | Viz Lab D e s i g n

D e v e l o p m e n t

DESCRIPTIONS

DIMENSIONAL LOGO on a flat portion of the faceted wall.

LIGHT BOX Recommended Content: Cummins World Operations with worldwide subsidaries depicted on large map graphic. Area for projection of customized messages, e.g. Welcome to Cummins or Welcome ______.

LIGHT BOX Cummins Core Values

PRECISION COMPONENTS SHOWCASE Trophy case-like cabinent with back lighting of Cummins components artistically dislayed (proprietary engine parts, gears, silicone chips, etc.)

PRODUCT DISPLAY TABLE Center piece of the Viz Lab and designed with the same faceted aesthetics as the surrounding walls. Walk-up “docks” allow visitor close-up views of products on display and angled reading surfaces. Items can include new or flagship products such as engines or scaled models of the CTC. If technology premits, this is an ideal location for holographic models of large engines otherwise too large to display. TOUCH SCREEN TABLE Centrally located on display table, touch screen for interactive presentation or other programs. Sizable viewing surface with docking areas to engage multiple users simultaneously.

LIGHT BOX Recommended Content: Narratives of customer services or future development; aspirational and informative.

VIRTUAL REALITY ENCLOSURE Walls are used as projection surfaces with hollowed out interior spaces for hardware. Light and sound level independently adjustable within enclosure.

SEATING AREA for large presentation screen. Seating without backs allows multi-directional orientation. LIGHT BOX Recommended Content: Narrative of Cummins India operations or partnerships. ARTIFACTS CABINENT Showcase for historical artifacts (India or Indianna).

MEMENTO PHOTO-OP KIOSK Exiting vistors can walk up and have their photograph taken while holding a virtual Cummins engine. Photo can be shared digitally or printed at reception desk as a tangible keepsake.

VISITOR SIGN-OUT REGISTRY Table for traditional pen-and-paper book or a digitized registry. Booklets of the Customer Serivice Center for take home reading. Cummins India-inspired jali screen with back lighting LED panels.

Lobby

16 11

17 18

VR SPECTATOR WALL Embedded LED screens with live feed from the VR participant’s POV.

LARGE PRESENTATION SCREEN Jumbo LED/projection wall for either automated movie loop or curated presentations. Control panel incorporated in Presenter’s Podium.

11 9

LIGHT RETAINING FACETED WALLS with hollow internal spaces for hardware storage: servers, CPUs, etc.

7 6 15

7 8

4 13

9 1

18 2

Ground Projection Surfaces VR Projection Surfaces VR Control Panel

Red Zone

cummins tech center | pune,maharashtra, india

Customer Experience Center | Viz Lab D e s i g n

D e v e l o p m e n t

Top Oblique View - 2

One or more facets are glass panels allowing the interior to be visible from the reception area (jali screens on the opposite wall will relocate)

Top Oblique View

CUSTOMER EXPERIENCE CENTER Entry Sequence and Reception Area Materials and colors for illustration purposes only. Final materials and colors TBD 2b

Front view â&#x20AC;&#x201D; option

cummins tech center | pune,maharashtra, india

Customer Experience Center | Viz Lab D e s i g n

D e v e l o p m e n t

Prespective â&#x20AC;&#x201D; Camera from above with canopies and Display Table Lighting Structure. VR enclosure is visible on second floor VIP meeting room.

(aluminum or foam painted to resembl e metal)

Prespective â&#x20AC;&#x201D; Camera from above sans ceiling, canopies, and lighting structure

cummins tech center | pune,maharashtra, india

Customer Experience Center | Viz Lab D e s i g n

D e v e l o p m e n t CUSTOMER EXPERIENCE CENTER VISUALIZATION RENDERING

(Entries correspond with previous diagram)

18 19

20 5

11 10

Lightbox Display (Contents TBD)

Precision Components Showcase

Product Display Table

Touch Screen Table

Large Presentation Screen

Presentorâ&#x20AC;&#x2122;s Podium and control panel

Lightbox Display (Contents TBD)

