ARIEL MAGIDSON PORTFOLIO
Copyright Š 2018 All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, without the written permission of Ariel Magidson. Ariel Magidson LEED AP ID + C, WELL AP C: +1 628 219 3941 E: arielmagidson07@gmail.com W: arielmagidson07.wixsite.com/arielarts L: www.linkedin.com/in/ariel-magidson
“Learn the rules like a pro, so you can break them like an artist� Pablo Picasso
CONTENTS National Geographic Old Navy Head Quarters Samasource Client Relations
SITE ANALYSIS + USER SCENARIO National Geographic Headquarters began the relocation to one of the most historic areas of San Francisco, the presidio. The Presidio of San Francisco, is a well-known bonanza of food trucks. Believe it or not, it wasn’t always like this. The Presidio was native land for the Ohlone/Costanoan people, a tribe of the American Indians throughout the Bay Area. As the doors opened in 1972 to the public as a military installation, it was within the boundaries of: the Golden Gate National Recreation Area (GGNRA). Finally, in 1994 the base was switched over to the National Park Service. The area today, is under the Presidio Trust. This meaning, it will preserve the natural and recreational uses of the area. The overall space includes public and private areas from retail, exhibitions, workspaces, dining, and collaborative areas for employees and guests to cohabitate. The existing building consists of 3 stories, for budgeting purposes only 2 were incorporated for day one move in. Employees and visitor’s check-in through the same lobby and may work or enter a retail/café space. Work areas were dynamically planned to allow for heads-down work as well as collaboration, or even dining with guests. This fun work environment was built for a nomadic employee. Someone who loves to travel, explore, and get their hands dirty. The concept of this space was Erosion, or the surface process that removes soil, rock, and dissolved material from the earth’s crust and transports it to another. This causes sediment, or the breakdown of rock and soil. This is a natural process that is caused by extreme rainfall, rivers, waves, glacial movement, abrasion, flooding, wind abrasion, mass movement, and debris flow. This is often how landslides and earthquakes are formed. This will be represented with patterns, pathways, and material treatment. There will be a variety of shiftment and interest around the building. Erosion is in the center of the building, as if it is a sink hole or the center of attention. It starts at the top floor (level 2) and work its way down, as erosion does with natural weather patterns. From edge to edge it will start and work its way to the middle. On which the first floor will be most “unstable”. In this case, the center of the exhibition. The most attention holding. By incorporating a natural element that is happening in San Francisco, as well as a highly photographed exposé by Nat Geo, it seemed like a seamless fit. Throughout the design you will see natural elements drawn from the concept, as well as many branding opportunities to make this space unique for its employees as well as guests.
PROJECT DEVELOPMENT
01
CONCEPT
02
IDEATION
Tertiary view from Skylight
Skylight
Railing
Section View
PROJECT EXECUTION FLOOR ONE
03
ADJACENCIES
04
BLACK PLAN
FLOOR TWO
Women’s Bathroom
Men’s Bathroom
Stairs
Learning Center
Janitor
Elevator
Exhibition
Coat Closet
Loading Dock
Telecom
Lobby Stairs
Retail
Cafe
LEVEL ONE Through the main entry for National Geographic Headquarters all individuals will be exposed to natural light, biophilia, and an overall experience of wellness. While walking though the center, the abstract concept of erosion will be exposed. As if the second floor is falling into the first. An open gallery will allow visitors and employees to see work from various expositions around the world. A walkable magazine if you will. The reception and café spaces are branded with the bold yellow of Nat Geo, to express their passion for the longevity of the brand. These elements again, reiterate the importance of the work done here. Different postures allow for casual meetings, dining experiences, and social time for the exposition and workplace.
Women’s Bathroom
Stairs
Reception Lounge/ Waiting
Men’s Bathroom
Janitor
Small Meeting
2 Person Meeting
Private Offices (3)
Elevator
Workstations (11)
Open Collaboration
2 Person Meeting/ Parent Room
Telecom Stairs
Conference
Cafe
Copy Room
Private Offices (3)
LEVEL TWO The second floor is dedicated to employees as a collaborative, drop-in work place. Many employees travel, and may need an office for an hour, a day, or even the week. This allows for flexibility, collaboration, and heads-down work. The first floor is exposed to guests, and constant interactions. Acoustics were considered in all areas of this floor plan to allow heads-down work. Organically shaped felt tiles, trap sound from the first and second floor, limiting echoes and loud sounds. Other spaces within the floor plan are dedicated to collaborative work, such as meetings or casual social encounters. The floor plan encourages movement, and excitement throughout the space with organic shapes. It is important that not only National Geographic exposed their work to the public, but that employees work was also showcased in a space for internal review, before publication. What better place to put this than in the employee cafĂŠ. This is a casual drop-in space, as well as an all-hands area. Flexibility is key for all employees dedicated to this floor.
