Project 1: Architectural Digest Exhibit for SA Baxter. NYC 2011
10' x 20' Custom exhibit for SA Baxter, LLC. This was SA Baxter's first-ever trade show. As a designer in a small start-up with limited man power, this proved to be a challenging task, for a number of reasons. Most of all, I found myself in a position where I had to be resourceful, so I began looking to outsource design talent. After lots of research, I met Gino Pellegrini and his talented team at igegroup.com. Under my direction, IGE assisted with the development of our booth, refined it, and within a few weeks, it was successfully delivered just in time for the show.
Project 2: SA Baxter Flagship Showroom. NYC 2011
Designing products is one thing, but designing a showroom is a whole different story, especially when you're talking about a flagship showroom, and you have no previous experience in doing such a thing. Needless to say, this was a daunting, yet amazing, experience; one which gave me a whole new perspective on project management, and design in general. As the company's Design Director and Sr. Designer, I was tasked with bringing this showroom to fruition. In this case, the "sketch-to-reality " cliché was a bit of an overstatement, considering that I was only working with loose verbal directions and casual conversations that I'd had with the company's founder/CEO. My goal, in essence, became to interpret his ideas and begin formulating a plan in order to bring them to life. In typical product design fashion, I took to the pen and pad, and began with rough sketches, although it wasn't long before I stopped sketching and began the CAD modeling process. Though often frowned upon by many designers, bypassing or cutting the sketching process short was often a necessity, given the strict time constraints and limited resources available at the time. I quickly began modeling several variations of the same concept in order to present options and evaluate them accordingly. In my opinion, sometimes presenting 3D models to convey concepts or get ideas across can be the most effective method. At the same time, I was researching and sourcing labor, among other things. A large part of the project ( and perhaps one of the more complex ) was acquiring the right building permits, evaluating a multitude of contractors, specifying materials, colors, meetings, revisions, etc. Though I encountered plenty of "red tape" along the way, I managed to stay focused on the project, delegate tasks when needed, and stay within budget. Most importantly, I successfully brought the showroom to completion; a grand opening was held in September 2011.
Here you see a few shots of the final project. The end result was very dark; this was by design. The client (in this case the company founder/CEO) wanted to create a very dramatic and luxurious environment which would contrast sharply with the hardware. Door hardware is a product category that most people perceive as being lackluster, ordinary, or just plain boring. It is also a product category that is often overlooked, and for this reason, there was lots of uncharted territory, both in terms of designing the product itself, as well as its merchandising and its retail environment.
Custom Hardware Display Case. 2011
In addition to managing the development of the showroom itself, I was also tasked with designing custom display cases for it. What you see here is a condensed version of the process, showing a concept model made is Solidworks, a few process images, and the final product. This project was carried out at the same time the showroom was being developed. As with the Architectural Digest trade show booth, I sought the expertise of professional furniture manufacturers and provided design direction.