VR Enclosure

VR Spectator Wall

Visitor Sign-Out Registry

Indian and Indiana motif backlit screen. (Jali)

Ceiling Canopy: Faceted geometry complimentary to architecture. Equipped with non-reflective acoustical panels to control light and sound levels

17 8

20 Lighting Structure for Display Table 21

Ceiling

cummins tech center | pune,maharashtra, india

Red Zone Test Cell | Lobby Show Room D e s i g n

D e v e l o p m e n t

V iz La b Lobby

RED ZONE / TEST CELL SHOW ROOM VISUALIZATION RENDERING

Introductory /Welcome Video Kiosk

Engine Showcase Pedestal

Artifacts Display Table

Exploded engine with color coded sections in Pune CTC colors and serves as the focal art piece of the room (fiberglass replica - suspended)

Touch Screen Display

Wall Mounted Display with glass enclousure (extra small parts)

Large Logo Lightbox

Recessed Ceiling Accent Light

Fractal Ceiling via reveal

Canopy with targeted lighting

Galvanized metal texture wall panel

Open portal to adjacent test cell

12 7 6

5 4 3 3

1 2

cummins tech center | pune,maharashtra, india

Red Zone Test Cell | Lobby Show Room D e s i g n

D e v e l o p m e n t

Wall open to adjacent Test Cell

1 The Red Zone is separated from the lobby space with glass panels and glass doors

Open Configuration Layout Visitors are encouraged to freely circulate around the central exploded engine and the artifacts. The exploded engine is visible from the lobby and serves the function of an artistic and an educational element

cummins tech center | pune,maharashtra, india

Red Zone Test Cell | Lobby Show Room D e s i g n

D e v e l o p m e n t

Visualization (rendered without walls and ceiling) Schematic of display table and back wall branding elements: The top canopy is sloped towards the center of the engine to draw viewerâ&#x20AC;&#x2122;s eye into the space

Visualization The exploded engine appears to be whole when viewed at eye level from the entrance

cummins tech center | pune,maharashtra, india

Familiar Patterns Writ Large | Visual Vocabulary D e s i g n

D e v e l o p m e n t

Use the familiar test readings from various sources of testing methods as spatial pattern or as art abstractions.

fig.5

fig.3

fig.1

fig.4 fig.2 fig.6 1

Performance Chart Readout

2.15

9.15

82.9

Nastran Modeling

Finite Element Analysis

5.33

12.3

1.223

cummins tech center | pune,maharashtra, india

Familiar Patterns Writ Large | Visual Vocabulary D e s i g n

D e v e l o p m e n t

4 Banner Overhead banners justapose hardware image with its performance metric in graphical format

5 Upholstery Fabric For soft seating in lobby or second floor of reception

6 Vision Screen Graphic abstractions from cropped images of FEA models used large on translucent film. Enhanced with a back layer of frosted film to provide extra privacy.

cummins tech center | pune,maharashtra, india

Larger-Than-Life Artful Vision Screen D e s i g n

D e v e l o p m e n t

Vision Screen Products and engineering diagrams expressed as bold, iconic modern art. Vinyl application or printed on clear film.

cummins tech center | pune,maharashtra, india

Pistons-Inspired Reception Funiture D e s i g n

D e v e l o p m e n t

Clear glass top supports marketing booklets and other decorative objects Cushioned seating; shape of seating conforms to curvature of table

Location of Seating Piston tables and seatings are located in the lobby seating area. The configuration of the tables and seats can resemble a four or six stroke engine with the placement of high and low tables to express piston movements.

