Process Book Fall 2020

brand site form design devolpment midterm revision final others

HOSPITALITY DESIGN

BOUTIQUE / HOTEL

Celine Paris

fall 20

Valeire Peng

Get in touch with me Valerie Peng Cell: +1 (213) 284-9728 Email: valeriepeng@outlook.com

Copyright © 2020 by Valerie Shuoran Peng All rights reserved.

This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review.

This book is designed to preserve the words and images of value to its author.

Art Center College of Design Pasadena, California 90117 Environmental Design December, 2020

hi, this is valerie

contents.

M 089

MIDTERM

F

B

O

047

FORM

study models phase one phase two phase three sketches

005

BRAND

introduction the founder brand identity unicity product line demographics brand talisman

exploaded diagram plan and section narrative sketches digital renderings presentation board

189

OTHERS

R

visual communication digital process

117

POST-MIDTERM

D

sketches axon drawing exploded diagram rendering material

027

DESIGN STORY

unmind map design story low relief collage

G 069

GRAPHICS

logo sketches logo phase one logo phase two logo phase three midterm logo revisions final logo signage&spatial graphics

F 117

FINAL

introduction section perspective plan view secret project body&brain&heart signage bubble pavilion final board

Final rendering - facade and exterior view of CELINE boutique hotel

001 | 002

Final rendering - exterior view of CELINE boutique hotel at sunset

003 | 004

1

BRAND

007 | 008

BRAND RESEARCH Celine is a luxury French fashion house founded by Celine Vipiana in 1945, when the WWII had just drawn to a close.

The brand started as a made-to-measure shoe service for children. Soon Celine was requested by prestigious clients to create haute couture shoes. And not long after she extended her business into leathers goods and accessories. By 1968, the brand Celine had became an icon of Parisian chic, with savoir-faire and the finest quality materials as pillars of the house.

Celine’s current creative director Hedi Slimane continues to carry on the spirit today. Combing both ready-to-wear and accessories, his haute couture designs present the meticulous possibilities of French craft within the Celine wardrobe.

Strengths World-renowned brand with deep history and roots; The high quality of products that satisfies the most prestigious clients; Strong brand identity and image with that iconic Parisian chic; Known for “by women, for women” with sophisticated aesthetics.

Weaknesses Might be considered old and too exclusive; Behind on digital communication and social media from other brands like Gucci; Slow in the prosperous and fast-developing ecommerce world; The new creative director’s style and choices may not be appreciated by regulars; Opportunities By emphasizing on the quality of materials and services, Celine hotel would allow a broader clientele to experience the brand, and to flip the image of Celine being a female-concentrated only brand; Taking on Celine’s style and aesthetics, the boutique hotel would help customers to understand and appreciate the brand philosophy more; The hotel could become an iconic place for people to check out and feature on their social media, helping to promote the brand online in the digital world.

Parisian Chic

Exclusive

Quality

Artisan

Elegant

Minimalist

009 | 010

2

SITE

025 | 026

Opportunities: Close to the sea and a really sencery walk down to the beach.

No building to its left, which grants a big and open access to the site.

Various oppurtunities to explore around: walking, jogging, biking, or driving.

Challenges: Building is too close to the other buiding next door.

Narrow back allay has lots of diffrent buildings with various purproses, would be hard to transform into a aesthetic part.

This is a very tourist spot, and therefore lots of traffic and pedestrian in the area.

Nearby presence: Celine retail at Neiman Marcus, Celine retail at Rodeo Drive

013 | 014

Images of public spaces at nearby hotels

3

FORM

029 | 030

“Enigma” The floor becomes the walls, and the walls become the ceiling.

You walk into the center of the scene, facing yourself. You become the view.

031 | 032

“Inception” A room with no clear division and no boundary. A dream within a dream within a dream.

033 | 034

“Tentacles” Shadows would lure you to exploring the space. Keep walking, deep into the web of tentacles. What would come next? What is waiting?

035 | 036

“Time” Let us take you on a journey through time.

With each moment in history you explore, you gain a bit more understanding of the philosophy behind. You would learn to appreciate the history of Celine as a brand, the history of Santa Monica. and why we insist what we insist.

