Taraneh Hockley
Industrial Design + Architecture Portfolio
www.taranehockley.com
taraneh.hockley@gmail.com
303 / 908 / 5904
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Taraneh Hockley Taraneh Hockley is a recent graduate of the Masters of Industrial Design Program at the Pratt Institute in Brooklyn, New York. She is eager to pair her background in Architecture with her new understanding of the design of our everyday things.
Web: Email: Mobile: 2
www.taranehockley.com taraneh.hockley@gmail.com 303 / 908 / 5904
Table of Contents Add Lightness This portfolio is filled with simple designs, made with quality materials and bring delight to the user. Surf Chair 6
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Add Lightness 12
J-Walk Urban Commuter 18
Sea Urchin Cape 24
Blohk. Toys 28
Salad Bowl 40
Urban Pool 42
SPLASH!
Auditorium 51
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Surf Chair Beech Veneer + Tubular Steel. This chair evokes the owner living a relaxed and carefree lifestyle. Simplicity.
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Design Process: sketches, scaled 3D forms (this proved to be the most beneficial as veneer has many paper-like qualities), Precedent and study tours through Copenhagen, Stockhom, and Helsinki included visits to both large and small scale factories. I was able to visit the IKEA headquarters in Sweden as well as manufacturing studios that processes handmade custom orders. I was also able to visit many show rooms across the Scandinavian landscape. 7
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Process 1:1 scale study models to understand proportion Materials: beech wood veneer, tubular steel Assembly method: Veneer process: veneer with heat activated glue, vacuum sealed, baked in oven Designed in furniture workshop in Copenhagen, Denmark 9
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Because of the forgiving nature of the thin veneer, this chair slightly bends and conforms to the contours of the person sitting in it, creating a feeling of ease and support.
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Add Lightness Chair Maple + Acrylic. For unencumbered seating. Feel what it’s like to float.
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Scale Models Scale Models to demonstrate the contour of the seat. Allowed for planning of how dowels may be fastened and arranged. 14
1:1 Models Built so that curve could be tested and adjusted to allow for the perfect curve to be found. 15
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This chair was inspired by the way a stack of bundled sticks was able to shift and take the shape of what ever is placed upon it. To solve the problem of containing the sticks, the contour of the sitter was measured to the exact curves of the seat and
back. Maple dowels were then fastened into CNC’ed holes within two-1� thick acrylic sheets. The effect is a very sturdy but visually delicate looking chair. 17
J-Walk: The Urban Commuter An exercise in creating a life-style brand around the urban commuter. Analysis of existing markets, competitors, and design opportunities. A product line up and design language were also formed based on the urban commuter.
Company Mission Statement J-Walk is a lifestyle brand for the Urban Commuter. We understand the demands that come from living in the city and provide the equipment necessary to move around in. Currently, our products are distributed in major cities across the United States. We plan on expanding our brand to include stores in even the smaller communities where lives are lived 18
outdoors. We hold our image at a high standard and strive to promote high quality products for the active lifestyle. In addition, we want to break away from the monotony that is commonly found in the ‘professional’ dress code while still maintaining a sophisticated aesthetic.
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Billabong
Vans
Volcom
K2
Burton
Quicksilver
Rip Curl
Timbuk 2
J-Walk
Annual Revenue
1.22 Bill
1.7 Bill
339 Mill
318.3 Mill
236 Mill
700 Mill
398.3 Mill
How Many Products
Clothing, Accessories (bags, belts, sandals)
Shoes, clothing, accessories
Clothing, shoes, accessories
skis, outdoor gear, boots, safety gear, goggles,clothing, accessories,
jackets, clothing, snowboarding gear
Clothing, accessories, surf gear
Clothing, accessories, shoes, watches, wetsuits
Large variety of bags, bag accessories
Bags, wallets, decals, water bottle holder, helmut,
Brand Image
Main-Stream Skater
Rugid
Punky-Skater
Rugid
Main-Stream Skater, rugged
Minimal Skater
Rebelious
Quality/Utilitarian
Quality, Sophisticated, Stream lined
Design Lang. of BAGS
Fun/Playful
Wild/Playful
Rebellious, Street
Reliable
Rugid, Street Smart
Colorful/Simple
Graphic
Sophisticated/for outdoors
Quality, Urban, Stream lined
Size
S/M
S/M
M/L
Features
Patterns, Prints, Colors
Patterns, Prints, Colors
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M/L
S/M/L
S/M
S/M/L
S/M
Price Range
$40-150
$35-80
Strength
Safe Design
Risky Design
$22-105
$50-600
$20-250
$34-100
$60-180
$80-250
$40-300
playful or serious
Professional
Wide Product Line
Good for Basics
focus on specific object
Specialized
Weakness
too “mainseen as childish stream”/ common
One type of product
Limited variety for now
Logo Design
Market Anaylsis Grid A table with a market landscape that caters to the urban commuter. Companies both big and small are represented along with a projection of the J-Walk company and it’s expected company characteristics.
