commercial interior design – marketing case...

Download Commercial Interior Design – Marketing Case Studyconwaycreations.com/images/Presentations/PowerPoint/Marketing.pdf · Commercial Interior Design – Marketing Case Study Karen E

If you can't read please download the document

Upload: phungnguyet

Post on 06-Feb-2018

222 views

Category:

Documents


0 download

TRANSCRIPT

  • Commercial Interior Design Interior Design Marketing Case StudyKaren E. Conway Senior Studio II

  • Marketing Firm Client needs a larger space for their company with creative design elementswith creative design elements

    Conley Associates hired by the Marketing Firm Client to research available properties and

    Marketing Firm/Tenant

    negotiate the lease agreement with the Building Owner

    Building Owner approves all changes & additions to the space

    Conley

    Design Department

    (Conley Associates)

    changes & additions to the space (the tenant fit up); selects architect and trades people

    Conley Design Department k i h Cli d l fl

    yAssociates Tenant Rep

    Associates)Interior

    Designer & Design

    Assistant

    works with Client to develop floor plan, finishes, material selections and furniture. Provides CAD of floor plan, finish selections, lighting plan etc for Building

    Building Owner (architect & construction

    trades people)

    g g p gOwners architect; oversees renovation process and installation. Liasons with all three above during all decision making processesp p ) processes.

  • Design Projects Order Part Ig j

    Conley Associates Tenant Rep meets with Marketing client & does programming (determines their sq footage, equipment and location needs); researches avaiable properties & presents options to client; Client is provided with the option of choosing Design Division to manage renovation and design of proposed space

    Conley Associates Tenant Rep meets with Marketing client & does programming (determines their sq footage, equipment and location needs); researches avaiable properties & presents options to client; Client is provided with the option of choosing Design Division to manage renovation and design of proposed space

    As part of initial presentation to client, Design Department presents examples of floor plans finish board and SketchUp

    As part of initial presentation to client, Design Department presents examples of floor plans finish board and SketchUppresents examples of floor plans, finish board, and SketchUpmodels as examples of services we providepresents examples of floor plans, finish board, and SketchUpmodels as examples of services we provide

    Design Department meets with client to determine space planning needs, CAD floor plans created & edited with client and Building Owner feedback;

    Design Department meets with client to determine space planning needs, CAD floor plans created & edited with client and Building Owner feedback;

  • Design Projects Order Part 2g j

    CAD floor plans and programming shared with Building Owner and Owners chosen Architect/Construction Company. Design Team coordiantes communication and approval with Client and architect plans

    CAD floor plans and programming shared with Building Owner and Owners chosen Architect/Construction Company. Design Team coordiantes communication and approval with Client and architect plans

    Architect creates final construction documents. Design staff reviews and makes revisions with Client approval. Design staff

    Architect creates final construction documents. Design staff reviews and makes revisions with Client approval. Design staff finalizes furniture plans, RCPs, finish plans, schedules and electrical and data plans. finalizes furniture plans, RCPs, finish plans, schedules and electrical and data plans.

    Design Department oversees construction and fit up for Client; manages all orders, assists trade people and fields any questions or issues. Performs final walk through and makes sure any problems or repairs are completed in time for Clients occupation of space. Design staff often helps with open house and provides promotional materials as needed

    Design Department oversees construction and fit up for Client; manages all orders, assists trade people and fields any questions or issues. Performs final walk through and makes sure any problems or repairs are completed in time for Clients occupation of space. Design staff often helps with open house and provides promotional materials as needed and provides promotional materials as needed. and provides promotional materials as needed.

  • Marketing Client Space RequirementsSpace Requirements Space Requirements

    Space Requirements

    Space Requirements

    Space Requirements

    Space Requirements

    Space Requirements

    Space Requirements

    Space Requirements

    Space Requirements

    Space Requirements

    Space Requirements

    Space Requirements

    CURRENTRIGHT SIZED PROJECTED GROWTH TOTALS

    Office WrkStn Common Total Office WrkStn Common Total Office WrkStn Common Total TotalAssigned Space Sq.Ft. Sq.Ft. Sq.Ft. Sq.Ft. Sq.Ft. Sq.Ft. Sq.Ft. Sq.Ft. Sq.Ft. Sq.Ft. Sq.Ft. Sq.Ft. Sq.Ft.

