Client & Landlord Review Proposed Retail Design Retail Type: Analogue Photography shoppe Location: Chinook Mall, second level 6455 Macleod Trail SW, Calgary, AB T2H 0K8 Storefront: Tenant Upper Level “Condition G� Designer: 201412948 Date: December 8th, 2010
camera obscura Explore. Capture. Tansform.
“
Take nothing but photographs,
�
leave nothing but footprints.
[table of contents] Project intro: i - product overview ii - design rationale & concept iii - construction rationale & concept General: A1 / A2 - FLOOR PLAN A3 / A4 - REFLECTED CEILING PLAN Specific: A5 / A6 - FACADE enlarged plan, elevation, section, detail A7 / A8 - DISPLAY MILLWORK 1 enlarged plan, elevation, section, 2 details A9 / A10 - DISPLAY MILLWORK 2 enlarged plan, elevation, section, 2 details A11 / A12 / A13 / A14 - CASH DESK enlarged plan, 4 elevations, section, 1 detail Project Conclusion
camera obscura Explore. Capture. Tansform.
[product] what is lomography?
Lomography has the power to amplify ordinary, ever-day objects transforming them into artistic scenes. Colors are more vivid, textures stand out more and details are enhanced. These shots are further characterized by mysterious effects which create leaks, lo-fi grains, and blurs. There are many types of lomo cameras available on the market, however they are commonly sold online and therefore have a different interface that needs to be cornered on the retail market. The types of cameras range from inexpensive lomo’s with a simple fish-eye lense to double viewport lomos, and everything in between. Camera Obscura will make these producst available a wider demographic while promoting lomography, exploration and an artistic lifestyle at the same time. The varying price points means higher foot traffic and higher potentila for sales. Hard to find films are also a key component of these sales. Because lomo camera’s are analogue this means that the film has to be developed by hand, which further encapsulates the experience of a lomo shot - it’s not just in the shot, but in the time it takes to develop it. These photos become more than just photos, and begin to elevate these shots to an art form. lomography.com
10 Rules of Lomography:
1. Take your camera everywhere you go 2. Use it any time – day and night 3. Lomography is not an interference in your life, but part of it 4. Try the shot from the hip 5. Approach the objects of your Lomographic desire as close as possible 6. Don’t think (William Firebrace) 7. Be fast 8. You don’t have to know beforehand what you captured on film 9. Afterwards either 10. Don’t worry about any rules lomography.com
camera obscura i
Explore. Capture. Tansform.
[concept] Urban Exploration is an indie, street-scene photography movement where people who find a thrill in exploring abandoned, decayed and forgotten spaces enter, examine, document and photograph these usually off-limits areas. These spaces include, but are not limited to: abandoned buildings, catacombs, sewers, storm drains, transit tunnels & utility tunnels. Although Urban Explorers (like any group) are individually diverse, they share common interests amongst themselves as a group. Whether it be a secret thrill of the perhaps perilous and unknown, a desire to capture moments on video, film or through poetry, a feeling of recording history, seeing how a once inhabited space can transform and morph over time and what natural processes can do to an abandoned space, they all reside from a set of shared core values. These core values can be broken down to the following concepts:
explore capture
[traveling] in or through a space in order to [learn] about or familiarize oneself with it.
taking something into one’s [possession] by recording or [expressing] it accurately in words or [pictures].
transfer
to [convey] from one surface to another.
Another relevant indie street-scene movement is the return of analogue photography. This movement takes photography back to the basic principles of optics, chemicals and lighting in order to produce artistic photographs with unique character and style. Lomography is a new style of artistic experimental photography of unorthodox snapshots first discovered in Vienna, Austria in the 90’s. Today Lomography is becoming an international socio-cultural movement using photography as a creative approach to communicating, absorbing and capturing the world. Shots taken with a Lomo camera are distinctive, especially in today’s world of digital photography. The images produced are described as casual snapshots that are extremely unique, colorful, and sometimes blurry. Characteristics such as over-saturated colors, off-kilter exposure, blurring, “happy accidents,” and alternative film processing are often considered part of the “Lomographic Technique.” Users are encouraged to take a lighthearted approach to their photography, and use these techniques to document everyday life, as Lomo and other analogue camera’s are small in size, have simple controls, and provide the ability to shoot in low light. These two movements share similar ideas of exploring spaces, capturing moments and processing information, which go well together physically, psychologically, and conceptually. As one explores a space they wish to capture it the way they see it, at that exact point in time. Lomography and other analogue photography offers this capability by bringing photography back to its basic principles, and back to an art form where hand and eye interact to capture moments. These combined elements act as not only an enigmatic art form but also as a social commentary on how we view abandonment, urbanization and ultimately life.
camera obscura ii
Explore. Capture. Tansform.
