Commercial Interior Design Marketing Case Study. Karen E. Conway Senior Studio II

Transcription

1 Commercial Interior Design Marketing Case Study Karen E. Conway Senior Studio II

2 Marketing Firm Client needs a larger space for their company with creative design elements Design Department (Conley Associates) Interior Designer & Design Assistant Marketing Firm/Tenant Conley Associates Tenant Rep Building Owner (architect & construction trades people) p processes. Conley Associates hired by the Marketing Firm Client to research available properties and negotiate the lease agreement with the Building Owner Building Owner approves all changes & additions to the space (the tenant fit up ); selects architect and trades people Conley Design Department works with ih Client to develop floor plan, finishes, material selections and furniture. Provides CAD of floor plan, finish selections, lighting g plan etc for Building Owner s architect; oversees renovation process and installation. Liasons with all three above during all decision making processes

3 Design Project s Order Part I 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 models 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;

4 Design Project s Order Part 2 CAD floor plans and programming shared with Building Owner and Owner s 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 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 Client s occupation of space. Design staff often helps with open house and provides promotional materials as needed.

5 Marketing Client Space Requirements Space Requirements Space Requirements Space Space Space Space Space Space Space Space Space Space Space Requirements Requirements Requirements Requirements Requirements Requirements Requirements Requirements Requirements Requirements Requirements CURRENT RIGHT SIZED PROJECTED GROWTH TOTALS Office WrkStn Common Total Office WrkStn Common Total Office WrkStn Common Total Total Assigned 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 their current sq footage usages, the right sized (average commercial sq footages) & the client s proposed sq footage needs with projected growth. STAFFED AREAS 1President - Mark Partner - John Partner - Joan Partner - Troy Partner - New Controller/HR - Kathy Senior Project Manager - Bill Senior Project Manager - Pete Senior Project Manager -Beth Senior Project Manager - New Senior Project Manager - New Graphic Artist - Mick Receptionist - New Administration - Marilyn Administration - Sarah Administration - Tara Workstation - New Workstation - New Closet (Pete and Marilyn) SHARED AREAS Video Production Room Storage Basement Level Work Room / File Room - New Open Area/Copier Basement Level File Basement Level Kitchen/Library (Great Room) Workroom/Copier 1st floor Printer 1st floor Work Table 1st floor Large Conference - 15 People Networking Room Office Supply Closet Attic Box Storage Waiting Room With Closet - New Small Conference- 6 People - New TOTAL Contingency 10.00% % Circulation 30.00% % 1, ,430 42USEABLE SQUARE FEET 3,200 6, , Rentable/Useable Loss Factor 15.00% % 1, ,001 45ESTIMATED RENTABLE SQ.FT. 3,680 7, , Tenant Representation Space Programming

6 Space Requirements Marketing Firm RIGHT SIZED Line Office WrkStn Common Total # Assigned Space Sq.Ft. Sq.Ft. Sq.Ft. Sq.Ft. 13rd Floor Partners 2President Partner Partner Partner rd Floor General Staff 8Controller/HR Senior Project Manager Receptionist Administration Central Workstation Central Workstation Future Workstation Future Workstation rd Floor Video/Design Area 18Partner **Video Production Room Design Studio Small Conference - 4 people rd Floor Shared Areas 24Work Room Waiting Room With Closet Private Bathroom with Shower nd Floor Shared Areas 29Active Storage Kitchen/Great Room Large Conference - 15 People Networking Room File Room (15 Vertical Files) Future Office/Small Conference TOTAL Contingency 10.00% 00% Circulation 35.00% 1,537 40USEABLE SQUARE FEET 6, Rentable/Useable Loss Factor 15.00% ESTIMATED RENTABLE SQ.FT. 7,322 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. * 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

7 Interior shots of the 3 rd Floor 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

8 The Client chose a property that is a renovated factory. Client was drawn to the exposed brick walls, rustic wide planked flooring and open loft/industrial-like ceiling. Conley Designers researched the Marketing Firm s web page (see red color bar at top left from their web site) and corporate image then decided on 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 expressed a desire to have a less corporate and instead more creative looking workspace. 2. Design Department & Client Input

9 Lumicor in Red Sheer Gage Metal Screen in Biltmore C3 Supply Solid Surface Countertop in Basalt Paul Brayton Celebration in Red Hot Patcraft Perpetual Motion Carpet 2. Initial Color Scheme

10 The Building s 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 curved 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

11 Conley Associates used CAD to create floor plans which were submitted to the Building Owner s 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 2 nd Floor

12 The existing building has a sloped roof for drainage. As a result the exposed beams are at a varying heights. The length wise beams are feet AFF at both ends and slope downward at the middle of the building. The corresponding crosswise beams stagger downwards towards 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

13 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 2 nd Floor

14 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

15 Towards Private Offices Middle Office Looking Towards Corridor Towards Controller s Office & Corridor Interior of Corner Office 3. Beams & Ceiling Heights Interior Views Cont.

