Fair-Haired Dumbbell Lobby
MY ROLE: Creative Director and Lead Designer. I led all phases of concept, design, build and installation, working directly with the client, the construction company (Andersen Construction) and managing the team.
THE TEAM: 2D Designer: Damien Gilley with Room Service Creative, Graphic Designer for Signage: Sarah Collins with Room Service Creative, 3D Wall Fabricated: The Good Mod, Custom Furniture: Revolution Design House, Signage Fabrication: Sign Wizards, and Textile: Lapchi Carpets.
THE CLIENT: Guerrilla Development
CHALLENGE: Design a lobby for a building with a very distinct exterior wrapped in a mural by James Jean.
SOLUTION: The building is slated to house mid-sized creative agencies on each floor of the two towers. I created user personas for the occupants of the building to determine their behaviors and values to better understand what they need from the lobby. Taking these findings into consideration, I designed an activated experience which correlates with design elements on the exterior.
DELIVERABLES & SERVICES: User Personas, Design Concept, Design Plans, Lobby Execution, Custom Wall + Artwork + Furniture, and Wayfinding Design.
RESULTS: The entire lobby is custom designed, fabricated and hand painted. Design Milk posted our photo of the space on Instagram and it received over 2.5K likes.
The end user works a Creative Agency and walks through this lobby daily. To juxtapose the busy, vibrant, organic design on the exterior, we created a calm, minimal, geometric experience on the interior. The lobby is activated as a soothing space that promotes a moment of quiet inspiration.
The concept color-matches the interior tone to a key color (blue) from the exterior palette, features a geometric design language, and utilizes textiles to soften the space. Yellow tones from the exterior are mirrored on the interior by the ash wood used in the custom designed furniture and signage.
A 3D wall activates the space and the organic texture adds a level of warmth. 2D wall art seamlessly converges with the feature wall and wraps around the side walls, dissipating as it approaches the light source. By painting a “forced-shadow” effect, time ceases to exist in this space.