Portfolio Rafaella Codato

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RAFAELLA CODATO PORTFOLIO ARCHITECTURE/ INTERIOR DESIGN/ DESIGN THINKING

OVERVIEW Architect and Designer with experience in residential, corporate and retail projects.

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RETAIL

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CORPORATE

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INTERIOR DESIGN

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RESIDENTIAL

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URBANISM

In search of collaboration, learning and deepen my knowledge on the retail world, making use of the design thinking to create a better customer experience

P O R T F O L I O

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RETAIL PROJECTS DESIGN THINKING MASTER INTERIOR DESIGN - IED MILAN

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KARTELL CONCEPT STORE Beginning with an in-depth study of what exactly is the definition of the brand Kartell. We understood that it is an Italian brand having deep cultural, innovation and family roots. It stood out in the market by changing the meaning of plastic. It collaborates with international designers to create iconic designs and everlasting products and thus present plastic as a luxurious material.

They have a wide variety of themed product ranges, catering to the needs of a vast range of target customers including intellectual individuals, stable families and nostalgic elders.

From the research, we as designers felt that the Kartell as a brand has a rich and deep history, which needs to be conveyed explicitly to the customers. Since Kartell is a global brand, why not bring the different experiences from around the world into one store and allow the customers to travel without actually physically transporting themselves.

This led us to develop a concept for the stores which allows customer to travel in the present of the brand, connecting to its history and visualising the future. And we decided to name this as Live Travelling with Kartell.

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We divided the space into four parts according to time lapses. The past provides an emotional experience to the customers, the future is a vision, yet to come, informing the

THE CONCEPT

users of the things in store for them and the present is a platform weaving the past and the present together along with giving a chance to the customers to live and experience the products.

The fourth time lapse is the shop window, which allows the

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customer to travel to different eras of time from across the world alongside Kartell products.

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SCENARIO We created scenarios to display the product in a way which shows its adaptability to various environments and global cultures. For this, we invite young artists from all over the world to portray their talent of hand-weaving the traditional and cultural patterns of their country onto panels which serve as back-drops for Kartell products. This gives us a chance not only to satisfy the needs of the present day targets but also to reach out to a new target group and thus an entire community associated with them.

Our proposal for the shop is flexible, which can be adjusted according to the needs of different events and is also adaptable to various shop sizes.

In the end, what we create is a journey between Time and Space in Kartell’s identity.

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PERSONAS INTELECTUAL INDIVIDUALS

NOSTALGIC ELDERS STABLE FAMILIES M I L A N ,

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CUSTOMER EXPERIENCE

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CUSTOMER EXPERIENCE

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CUSTOMER EXPERIENCE

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BEGINNING…

OF THE JOURNEY M I L A N ,

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KARTELL

A LITTLE BIT OF HISTORY

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THE CUSTOMER EXPERIENCE

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INTERACTION

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AMAZON OFFICES The project aims to bring back to the inner structure of the company, the main initial inspiring values of the actual Amazonian ecosystem, highlighting the importance of balance between the different elements that coexist and interact in perfect natural harmony. According to the Amazon needs and aspirations, the design works as a visual and spatial statement, in which the company’s essential principles are first analysed and then merged with both, functional and aesthetic unique / Architectural principles to compose in the end, a new re-balanced system.

The projects motto, From Wilderness to balance appears as the main core of the project, presenting Amazons Warehouse and service area, as the perfect land for having fun and joy while working effectively. Therefore, the project holds as main axis, one of the most important human factors: well-being, mainly driving the research into different ways of physical vitality, social satisfaction, accomplishment and personal fulfillment while working

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THE INSPIRATION

Largest River In the World

Largest Biodiversity Of the world

The lung of the world

Connects 5 countries

THE COMPANY

Biggest world company

Diversity of thought / communities

Frugality

Customer centric Service

Internal Customers

The Target

20% MANAGERS Focused Environment Sharing Space Attentive work

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80% ASSOCIATES Energetic Environment Active Pause Repetitive Actions

SWOT analysis SS TRENGHTS

Open spaces in the roof Word of communication Some fun activities Multicultural environment for sharing

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PPORTUNITIES

Natural light available Give a feeling of daylight on nightshift Space more employee centric Interactive communication

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EAKNESS

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HREATS

Noise contamination Repetition No contact with open space No proper comfort No relax space

Disturbance Gives a feeling of robotic job Feeling isolation Stressing work environment

Contrasting systems

Kiviat Map

Work environment

Employee Satisfaction

Company grow

Improve the reputation with a

Positive feedback

Customer Satisfaction M I L A N ,

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Support for innovation

THE CONCEPT The air, the ground, the river and the sun are the main elements that compound the Amazonia system and inspire our concept.

