DESIGN
DANIEL SCHROEDL SELECTED WORKS 2017 - 2021
BUSINESS RESEARCH MARKETING
DS
TECHNOLOGY
DS CONTENTS
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DEVELOPING BUSINESS
DESIGNING DATA CENTERS
DESIGN RESEARCH
DEVELOPING BUSINESS CPA ARCHITECTURE LOCATION | West New York, NJ POSITION | Business Strategist - IT Specialist CPA is an architecture firm specializing in residential and commercial design. Based upon the firm’s goals to expand to a larger client base, I took initiative and developed a comprehensive business plan to achieve 20% revenue growth by 2022. The image below was an infographic used to solidify our story. The image on the right is the outline of the business plan.
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Problem:
Before I arrived, the company tried to expand several times. After some research, it became apparent that the foundations of the ďŹ rm were not scalable. The business was being bogged down by administrative duties. There was not a cohesive marketing plan, and there were few set standards in terms of process.
Solution:
I analyzed and mapped out everything about the company. The diagram below was used to explore different levels of the enterprise. The diagram to the right was used to solidify their existing workow. Utilizing KPIs and focusing on a closed-loop marketing system allowed CPA to leverage their expertise on a corporate level. Using diagrams as shown below and to the right was how I got people to understand the direction of the business plan.
- Site Attributes - Planning Rules - Design Inspiration - Estimated Start Date - Planning Solutions - Design Idea - Functionality - Market Conditions
- Commercial & Business Goals - Community Benefit - Client Aspirations - Project Philosophy - Finance - Marketing - Sales - Feasibility - Project Operations
SITE
Make Project # in BillQuick
VISION Arch GIS Google Earth InDesign Photoshop Illustrator
REVISED VISION
- Design Inspiration - Full Site Analysis - Reversed Brief - Building Bulk / Scale - Areas / Uses allocation and distribution
Schematic Design - User needs / market feedback - Use area distribution and allocation - Form study - Landscape concept - Climatic Response - Solar aspect - FAR / perimeter ratios - Ground Floor Interaction - Building identity - Vehicular and Pedestrian access - Staging floor plans - 3D studies
- Documents for Council Approval - Area Calculations - Dimensional Drawings - Revised Drawings -> Client Feedback - Access, Parking, Circulation - Services Infrastructure - Construction Sequence / Staging
Development Management - Marketing - Sales - Operation - Performance Planing Project Management - Budget / Cost Control - Time / Program Control - Consultant Supervision - Development Approval Construction Management - Construction Sequence - Staging - Building Method - Quality Control - Building Contract - Building Approvals Operational Management - Maintenance Process - Maintenance Management - Operations Instructions - Maintenance Team
- Site meetings - Site Inspections - RFIs - Specification review - Additional Drawings - Additional Advise - Drawing amendments - Building walkthroughs - Punch list - Post Occupancy Review - Marketing research - Internal Review
PROJECT CONCEPT Set Up OneNote Project Bluebeam Session MadCad
PRELIMINARY DESIGN
Performance Planning - Mission Statements - Aspirations - Proposed uses - Requirements: + Budget + Staging + Size + Style - Milestones - Project Team + Principle + PA/PM + Associate + Marketing Manager
- Review Demand - Acquisition terms - Contractual requirements - Sales strategy - Potential user feedback - Economic need - Working with governmental agencies - Quality of external and internal spaces - Project Target Market - Investment appraisal - Project team members responsibility - set up consultant coordination meetings - Code Review
- Marketing & Sales - Team Feedback - Finishes - Apartment Plans - Movie Theatre Design - Bank Design - Parking Facilities - Key Development Features - Cost & Construction Review - Project Control System
TestFit or CAD Revit/Dynamo Lumion / Export Renders
TOWN PLANNING APPLICATION
DETAILED DESIGN
Lupus Rename Tool
BUILDING APPROVAL APPLICATION
CONSTRUCTION DOCUMENTATION Procore Helix
PROJECT COMPLETION
- Settlement Details - Marketing brochures - Leasing & Renting - Project Program - Council Feedback -> Modify Design - Revised Client Requirements - Final Drawings for Council Approval - Marketing Drawings
- Architectural Documentation - Interior Documentation - Structural Engineering Coordination - Fire Engineering Coordination - Mechanical and Electrical Coordination - Civil Coordination - Finish Schedule - Specification - Documents for construction
- Documents for Building approval - Alternative BCA solutions - Alternative consultant solutions - Accessibility compliance - ESD compliance - Construction Coordination Review - Materials / Equipment research - Staging - Contract of sale check - Client brief and market review
Problem:
Before COVID-19, an eighth of our revenue came from movie theatres. Seeing the decimation of the industry forced me to readjust our market position. Our strategy moving forward would have to change and have a “COVID Proof� position backed by numbers and data.