    Tenant Rep meets with the client to determine

    STAFFED AREAS1President - Mark 240 240 300 300 0 3002Partner - John 217 217 250 250 0 2503Partner - Joan 141 141 250 250 0 2504Partner - Troy 168 168 250 250 0 2505Partner - New 0 250 250 0 2505Controller/HR - Kathy 91 91 150 150 0 1506Senior Project Manager - Bill 42 42 180 180 0 1807Senior Project Manager - Pete 42 42 180 180 0 1808Senior Project Manager Beth 42 42 180 180 0 180

    their current sq footage usages, the right sized (average

    8Senior Project Manager -Beth 42 42 180 180 0 1809Senior Project Manager - New 0 0 180 180 180

    10Senior Project Manager - New 0 0 180 180 18011Graphic Artist - Mick 76 76 300 300 0 30012Receptionist - New 80 80 8013Administration - Marilyn 42 42 80 80 0 8014Administration - Sarah 42 42 80 80 0 8015Administration - Tara 42 42 80 80 0 8016Workstation - New 0 0 64 64 0 6417Workstation - New 0 0 64 64 6418Closet (Pete and Marilyn) 15 15 0 0 0(average

    commercial sq footages) & the clients proposed sq f d

    ( y )192021SHARED AREAS 0 0 0 022Video Production Room 120 120 120 120 0 12023Storage Basement Level 436 436 200 200 0 20024Work Room / File Room - New 0 300 300 0 300

    25Open Area/Copier Basement Level 12 12 0 0 0 026File Basement Level 6 6 0 0 0 027Kitchen/Library (Great Room) 180 180 300 300 0 30028Workroom/Copier 1st floor 40 40 0 0 0 0footage needs

    with projected growth.

    28Workroom/Copier 1st floor 40 40 0 0 0 029Printer 1st floor 15 15 0 0 0 030Work Table 1st floor 21 21 0 0 0 031Large Conference - 15 People 135 135 400 400 40032Networking Room 15 15 50 50 5033Office Supply Closet 6 6 0 0 034Attic Box Storage 100 100 0 0 035Waiting Room With Closet - New 150 150 150

    36Small Conference- 6 People - New 150 150 15037 0 038TOTAL 1925 252 109 2286 3870 448 450 4768 0 0 0 0 47683940Contingency 10.00% 229 10.00% 477 0 47741Circulation 30.00% 686 30.00% 1,430 0 1,43042USEABLE SQUARE FEET 3,200 6,675 0 6,6754344Rentable/Useable Loss Factor 15.00% 480 15.00% 1,001 0 1,001

    45ESTIMATED RENTABLE SQ.FT. 3,680 7,676 0 7,676

    1. Tenant Representation Space Programming

  • Space Requirements Marketing Firm

    RIGHT SIZED

    Line Office WrkStn Common Total# Assigned Space Sq.Ft. Sq.Ft. Sq.Ft. Sq.Ft.

    13rd Floor Partners2President 350 3503Partner 250 2504Partner 250 2505Partner 250 250673rd Floor General Staff8Controller/HR 150 1509Senior Project Manager 250 250

    10Receptionist 80 8011Administration 80 8012Central Workstation 80 8013Central Workstation 80 8014Future Workstation 64 6415Future Workstation 64 6416173rd Floor Video/Design Area18Partner 250 25019**Video Production Room 120 12019 Video Production Room 120 12020Design Studio 300 30021Small Conference - 4 people 150 15022233rd Floor Shared Areas24Work Room 180 18025Waiting Room With Closet 150 15026Private Bathroom with Shower 108 10827282nd Floor Shared Areas29Active Storage 200 20030Kitchen/Great Room 300 30031Large Conference - 15 People 375 37532Networking Room 50 5033File Room (15 Vertical Files) 150 15034Future Office/Small Conference 110 1103536TOTAL 3493 448 450 43913738Contingency 10 00% 439

    The Tenant Rep creates a spread sheet for each viable property they visit with their client. The spread sheet at right is for the final property chosen.

    38Contingency 10.00% 43939Circulation 35.00% 1,53740USEABLE SQUARE FEET 6,3674142Rentable/Useable Loss Factor 15.00% 95543ESTIMATED RENTABLE SQ.FT. 7,322

    * Tenant also has a requirement for 200 sf of archive storage**Video Production Studio can be located on the 2nd or 3rd floor

    1. Tenant Representation Final Programming

  • Interior shots of the 3rd Floor Glen Street Note slope in long Glen Street. Note slope in long beams running length-wise with corresponding V of short beams running width-wise. Detail of interior bricks at far right.