Accent lighting: continuous LED light strip embedded in groves (optional) 3

The form of seats inspired by section cut of piston head; use Cummins proprietary configuration

Brushed metal cladding

Decorative objects mimic the general form of the table

Extended Piston High table

Compressed Piston Low table

cummins tech center | pune,maharashtra, india

Red Zone Logo Treatment D e s i g n

D e v e l o p m e n t

LOGO TREATMENT 3 DIMENSIONAL FRACTAL CUT Fractal pattern is â&#x20AC;&#x153;modeledâ&#x20AC;? into a solid piece of material (aluminum or foam painted to resemble metal) and powder coated red on the first surface. The logo can be mounted to wall or glass panel.

cummins tech center | pune,maharashtra, india

Red Zone Logo Treatment D e s i g n

D e v e l o p m e n t

Visualization

cummins tech center | pune,maharashtra, india

Red Zone Logo Treatment D e s i g n

D e v e l o p m e n t

LOGO TREATMENT FLAT FRACTAL CUT Fractal pattern cuts through a solid piece of material (aluminum) and the individual pieces are then recomposed.

cummins tech center | pune,maharashtra, india

Red Zone Logo Treatment D e s i g n

D e v e l o p m e n t

Visualization â&#x20AC;&#x201D; Details

Visualization â&#x20AC;&#x201D; If back lit, the cuts in between the letterforms allow light to seep through

cummins tech center | pune,maharashtra, india

Gen Y Version of Patent Display D e s i g n

D e v e l o p m e n t

Team or league emblem; chakra inspired. This emblem can be printed on tee shirts

Cummins logo Team name

Team jersey adorned with Cummins identity and the team’s achievements (patents) can replace player number. Individual teams can choose their own colors, patterns, emblems, etc.

Coloration and designs of individual teams

Signatures of team members

Patent description Patent description

Framed in industrial finish frame and quality glass and heroic lighting (like a trophy case)

Team Name Pat. 169806560

POWERFUL TEAMS

Achievements

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui oﬃcia deserunt mollit anim id est laborum.

Team A Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor

Pat. 169806560

Team Name Pat. 169806560

Team A Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor

incididunt ut labore et dolore magna aliqua.

Ut enim ad minim veniam, quis nostrud

exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure

dolor in reprehenderit in voluptate velit esse

cillum dolore eu fugiat nulla pariatur.

Excepteur sint occaecat cupidatat non

Team Name

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure

Team Name

Team A

incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud

Excepteur sint occaecat cupidatat non

proident, sunt in culpa qui oﬃcia deserunt

mollit anim id est laborum.

cummins tech center | pune,maharashtra, india

Gen Y Version of Team Identity D e s i g n

D e v e l o p m e n t

A duplicate team jersey can be displayed at the top of team identification totem POWERTRAIN Emissions

Team jersey

No.1 3 Em 0 6 5 issio ns

9 91

Fostering Team Spirit Team members can screen print team (chakra) designs on tee shirts for special company events such as picnics and sport games. All tee shirts are tastefully branded with the Cummins logo at the upper left chest area. The memberâ&#x20AC;&#x2122;s name can be

Team colors

TEAM

POWERTRAIN team picnic this saturday!

Whoâ&#x20AC;&#x2122;s going???

This entire area is a dry erase board with magnets for personal artifacts. Free expression surface encourages

meeting today @3pm

interaction between team members and helps develop comaraderie

Etched team emblem

printed on the back of the shirt to personalize the shirt.

cummins tech center | pune,maharashtra, india

Signage and Wayfinding Test Cell Identification Graphics Option 2

Digital overhead monitor

TESTING IN PROGRESS

DANGER

Authorized Personnel Only

Hearing and Eye Protection Required at All Times

Test Cell

DANGER

Authorized Personnel Only

Hearing and Eye Protection Required at All Times

Test Cell

126E BAY 5 EAST

288N BAY 5 NORTH

168S BAY 5 SOUTH

Authorized Personnel Only

Hearing and Eye Protection Required at All Times

Test Cell

55W BAY 5 WEST

Wall mounted test cell sign

Test Cell Sign Family — Monochromatic

Authorized Personnel Only

Hearing and Eye Protection Required at All Times

Test Cell

Stand alone door mounted sign

DANGER

Test Cell Sign Family — Color-coded per Quadrant

DANGER

Authorized Personnel Only

Hearing and Eye Protection Required at All Times

Test Cell

71S BAY 5 SOUTH

ROM Cost for Brand and Messaging

cummins tech center | pune,maharashtra, india

ROM Cost For Brand and Messaging PRIMARY

m f g s tat e s i d e

mfg cos t i n d i a e s t.