Solution:
After data insight and planning, I presented this presentation to our CEOs. This presentation was a way to switch out of that movie theatre sector early into COVID. We bolstered our restaurant sector with our existing infrastructure and focused on building our network. This paid off well, as we found a clear path to retain revenue and grow in the future. Data insight helped paint this picture and resulted in the stability of the company.
Problem:
What I found was that people don’t buy into spreadsheets, or a 30-page business plan, they buy into a narrative. What was needed was a vehicle for these changes to occur. I needed a platform to orientate the ďŹ rm in the right direction while also being expandable to grow with the company over time.
Solution:
The vehicle is project NOVO: A Virtual Firm-wide Resource. I worked directly with all project managers, ďŹ nancial advisors, and the executive suite to articulate and share a standardization of corporate knowledge. This became an internal website mapped to our drive that was partially shared with consultants and major clientele. What resulted was a place to progress our business infrastructure and provide cohesion with our marketing strategy. NOVO allows us to promote a single platform system that not only enhances ďŹ rm culture , but increases our scalability as a company. Features: Project Matrix & Directory | Software Tutorials and standards | Onboarding assistance | Step by step Quality Control checklist | Coordinated client scheduling | Updated social media (embedded in site) | Event calender
NOVO Quality Control Checklist System:
I developed a QA QC system that utilized interactive spreadsheets to help project managers assist in their tasks. The checklist were embedded into the road map which was hosted onto NOVO and the server. The checklist included budget management services and scheduling assistance. This allowed the entire ďŹ rm to work off of one platform and streamline project quality control.
DESIGNING DATA CENTERS CORGAN ASSOCIATES LOCATION | West End, Dallas TX POSITION | Architectural Designer Corgan is consistently ranked as one of the top five largest architecture firms in the world. The award winning Data Center design team consisted of around 60 people who planned and coordinated the construction of buildings and infrastructure for housing mainframes. Some of our biggest clients included Iron Mountain, CyrusOne, QTS, Twitter, & Facebook.
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TWO-STORY DATA CENTER
UPS GENERATORS TRANSFORMERS
FUTURE
LIVE
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DATA C
ENTER
Design Requirements
When designing a data center, it is essential to have the needs of clients in mind. Some clients liked flexible floor spaces, while others needed higher security requirements. I have experience in planning UPS systems, generators, and transformers. The layouts were determined by the cooling needs, how many servers, and the size of equipment.
G G R-VALUE 7.6 FOIL-FACED CONTINUOUS RIGID INSULATION. JOINTS AND SCREW HEADS TAPED
1" AIR SPACE
N3-D CONTINUOUS WATERTIGHT EXPANSION JOINT AROUND UPS CONTAINER PERIMETER
3 5/8" METAL STUD 2 A06-66
5/8" TYPE 'X' GYP. BD.
VAPOR RETARDER, CONTINUOUS AT SLAB STEP METAL GRATING; REFER CIVIL
BOTTOM OF UPS CONTAINER DOOR TO BE 1" ABOVE BLDG FFE
AREA DRAIN; REFER CIVIL
Sim
1" 1' - 5 5/8" 4 1/4"
CONCRETE FLOOR SLAB; REF. STRUCTURAL
LEVEL 1 100' - 0"
6"
94' - 11"
3' - 0"
1/4" / 12"
3' - 7 1/4"
G TO ST
RECESSED SLAB 97' - 0"
G G
CRUSHED STONE, REF. GEOTECHNICAL
2' - 5"
6"
2' - 1"
3' - 10 1/4"
96' - 5 23/32"
1/2"
4' - 6 7/8"
3' - 3 3/4"
3' - 0"
1 5/8"
8" 2' - 4 1/4"
3' - 0"
98' - 10"
1 A06-66
WATER PROOFING, DRAINAGE BOARD AND PROTECTION BOARD
TRANSFORMER
96' - 5 23/32"
CORRIDOR 160B
UPS
7' - 1"
GALV. STEEL ANGEL TOE KICK, REF. STRUCT. TYP.