Opportunities Threats
Linear Analysis used to help determine any gap in the market in terms of cost and quality of the products being sold.
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too professional
Very specific client
2 x 2 Grids used as tools to help determine needs in the market between different styles, types and functions of products on the market today. 21
Initial sketches to determine line development and line extensions for the brand. Also, sketches to analyze different design languages that the brand could have.
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Colorful but sophisticated/ Utilitarian with a rebelious edge Potential products that could come from the J-Walk brand
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Sea Urchin Cape A study in form and color. Whether used as a rain coat or a costume, instantly transform into an urchin of the sea.
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This project was a study into the form and color of the pictured sea urchin. With various color studies and extensive fabric collecting, the Urchin Cape was sewn and fit together to mimic the character of the sea urchin. 25
To the left: color studies looking at amounts of colors found in the sea urchin. Also, looking at the most important color adjacencies that would influence the placement of fabrics and colors. To right: form mock ups and initial sketches. Also, mood board to begin finding form 26
Final prototypes of The Urchin Cape.
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Active Children Play with Simple Toys To stimulate the imagination. These simple shapes can be played with in an endless variety of ways.
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An interest in toy design was sparked during my time working with children before entering graduate school. I wanted to investigate the effect of toys that primarily entertain infants and children verses toys that are more simple and encourage imaginative play.
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Left: market landscape of telling selling toy companies. Right: mind map analyzing points that the company has identified as most important in their toy design 30
Simple Toys
These children’s toys were created as a solution to the problem of wanting toys that are educational and help support the developmental stages of infants and children. In order to do this, the ideology of imaginative play was combined with the tested guidelines provided by the Center for Disease Control and their Childhood Milestones. With these in combination, the toys created encourage open-ended play while also fitting into today’s vernacular of what a child’s toy “should” look like. In order to create toys that encourage imaginative play, these blocks with simple forms were formed with colors that
are in high contrast from each other. The blocks are made from standard geometrical shapes but have unusual cuts and colors applied. These unusual cuts allow for new ways to stack and interact with the objects. To continue further with this project, the attachments to the mobile device could be further developed, along with the arm that holds the mobile above the baby’s crib. Other design opportunities also exist in creating toys for ages above 2 years old. Ideally, to create these toys for older ages, a system of play could be created around the toys that were used for the younger ages. The toys would ‘grow’ or continue on with the child as the child also grows. 31
Different stages of prototyping. Form and color were looked at.
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The concept of open-ended play, or playing with toys that encourage the use of the imagination is a concept that has been around for many years. How can these types of toys, which generally occupy a much smaller share of the toy market, be updated and made more appealing to consumers?
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After extensive research and use of the CDC’s Infant Milestone Checklist, the 3 main key aspects that assist in an infant’s development from the ages of 0-2 include visual stimulation through high 34
contrast, kinesthetic development through interaction and movement, and finally, development of imagination and exploration fostered through imaginative play.
Checkpoints from the CDC’s infant milestone checklist were gathered, sorted and grouped into different design opportunites. Here, we have information forming the design of blocks and teethers.
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Checkpoints from the CDC’s infant milestone checklist were gathered, sorted and grouped into different design opportunites. Here, we have information forming the design of a mobile.
Diagram of how the blocks encourage movement and physical kinesthetics. 37
Chart showing age ranges of toys. Included are the blocks, mobile, and teethers.
