PAMELA
Some Things About Me
Claudia Pamela Zelaya Hurtado Interior Design
Experience Design
About Me: I’m a salvadoran, that was born in Mexico and lives in Denmark, who happens to be a interior and experience designer. Who am I? I am a Design Thinker, Trend Seeker, Fashion Lover, and more. I reflect my passion, intelligence, and personal commitment in my work. What do I Believe? The key to creating relevant designs is to engage emotionally to give better experiences.
EXperience
La Violeta Cultural Center
LA VIOLETA CULTURAL CENTER Case: Help an iconic building engage with people and become a new center for popular culture Client: La Violeta Cultural Center , Ajuntament de Barcelona
Capabilities: Brand Design Launch Strategy Event Design Service Design
Year: 2012
Collaborators: Carlo Lemmel
The established heritage building “La Violeta” was designated as the new base for popular culture in the Barcelona’s neighborhood of Gracia. The real challenge was to mix the modernist look of the La Violeta building and catalan folklore with the uniqueness of the neighbourhood and its inhabitants.
IDENTITY & DISPLAY PROCESS
Identity: Uniting the past with the future After several workshops, with the popular culture groups and the people from Gracia, we came up with two words that reflected the essence of “La Violeta” and the neighborhoo, “Interlaced Memories”. We use these two words as a starting point to materialize the idea with models based on circles, that set the basis for the LV. For the creation of the corporate image we chose to use “La Violeta” initials in a typeface that we created from a evolutionary development of a circles compositions. The corporate image was completed with the text, La Violeta Cultura Popular Gràcia, in which we used two typographies to transmitted the bond between past and present.
La Violeta
CENTRE CULTURAL
Display: Everybody is La Violeta The event goal was to create an engaging experience that brings an emotional connection to the center. Our solution was to take the “LV” forms from the logo and create a modular and transformable display for an itinerant event. The mobile display design can create different spaces which adapt to various events and can be reused.
DISPLAY CREATION Creation Process PROCESS
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The stand of 8,40 m2 is an open space with different combinations which stands out and makes people feel welcome. The space is completely adaptable and allows a change of form thanks to lightweight materials.
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EVENT PLANNING
Immersive event: Connecting people through memories We chose to do a five week long pop up event that was multisensory and interactive, and moved through the neighborhood’s plazas sharing everything that La Violeta represents. The journey was marked by posters and stickers which connected all of the event plazas, and finished at the La Violeta building.
1rst Event: Memories Collection The event started at Plaça del Diamant, and asked the user to share their memories and feelings about Gracia’s neighborhood on a sticky note and then place it on the stand. This event symbolize that Everyone is La Violeta
EVENT PLANNING
2nd Event: Everyone is La Violeta The next stop was Plaรงa de la Virreina, where our goal was get people to interact directly with the logo and take a picture with it, then cover the stand with images making a 3D collage form. This evokes that La Violeta is an open house for everyone.
EVENT PLANNING
3rd Event: Popular Culture for everyone For the third event we were inspired by catalan popular culture, and decided to do a face-in-hole photo booth at Plaรงa de la Revoluciรณ using a series of photographs from castellers (human castles), gegants i capgrossos (Giants and Big-Heads), etc. We expected to drive attention to the different popular culture groups.
EVENT PLANNING
4th Event: Remembering is reliving The penultimate event was at Plaça de la Vila de Grà cia. Relying on the powerful presence of a clock tower in the middle of the plaza, we adapted the stand to the tower. Then we created a tunnel which visitors can explore to see images and hear sounds relating to popular culture and the neighborhood that will evoke memories. This symbolizes that Remembering is reliving..
EVENT RENDER
5th Event: Everybody is invited The last week of the event, the display was in the middle of Plaรงa del Sol with an open invitation for everyone to join inaguration day for La Violeta. All materials were collected from the events and placed on exhibit for the opening day in the building.
LEGO POP UP store Airport
Experience LEGO without LEGO Case: Play Lego without LEGO Client: LEGO
Capabilities: Concept Development Spatial Design Experience Design
Year: 2018
Linked to the LEGO Store proposal I opted to developed a Pop Up store as an option to bring LEGO to airports that didn’t have a store before. I envision a pop up store experience based on relevant events that would bring different people closer to the brand. The Pop Up design is an outline replica of a brick.
LOCATION
Ex. Heathrow Airport, Terminal 3
Using a giant empty form of a brick as a contrast to the usually really bold airport architecture, the Pop up is located in the converging points inside the airport terminals that leads to the event destination. Taking the customer journey and the visibility in consideration.
FINAL RENDERS
Block 2 Block 1 Welcome to LEGO Experience: You feel like someone is opening a bag of Lego bricks over you. How? Through the sound of Lego bricks falling and a “rain of Lego bricks�
Experience LEGO Experience: Play with an interactive projection related to the event Block 3 How? Interactive projection
Buy LEGO Experience: Buy exclusive products related to the event
Using technology, sounds and lights the experience is divided into 3 bricks with different experiences that makes the customer feel like they are part of the brand journey into creating an emotional link.
FINAL RENDERS
The Pop up store is an experience-first event fuel of possibilities that can reach different new publics, with an installation that ignites the senses that shows you a new side of LEGO in a sharable environment that encourage IRL interaction and Social Media engagement.