[reality] Good design can easily go unnoticed, and even become tainted, because of poor implementation in the construction phase of a design project. The concept for the detail-oriented construction drawings provided is to best support the design of the retail space by providing the pertinent information in an easy to read and consice document. At the same time the drawings are meant to evoke a desire to imagine what this space would actually look and feel like in the physical reality. Because the concept for the space is centered around the experience of the customer first and foremost, the construction of the space will also focus around this idea. As the forms, angles and canting surface are built off site and assembled, the space will begin to come together to illustrate the concept, thereby becoming another experience in and of itself. The following detailed hybrid drawings represent the implementation of design principles, concepts, and ideas into the physical built-environment and illustrate the cohesive design intent.
“
“God is
in the details”
”
- Ludwig Mies van der Rohe
camera obscura iii
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admin
1 [FLOOR PLAN] A1 SCALE: 3/16” = 1’-0”
dark room
hidden pivot door
hidden cash millwork, accessible from both sides hidden pivot door 1
cash
computer station
A11
in-house plotter base building column
high-priced cameras
lenses dead space medpriced cameras
1
A9
inset 6” x 9” x 9” painted tripod millwork display with undercabinet lighting
tripods 1
A7
low-priced cameras
dead space film
interactive display
inset 6” x 3” x 12” hanging glass display cases plywood millwork throughout finished with chemetal stainless steel laminate line of continuous wall above with LED backlit acrylic panels affixed line of 4” canted millwork below
storage
large format tile flooring glazing
hidden pivot door
shelving entry
main display
1
A5
camera obscura A1
Explore. Capture. Tansform.
base building column
canted & angled perforated metal signage suspended off of 4” round diameter metal stand-off’s landlord lease line bulkhead above
[the plan] Because Urban Exploration involves exploring the built-environment, it is important for the layout of merchandise within the retail space to also provide a feeling of exploration. The facade signage is minimal, allowing people to feel like they have stumbled across a secret place, further provoking people who enjoy exploring to enter the space. The shapes within are derived from the combination of experience and merchandise. The shape which best describes the experience within the space is a triangle, with the experience starting with the climax at the front of the store and gradually diminishing as you reach the back. Conversely, the product does the opposite - being minimal and almost nonexistent at the front of the store (where lomography prints are displayed instead of product) but gradually building to the pinnacle at the rear of the store, where the cash desk, film, higher priced cameras and printing station are located. The space where the two triangles overlap creates the shape of the display in plan view.
T C U D O R P
CE
EN
RI PE EX These shapes provoked the idea for the plan to follow in similar shapes, which allows for twisting and hidden views effectively framing merchandise in a desirable way. The layout of the shapes within the space and the extreme angles used throughout creates movement and flow of product and customer, and further invites people to explore both the space and the product. By using canted surfaces and angles the store maintains an open quality while still niching product in an easily accessible, efficient design.
camera obscura A2
Explore. Capture. Tansform.
1 [REFLECTED CEILING PLAN] A3 SCALE: 3/16” = 1’-0”
red lamps for photography development metal fluorescent fixtures
9’
perforated metal suspended t-bar at 8’ high
8’
suspended plywood panels, clad in stainless steel. recessed LED lighting around permitters. Heights vary from 14’ to 8’ in 3” increments. Secured with aircraft cable wire from slab above.
9’
10’
9’ dead space
10’ 11’ 11’
12’ dead space
12’
13’ 14’
13’
4” recessed pot light 14’
camera obscura A3
Explore. Capture. Tansform.
LED lighting around column top
[the lighting] Urban Exploration has to do with desconstructing the urban fabric, therefore the lighting in the space is mostly concealed, shining through at specific anchor points for a floating effect. This in turn highlights metallic and non metallic finishes, creating an overall ambient glow. Acrylic panels backlit with LED’s offer intense lighting for photography installations, and beckon customers in from the mall. Because lighting is so essential to photography as well, it is important to highlight the lighting without blatantly showing the fixtures. In keeping with this idea, base LED’s fit into the recesses behind the floating canted millwork kick throughout, further creating the illusion that things are glowing and floating while breaking up the mass into geometric forms.
suspended plywood panels finished with stainless steel hang from the ceiling in varying heights, from 14’ at the entry to 8’ back at the cash desk. This further enhances the concept of exploration by creating a journey in 3 dimensions throughout the entire volume of the space. This also continues the angles and geometric forms up into the ceiling plan, creating a cohesive defined space that is full of energy and movement. The panels are also visible from the storefront, and can be seen to lead backwards towards “something”, which further acts to draw customers into the space.
camera obscura A4
Explore. Capture. Tansform.
