brand site form design devolpment midterm revision final others
HOSPITALITY DESIGN
BOUTIQUE / HOTEL
Celine Paris
fall 20
Valeire Peng
Get in touch with me Valerie Peng Cell: +1 (213) 284-9728 Email: valeriepeng@outlook.com
Copyright © 2020 by Valerie Shuoran Peng All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review. This book is designed to preserve the words and images of value to its author. Art Center College of Design Pasadena, California 90117 Environmental Design December, 2020
hi, this is valerie
contents.
M 089
MIDTERM
F
B
O
047
FORM
study models phase one phase two phase three sketches
005
BRAND
introduction the founder brand identity unicity product line demographics brand talisman
exploaded diagram plan and section narrative sketches digital renderings presentation board
189
OTHERS
R
visual communication digital process
117
POST-MIDTERM
D
sketches axon drawing exploded diagram rendering material
027
DESIGN STORY
unmind map design story low relief collage
G 069
GRAPHICS
logo sketches logo phase one logo phase two logo phase three midterm logo revisions final logo signage&spatial graphics
F 117
FINAL
introduction section perspective plan view secret project body&brain&heart signage bubble pavilion final board
Final rendering - facade and exterior view of CELINE boutique hotel
001 | 002
Final rendering - exterior view of CELINE boutique hotel at sunset
003 | 004
1
BRAND
007 | 008
BRAND RESEARCH Celine is a luxury French fashion house founded by Celine Vipiana in 1945, when the WWII had just drawn to a close. The brand started as a made-to-measure shoe service for children. Soon Celine was requested by prestigious clients to create haute couture shoes. And not long after she extended her business into leathers goods and accessories. By 1968, the brand Celine had became an icon of Parisian chic, with savoir-faire and the finest quality materials as pillars of the house. Celine’s current creative director Hedi Slimane continues to carry on the spirit today. Combing both ready-to-wear and accessories, his haute couture designs present the meticulous possibilities of French craft within the Celine wardrobe. Strengths World-renowned brand with deep history and roots; The high quality of products that satisfies the most prestigious clients; Strong brand identity and image with that iconic Parisian chic; Known for “by women, for women” with sophisticated aesthetics. Weaknesses Might be considered old and too exclusive; Behind on digital communication and social media from other brands like Gucci; Slow in the prosperous and fast-developing ecommerce world; The new creative director’s style and choices may not be appreciated by regulars; Opportunities By emphasizing on the quality of materials and services, Celine hotel would allow a broader clientele to experience the brand, and to flip the image of Celine being a female-concentrated only brand; Taking on Celine’s style and aesthetics, the boutique hotel would help customers to understand and appreciate the brand philosophy more; The hotel could become an iconic place for people to check out and feature on their social media, helping to promote the brand online in the digital world.
Parisian Chic
Exclusive
Quality
Artisan
Elegant
Minimalist
009 | 010
2
SITE
025 | 026
Opportunities: Close to the sea and a really sencery walk down to the beach. No building to its left, which grants a big and open access to the site. Various oppurtunities to explore around: walking, jogging, biking, or driving. Challenges: Building is too close to the other buiding next door. Narrow back allay has lots of diffrent buildings with various purproses, would be hard to transform into a aesthetic part. This is a very tourist spot, and therefore lots of traffic and pedestrian in the area.
Nearby presence: Celine retail at Neiman Marcus, Celine retail at Rodeo Drive
013 | 014
Images of public spaces at nearby hotels
3
FORM
029 | 030
“Enigma” The floor becomes the walls, and the walls become the ceiling. You walk into the center of the scene, facing yourself. You become the view.
031 | 032
“Inception” A room with no clear division and no boundary. A dream within a dream within a dream.
033 | 034
“Tentacles” Shadows would lure you to exploring the space. Keep walking, deep into the web of tentacles. What would come next? What is waiting?
035 | 036
“Time” Let us take you on a journey through time. With each moment in history you explore, you gain a bit more understanding of the philosophy behind. You would learn to appreciate the history of Celine as a brand, the history of Santa Monica. and why we insist what we insist.