037 | 038

“Enigma” Physical structures, light and shadows together create this maze for discovery. People come here to forget who they are. With Celine’s emphasis on simplicity and minimalist, people come here to “dump the garbage” from their brain. With no day-to-day agenda and triviali ties on their mind, inside this enigma, we rediscover the world, and rediscover themselves.

039 | 040

“The Dancing Kid” The design story is inspired by Celine’s 2020 Homme Collection “The Dancing Kid.” The pandemic nowadays using virtual reality, digital projection, and other technologies, a generation of people, in the face of adversity, showed great resilience by asserting a new mode of creativity. This space embraces and celebrates the new possibilities.

4

DESIGN DEVELOPMENT

073 | 074

Recently, I’ve been hearing a lot of good things about this new Celine hotel at Santa Monica from various people. And last weekend my husband and I were finally checking it out! When we turned into Ocean Ave from Montana Ave, what’s presented in front of us was this building with screens of digital projection, showing amazing digital artworks that were hard to miss.

We noticed three different parts from the outside when we approached the building. Closet to the valet was an out-door lounge where earth-tone furniture met with metallic flooring. Groups of friends were causally having a drink while enjoying each other’s company. Next to the lounge was the main entrance of the hotel. Floor curled up to the wall and to the ceiling, making the whole walkway a secret tunnel that shined with dreamy lights from the digital projection. Besides the travelers with suitcases, there were some elegantly- dressed folks walking past the entrance and straight into the other side of the facade. Sophisticatedly designed windows were showcasing some classic and iconic Celine bags. It’s an art gallery! We chose to follow the fashionable crowds and entered the gallery. The place was so meticulously curated, and we both learned so much about Celine’s history and stories.

After the gallery tour, my husband went to check in at the reception, while I waited at the sunny outdoor pool area in the atrium.

Here some kids are having a good time in the water, while keeping in touch with their parents who were working out in the gym through the floor-to-ceiling glasses.

Walking through the pool area, we arrived at the elevators. One could enjoy all the views of the atrium while waiting for the elevator; meanwhile, staircases with natural wood ramps circled around the atrium, adding another layer of welcoming feeling for the space.

After getting ready in our room, we went down to have dinner in the hotel restaurant and bar. Though facing the atrium, the restaurant had a concealed entrance. We had to pay extra attention to the marble panels on the wall, as that’s where the door was hidden. Inside the restaurant, a mixture of bronze and marble material set a main vibe for the space. Customers were sitting at black varnish tables, where exquisite ceramic tableware was set and ready to be use. Holographic projection was putting on a runway show in the middle of the space. Sometimes waiters would overlap and walk together with the projection, which was so cool, and thus makes the experience even more exciting and unforgeable!

When dinner was done, it was time to grab a drink. We entered the bar behind the restaurant, where crystal lights were greeting the guests. Here, seats were more open and airy, leaving people free to mingle and socialize. Marble floors brought in a sense of elegance, whereas the leather-covered wall partitions screamed for quality.

NARRATIVE

071 | 072

BAR SKECTHES

075 | 076

RECEPTION SKECTHES

077 | 078

LOBBY SKECTHES

079 | 080

LOBBY SKECTH

081 | 082

FACADE SKECTHES

FACADE EXPLORATION

083 | 084

085 | 086

BAR EXPLORATION

087 | 088

LOBBY EXPLORATION

087 | 088

BAR EXPLORATION

5

MIDTERM

105 | 106

105 | 106

EXTERIOR RENDER

105 | 106

MATERIAL COLLAGE

Basalt Kintted Fabric Porcelain Tiles Hand-Crafted Multi-Layer Wooden Panel Water Ripple Glass Embossed Leather Panels Natural Lava Stone Yellow Marble Stainless Steel Threaded Fabric

105 | 106

ARTISAN QUALITY SENSORIAL

Pebble Mosaic

MATERIAL STRATEGY My project emphasizes on highlighting the value of craftsmanship, and therefore provoke customers’ the appreciation for it. I want to express that through my materials. I chose hand-made materials such as crafted wooden panel, showing how magic can happen through the hands of artists and craftsmen.