[facade]
1 A6
existing mall clerestory windows 3” x 6” glazed black porcelain bricked tile on bulkhead 2” round metal standoff, securing perforated metal screen
camera obscura
lettering for signange cut into metal. thin red semitransparent paper backing glued behind base building concrete column beyond with cantilivered metal shelving
1 [FACADE ELEVATION] A5 SCALE: 3/8” = 1’-0”
camera obscura A5
Explore. Capture. Tansform.
steel stud
[facade]
LED painted gypsum bulkhead
metal clip with blocking to finish ceiling edge
existing mall clerestory windows
2 [FACADE CEILING DETAIL] A6 SCALE: 3” = 1’-0”
3” x 6” glazed black porcelain bricked tile on drywall bulkhead, protruding 2’ into landlord approved “zone of protruding elements” 2
A6
concrete column
cantilivered metal shelving
4’ x 4’ custom perforated metal panels secured with clips behind along joint lines clear glazing
pony wall supporting aluminum u chanel for glazing above
1 [FACADE SECTION] A6 SCALE: 1/2” = 1’- 0”
camera obscura A6
Explore. Capture. Tansform.
[display] dead space
metal dowels for rubber spring camera display attachment
chemetal stainless steel laminate counter
backlit acrylic panel clipped to 1’ protruding wall above
2 A7
dead space
canted & angled 22 gauge stainless steel suspended from wall above 1 [DISPLAY MILLWORK PLAN] A7 SCALE: 3/16” = 1’-0”
1
A8
backlit acrylic panel affixed to wall with slot for graphic printed on translucent paper canted & angled 22 gauge stainless steel rubber spring camera display chemetal stainless steel laminate counter 3/4” plywood millwork finished with laminate to match counter
2 [DISPLAY ELEVATION] A7 SCALE: 1/2” = 1’-0”
camera obscura A7
Explore. Capture. Tansform.
[display] space for LED lighting 2” plywood sheet suspended from slab with aircraft cable wire. finished with stainless steel. rope LED’s built into recess.
wood blocking
acrylic panel with slot for graphic
metal dowel canted & angled 22 gague stainless steel clipped to gypsum above
rubber spring
2 [DISPLAY MERCHANDISE DETAIL] A8 SCALE: 3/16” = 1’-0”
backlit acrylic panel with slot for graphic, printed on transparent paper. Affixed via cleat system to gypsum. blocking required.
3/4” plywood millwork finished with laminate to match counter
2 A8
back painted glass canted & angled 22 gague stainless steel clipped to wall above rubber spring for camera display
1” plywood counter finished with chemetal stainless steel laminate
cantilivered, canted plywood millwork hanging on cleat system steel stud
3 A8 LED kick lighting
1/2” gypsum
1 [DISPLAY SECTION] A8 SCALE: 3/4” = 1’-0”
camera obscura A8
Explore. Capture. Tansform.
concealed kick LED lighting 3 [MILLWORK KICK DETAIL] A8 SCALE: 3” = 1’-0”
[display] 1/2” gypsum
1/2” plywood finished with red laminate inside, stainless steel outside
steel stud
3 [DISPLAY DETAIL] A9 SCALE: 3” = 1’-0”
6” x 9” x 9” millwork boxes, made with 1/2” plywood, finished with red laminate, recessed into wall.
3 A9
2
A9
chemetal stainless steel laminate counter
undercabinet lighting inside millwork boxes
1 [DISPLAY MILLWORK PLAN] A9 SCALE: 1/2” = 1’-0” 1
A10
backlit acrylic panel 6” x 9” x 9” millwork boxes, recessed into wall back painted glass
clear glass viewing case chemetal stainless steel laminate
2 [DISPLAY ELEVATION] A9 SCALE: 1/2” = 1’-0”
camera obscura A9
Explore. Capture. Tansform.
cantilivered canted millwork, finished with laminate
[display]
2” plywood sheet suspended from slab with aircraft cable wire. finished with stainless steel. rope LED’s built into recess.