4 A01-18
ALL PENETRATIONS BETWEEN UPS CONTAINERS AND BUILDING TO BE INSTALLED W/ 1 HR. UL ASSEMBLIES
GEN
GALV. STEEL GUARDRAIL, TYP.
GRAVEL, REF. CIVIL
FOUNDATION; REFER STRUCTURAL
H 6' - 10"
13' - 3 1/2"
32' - 2 1/2"
7' - 10 1/2"
49' - 1"
1
SERVICE YARD SECTION 1/4" = 1'-0"
1' - 0"
1' - 0"
1-1/2" DIA. GALVANIZED METAL HANDRAIL & GUARDRAIL
1-1/2" DIA. GALVANIZED METAL HANDRAIL & GUARDRAIL
3' - 0 1/2" 3' - 6 1/2"
METAL GRATE STAIR W/ SOLID RISERS TYP. GATE SPECIFIED BY STRUCTURAL LANDING PAD; REF. CIVIL. COORDINATE STAIRS & LANDING PAD WITH GRADING PLAN
METAL GRATE STAIR W/ SOLID RISERS TYP. GATE SPECIFIED BY STRUCTURAL
T.O. GRATING 99' - 11"
GRAVEL; REF. CIVIL. COORDINATE STAIRS & GRAVEL WITH GRADING PLAN
T.O. PAD REF. CIVIL
T.O. PAD REF. CIVIL
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2 EQUALLY SPACED (FIELD VERIFY PRIOR TO FABRICATED)
SECTION @ SERVICE YARD 01 1/2" = 1'-0"
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1' - 0"
3' - 6 1/2"
2 EQUALLY SPACED (FIELD VERIFY PRIOR TO FABRICATION)
3' - 0 1/2"
1' - 0"
T.O. GRATING 99' - 11"
7 RISERS @ 7" MAX REF. CIVIL
2
SECTION @ SERVICE YARD 02 1/2" = 1'-0" 1
1 1-1/2" DIA. GALVANIZED METAL HANDRAIL & GUARDRAIL
5' - 6" 6 TREADS @ 11" EA.
1' - 0"
6 A01-15
4
T.O. GRATING 5' - 2" CLEAR
1' - 0"
REF. CIVIL GRADING PLAN
6' - 0"
METAL GRATE STAIR W/ SOLID RISERS TYP. GATE SPECIFICED BY STRUCTURAL
SERVICE YARD STAIR 01 1/4" = 1'-0"
4.4
1
5' - 10 1/2" 5' - 1" CLEAR
G TO ST
REF. CIVIL GRADING PLAN
G G
5' - 6" 6 TREADS @ 11" EA.
1' - 0"
1-1/2" DIS. GALVANIZED METAL HANDRAIL & GUARDRAIL METAL GRATE STAIR W/ SOLID RISERS TYP. GATE SPECIFIED BY STRUCTURAL
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99' - 11"
1' - 0"
T.O. GRATING 99' - 11"
LEVEL 1 100' - 0"
RECESSED SLAB 97' - 0"
7 A01-15
T.O. GRATING 99' - 11"
5
SERVICE YARD STAIR 02
01 | 06 3
SECTION UPS CONTAINER
1
LEVE
Data Centers are complex structures, some of which are millions of square feet. Throughout the projects, I would coordinate with clients, stakeholders, and company executives to gather needs and create effective solutions. I would assist projects, from inception to rack loading, often working on several projects at a time.
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03 D E S I G N R E S E A R C H
Urban Isolation A Design Research Initiative: Abstract: My thesis explores how the commuter cities of the American Northeast can overcome the problems caused by the urban renewal movement of the 50s and 60s. Through research and data insight I was able to pinpoint why and how redlining and the automobile heavily contributed to the unnatural segregation found in downtowns across the former rust belt of America. I then formulated a step by step manifesto of three specific design cues that can be used in future developments to address the needs of the public interest. Throughout the thesis, I use Hartford Connecticut as my basis for explorative design and research. I have made the full thesis available via a QR code but I have highlighted some of the processes. The following pages act as an insight into the problems I found, the design methods I used, and tools that helped me along the way. I have provided a QR code to the full thesis that shows the depth of research and design outcomes.