FINAL RENDERS
The neon lights gives the installation an immersive experiences that is visually stunning and fully interactive with an openness that gives easy access, even the most rushed passenger.
Food & Beverage
Academia Europea Cafeteria
Academia Europea Cafeteria Case: Re-designing the school food experience with users at the center Client: Academia Europea School
Capabilities: Service Design Spatial Design Design Research
Year: 2014
The Academia Europe, a private bilingual school located at El Salvador, engaged me to redesign the old and outdated cafeteria. I worked with the client and the kids to ensure that the space will solve the chaos at the lunch time. Our goal was to create a new lunch experience, that would turn the cafeteria into a social hub through an adaptable space for each moment.
BEFORE & AFTER PLANS
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Microwave zone Drink’s display fridge
Drink’s display fridge
Glass display counter
Glass display counter
Cash Desk
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Buffet Display Lavatory
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Microwave zone
Dinning Hall
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Cash Desk Buffet Display Fast Delivery Lavatory
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Dinning Hall
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The space was divided into stations, reorganizing the kid’s journey. First, the Grab & Go section was added, a pre-order option that allowed the kids to choose what to eat in advance and have more time to relax and disconnect, but also helped the staff to minimize the buffet line. Next, a handrail system was implemented. Additionally, more intuitive wayfinding helped children understand buffet distribution. The furniture design tied up everything creating a divided space that compliments each other.
FINAL RENDERS
Every detail is designed to be playful and educational but at the same time functional. The space can adapt completely to user’s needs in defined areas separated by movable panels. Thanks to the wayfinding, illustrations and colors allows them to have a more fluid experience. The cafeteria accompanies the kids from breakfast to lunch, so they needed multipurpose furniture which can adapt to eating meals, for recess, and other activities.
FINAL RENDERS
The space needed a strong identity, that reflected the essence of the children and provided the interior with a variety of shapes, that encouraged the interaction and disconnection.
Bonjour Mon Amour Crêperie
Bonjour Mon Amour Crêperie Case: A new “pause for a coffee” experience Client: Bonjour Mon Amour Crêperie
Capabilities: Brand Design Spatial Design Service Design
Year: 2018
Collaborators: Megan Blair
In 2018, I decided to designed a Pop Up crêperie for Fashion week that would inspire the fashion lovers to take a moment to rest between shows with a sweet treat. It started with a clear name “ Bonjour Mon Amour ” and the need to create a space as chic and modern as the corporate identity. The key concept that reflected the essence from the project was “Paris Chic meets Modern Hygge”.
IDENTITY & SPACE DEVELOPMENT
Corporate Identity: Elegant & Chic For the creation of the corporate identity we chose to mix different typographies, contrasting a chic and simple hand lettered script for “Bonjour” with a more modernist serif typeface for “Mon Amour”. The logo was completed with the simple sans serif tagline, “Crepes and Coffee”.
Bonjour
MON AMOU R CREPES | COFFEE
Take Away
Space Distribution
Order Area Payment Area Collect Order Area Lounge Area
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Stool Seating Area Stand Up Area
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The new guest journey puts the customers at the center, allowing to deliver a more personalized experience, and helping the creperie team to be as efficient and fast as they need to. The many entrances and exits of the space, and the separate areas for “on the go” customer makes the creperie a very adaptable place to keep up with the fashionistas.
FINAL RENDERS
The space maintained a balance between parisian chicness and nordic hygge. The goal was to create a relaxing space that will change the way that fashionistas experience their free time between shows.
FINAL RENDERS
The creperie is an open space built up over the street level that makes the interior feel like a big fashionable live show window. Every detail of the design was carefully considered to create a space where people could relax and feel inspired by fashion, which adapts to every type of customer.
FINAL RENDERS
FINAL RENDERS
Retail
LEGO Airport store
LEGOasis Case: A store that provides refuge, relief, or pleasant contrast inside the airport. Client: LEGO
Year: 2018
Capabilities: Retail Design Experience Design Service Design Design Research
After being in different LEGO stores at airports I detected some issues that inspired me to create a concept proposal for LEGO travel retail, focusing into make the store a boutique like airport destination, combining experiences and toys. The challenge was to create a LEGO Store that would give a fun experiences to everyone.
SPACE DEVELOPMENT
Pick a brick + Lego pool 1
Shelves MiniFigure Portal
2 Experience 3 Exclusive product display 4 Build your Minifigure 5 Pick a Brick foutain/pool
Exclusive Product Shelves (Lego Brick)
6 Creativity Tree 7 Self-service cashier
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Minifigure Scan
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New Build a Mini 6 1
Creativity Tree
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Order & Pay Screen The interior design goal was to create an experience that provides a refuge, relief, and pleasant contrast to the hectic environment that can be found in an airport. Every detail is designed to encourage an immersive experience into the LEGO brand.
SPACE DEVELOPMENT CARDBOARD MODEL
The lateral product exhibition is hidden behind panels that give the space a sense of elegance and playful ambiance, that makes the visitors adjust their perspective and encouraging them to get into the store to see what is behind them.
SKETCH RENDERS
SKETCH RENDERS
additional
Digital Collage
Using collage techniques based in an architectural project give by the studio. I created an image using a 3D model and images that could help the potential clients to feel the mood and ambiance of the project.
DIGITAL COLLAGE