    Existing Exposed

    Brick Walls

    1. Tenant Representation

  • The Client chose a property that is a renovated factory. Client

    d h d b i k was drawn to the exposed brick walls, rustic wide planked flooring and open loft/industrial-like ceiling.

    Conley Designers researched the Marketing Firms web page (see red color bar at top left from their web site) and corporate image then decided p gon two initial color schemes: dark/brick red with earth tones and hunter green with gold and earth tones.

    We also researched their existing clients to determine how cutting-edge their clientele is. (web images at left). The clients

    d d i t h expressed a desire to have a less corporate and instead more creative looking workspace.

    2. Design Department & Client Input

  • Gage Metal Screen in Biltmore

    Lumicor in Red Sheer

    C3 Supply Solid Surface Countertop in Basalt

    Paul BraytonCelebration in

    Red Hot

    Patcraft Perpetual Motion Carpet

    2. Initial Color Scheme

  • The Buildings Owner hired an architect to create initial sketches of the space after meeting with the client and discussing their needs and wants. The Client gave Conley Associates the sketches and discussed the pros and cons of the drawing. The client was particularly interested in keeping the circular motif, curving corridors and entry/reception p g , g y/ pcurved wall. He also liked the general location of rooms but had concerns about the number and sizes of the private offices.

    3. Development of Floor Plan

  • Conley Associates used CAD to create floor plans which were submitted to the Building Owners Construction Company. The draftsman at the Construction Company then finalized the CAD with interior details such as beam locations, elevator, stairwells etc.

    3. Version 1 Floor Plan 2nd Floor

  • The existing building has a sloped roof for drainage As a drainage. As a result the exposed beams are at a varying heights. The length wise beams

    fare 11-12 feet AFF at both ends and slope downward at the middle of the building. The corresponding cross-wise beams stagger downwards towards th t l th the center along the long beams. Conley Associates Designers created a Sketch Up model to better manage the design and construction aspects of the project.

    3. Beams & Ceiling Heights

  • View of only the long beams layer turned on.

    The Client was interested in having as much glass walls as possible. The Sketch Up model allowed us to determine structural and construction issues such as interior ceiling heights as related to the exposed beams of the space.

    View of both the long beams and short beams layer turned on.

    3. Beams & Ceiling Heights 2nd Floor

  • Towards Main Reception Desk Towards AV Viewing Room

    Interior of Design Studio (AV Viewing Room at Right) Towards Elevator and Corridor to Private Offices

    3. Beams & Ceiling Heights Interior Views

  • Towards Private Offices Middle Office Looking Towards Corridor

    Towards Controllers Office & Corridor Interior of Corner Office

    3. Beams & Ceiling Heights Interior Views Cont.

  • The Client was very pleased with the Floor Plan and Sketch Up Plan and Sketch Up model views we printed (see previous slides) and we developed the model further to demonstrate Coffee Break/Copier AreaTowards construction of walls, reception desks and color schemes.

    We presented the model

    pTowards Private Offices

    3rd Floor D il We presented the model

    on a large screen and gave the client a virtual walk through of the space.

    Detail

    The draftsman for the Construction Company also sat in on our presentation to discuss the structural aspects of the glass walls and beams

    3. Sketch Up Presentation to Client

  • 3rd

    Floor Detail Armstrongs

    SoundscapesAcoustical Acoustical Panels

    3rd Floor Reception

    C3 S l

    2nd Floor Kitchen Gage Metal Screen

    in Biltmore

    C3 Supply Solid Surface Countertop in Basalt

    3. Sketch Up Presentation to Client

  • Original View of 2nd

    Floor Conference Room Entrance

    Detail of Closet & Entry

    Area Edit

    The Client wished to have a more gracious entrance to the conference room. So during th t ti dit d th l ti f the presentation we edited the location of the closet and increased the width of the entrance area. Detail of edit at right.

    We also used the model during the meeting to adjust wall locations, heights and interior glazing. Edits were then made to the CAD drawings.

    3. Sketch Up Presentation to Client

  • After presenting the initial color scheme the Clientshared with us that their website was not indicitive

    Textus Mangove in Papya

    LaminartCountertop website was not indicitive

    of their companys official color scheme. And as a marketing firm they humorously admitted that

    ff

    Countertop Abaca in Adobe

    they didnt have an official scheme.

    So we let them borrow a flip book of colors and the V F G it f

    Paul Brayton Wellington in Coffee

    pMarketing Firm had a creative brainstorm session with their design staff and they decided on a color

    h f th i ffi

    Verge Fuoco Granite for Reception Desk Counter

    scheme for their new office of dark orange, dark green and earth tones.