Scan Code For Full Thesis
Problem 01: Urban Void Urban renewal has left commuter cities like Hartford with massive urban voids filled with parking lots. These parking lots dominate the cityscape and are what separates the superblock structures of downtown and the denser residential neighborhoods like Frog Hollow. The result is a neglected local population and a city that has segregated itself. The image below shows the voids in white with the size of the void translating to the height.
HARTFORD CT
Design Method 01: Extending program to foster lively and interesting streets The extension of the program not only promotes connection through navigation but it also can transform the significance programmatic elements can have. As a public space, the building can build around multi-flex spaces that foster identity building. Once those are established, you can begin to expose them to outside mediums. The program becomes dynamically interchangeable with the sidewalk. Life inside the structure can spill out to the street and vice versa. This is an exciting proposition especially when landscape comes into play. The landscape can begin to be the bridge between those large programmatic elements and the smaller exposed exterior program. Although this design idea meddles the power, each one that has it also becomes the most durable bond between landscape, built form, and street. Vertical Connection
Density Activation
Perimeter Engagement
1. Extrusion of existing circulation becomes larger permanent program components
1. Establish a horizontal dense exterior that is dense and more of human scale can be adapted for dierent uses drawing people in
1. Extrusion of super block which site on
2. Adaptable program that acts as inter connecting goals is easily changeable
2. Larger more vertical program establishes hierarchy and provides connection to downtown
2. Subtraction of expansive multi purpose spaces where functionality happens
3. Landscape is used to draw people in and adds flexible program space
3. Negative voids develop and turn into landscape which strengthens connection to sidewalk and site context
3. Activation of perimeter boundaries become identity making space creating interaction with population and context
4. Process is repeated vertically creating new relationships programmatic destinations and exterior context
4. Framework is adjustable and shifts depending on needs of community innovation and learning
4. Utilizing landscape and street scape as unifiers that provide circulation or moments connection
Problem 02: Way Finding Identity A lack of density has left Hartford with destinations that are underutilized. The inability for a spiritual or physical connection has eradicated the diversity that comes with social and cultural interaction. The absence of cohesion is partially responsible for Hartford’s failure to establish a sustainable identity for its population. This image shows what it would look like of all publicly accessible places were connected in Hartford.
Design Method 02: Shifting circulation to connect existing destinations and promote new ones Establishing primary circulation vectors that relate to the context of the site is where many designers traditionally end. However, the program can be a regenerate over time. The needs of people are always evolving, and this gives the program the opportunity to develop too. The privatization remains as the key vectors are the anchor points however what changes are the landscape and how people move within the context of the site. This logic can be applied to strengthen a site’s context and ensures that things like destination finding can be incorporated into the structure of public space. Through positively controlling circulation you can provide a suitable platform that can adjust with time and need. The idea is to provide a skeleton for the shifting set of programmatic elements public space often has and utilize them as a set of interchanging waypoints that oer a connection to the context on a multitude of levels. This notion if applied vertically adds a level of natural complexity to the structure and region.
Problem 03: Unapproachability Hartford’s distinct separation of residential, industrial, and commercial operations have made the divide between public and private sectors harsh. Transitions are often expansive parking lots and result in a city that is un-walkable. The streets of Hartford often become cold and Barron after 5pm. The unapproachability within transition between building, landscape, parking lot and sidewalk have all contributed to the segregation of a downtown.
Design Method 03: Interacting materiality to activate people in transition between space Through the establishing a hierarchy in density, one can begin to explore how landscape and built form can work together. This concept builds the program up with the densest being on the outside to attract people and the least dense being on the inside possibly being the structure that houses the community center, Once the rules of the hierarchy are set up you can begin to adjust them playfully. Thus you are taking urban voids that existed and downsizing them to be programmatic elements in the structure. A result is a form that binds landscape to the building and provides a more convenient basis for people to connect with. As the most public areas of the program would be on the outside, it makes people comfortable and promotes the natural interaction when people engage with themselves. It also allows for various elements within the program to change over time with the outside being able to adapt to new interactions that people may introduce.