SUPPORTIVE

br and and messaging item

40K

Cummins logos on building — primary logo display at parapet on east and south elevations internally illuminated.

30K

Cummins logo on entry pylon supporting canopy double sided with LED dynamic display each side. Pylon and electrical is assumed in architectural budget.

45K

Cummins logo at three secondary entrances each with LED dynamic display.

Cummins flag double sided opaque fabric. Includes two spare flags.

80K

AV monitors, both broadcast and interactive programming, with kiosk constructs; located in visitor seating/reception area.

30K

Story telling surrounding the window into North No.8 test cell includes AV monitor with video content of testing — just in case no testing is underway.

20K

Thematic art and messaging at northeast conference room; includes AV monitor. Likely topic: Partnering.

30K

Thematic art and messaging at green wall or green spine in lobby; includes AV monitor. Topic: Ecology and sustainability.

500K

Thematic art and messaging at visitor experience hall. Includes: passive displays, artifact exhibits, and light boxes; plus interactive tables and monitor walls.

30K

Freestanding finished show engines (estimated quantity: 3) and their supporting interpretive display constructs. Estimates excludes engines.

12K

Thematic art and messaging — in lobby that explains facility beyond the lobby: Passive map exhibit and dynamic maps on a screen display.

200K

Ceiling mounted light and/or art fixture over center of three storey visitor lobby. Mother to the daughter light/art fixtures hanging in each green spine.

200K

Ceiling mounted light/art fixture in each green spine. Eleven total: all similar, yet visually unique in color or construct to act as wayfinding totems.

160K

Ground mounted light/art fixture in each green spine. Eleven total: all similar, yet visually unique in color or construct to act as wayfinding totems.

400K

Four storey wall occurs four times with graphic wallpaper on each level installed as if one continuous super mural. Strategically placed panelized displays and colored glass lens add detail and highlight in layered-on accents.

cummins tech center | pune,maharashtra, india

ROM Cost For Brand and Messaging PRIMARY

m f g s tat e s i d e

mfg cos t i n d i a e s t.

Total at SD Phase

SUPPORTIVE

br and and messaging item

90K

Team identity announcers and markers herald group competencies. Based on a family of solutions all mobile and churnable. Installed throughout. Est. qty.: 30

160K

Vision screens on glass enclosed meeting and office spaces. Uses a standard approach to art that may be color coded to reinforce wayfinding quadrants.

60K

Cafeteria graphics may include 4 topical niche displays on philanthropy, community, diversity, ethics.

80K

Cafeteria graphics may include graphic arts and pattern studies on fabric wrapped acoustical panels.

35K

Cafeteria’s center lighting fixtures may be culmination of light/art fixture theme started in lobby and extended in the hanging fixtures over each green spine.

90K

East/west throughway displays light/art fixtures of more industrial nature yet echo those used over green spine in materials and styles. Quantity of six total (but at a smaller scale and more industrial construct than their green spine cousins).

100K

Engineering graffiti art appears on one wall of east/west throughway via projected imagery or applique of digitally printed materials or true (art-directed) graffiti with engines/engineering/India focus.