Final Block Prototypes
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Teethers
Teethers with Textiles
Final Prototypes incorporating Contrast, Movement, and Open-Ended Play.
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Serving Salad Bowl Rendering done in SolidWorks.
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This salad bowl is designed for maximum ease in both serving and storage. No-slip handles store perfectly inside the bowl and are easily taken out to scoop up salad and serve.
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Urban Pool Denver, Colorado. Community Pool in the middle of 16th Street Mall. Reviving the space.
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SPLASH!
B
A
D
C
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2
1 PLAN
SCALE 1/8"=1'-0"
PLANS AND SECTIONS
Urban Community Pool Downtown Denver, Colorado
SECTION 2 SCALE 1/8"=1'-0"
SITE CROSS SECTION 1 SCALE 1/8"=1'-0"
SECTION 3 SCALE 1/8"=1'-0"
SKATE PARK SCALE 1/16"=1'-0"
SECTION 4 SCALE 1/16"=1'-0"
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There are two different types or foreces at work to keep the pedestrian mall ideal, those enforced by the city and those enforced by the pedestrian. The result they are trying to achieve is inauthentic to the area, making the expierce feel forced and unnatural
Kiosks
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This project was focused on reviving an urban area along on the 16th Street Mall in Denver, Colorado. I wanted to think of something extremely abstract and unusual and try my best to make it work within the given site. The Boulevard in this area, while usually occupied by the odd hot dog cart or sunglass vendor, was imagined instead as a community urban pool. During the summer, this pool
would be open to the public and during the cold winter months, the space would be transformed into a site that could host various other activities, including a skate park, ice skating rink, or even an outdoor theater. A project like this would bring a new level of safety, provide amenities otherwise lacking in this area, and would bring more business to the surrounding shops year-round. 45
Left: Study model of the boulevard with pool inserted into it. Right: Collage of pool in the city center.
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Plans and Sections of site.
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Morphology
Implementing the programs
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Initially, the general programs and volumes were placed according to where they would be most successful on the site. We focused on the areas with higher densities of people and the types of users that typically used the allotted space as a source to locate the types of programed elements that were to be provided
utilities
The kiosks were then broken apart to allow for maximum store front advantage and a more dynamic pool space experience through the analyation of andacencies that were to be created.
sd
bus stop
beach
Context
kiosk
kiosk
Pre-existing forces acting on the site
recreational pool
boardwalk plaza
diving pool
kiosk
Based on the density and types of attractions that people A very long a narrow are naturally drawn the design of this feasible pool was created. The “beach” on the 711 end of the site is prime for boulevard situated in the attracting the largest amount of users that are already conglomerated around this area. By adding kiosks to the middle of 16th Street opposite side of the 711, it uses adjacencies to the city’s benefit to bring in more revenue through kiosks. Kiosks Mall in Denver, have also been placed next to theColorado bus stop on the other
end of the site so that the bus users can have the opportunity to stop by and use whatever services will be offered here. In making the pool user friendly we have provided similar kiosks for changing and bathroom facilities. There are different types of pool programs to accomodate for different user groups.
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Based on differing user group needs, we dIscovered that the programs that would be needed were a lap pools, a diving well, a “hot springs” , shallow areas for children, a plaza, and a boardwalk.
The long nature of the space lends itself to being used as a lap pool in the summer with surrounding vending kiosks, or even as a skating rink or an outdoor theater.
SPLASH!
Different uses of the space throughout the seasons.
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Concert Hall Boulder, Colorado. Music Hall built for the perfect performance on December 15. Situated on the site to account for optimal views of the Boulder Flat Irons, riverside creak, and nestled away in the thick of the aspen trees.
Site Plan indicating optimal views, noise pollution, and natural landmarks.
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Finished Model of the Music Auditorium. Created in 1/4 scale.
Every piece of this auditorium was created in relation to these proportions: h = 1/3 w
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Elevation and Sections showing the facades and materiality of the auditorium. Here, the proportions used throughout the design are apparent.
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Floor plan of the auditorium. Here, seating is planned with views to the stage area. Lobby is also included.
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Site in context with the rest of the site plan.
Section Cuts. Gradiant of land also shown. 57
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Thank You! www.taranehockley.com 303/908/5904 taraneh.hockley@gmail.com
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