Earlier this month, Italian furniture brand Arper collaborated with Architizer to present a panel of experts who discussed the varying ways design offers value in spaces for living and consumption – from the workplace to retail or travel.
Four presenters — Ray Ehscheid, Senior Vice President of Design Services at Bank of America; Julio Braga, Design Director and Principal of IA Interior Architects; Jason Long, Partner at OMA; and Randall Stone, Chief Experience Officer at Lippincott — gathered to share some of their organizations’ projects that best exemplified the challenge of designing high-value experiences for forward-looking brands.
© Filip Wolak
From left to right: Julio Braga, IA Interior Architects; Marc Kushner, Architizer; Jason Long, OMA; Ray Ehscheid, Bank of America; and Randall Stone, Lippincott at Arper’s NYC showroom in Soho; photo by Filip Wolak
The topic derived from the idea that physical spaces, be it retail stores, bank branches or offices, increasingly occupy roles that go beyond their traditional functions. In recent years, the A&D industry has been striving towards the goal of designing experiences to engage end-users in an effort to broaden the appeal of brands. As the industry is looking toward the future, experience alone cannot remain the only metric. Brands and designers are increasingly focused on delivering value through design, to end-users and brands alike.
The conversation presented emotion as a central catalyst in suggesting the success of a designed experience.
Andaz Hotel; photo courtesy Lippincott
Randall Stone explained Lippincott’s creative approach in two projects – Hyatt’s Andaz and the Delta Sky Lounge. The company focused not only on branding the main guest areas but also in-between spaces where guests are normally not engaged with the surroundings.
Outside of a conference room in Andaz, for example, a set of kitchen islands prompts guests to linger around after a meeting and enjoy casual bites in a home-like setting, and in the Delta Sky Club, furniture offers a sense of intimacy and retreat from the bustling of the airport crowd. Stone noted the real success of the project was being able to create an atmosphere where visitors felt a sense of home and were able to relax throughout the entire space – evoking this emotion was the true “win.”
Delta Sky Club; photo by Bryce Duffy.
Ray Ehscheid emphasized the need for financial institutions like the Bank of America to create trust-inspiring places for customer-agent interactions. This was the main goal in the bank’s collaboration with branding and design partners like Lippincott for the overhaul of the branch network. The use of glass facades and open layouts communicate a sense of transparency. Interior design elements like a wave-like wall structure along the walls or glass chandelier installation make strong artistic statements while staying loyal to the essence of the brand.
Bank of America branch network; photo courtesy Bank of America
Jason Long discussed OMA’s continuing partnership with high-end fashion brand Prada as a creative experiment aimed at developing a modern image for a historical fashion house. OMA’s vision for retail as a public space comes to the forefront in the firm’s original work for the Prada Epicenter in NYC’s Soho neighborhood. The store’s multi-purpose design includes bleachers for shows and performances and even a concert stage.
Prada Epicenter, NYC by OMA; photo courtesy OMA
Prada Epicenter, Los Angeles by OMA; photo courtesy of OMA
The Prada Epicenter in Los Angeles breaks from the mold of a traditional store completely, eliminating the traditional storefront window. The store design encourages seamless integration of the brand with sidewalk life and traffic. Instead of keeping the public out, the store is designed for the opposite. Long showed the organization of a recent Prada runway show where seats were scattered evenly throughout the space to eliminate the concept of the first row and hierarchical seating. The firm’s work of the Faena Bazaar is nearing competition. In the groundbreaking retail experience Alan Faena has curated a unique mix of brands and experiences, collaborating with fashion consultants Kelly Framel & Zach Lynd who will work together to incubate and support the development of emerging talent, while showcasing a range of internationally coveted labels.
© Brett Beyer
Faena Bazaar; photo courtesy of OMA
Julio Braga emphasized the need for designers to understand the essence of a brand in order to design engaging workspaces. IA Interior Architect’s research showed a 30% typical engagement rate among workers, and Braga feels good design is the key to increase engagement and productivity – which is of significant value to companies. He told the story of employees bringing their families to visit their offices on weekends, proud of the innovative, modern spaces they got to work in every day.
Jet.com office by IA Interior Architects; photo by Eric Laignel
Braga talked about the firm’s work in the tech sector, spanning offices of large, established companies to start-ups, as an interesting testing ground as the workplace design becomes a huge tool for recruitment of top talent. Braga feels like features and programs within the workspace, be it massage rooms or hammocks, need to reflect the company culture, the environment in which they work. For the e-tailer Jet.com, IA’s design had to help establish that culture and be flexible enough to adjust to growth, as the company was rapidly expanding.
Employees at Jet.com’s office designed by IA Interior Architects; photo photo by Eric Laignel
The conversation, moderated by Architizer’s own founder and CEO Marc Kushner, addressed the emotional connections that the users of spaces were able to make with the essence of a brand, ensuing a form of loyalty to and appreciation for it. The details and patterns that make up the space are the basis for the customer experience and the emotional connection that the user makes with the place in the present moment, to always remember it in the future.
© Filip Wolak
“No matter what we do as architects and designers, we always need amazing brands to make our dreams into realities,” Kushner commented as he wrapped up the discussion.
© Filip Wolak
Designing Value was hosted by Arper.com. Cover image: Prada fashion show designed by OMA; photo by Agostino Oslo