THE FLIP

A platform for black women in sports to combat otherness and embrace intersectionality incubator for sport success

key findings

the data

Overall, the global public is almost twice as likely to watch men’s sports as women’s and men are more likely to watch women’s professional sport than women.

The speed, quality and physicality of women’s sport is much less likely to be cited as a factor for not engaging.

’Supply-side’ issues are the main factors in deterring consumers from engaging in women’s sport – including low levels of media coverage, a lack of marketing and a lack of information or knowledge around women’s sport.

It’s almost comical how blatant it is. When Naomi or another athlete who happens woman, does anything that veers away ‘expected’ in the top sports, they’re punished.

There is a hypervisibilty in their athletic segregation in all other areas of life.They ‘part-time citizens;’ before they are champions, are black women.

For black women, navigating the obstacles gender, stereotype and burden, requires constitutes a whole other layer of athleticism—an to contort in plain sight, often without being

”

When Serena, happens to be a Black away from what’s punished. athletic lives, while a life.They are champions, they obstacles of race and a dexterity that athleticism—an ability being seen.

”

the gaps

1

A platform for nuanced coverage to overcome “otherness” caused by intersections

2

An increased awareness towards racisim and intersectionalities within sports.

3

An atmosphere of celebration that extends beyond a “part-time citizenship.”

4

A means to equity in access and opportunities to dismantle systemic and unconscious biases.

reseach methodology

the survey

The sample consisted of 90 individuals between the ages of 18 - 65. Of

The goal was to gauge attitudes towards women’s sports versus men’s sports, the building and sustaining of attention towards women’s sports, and the range of sports media the public is aware of.

What, if any, are some reasons that got you interested in sports?

What, in your opinion, are reasons why people become interested in sports?

Which, if any, of the following sports do you watch or follow?

Which, if any, do you believe are reasons why people don’t engage with women’s sports as much as men’s sports?

How do you primarily engage with sports?

consume more men’s sports

consume more women’s sports

consume both equally not sure

28

15

Which bodies, if any, of the following, do you believe should be doing more to help grow the popularity of women’s sports?

3

comes to mind when you think about female athletes?

reseach methodology

the interview

I had the opportunity to conduct an interview with John Staley, a Communication Coach. Given his in this space.

1.The outline for our conversation was as follows-

2.Given the topic of research, I anticipate the proposed space will have to accommodate for some that come to mind when you visualize a platform of this kind?

3.In your experience, what are some things that make you most comfortable while presenting? Have there been any spatial elements that aided your focus and ease?

4.Are there any elements of the space that help amplify a speaker’s message? Are there any that aid in captivating the audience more?

5.In a post pandemic world, with the growth of social media and technology, have you noticed any new trends in public speaking platforms? What are some elements that have changed in this physical/virtual space? What advice would you have to best adapt to this new space?

6.

7.

8.What would a training space look like to be able to b etter help these athletes navigate media and public appearance?

the takeaway

Remember who your audience is. Having black female athletes share their arratives with other black female athletes is a start, but it grows into a shift of narratives only when that audience increases to those that don’t identify as a black female athlete.

When having a conversation with goal of shifting perspectives, it is important to address the topic in a middle ground that is inviting. It is harder to listen to the other side when you are made aware that everything you fundamentally believe inis wrong.

To be able to capture and retain attention, it is important to be able to put your point across clearly. It is also important to be able to listen. Thats is the fundamentals of any conversation

create a middle groundfacilitate empathetiic conversations 1 2 3

project proposal

Challenge Innovation

The lack of a platform for black female athletes to voice and control nuanced narratives is a pressing issue in today's sports industry. While progress has been made in promoting diversity and inclusion, there remains a pronounced gap athletes the opportunity to share their experiences authentically.

By creating a space where these athletes can freely express themselves, important stories that have long been marginalized can be brought to the forefront. This incubator would not only empower these athletes, it would act also as a catalyst for change.

Client and Users

Building requirements

The T. Rowe Price Foundation and the Springhill Company will collaborate as the funding organization and media management for the incubator. The space welcomes black women in sports, small black local businesses, and the general public including sports fans and student athletes.

The sports presence, growing Inner Harbor, and strong community presence, all make Baltimore’s Inner Harbor the ideal location for this incubator.

It ensures an environment that captures attention and fosters growth

user journey

The PRIMARY. SECONDARY, AND ANCILLARY

Black Female Athletes form one of the primary user groups. They are ready to share their stories, experienes, and mentorship. They are the conversation starters for those who have been deprived a platform.

that fall within the primary user group includes Women of color in Sports Journalism. They amplify the voices of the athletes and challenge inclusion within sports media.