16 Towards Private Offices Coffee Break/ Copier Area The Client was very pleased with the Floor Plan and Sketch Up model views we printed (see previous slides) and we developed the model further to demonstrate construction of walls, reception desks and color schemes. 3 rd Floor We presented the model Detail on a large screen and gave the client a virtual walk through of the space. 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

17 3 rd Floor Detail Armstrong s Soundscapes Acoustical Panels 3 rd Floor Reception 2 nd Floor Kitchen C3 Supply Solid Surface Countertop in Basalt Gage Metal Screen in Biltmore 3. Sketch Up Presentation to Client

18 Original View of 2 nd 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 the presentation ti we edited d 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

19 Textus Mangove in Papya Paul Brayton Wellington in Coffee Verge Fuoco Granite for Reception Desk Counter Laminart Countertop Abaca in Adobe After presenting the initial color scheme the Client shared with us that their website was not indicitive of their company s official color scheme. And as a marketing firm they humorously admitted that they didn t have an official scheme. So we let them borrow a flip book of colors and the Marketing Firm had a creative brainstorm session with their design staff and they decided on a color 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

20 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

21 The Construction Company presented the final costs and budget to the Building Owner and Client (with analysis provided by Conley Associate s Tenant Rep) and several changes were made due to cost issues. On the 2 nd 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 rooms remained the same but all of the curved walls were eliminated on the 2 nd Floor. Original CAD Floor Plan Submitted to Construction Company (right) 5. Final Construction Documents 2 nd Floor

22 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 3 rd Floor

23 Delano Lounge chair by Kimball Office Gunlock s Medley Collection Executive Chair from Sit on It Welcome Guest Chair Biomorph s Multi Graphic Design Desk Karen E. Conway Senior Studio II 6. Construction & Fit Up Furniture Plan

24 Nucraft Odyssey Conference Suite (Left) Scoot by First Office (above) Venezia Break Room Chair Nucraft Occasional Tables Lowenstein Manhattan Stool Karen E. Conway Senior Studio II 6. Construction & Fit Up Furniture Plan

25 P-1 Custom matched red P-2 SW6112 Interactive Cream P-3 SW 6433 Inverness P-4 SW 7577 Blackberry 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 Karen E. Conway Senior Studio II 6. Construction & Fit Up Paint Selection

26 P-1 Custom matched red P-2 SW6112 Interactive Cream P-3 SW 6433 Inverness P-4 SW 7577 Blackberry 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 Karen E. Conway Senior Studio II 6. Construction & Fit Up Paint Selections

27 P-7 SW 6335 Fired Brick P-2 SW6112 Interactive Cream P-3 SW 6433 Inverness P-4 SW 7577 Blackberry P-5 SW 6124 Cardboard For the 2 nd floor reception and entry area, the red (P-1) of the 3 rd floor was replaced with P-7 for to subtley differentiate the two floors. P-6 SW 6383 Golden Rule Karen E. Conway Senior Studio II 6. Construction & Fit Up Paint Selections

28 A. Looking Toward Conference Room Entrance B. Looking From Conference Room Towards Kitchen 6. Construction Photos - 2 nd Floor

29 C. Looking Towards Offices with Conference Room at Right D. Looking Towards Window at 2 nd Floor Entry Area 6. Construction Photos 2 nd Floor Cont.

30 E. Looking Towards Private Offices Area G. Wall detail of middle private office F. Looking Towards Elevator (at right) & Corridor to Design Area 6. Construction Photos 3 rd Floor

31 6. Construction Photos 3 rd Floor cont. H. Looking Towards Curved Wall at Reception Area with Video Room and Design Area Behind

32 Marketing Case Study This project is still under construction and work is on- going with the client as of May Thank you to Conley Associates and Mary Whiteford, Principal of the Design Division for allowing me the use of their photos and documents