Hand-Pounded Bark

Hand-Crafted Multi-Layer Wooden Panel

Hand-Treated Antique Mirror

Embossed Leather Panels

105 | 106

ARTISAN QUALITY SENSORIAL

Basalt Kintted Fabric

MATERIAL STRATEGY Meanwhile, CELINE as a French fashion house, has always meant high-class and elegance. So of course I want my clients to experience luxury and quality. Thus, materails like marble and porcelain are being used throughout the project.

Mother-of-Pearl Tile

Porcelain Tiles

Stainless Steel Threaded Fabric

Yellow Marble

105 | 106

ARTISAN QUALITY SENSORIAL Hand-Cut Natrual Plant Wallpaper

MATERIAL STRATEGY Using materials that emphasize on sight, smell, touch, and hearing to achieve the ultimate sensorial experience.

Heat & Pressure-Treated Coffee Grounds

Polycarbonate Acoustic Panel

Retroreflective Nylon Fused on Aluminium

Natural Lava Stone

109 | 110

PUBLIC SPACE FLOOR PLAN

111 | 112

PUBLIC SPACE ELEVATION

113 | 114

LOBBY AREA

113 | 114

HALLWAY TO EVENT SPACE

113 | 114

GUEST ROOM

GUEST ROOM FLOOR PLAN

109 | 110

103 | 104

GUEST ROOM ELEVATIONS

Key Moment: Hide and See Wall

105 | 106

GUEST ROOM ELEVATIONS

107 | 108

GUEST ROOM ELEVATIONS

097 | 098

GUEST ROOM

099 | 100

GUEST ROOM

101 | 102

6

POST-MIDTERM

119 | 120

REVISIONS AND NEW IDEAS

121 | 122

123 | 124

129 | 130

127 | 128

7

FINAL

149 | 150

Final rendering of CELINE boutique hotel

151 | 152

Final rendering of CELINE boutique hotel

153 | 154

CELINE - BRAND HISTORY

ARTISAN QUALITY SENSORIAL IMMERSIVE

155 | 156

CELINE - BRAND IMAGE

ARTISAN QUALITY SENSORIAL IMMERSIVE

157 | 158

SITE - Santa Monica World reknown travel destination Worth experiencing with full senses

ARTISAN QUALITY SENSORIAL IMMERSIVE

CELINE 2

Boutique Hotel 849 Ocean Ave, Santa Monica, CA 90403l

4 1

Santa Monica Airport

2

Santa Monica Pier

3

Will Rogers State Beach

4

“The Big Wave” Public Art

5

Scavenger Hunt: The Dessert of L.A.

6

Pete and Susan Barrett Art Gallery

7

Santa Monica Segway Tour

8

Private Gourmet Sailing Adventure

3

10

1

CELINE

5

6

1 7

2 8 7

N

CELINE

Boutique Hotel 849 Ocean Ave, Santa Monica, CA 90403

ue

n ve aA

tan

n Mo Pedestrian Path

1

Bicycle Path Ocean Current

Pa c

ifi c

Ocean Sound

2

Co

as

Morning Sun Noon Sun

tH

ig

hw ay

Afternoon Sun

2 Summer Solstice Equinox

3

Pa li

sa

de

s

ue

Pa r

h

Ida

k

Winter Solstice

n ve oA

1

Scenery Moments

So

rre

4

nt

o

Be a

ch

3

Ca

lifo

rn

ia

Cu

ce

an

Av en

ue

rre

Pa c

O

nt 4

ifi

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O

ce

an

N

159 | 160

AUDIENCE People living in the new age of techonology.