The last category of primary users are the Local Black Businesses of Baltimore. These small busineses cater to the niche in sports and health in ensuring access to sporting gear and nutrition to those being denied it.

The Camera Crew secondary user group. all media related funtions and ensure all the technicalities run smoothly space.

Crew makes up the group. They support funtions of the space the day-to-day media smoothly within the space.

Student Athletes and the General Public make up the ancillary user group. They are invited into a space of celebration, to hear the stories of the black women before them, and to even see themselves in these stories.

ACTIVISM / ADVOCACY

site analysis

Bond Street Wharf sits on the site Baltimore’s shipbuilding days that rebrand itself as a state-of-the-art still honoring the city’s rich heritage.

This industrial-scaled building was workspace to attract IT companies campaign . The contemporary design buildings that appeared along the nineteenth century, a few of which Wharf Warehouses.

Rukert Terminals Corp. States. site of an old harborside warehouse from that was burned down for a scene in the state-of-the-art tech hub for a modern workforce, while heritage.

was intended to create unconventional companies as part of a “Digital Harbor” design is in keeping with the warehouse the Fell’s Point waterfront during the which remain, such as the adjacent Brown’s

Its most distinctive feature is the broad multicolored

that historically appeared on warehouses and other commercial buildings throughout the city.

To the west side is an open courtyard and welcoming greenspace that overlooks the harbor and faces the

Warehouse, with its parapet-gable end facade, loading bays, and rounded corners.

Forty years ago, state and city leaders had the vision to transform Baltimore’s Inner Harbor from a declining industrial port into a world renowned destination for tourists and city residents. The successes of that plan were extraordinary, and the Inner Harbor continues to be a source of pride for Baltimore City and the State of Maryland.

At the same time, not much has been done to the Inner Harbor since the National Aquarium,

the Inner Harbor, from infrastructure conditions like the degrading promenade, to unmet opportunities of water front sites.

the site

A burst rooftops amalgamation artistry that expression artists perpetual alley each as fresh

https://www.baltimurals.com/ baltimoremuralmap

of vibrant hues stretches from the rooftops to the sidewalks, forming an amalgamation of intricate and lush that stands unique within the city.

expression a secure canvas to display and perpetual state of evolution, transform the each year, expanding and distorting fresh layers of murals and tags are added atop one another.

Baltimore is a city deeply scarred from its past and time again. “

In 1999, Baltimore was the most violent city in America. Now Baltimore leads big cities in reducing violence through a three-pronged approach: more and better

lowest level since the 1960s.

the building

breezeway sun path

There is a breezeway that splits this level into two spaces. It creates an extention to the pedestrian access by the harbor.

The left side of this level receives natural light from the morning sun. Half of this side closer to Thames St is a loading dock with parking. The other half is open to views of the harbor.

concept ideation

the flip

Powerful conversations wield the capacity to dismantle pre-conceived perspectives. This moment of transformation reveals a duality that is propelled by a common ground and embraces insight and exploration.

This middle ground is designed to amplify empowerment intersectionality and otherness. A rhythmic curation of layering, bold contrasting forms, and a vibrant pop of colors embodies a dynamic tactility that seeks unrestricted curiosity. Through the motivated exploration of self and identity, these moments of duality through storytelling uplifts growth and shifting perspectives.

vibrant pops of color . duality . layering . contrasting geometries

programs

hall of fame

A gallery space to celebrate the women in sports.

display area

sports bar

A space that features womens professional and collegiate sports, allowing a space for further conversation.

A retail space that creates access and opportunity through collaboration with the small local black businesses. storage

An inventory room for the retail space.

reception

An accessible reception that allows multiple interaction formats to promote better way nding.

lounge

A waiting area with an atmosphere of celebration that sets the tone for the spaces to follow.

restroom

Gender neutral and accessible restrooms.

office

A corporate space for the media house.

podcast space

An audio recording space which allows for video formats for streaming purposes.

talk show space

A stage for sports media content to be recorded for multiple viewing platforms.

conference

A formal meeting space connected to the corporate space.

viewing room

An area to watch the content recorded in the media spaces.

hair + makeup

A preparation space attached to the talk show and podcast spaces.