SITE ANALYSIS + USER SCENARIO Old Navy is an American clothing and accessories retailing company owned by American multinational corporation GAP Inc. The corporate operations and headquarters is in Mission Bay, San Francisco. 10 years after the launch, the space reflected a dated look, something that wasn’t fun, funky, and fresh to reflect the brand. I worked with a small group of leaders at GAP Inc. to create a design that reflected employee behavior, various work modes, and branding. First, I designed a testing ground for a small Global Leader Team to work in. This helped us understand what types of work each employee might encounter on a day to day basis. This small space became a creative environment that allowed 13 individuals to focus, learn, socialize, rejuvenate, and collaborate. It was a major success! The project expanded, we then understood that on 6 floors, larger spaces from the testing ground would need to be launched. These spaces included: lobby, cafÊ, IT bar, and 4 floors of break-away spaces. Why is this space effective? I personally studied the behavior of Gap Inc. and Old Navy employees to understand who they were as a company, and their individual work modes. Most users only spent 30% of their day at their desk, while the other 70% was based on collaborative work. They desperately needed spaces that better reflected their usages. Designing spaces that allowed for various meeting types and heads-down areas meant that employees became more productive and felt fulfilment with their jobs.
Space shapes behavior, behavior over time is culture
PLAN DEVELOPMENT
01
ADJACENCIES
02
BLACK PLAN
03
FINAL SOLUTION
Old Navy’s Headquarters is a heavily branded environment, and by doing so they attract and retain employees in a competitive retail market. This space showcases the connection or link between two individual buildings. These are great spaces for individual work, small meetings, or maybe even a bite to eat. Employee artworks are featured above the banquettes, allowing everyone to have self-expression, and live by the brand they work for.
The Lobby (showcased on the left and right), was the largest undertaking. Old Navy and GAP leaders wanted a space that was instagramable and somewhere that engaged not only your everyday worker, but new guests, family, and friends. This inviting space allows for the cohabitation of all. Graphics and branding were incorporated seamlessly to reinvent the dated space. From the Lobby leads to a coffee bar and cafĂŠ. This space previously functioned only twice a day, for breakfast and lunch, but now allows for impromptu meetings throughout the day; something Old Navy was lacking.
SITE ANALYSIS + USER SCENARIO Samasource is a company located in the Mission District of San Francisco. They are a group of social entrepreneurs, technologists, and BPO industry experts. They create powerful solutions to ending global poverty. They assist unemployed individuals in impoverished countries by outsourcing digital work. CEO Leila Janah founded the company on one of the most famous start-up Mottos: Give Work When approaching the design, Leila Janah and Wendy Gonzalez were very passionate about a space that reflected their capabilities, work flow, creativity, and fundamental beliefs for people as well as the environment. All products, within this space were chosen for a reason. Each were made locally, through fair trade, and/or sustainable. The challenge was, making a space that fit their budget, but allowed for future growth. The women leading this company, are so passionate about ending poverty, that they did not want to come across as wealth managers of a hedge fund. They wanted a space that was dynamic, with patterns, colors, and employee ideas from those they were helping day-to-day. Together we created custom desks from reclaimed wood, shelving to support their world traveled artifacts, photographs from employees, and impoverished communities. Spaces for films, meetings, eating, working, and most importantly: a space that could solve big problems was designed. Create a dynamic space with reason
PERSPECTIVE Opening up the space, and removing just 1 wall, allowed for the interaction between resident and nomadic workers. It is easy for employees to sit down, and enjoy working on a sofa, or go to a height adjustable desk. Collaborate at a table made from locally sourced pallets. Each accessory, rug, and pillow were considered. After surveying employees, it was understood that there was a lack of privacy, for phone calls, or even heads-down focus time. We added phonebooths and small acoustic clouds to enclose individuals making each feel safe within the open work plan.
CLIENT RELATIONS
Ariel Magidson LEED AP ID + C, WELL AP C: +1 628 219 3941 E: arielmagidson07@gmail.com W: arielmagidson07.wixsite.com/arielarts L: www.linkedin.com/in/ariel-magidson
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