037 | 038
“Enigma” Physical structures, light and shadows together create this maze for discovery. People come here to forget who they are. With Celine’s emphasis on simplicity and minimalist, people come here to “dump the garbage” from their brain. With no day-to-day agenda and triviali ties on their mind, inside this enigma, we rediscover the world, and rediscover themselves.
039 | 040
“The Dancing Kid” The design story is inspired by Celine’s 2020 Homme Collection “The Dancing Kid.” The pandemic nowadays using virtual reality, digital projection, and other technologies, a generation of people, in the face of adversity, showed great resilience by asserting a new mode of creativity. This space embraces and celebrates the new possibilities.
4
DESIGN DEVELOPMENT
073 | 074
Recently, I’ve been hearing a lot of good things about this new Celine hotel at Santa Monica from various people. And last weekend my husband and I were finally checking it out! When we turned into Ocean Ave from Montana Ave, what’s presented in front of us was this building with screens of digital projection, showing amazing digital artworks that were hard to miss. We noticed three different parts from the outside when we approached the building. Closet to the valet was an out-door lounge where earth-tone furniture met with metallic flooring. Groups of friends were causally having a drink while enjoying each other’s company. Next to the lounge was the main entrance of the hotel. Floor curled up to the wall and to the ceiling, making the whole walkway a secret tunnel that shined with dreamy lights from the digital projection. Besides the travelers with suitcases, there were some elegantly- dressed folks walking past the entrance and straight into the other side of the facade. Sophisticatedly designed windows were showcasing some classic and iconic Celine bags. It’s an art gallery! We chose to follow the fashionable crowds and entered the gallery. The place was so meticulously curated, and we both learned so much about Celine’s history and stories. After the gallery tour, my husband went to check in at the reception, while I waited at the sunny outdoor pool area in the atrium. Here some kids are having a good time in the water, while keeping in touch with their parents who were working out in the gym through the floor-to-ceiling glasses. Walking through the pool area, we arrived at the elevators. One could enjoy all the views of the atrium while waiting for the elevator; meanwhile, staircases with natural wood ramps circled around the atrium, adding another layer of welcoming feeling for the space. After getting ready in our room, we went down to have dinner in the hotel restaurant and bar. Though facing the atrium, the restaurant had a concealed entrance. We had to pay extra attention to the marble panels on the wall, as that’s where the door was hidden. Inside the restaurant, a mixture of bronze and marble material set a main vibe for the space. Customers were sitting at black varnish tables, where exquisite ceramic tableware was set and ready to be use. Holographic projection was putting on a runway show in the middle of the space. Sometimes waiters would overlap and walk together with the projection, which was so cool, and thus makes the experience even more exciting and unforgeable! When dinner was done, it was time to grab a drink. We entered the bar behind the restaurant, where crystal lights were greeting the guests. Here, seats were more open and airy, leaving people free to mingle and socialize. Marble floors brought in a sense of elegance, whereas the leather-covered wall partitions screamed for quality.
NARRATIVE
071 | 072
BAR SKECTHES
075 | 076
RECEPTION SKECTHES
077 | 078
LOBBY SKECTHES
079 | 080
LOBBY SKECTH
081 | 082
FACADE SKECTHES
FACADE EXPLORATION
083 | 084
085 | 086
BAR EXPLORATION
087 | 088
LOBBY EXPLORATION
087 | 088
BAR EXPLORATION
5
MIDTERM
105 | 106
105 | 106
EXTERIOR RENDER
105 | 106
MATERIAL COLLAGE
Basalt Kintted Fabric Porcelain Tiles Hand-Crafted Multi-Layer Wooden Panel Water Ripple Glass Embossed Leather Panels Natural Lava Stone Yellow Marble Stainless Steel Threaded Fabric
105 | 106
ARTISAN QUALITY SENSORIAL
Pebble Mosaic
MATERIAL STRATEGY My project emphasizes on highlighting the value of craftsmanship, and therefore provoke customers’ the appreciation for it. I want to express that through my materials. I chose hand-made materials such as crafted wooden panel, showing how magic can happen through the hands of artists and craftsmen.