2” plywood sheet suspended from slab with aircraft cable wire. finished with stainless steel.
1/2” gypsum 2 A10 recessed rope LED lighting
backlit acrylic panel with slot for graphic, printed on transparent paper. Affixed via cleat system to gypsum. blocking required.
backlit acrylic panel 2
[DISPLAY CEILING DETAIL]
A10 SCALE: 3/16” = 1’-0”
undercabinet lighting 6” x 9” x 9” millwork boxes, made with 1/2” plywood, finished with red laminate inside, stainless steel laminate outside, recessed into wall. clear glass viewing case top and front, recessed into aluminum u chanels cantilivered, canted plywood millwork hanging on cleat system 1/2” gypsum
steel studS
LED kick lighting
1
[DISPLAY SECTION]
A10 SCALE: 3/4” = 1’-0”
camera obscura A10
Explore. Capture. Tansform.
[cash desk] A13 1
emp
loy
ee
cash desk made of 1” plywood finished with chemetal stainless steel laminate
cus
impulse merchandise raised millwork with LED lighting
1
tom
A12
er
spa
ce
2
canting gables below
canting gables above
1/2” round hollow steel tube connecting front canting gable to underside of counter 1
[CASH DESK PLAN]
A11 SCALE: 1/2” = 1’-0”
camera obscura A11
Explore. Capture. Tansform.
2
A13
wall beyond
spa
ce
[cash desk]
1
A14
backlit artwork panel wall with hidden millwork for cash storage impulse merchandise raised millwork. made of 1/2” plywood, finished with chemetal stainless steel laminate (exterior) and red laminate (interior) with built-in LED lighting. This also hides electrical from customer view.
chemetal stainless steel laminate recessed counter
open
1
1/2” round hollow steel tube inside at this point to support countertop and canting millwork
[FRONT CASH DESK ELEVATION]
A12 SCALE: 1/2” = 1’-0”
suspended metal panels wall beyond
recessed counter, inside painted red to match laminate throughout
electrical
open
2
[CASH DESK FRONT SIDE ELEVATION]
A12 SCALE: 1/2” = 1’-0”
camera obscura A12
Explore. Capture. Tansform.
1/2” round hollow steel tube inside at this point to support countertop and canting millwork
[cash desk]
chemetal stainless steel laminate
electrical
impulse merchandise raised millwork
1/2” round hollow steel tube inside at this point to support countertop and canting millwork
1
[CASH DESK BACK ELEVATION]
A13 SCALE: 1/2” = 1’-0”
impulse merchandise 1/2” round hollow raised steel tube inside millwork at this point to support countertop and canting millwork chemetal stainless steel laminate
2
[CASH DESK BACK SIDE ELEVATION]
A13 SCALE: 1/2” = 1’-0”
camera obscura A13
Explore. Capture. Tansform.
[cash desk] 1” plywood finished with chemetal stainless steel laminate metal clip finished canted metal, covering LED lighting 2
[CASH DESK DETAIL]
A14 SCALE: 6” = 1’-0”
impulse merchandise raised millwork. made of 1/2” plywood, finished with chemetal stainless steel laminate (exterior) and red laminate (interior) with built-in LED lighting.
angled metal, clipped to millwork
electrical channel running parallel to impulse millwork. houses electrical for cash equipment
2 A14 LED
cash desk made of 1” plywood finished with chemetal stainless steel laminate base continues in front to ground
1
[CASH DESK SECTION]
A14 SCALE: 1” = 1’-0”
camera obscura A14
Explore. Capture. Tansform.
[conclusion] “Camera Obscura� will offer customers a unique retail experience, where they will feel comfortable to explore the space and the product within. This will be made possible by targeting a wide market in a high traffic area, providing full customer service in order to create a specialized shopping adventure while offering a wide range of merchandise, support and information. The design of the interior will focus on facilitating these actions by specializing in unique and creative storage solutions to meet the high space requirement demands and utilizing evocative back-lit acrylic panel displays in order to draw people in to the store. As an artistic, indie, underground, social movement Urban Exploration will be better understood and promoted through the images seen, discussions had, and people met within the space. An emphasis on capturing the moment will be present throughout the store, made timeless and desirable by the method through which these moments were captured, i.e. analogue photography. The ideas of exploring, capturing, and transforming will be expressed throughout the space in order to represent the support of street-level, underground movements which question the way we live in urban settings and ultimately how we see the world.
camera obscura Explore. Capture. Tansform.
Thank You.