Always interested in the next new thing Enjoy a life style elavated by the new immersive techology

ARTISAN QUALITY SENSORIAL IMMERSIVE

159 | 160

CELINE

KEY ATTRIBUTES

DESIGN STORY DIAGRAM

Boutique Hotel 849 Ocean Ave, Santa Monica, CA 90403l

artisan

sensorial

immersive

quality

A blend of quality and artisanship enhanced by a more sensorial and immersive experience

159 | 160

ARTISAN QUALITY SENSORIAL

MATERIAL STRATEGY

Pebble Mosaic

My project emphasizes on highlighting the value of craftsmanship, and therefore provoke customers’ the appreciation for it. I want to express that through my materials. I chose hand-made materials such as crafted wooden panel, showing how magic can happen through the hands of artists and craftsmen.

Meanwhile, CELINE as a French fashion house, has always meant high-class and elegance. So of course I want my clients to experience luxury and quality. Thus, materails like marble and porcelain are being used throughout the project.

Porcelain Tiles

Using materials that emphasize on sight, smell, touch, and hearing to achieve the ultimate sensorial experience.

Natural Lava Stone

COLOR STRATEGY Buillding on the elegence and gentleness from a range of cream neutural tone, adding the classic black and white to ensure the quality, and then a hint of gold and blue for that luxurious final touch.

187 | 188

FACADE DIAGRAM

SITE

SUBTRACT

ENTRANCES

SKIN

PATTERN

SHAPE

PROGRAM DIAGRAM

187 | 188

CELINE

CELINE

Boutique Hotel

Boutique Hotel

849 Ocean Ave, Santa Monica, CA 90403l

849 Ocean Ave, Santa Monica, CA 90403l

Outdoor

Outdoor

Lobby

Lobby

Event Space

Event Space

Bar

Bar

Pool

Pool

Elevators

Elevators

Guest Rooms

Guest Rooms

Circulations

Oce a Circulations n Ave

Oce ho Ida

Ave

an A

ve ho

Ida

Ave

187 | 188

PUBLIC SPACE FLOOR PLAN

187 | 188

PUBLIC SPACE FLOOR PLAN

187 | 188

163 | 164

LOBBY AREA

161 | 162

LOBBY AREA

LOBBY AREA

1181 | 182

LOBBY AREA

183 | 184

LOBBY AREA

185 | 186

165 | 166

EVENT SPACE

EVENT SPACE

167 | 168

169 | 170

EVENT SPACE

171 | 172

BAR & LOUNGE

173 | 174

BAR & LOUNGE

BAR & LOUNGE

175 | 176

177 | 178

BAR & LOUNGE

BAR & LOUNGE

179 | 180

159 | 160

GUEST ROOM FLOOR PLAN

159 | 160

Guestroom MATERIAL COLLAGE

Polished Brass Panels Porcelain Tiles Water Ripple Glass Granite Rock Ash Wood Pebble Stones Natural Lava Stone

187 | 188

GUEST ROOM

187 | 188

GUEST ROOM

187 | 188

GUEST ROOM

187 | 188

GUEST ROOM

187 | 188

GUEST ROOM

187 | 188

GUEST ROOM

SECTION PERSPECTIVE

187 | 188

8 visual communications digital process

OTHERS

192 | 193

visual communications

194 | 195

TRANSPORTATION STUDIES

Exercise: adding people into the scene to interact with cars

196 | 197

Exercise: building simple scenes around the cars

198 | 199

Exercise: building simple scenes around the cars

200 | 201

Exercise: building simple scenes around the cars

202 | 203

FACADE STUDIES

Sketching out dieas using a SketchUp tempelete

204 | 205

Coming up with design ideas for the site

206 | 207

Sketching out different ideas from the same angle

208 | 209

Sketching out different ideas from the same angle

210 | 211

Sketching out different ideas from the same angle

212 | 213

Sketching out different ideas from the same angle

GUEST ROOM STUDIES

216 | 217

Space planning for square room

218 | 219

Space planning for long room

220 | 221

Space planning for different rooms

220 | 221

Story boarding for final presenttion slide

202 | 203

digital process

202 | 203

Reproduce contemporary chair design using Rhino 6

202 | 203

Building an abstruct rhino using sub-division tools in Rhino 7

202 | 203

Spatial exploration using sub-division tools in Rhino 7

220 | 221

Facade exploration using Grasshopper

220 | 221

Facade exploration using Grasshopper

see you on the next journey

/LETOH / EUQITUO