Hand-Pounded Bark
Hand-Crafted Multi-Layer Wooden Panel
Hand-Treated Antique Mirror
Embossed Leather Panels
105 | 106
ARTISAN QUALITY SENSORIAL
Basalt Kintted Fabric
MATERIAL STRATEGY Meanwhile, CELINE as a French fashion house, has always meant high-class and elegance. So of course I want my clients to experience luxury and quality. Thus, materails like marble and porcelain are being used throughout the project.
Mother-of-Pearl Tile
Porcelain Tiles
Stainless Steel Threaded Fabric
Yellow Marble
105 | 106
ARTISAN QUALITY SENSORIAL Hand-Cut Natrual Plant Wallpaper
MATERIAL STRATEGY Using materials that emphasize on sight, smell, touch, and hearing to achieve the ultimate sensorial experience.
Heat & Pressure-Treated Coffee Grounds
Polycarbonate Acoustic Panel
Retroreflective Nylon Fused on Aluminium
Natural Lava Stone
109 | 110
PUBLIC SPACE FLOOR PLAN
111 | 112
PUBLIC SPACE ELEVATION
113 | 114
LOBBY AREA
113 | 114
HALLWAY TO EVENT SPACE
113 | 114
GUEST ROOM
GUEST ROOM FLOOR PLAN
109 | 110
103 | 104
GUEST ROOM ELEVATIONS
Key Moment: Hide and See Wall
105 | 106
GUEST ROOM ELEVATIONS
107 | 108
GUEST ROOM ELEVATIONS
097 | 098
GUEST ROOM
099 | 100
GUEST ROOM
101 | 102
6
POST-MIDTERM
119 | 120
REVISIONS AND NEW IDEAS
121 | 122
123 | 124
129 | 130
127 | 128
7
FINAL
149 | 150
Final rendering of CELINE boutique hotel
151 | 152
Final rendering of CELINE boutique hotel
153 | 154
CELINE - BRAND HISTORY
ARTISAN QUALITY SENSORIAL IMMERSIVE
155 | 156
CELINE - BRAND IMAGE
ARTISAN QUALITY SENSORIAL IMMERSIVE
157 | 158
SITE - Santa Monica World reknown travel destination Worth experiencing with full senses
ARTISAN QUALITY SENSORIAL IMMERSIVE
CELINE 2
Boutique Hotel 849 Ocean Ave, Santa Monica, CA 90403l
4 1
Santa Monica Airport
2
Santa Monica Pier
3
Will Rogers State Beach
4
“The Big Wave” Public Art
5
Scavenger Hunt: The Dessert of L.A.
6
Pete and Susan Barrett Art Gallery
7
Santa Monica Segway Tour
8
Private Gourmet Sailing Adventure
3
10
1
CELINE
5
6
1 7
2 8 7
N
CELINE
Boutique Hotel 849 Ocean Ave, Santa Monica, CA 90403
ue
n ve aA
tan
n Mo Pedestrian Path
1
Bicycle Path Ocean Current
Pa c
ifi c
Ocean Sound
2
Co
as
Morning Sun Noon Sun
tH
ig
hw ay
Afternoon Sun
2 Summer Solstice Equinox
3
Pa li
sa
de
s
ue
Pa r
h
Ida
k
Winter Solstice
n ve oA
1
Scenery Moments
So
rre
4
nt
o
Be a
ch
3
Ca
lifo
rn
ia
Cu
ce
an
Av en
ue
rre
Pa c
O
nt 4
ifi
c
O
ce
an
N
159 | 160
AUDIENCE People living in the new age of techonology. Always interested in the next new thing Enjoy a life style elavated by the new immersive techology
ARTISAN QUALITY SENSORIAL IMMERSIVE
159 | 160
CELINE
KEY ATTRIBUTES
DESIGN STORY DIAGRAM
Boutique Hotel 849 Ocean Ave, Santa Monica, CA 90403l
artisan
sensorial
immersive
quality
A blend of quality and artisanship enhanced by a more sensorial and immersive experience
159 | 160
ARTISAN QUALITY SENSORIAL
MATERIAL STRATEGY
Pebble Mosaic
My project emphasizes on highlighting the value of craftsmanship, and therefore provoke customers’ the appreciation for it. I want to express that through my materials. I chose hand-made materials such as crafted wooden panel, showing how magic can happen through the hands of artists and craftsmen.