600K

Artful/sculptural/iconic element at center of lobby climbs three stories from lobby floor to third floor ceiling, likely to include light and audio effects and present specialty finishes/specialty fabrication

±3M

ROM Fabrication Estimate in US Dollars (with added Design Fee estimated at 380k to 620k dependening on scope of content creation = ±3.5M USD)

Notes to the budget estimate for fabrication: These are rough order of magnitude budget estimates. We have established an early model of what is fabricated stateside and what is fabricated in-country. The cost estimates are based on what we know through experience about stateside fabrication costs yet also reflect what we don’t know about India fabrication costs. We have made a leap of faith that fabrication in India is more economical. We simply don’t have the experience to know how much less. Our stateside estimates are without shipping or customs or taxes or delivery…the offered estimates assume costs for crating and then a handoff at fabricators loading dock. Customs and shipping are probably in need of logistical help from Cummins internal competencies. We have not included a budget line item for show engines. And the pages following this estimate explain the assumptions we have made about what architectural and interiors efforts would support the brand and messaging initiative. Notes to budget estimate for design: There is a great deal of brand and messaging work that HOK would enjoy contributing to the exhibit and graphic design. Estimating a labor fee for that effort is again a guesstimate at this juncture. We can imagine a role throughout a conventional design process (are we needing to find bidders and orchestrate a bid interview/review? In US and India?) or we could play a role in a design build model. There may be a need for simply fabricators instructions or the displays might also need content creation: copywriting, photo searches, photo enhancement, illustration and diagram art. The on-screen content might be piped in from trade show servers or might be customized content for Pune. Telling the Cummins story is likely easy if you have great media assets of existing text and hi-res photos and a brand guideline for tech center experiences. Even better if there is an designer or publisher in house who is our main contact, internal shepherd, and approver rather than a larger group of stakeholders requiring consensus. If we were to participate in all the ROM items, we imagine a design effort in the range of US$ 380K to 620K (with expenses in addition). This estimated range adds to the $3M ROM fabrication estimate. Please recall that Cummins owns all designs that come out of this effort and can easily export those assets to other venues as an added valuation resulting from our efforts.

cummins tech center | pune,maharashtra, india

Architectural Coordination for Brand and Messaging P r o p o s e d

C o o r d i n a t i o n

w i t h

A r c h i t e c t u r e

a n d

I n t e r i o r s

Incorporate the green spine pattern on the exterior of the building’s east hardscape. Evidence it in both plantings, paving, and pool. Consider a vertical support for the entry canopy that acts as a double sided sign pylon. It would display Cummins’ logo as a possible sign and LED screen for dynamic messaging. The plane of the entry canopy could ‘penetrate’ the glass façade of the lobby and carry through serving to offer a lower, more intimate ceiling for a display or seating area. Consider a Cummins logo displayed on south façade at the parapet. Consider the entry canopy plane with a Cummins red edge, perhaps back-lit (or consider entire plane in Cummins red). Replicate the Cummins red edge (or red plane) at secondary entries in a to-scale mirroring of main entry vocabulary. Cummins logo and dynamic messaging might repeat. Continued development of the iconic three storey lobby centerpiece at this writing: A flowing sari shape, draped and flowing with engine/engineering-like graphic ‘embroidery’. There is a possibility of a hanging lighting/art element centered over the three storey space in the lobby. Structural support/power (perhaps data) would be required. We imagine engines on display in the lobby at some point in its usage. The foundation should support this and the paths they travel to arrive/exit there. In the lobby, consider a two storey window wall into the east-west facility length throughway. Additionally, consider secured access. This could be the portal and path through which equipment enters/leaves the lobby. Just inside the throughway there could be a “red zone” area of engine failures on display in an airlock-like area (which would not require visitors to don safety apparel). It would likely require theatrical lighting and lobby levels of HVAC. Consider a safety reinforced window from the northeast end of the lobby into the number one test cell on ground floor. Surrounding the window could be testing/evaluation displays identical to those used by engineers. We have imagined roof line skylights aligned with the green spines. (If not skylights, then a lighting cove mimicking skylights.) The east-west throughway would activate this monumental canyon space.