“ The balance is the main element that works as the channel that links together each part of the system. It prioritise the wellbeing as the most important issue for supporting the system. �

The elements bring their own characteristics in

THE BALANCE HUB

order to create an interconnected and balanced system.

Each unique characteristic of the elements, was translated into a functional space, carrying its essence from conceptual to a visual language.

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Work Hard

Have Fun

Integration Collaboration Team Work

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Tensile Textile

Life is a balance between rest and movement.

Timber

Rebalance yourself Carpet

Private time Balance

BALANCE HUB

Socialization

Boost your memory

TRAINING ROOM PLAY HUB

PRIVATE MEETING

STRETCHING HUB BALANCE HUB ENERGY HUB

EATING HUB

DRIVER’S HUB MEETING ROOMS

RECEPTION

ZONING

OFFICE

TECHNICAL DRAWING

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SECTION

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THE RECEPTION

THE OFFICE

THE BREAK AREA

Conclusion

YES, Amazon can REBALANCE their system.

YES, Amazon can connect PEOPLE through space.

YES, Amazon can personalise the FUN.

By creating and sharing values through a space that guides people to achieve it.

By creating a connecting bridge between different communities building the Amazon Family.

By designing a proper environment to constantly share smiles.

Brand

Human

Product

Value Proposition

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Balance is not something you find, it’s something you Create.

JANE KINGSFORD

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CORPORATE PROJECTS WORKITECT MILAN, ITALY

PHARMACEUTICAL HEADQUARTER The project was aiming to redesign this office space in to a way in which the open space didn’t become an enemy of the employees but an area of gathering, engagement, focus and productivity.

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SMART WORKING A new managerial philosophy based on providing to people flexibility and autonomy in the choice of spaces, timetables and tools to be used to face a greater responsibility to achieve better results “.

YESTERDAY

TODAY

Noisy environment

Different spaces for each activity

Increase of employees

Silent areas to concentrate and phone booths to call

Inadequate lighting and ventilation

Relaxation and break areas to increase engagement

Lack of support areas

Touch down stations for the field employees

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CONCEPT Space Transformation of the manager’s office in open space to create a community and give an image of openness and transparency

Open space The work space has been designed so that the workstations are not concentrated in the same area, ensuring the necessary privacy and noise reduction

Support areas The support areas are inserted between the work stations making it possible that all the areas are served by different types of spaces according to the activities that will be developed 34

The project was designed to guarantee that all the areas of the office where covered with support areas such as: quiet rooms, phone booths, informal meetings, and so on. A clear path was determined so it could be a user friendly and the space could be well understood

OFFICE REDESIGN 35

MOOD BOARD

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P H O N E B O O T H

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INTERIOR DESIGN FREELANCE PROJECT

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DUPLEX DESIGN The flat is a duplex whose bedroom was relatively small at first. As for its upstairs, we opted for glass flooring in a metal structure in order to expand the floor area. By doing this, we were able to create space and at the same time allow natural light to come through. I designed all the builtin furniture to make use of the limited space available. In this case, the home office can cater for both work and personal needs.

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BUY LESS, CHOOSE WELL This project was on a friend`s request. I was hired to have it refurbished and make it look as stylish as possible. The biggest challenge in this particular case was the budget, which demanded lowprice alternatives and minor refurbishing options.

I looked for industrial references whose design pleases me as an architect. With persistent search, I was able to find the perfect combination: concrete, retro lightning as well as a palette with shades of blue grey and black, amidst a plethora of options, but at the same time it would all be adapted to my friend's budget.

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THE ROOM

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LIVING ROOM AND KITCHEN

On the ground floor, as the kitchen and the living room share the same area, we had to follow the design already adopted upstairs. We chose an American style kitchen with high counter and stools to save space. A concrete wall was erected to connect both room and kitchen with the intention to make this area look jovial, modern and trendy.