Meanwhile, CELINE as a French fashion house, has always meant high-class and elegance. So of course I want my clients to experience luxury and quality. Thus, materails like marble and porcelain are being used throughout the project. Porcelain Tiles
Using materials that emphasize on sight, smell, touch, and hearing to achieve the ultimate sensorial experience.
Natural Lava Stone
COLOR STRATEGY Buillding on the elegence and gentleness from a range of cream neutural tone, adding the classic black and white to ensure the quality, and then a hint of gold and blue for that luxurious final touch.
187 | 188
FACADE DIAGRAM
SITE
SUBTRACT
ENTRANCES
SKIN
PATTERN
SHAPE
PROGRAM DIAGRAM
187 | 188
CELINE
CELINE
Boutique Hotel
Boutique Hotel
849 Ocean Ave, Santa Monica, CA 90403l
849 Ocean Ave, Santa Monica, CA 90403l
Outdoor
Outdoor
Lobby
Lobby
Event Space
Event Space
Bar
Bar
Pool
Pool
Elevators
Elevators
Guest Rooms
Guest Rooms
Circulations
Oce a Circulations n Ave
Oce ho Ida
Ave
an A
ve ho
Ida
Ave
187 | 188
PUBLIC SPACE FLOOR PLAN
187 | 188
PUBLIC SPACE FLOOR PLAN
187 | 188
163 | 164
LOBBY AREA
161 | 162
LOBBY AREA
LOBBY AREA
1181 | 182
LOBBY AREA
183 | 184
LOBBY AREA
185 | 186
165 | 166
EVENT SPACE
EVENT SPACE
167 | 168
169 | 170
EVENT SPACE
171 | 172
BAR & LOUNGE
173 | 174
BAR & LOUNGE
BAR & LOUNGE
175 | 176
177 | 178
BAR & LOUNGE
BAR & LOUNGE
179 | 180
159 | 160
GUEST ROOM FLOOR PLAN
159 | 160
Guestroom MATERIAL COLLAGE
Polished Brass Panels Porcelain Tiles Water Ripple Glass Granite Rock Ash Wood Pebble Stones Natural Lava Stone
187 | 188
GUEST ROOM
187 | 188
GUEST ROOM
187 | 188
GUEST ROOM
187 | 188
GUEST ROOM
187 | 188
GUEST ROOM
187 | 188
GUEST ROOM
SECTION PERSPECTIVE
187 | 188
8 visual communications digital process
OTHERS
192 | 193
visual communications
194 | 195
TRANSPORTATION STUDIES
Exercise: adding people into the scene to interact with cars
196 | 197
Exercise: building simple scenes around the cars
198 | 199
Exercise: building simple scenes around the cars
200 | 201
Exercise: building simple scenes around the cars
202 | 203
FACADE STUDIES
Sketching out dieas using a SketchUp tempelete
204 | 205
Coming up with design ideas for the site
206 | 207
Sketching out different ideas from the same angle
208 | 209
Sketching out different ideas from the same angle
210 | 211
Sketching out different ideas from the same angle
212 | 213
Sketching out different ideas from the same angle
GUEST ROOM STUDIES
216 | 217
Space planning for square room
218 | 219
Space planning for long room
220 | 221
Space planning for different rooms
220 | 221
Story boarding for final presenttion slide
202 | 203
digital process
202 | 203
Reproduce contemporary chair design using Rhino 6
202 | 203
Building an abstruct rhino using sub-division tools in Rhino 7
202 | 203
Spatial exploration using sub-division tools in Rhino 7
220 | 221
Facade exploration using Grasshopper
220 | 221
Facade exploration using Grasshopper
see you on the next journey
/LETOH / EUQITUO