cummins tech center | pune,maharashtra, india

Architectural Coordination for Brand and Messaging P r o p o s e d

C o o r d i n a t i o n

w i t h

A r c h i t e c t u r e

a n d

I n t e r i o r s

Each green spine may have a ceiling hung lighting/graphic/artful element that hangs one and a half stories as a wayfinding totem. Structure power (perhaps data) would be required to support those. We imagine similar devices (and needs) in the east-west throughway. In each green spine, we have suggested a similar vertical one-and-a-half storey lighting/graphical/artful wayfinding totem. It would need a structural footing and power perhaps data. We have offered the idea that the green spines could have open meeting spaces within them and these would require flooring, furniture, power (perhaps data). Our naming and addressing schemes offer a wayfinding logic to the floorplates, the lifts, the water closets, and the stairways. If we can adopt these now, early in the buildingâ&#x20AC;&#x2122;s documentation, these will be embedded terminology rather than added-on revisions. Our wayfinding schemes also offered color coded compass point logic, which if adopted, would influence interior color palettes. There are a number of locations in the interiors where brand and messaging are suggested. Coordination would be desirable for lighting and perhaps AV/power/data. A big idea is to utilize the four test cell walls along the green spines to tell a story vertically across the four floors. Keeping those walls clean of architectural clutter (or at least orchestration of necessary extinguishers/thermostats/strobesâ&#x20AC;Ś) would help to facilitate this messaging. Continuous wall wash of light would be ideal on those walls. A similar multi-story graphic is proposed for the walls in the east-west throughway. Though this may trend more towards graffiti, the same requests around orchestration of clutter and wall wash lighting would be a goal. Summary The prior suggestions are communicated here as communication and coordination activities. These may come to fruition in a mix of price points and phasing. Open exchange and dialogue is desired and welcome. At this moment, the brand and messaging is being budgeted distinctly separate from the architecture and interiors budget. That effort does not contain budget estimates for the suggested architectural and interior responses listed above with the thinking that it is early enough in the buildingâ&#x20AC;&#x2122;s construction documentation to integrate these costs rather than add them.

cummins tech center | pune,maharashtra, india

Investment Priority B r a n d

1 1 1 1

a n d

M e s s a g i n g

O p p o r t u n i t i e s

Arrival and entry experience into

visitor lobby first floor Hospitality, greeting, check-in

a n d

T h e i r

I m p o r t a n c e

t o

t h e

C u m m i n s

E x p e r i e n c e

Enterprise to employee messages at

secondary entrances Communications campaigns (safety, security, etc.)

Cultivating community in

cafe cummins Shared accomplishments (philanthropy, sustainability, etc.)

Messages mapped across environment

Promotion of goals via metrics

Shared innovation (patents, etc.)

Business-to-business persona and voice

Pride of accomplishment via measurements

Shared creativity (employee authored art, etc.)

Invitations up to

visitor lobby second floor Hospitality advanced

A provisioning of

wayfinding and orientation Maps both passive and interactive

Innovation writ large

four storey stories Engine immersive imagery

Messages interactive and in confidence

Naming and addressing strategized

Competencies celebrated

Enterprise-to-executive persona and voice

Color codes and referential totems

Pride of physics

From lobby into

tour-ready test cell(s) tour-ready lab(s) or tour-ready officing

An attitude about

interior design Fixtures and furniture that say innovation

Creativity writ large

throughway stories Engine grit and graffiti

Color and fabric and finishes that say creativity

Technical art presented via technology

Cue cards for messages and metrics

Pattern and texture with cultural references

Engineering wisdom and war story

Pathways and marks strategized

Perceived price points that are on-brand

Vistas evidence creativity and innovation

Opportunities provided for

team identity Superset, set and subset granularity

An expressive modern

art program Tied together by thematic(s)

Mobile for relocation

References to commercial patron

Agile for updating

Materials and techniques pay homage to culture

H O K V I S U A L C O M M U N I C AT I O N S STORYTELLING EXPERIENCE

Services include

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.

IDENTITY PLANNING

+1 713 407 7700 | hok.com | viscomm@hok.com

PLACEMAKING STRATEGIES

BRANDED ENVIRONMENTS MEDIA DESIGN WAYFINDING SYSTEMS