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DETAILS THAT MATTER

SELECTED PRODUCTS

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RESIDENTIAL PROJECTS JACOBSEN ARQUITETURA SAO PAULO, BRAZIL

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CABANA HOUSE Designed to be the holiday home of a young European couple and their family, this house, even before the beginning of the project, already was being called the Cabin by its future residents and, to our happy surprise, it would be built on paradisiacal and exclusive Mustique island with an incredible view of the Caribbean Sea. Due to the island’s tropical and humid climate and the beautiful landscape around the grounds, Casa Cabana was to be essentially open, transparent, warm, light and organic, and built on the land in the most subtle and natural way possible so as to avoid modifying the existing topography.

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This residence was designed to stand tropical and humid climate, therefore, we have bigger glass panels that can make the house look like an entire terrace. Also the structure is made with laminated wood all pre-manufactured in Brazil.

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THE VIEW The Cabana was designed to guarantee that every external part of the house was able to give the client a panoramic view of the island

TECHNICAL DRAWINGS In this particular project I started working on its first design sketches. The definition of the program wasn’t the most difficult part because the clients already had a clear idea of what they wanted. The biggest challenge was to adjust the leveling area with the minimum impact or major modification. We carried out 3D studies to adjust the slopes that would be built ahead. After these first steps had been appropriately set, the design development drawings were then prepared.

UPPER FLOOR

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GROUND FLOOR

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LOWER FLOOR

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THE HALL

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LIVING AND DINING ROOM

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The next phase was the construction documents. In this phase the project was all rebuilt on Revit for a better understanding of both structure and project hindrances. These documents include detailed specifications describing all materials, construction quality, samples, and testing requirements.

THE TERRAIN

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INTERIOR DESIGN For the furniture, the client emphasised we should opt for the Brazilian design. Thus, we resorted to renowned names of Brazilian architects such as Sergio Rodrigues and Oscar Niemeyer.

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BEACH HOUSE This project, due to its rather steep area, demanded a more careful study from the very beginning.

Different from traditional houses, whose entrance is located in the lower part of the building area, this one has its entrance located in its upper part. In other words, the entrance is levelled with the street, the other rooms are located downstairs. Our main concern had to do with the amount of dirt to be removed if we opted for a more traditional project. To avoid upcoming complications in the house structure, the whole project was staggered respecting the terrain. The whole house project uses metallic structure, except for the cover, built in laminated wood frame with glass eaves.

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TECHNICAL DRAWINGS The program unfolds in five floors. Entrance, social area, suites, a meditation deck and the staff housing are some of the other areas, not to mention the internal gardens and their luxurious vegetation.

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DETAILS MASTER BEDROOM

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INTERIOR DESIGN

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URBANISM BACHELOR THESIS FAAP, SAO PAULO, BRAZIL

URBAN REQUALIFICATION The theme initially proposed for the development of this final work degree is the discussion of the industrial heritage on the urban scale as the urban design may be a better tool for the city and its assets recovery In the face of changes in Sao Paulo`s productive pro le, with reflections on industrial activities fragmentation in the territory and inactive manufacturing plants, arise in large urban factories wasted or semi-derelict areas. These old industrial venues tend to have strategic importance, both for its physical dimension as well as for its location in the urban area.

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MASTER PLAN This work proposes the occupation of these industrial buildings for alternative uses, producing adequate space to everyday urban activities, respecting its history. In this sense, this work aims to redevelop the area aiming at a linear park along the railway line axis 10 of Companhia Paulista Metropolitan Trains (CPTM). Such areas comprise spaces that offer great opportunity to rethink the construction of the city through proposals based on their origins and current problems.

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THE PARK The linear park takes place on both sides of the railroad, therefore, different kinds of crossing were studied. One of them was inspired on La Villette`s park in France which is called Folie.

They are large structures that connect on one another and consequently form crossing bridges.

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“ GOOD DESIGN HUMANISES BAD DESIGN BRUTALISES

RICHARD ROGERS

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RC K

ENABLING DESIGN THINKING

+(39) 3348206776

Rafaellaplc@gmail.com

Milan, Italy

THANK YOU!!!

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