12pm-8pm
8am-10pm
SU MO TU WE TH FR
SA
SU MO TU WE TH FR
8am-10pm
SA
SU MO TU WE TH FR
4pm-12am
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Tool 1: Maximizing Parking Providing a solution to parking that is more that serves as an alternative to the parking garage. This is due to Hartford’s dire economic situation, and these ideas can be translated across the city. Giving parking the ability to maximize the usage of space and be a vessel for involvement within the community. Parking is a tool in this project to optimize the interaction between materials, program, and context. Using those three concepts plus intensive scheduling abilities this projects parking will be an asset to the designs ability to engage with people. The goal is to work with parking and not treat it as the enemy. Understanding that the local government buildings need parking during weekdays is crucial to the implementation of rotational parking parameters after 5 pm on weekdays and weekends.
SU MO TU WE TH FR
SA
City Hall Goverement Support
Start Up Hub / Building/ Red Creation: Innovation
-Lecture Halls -Creation Workshops -Fabrication performance
Testing: Fabrication
Public Activation / Circulation/ Green
-Callaboration -Education
Hartford ART & Technology Center for Fabrication & Innovation
-Fabrication -Workshops
Sharing: Destination Frog Hollow/downtown Empowerment
-Exhibition -Socialliazing -festivities
-Observation space -pedestrian egagement -moments of inspiration
Cultural Park / Landscape/ Blue -Gallerys -Activity Space -market space
Tool 2 Providing a sustainable identity Using the program as a platform to allow the solution method to flourish. The program is providing a mixture of highly changeable spatial typology that can ensure sustainability to the city with a more permanent creation space that provides an identity for the location. Together they make a sustainable identity for a cohesive city.
Sustainable Identity
Tool 3: Tactical Regeneration The ability to set up a language of intent when it comes to public space is imperative. Nobody can control someone’s actions however we can set up short term and long term goals both physically and spiritually.
smaller scale ventures are pursued they could help fund or promote larger moves. Thinking about the time line of how building, landscape, parking, and street formate help contour the design and construction process.
Visual, physical, contextual, and cultural are all ways to connect people with their neighborhoods and their cities. That connection is what defines successful cities with their regions. [28] This is a compelling notion that can strengthen the perception of economic and social values. With so many scales at play it becomes important to think of this as a sustainable process. As
A network of horizontal and vertical public spaces that allow for neighborhoods to keep existing public spaces
Tactical Regeneration Pedestrian Path Street Green space Small Scale Intervention Large Scale Intervention
Small Scale Activation
Curb
Street Space
Interventions can happen at any scale. These smaller changes can give a street a new life and serve as a connecting point in wayfinding for this network of public spaces.
Benches
Pop-Ups
intact and enable new public spaces to emerge. From small-scale interventions to large-scale urban moves one can explore how a better connected public space can bridge voids within the existing network and can help inner-city neighborhoods avoid unapproachability within their community. Removing the essence of public and private division is just one of the
many benefits this new breed of space can have. multiple levels of publicness. Networking circulation that is made by the users own needs is one way to link the landscape with the built form. Therefore it is important to think about the possibilities within the horizontal engagement of the sidewalk, the vertical influence of parking, and the functionality of an aggressive hybridization of program.
Mix Use High Rise
Returning Space Back to City
Utilizing Private and Public Space to create a connection between downtown and neighborhoods.
Giving back the Space Lost to the highway era of design. Connecting these vacant spaces into the network.
Public Transportation
Transportation can be a focal point of this regeneration. Connecting neighborhoods with the people.
Revitilizing Areas With Public Space
Spacial reorganization is used to help reinvigorate the surrounding context. Therefore both the private and public sector can benefit.
Public Institution
Breaking Down Public Space
Market Place
Street Activation
One of many ways to engage the local commuity and bring buisness into a struglling area.
Closing down streets and utilizing space for public events helps connect the fabric of the neighborhood with its people.
Finding new ways to bridge the gap between public institutions and the people they serve. Also giving private institions a reason to give back to their community.
Through different pysical and contextual boundries public space can be untilized in a multitude of ways to enhance not only visitors experiance but those who live there.
DESIGN BUSINESS RESEARCH MARKETING
dschroedl95@gmail.com New York City, New York www.linkedin.com/in/danschroedl
TECHNOLOGY
845-705-5519