    The design staff began researching and requesting new paint and textile samples.

    5. Color Scheme Adjustments

  • Slimline Rail Series (above) with Detail of Interior

    Glazing (top left)

    The Draftsman for the Construction Company had questions regarding the construction of the glass walls and interior glazing so we supplied views, wire frame models, dimensions and the model itself to assist with the creation of construction drawings.

    4. Coordination with Building Owner

  • The Construction Company presented the final costs and budget to the Building Owner and Client (with analysis provided by Conley Associates Tenant Rep) and several changes were made due to cost issues. On the 2nd Floor, the cirucular shape of the conference room and corridor were were elimnated (1) as was the curving entrance wall (2).

    The general location of the i d th b t ll rooms remained the same but all

    of the curved walls were eliminated on the 2nd Floor.

    Original CAD Floor Plan Submitted to Construction

    Company (right)

    5. Final Construction Documents 2nd Floor

  • The floor plan had minor changes. An air duct was moved to create a larger office for firm partner (3). The walls of the AV viewing room and Design Area were squared off. However, due to monetary constraints the Client chose to eliminate all of the glass walls and interior glazing in the private offices. (highlighted areas).

    5. Final Construction Documents 3rd Floor

  • Gunlocks Medley

    Collection

    Delano Lounge chair

    by Kimball Office

    Executive Chair from

    Sit on It

    Biomorphs Multi Graphic Design Desk

    Welcome Guest Chair

    6. Construction & Fit Up Furniture PlanKaren E. Conway Senior Studio II

  • Nucraft Odyssey Conference Suite (Left)

    VeneziaBreak Room ChairScoot by First Office (above)

    NucraftOccasional

    Tables

    Lowenstein Manhattan

    Stool

    6. Construction & Fit Up Furniture PlanKaren E. Conway Senior Studio II

  • P-1 Custom

    matched matched red

    P-2 SW6112

    Interactive Cream

    P-3 SW 6433 InvernessInverness

    P-4 SW 7577

    Blackberryy

    P-5 SW 6124

    Cardboard

    Because of the complexity of the complexity of the walls and the number of paints chosen, we decided to present the paint finish plan graphically rather than in chart form. P-6

    SW 6383 Golden Rule

    6. Construction & Fit Up Paint SelectionKaren E. Conway Senior Studio II

  • P-1 Custom

    matched matched red

    P-2 SW6112

    Interactive Cream

    P-3 SW 6433 InvernessInverness

    P-4 SW 7577

    Blackberryy

    P-5 SW 6124

    Cardboard

    The clients also wanted to increase the number and intensity of the color palette from their original paint selections and their choices are shown at right. P-6

    SW 6383 Golden Rule

    6. Construction & Fit Up Paint SelectionsKaren E. Conway Senior Studio II

  • P-7 SW 6335 SW 6335 Fired Brick

    P-2 SW6112

    Interactive Cream

    P-3 SW 6433 InvernessInverness

    P-4 SW 7577

    Blackberryy

    P-5 SW 6124

    Cardboard

    For the 2nd floor reception and entry area, the red (P-1) of the 3rd floor was replaced with P-7 for to subtley differentiate the two floors. P-6

    SW 6383 Golden Rule

    6. Construction & Fit Up Paint SelectionsKaren E. Conway Senior Studio II

  • A. Looking Toward

    Conference Room Entrance

    B. Looking From Conference Room Towards Kitchen

    6. Construction Photos - 2nd Floor

  • C. Looking Towards Offices with Conference Conference Room at Right

    D. Looking Towards Towards

    Window at 2nd Floor

    Entry Area

    6. Construction Photos 2nd Floor Cont.

  • E. Looking Towards Private Offices Area

    G. Wall detail of middle

    private officeprivate office

    F. Looking Towards Elevator (at right) & Corridor to Design Area

    6. Construction Photos 3rd Floor

  • H L ki T d C d W ll H. Looking Towards Curved Wall at Reception Area with Video Room

    and Design Area Behind

    6. Construction Photos 3rd Floor cont.

  • Marketing Case Study g y

    This project is still under construction and work is on-This project is still under construction and work is ongoing with the client as of May 2008. Thank you to Conley Associates and Mary Thank you to Conley Associates and Mary Whiteford, Principal of the Design Division for allowing me the use of their photos and documentsg p