Editig room

An area to market the recorded content for the various streaming and viewing platforms.

coaching

A learning space to ensure empathetic conversations and e ective use of platform.

server/IT

A room designed and allocated to store servers on the media premises.

shower + lockers

A space for athletes and guests to store belongings during or between sessions.

war room

A collaborative idea-generator hub.

control room

A space to montor controls during the recodings in the talkk show space.

adjacency studies

key experiences

furniture plan

design focus areas

The sports bar features live collegiate and professional women’s sports as well as media dialogue and highlight reels of the same.

The design of the space encourages further conversation and dialogue through a range of seating options.

hall of

This gallery features memorabilia, information, so much more, celebrating the continued women around the world in sports. There to the celebrated Baltimore sports bar

fame information, highlight reels, and continued history and legacy of black There is also a section dedicated Baltimore athletes.

press room

“The Press Room” utilizes an interactive talk show format where the audience takes the role of the press. Together, through empathetic ground, and raise awareness.

A sports bar that features collegiate and professional women’s sports. The design of the space encourages further conversation and dialogue through a range of seating options.

Multiple screens to showcase sports content that is made in the media spaces of the “Press Room” and Podcast spaces.

Celebrating local artscapes through on wall murals. 4

A universally design bar counter to encourage a range of diverse connections and conversations surrounding women in sports.

preliminary sketch

sports bar counter proposed finishes

Contrasting geometries and the use of layering to showcase a duality and create an atmosphere of curiosity and conversation.

Multiple screens to showcase sports reels and data and to aid the visual content for the recording space. 3

Multiple seating options that allow the public to partake in the content for the recording space. 4

Celebrating local artscapes through on wall murals. 5

Highliting areas of interest with pops of

preliminary sketch

recording space

proposed finishes

Contrasting geometries and the use of layering to showcase a duality and create an atmosphere of curiosity and conversation.

Celebrating local artscapes through on wall murals.

Highliting areas of interest with pops of 4

Multiple screens to showcase sports content that is made in the media spaces of the “Press Room” and Podcast spaces.

preliminary sketch

display wall

SCREEN DISPLAY

BACKLIT METAL SCREEN

Contrasting geometries and the use of layering to showcase a duality and create an atmosphere of curiosity and conversation.

Celebrating local artscapes through on wall murals.

Highliting areas of interest with pops of 4

Multiple screens to showcase sports content that is made in the media spaces of the “Press Room” and Podcast spaces.

preliminary sketch

hall of fame

1

The “Hall of Fame” is a gallery that features memorabilia, information, highlight reels, and so much more, celebrating the continued history and legacy of black women around the world in sports. There is also a section dedicated to the celebrated Baltimore athletes.

This custom gallery display features a lightbox with information on internation athletes. Contained in the lightbox is small display of memorabilia. In the back is an attached seating with a small screen displaying information. 2 3

Celebrating local artscapes through on wall murals. 4

5

Contrasting geometries and the use of layering to showcase a duality and create an atmosphere of curiosity and conversation.

1 The Viewing Room is an area within the Hall of Fame gallery that features content recorded in the media spaces of the Press Room and Podcast Rooms.

2

Celebrating local artscapes through on wall murals.

Maintaing a balance between natural and 3

4

A large curved screen display to showcase sports content that is made in the media spaces of the “Press Room” and Podcast spaces.

preliminary sketch

display wall

reception and lobby

1

A universally design reception space and counter with miltiple “check-in” options to fascilitate better

2

Celebrating local artscapes through on the reception.

3

Contrasting geometries and the use of layering to showcase a duality and create an atmosphere of curiosity.

4

A lounging space or waiting area that celebrates black women in sports through media and memorabilia right from the very start of the entrance to the experience, setting the tone for all spaces that follow.

Use of material to bring out the duality of 5

6

Use of recalaimed and recycled materials from the Baltimore Harbor.

preliminary sketch

lobby display wall

proposed finishes

SCREEN DISPLAY

WOOD SHELVING

podcast room

1

The Podcast Room becomes a conversation platform that allows for audio and video formats for various streaming purposes.

preliminary sketch

Use of recalaimed and recycled materials from

logo wall

proposed finishes

BACKLIT LOGO

GRAFFITI MURAL

1

“The Press Room” creates an interactive talk show format where the audience takes the role of the press. Together, the athletes and the

and raises awareness.

2

3

A stage for sports media content to be recorded for multiple viewing platforms. The seating in the space mimics bleachers.

4

Contrasting geometries and the use of layering to showcase a duality and create an atmosphere of curiosity.

5

Use of recalaimed and recycled materials from the Baltimore Harbor.

6

Celebrating local artscapes through on wall murals.

vibrant pops of color . duality . layering . contrasting geometries