Environments III Pop-Up Shop
Eone Brand Research
These notes were taken after a discussion of brand identity and how that may fit in with Eone as a company and product.
After researching the company, the key insights helped guide initial concept of the pop-up shop and form development.
Initial Concept Exploration
Initial Pop-Up Building Sketches
These forms were inspired by the slow and continuous movement of time. In addition, some of the regular geometries are inspired by the eone product, The Bradley. Some forms were also formed around the words capsule, protection, safety, fluidity, and balance.
Concept 1 Development — the interactive timepiece
This development helped me decide the mood of the environment. I knew I wanted to create a contrast to the environment of Market Square, and create almost a quiet beacon where people could rest or reflect.
However, some issues related to the relationship with the pop-up shop I was developing and inclusion of the product into the space. Because eone relies on the product’s tactility as a selling point, which the website cannot provide, I decided to make sure the product could be available in the store.
Interaction and building development
My first concept developed from a quiet space into an area with an embedded product in the walls. The watch would emerges within the quiet space. Interactive floors allow for exploration. However, there were many issues with this idea in relation to inclusivity and confusion.
Concept 2 — material exploration & tactile museum
Below is a more detailed story board of my second concept. Many of the themes from my first concept remained consistent, including the idea of a beacon and contained space that would contrast from the busy market square. However, the materiality and tactility is a core selling point of the company. I wanted the pop-up shop to emphasize and explain this quality while promoting the product.
Below is a concept statement with a breakdown of interactions and resulting experiences of the audience.
Critique: The overall form is ok, but the hill and the pathway leading up to the area is redundant. The table is also better inside because it should have more emphasis, not exist as an afterthought.
Further form development:
Key Components: company story and mission (located on the wall), primary interaction that explains the material, and a product table where people can try on the Bradley.
During the critique of my initial photomontages, most people thought my images were on brand. The visual elements successfully communicated the feeling of Eone and their product, the Bradley Timepiece.
However, only one person thought my interactions were clear. The interactions are pictured too small or ambiguous to give a clear sense of what will happen in the space. In addition, the sense of scale is very confusing because there is only a small suggestion of how a person would fit into the shop.
Photomontage & Elevation Critique:
In this next development, the largest issue was way-finding through the space. There were too many openings in the form that can confuse people about the eone story because they may miss important information and not get the full experience.I also had to reflect on where information was placed, and whether that might be missed (ex. if it’s on the outside) if people do not have a clear path through the shop.
The 3D model made in Rhino helped me determine how the space would feel. I did not realize the 11 ft high ceiling was so tall until I stepped inside my model from a person’s perspective. In addition, the entire form felt very tube-like and almost too spread out. The triangular opening was also very large compared to how I planned for the space to feel. My next plan was to shrink down the entire space.
I did not end up using this photomontage because of the perspective. This does no help people understand the space and form because this is not a common viewpoint. I ended up only developing a set of views from a first-person perspective.
This location was determined based on the target audience. Market Square consists of many middle-upper middle working professionals that may identify with innovative nature of the Bradley Timepiece. In addition, the off center position plays with allows room for the shadows of the pop-up shot to complement the surrounding space. Being too central does not allow for a hierarchy in the entrance. Although both sides can be entered, there is still a preferred entrance that can help to facilitate a natural flow through the pop-up shop. In addition, the more open section allows for some people to linger. This section’s adjacent location to the center of Market Square helps to facilitate the flexibility/choice of static and fluid movement of people.
Final Form Adjustments
These models are a smaller version of the initial form and use angles and shapes that match the forms in the Bradley Timepiece. In addition, the height was reduced and the larger opening is more of a subtle unfolding that allows for a peak into the space. The story of the company will be placed so that it can be seen from the unfolding side of the model. The slit on the left uses the triangular cuts and angles in the details of the Bradley. This peak hints at the exciting material learning interaction. The flat side wall on the left will be made of glass; this will add more light to the inner space and show off the interactions inside while keeping the path of the space clear.
Final Plan & Elevation Drawings
Part 03 - Analog Virtual Reality
The final aspect of my project involved a reflection on how we communicate interactions in space. When communicating an environment, a lot of detail is lost in 2-dimensional renderings. The complexity of the interactions is not fully portrayed, and the scale in which people experience them is diluted. Many prototypes allow for a one-to-one experience that can help people begin to imagine and realize the physicalized concept. One solution to this is to create a virtual reality that can bring the full depth to the project. However, I struggle with the materiality of virtual reality because of its uncanny nature. The following project is an experiment with the materiality of a simulated first-person experience. By bringing the simulated reality back to physical space, perhaps the experience have more depth and realism. In this setting, the context of the scene can be included while explaining the interaction, which is the core aspect of the Eone pop-up experience.
I used paper as a surface to project onto. Most of my process consisted of experimenting with size relationships. The pod size, box size and peep-hole distance / size were set as adjustable variables. In the end the actual construction of the box and how to securely hold the projector proved to be extremely difficult because of the importance of particular orientation. A lot of mechanics were involved in setting up the box so it could hold the objects, fit well and hold the ipad, hold up the projector, and provide a useful viewing distance for the peephole. Specific types of paper were also tested in order to gauge how the projection and lighting affects the scene, including the plastic-based paper over the screen showing market square. The lighting proved to be the most difficult aspect. The shape of the hole that allowed the projector to display through had to be adjusted to work well with the form of the pod. This step helped to make the projection feel more integrated with the scene.