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SIGNAGE STRATEGY VersionAbsolute Design g Studio October 2013

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Introduction The following presentation forms the basis of our signing and wayfinding strategy for the Aerocity Hospitality District. This presentation contains 3 sections as described below. In Section 1 of this presentation, we take a look at the user demographics, need for branding , the addressing system and the quantum of information that needs to be provided at various decision making points within and b beyond d the h periphery i h off the h di district. i In Section 2, we look at iconic structures, public art and installations as place making strategies. In Section 3,, we shall also see the various revenue generation g opportunities pp in terms of location and scale that may be implemented in the area.

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Demographics g p In next few slides we try and understand the demographic of Aerocity. We shall see what will be the kind of travelers both national and international; who will be the potential customers of Aerocity. *NACO report findings to form a basis to our study. .

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Demographics In this slide we see broadly the diff t ki d off people l who h will ill different kinds visiting the Aerocity, Delhi.

1. Residential (from New Delhi / NCR) These will the people living within the NCR region along people living across the road who might become the users of Aerocity. 2. National Travelers The various National travelers coming from different parts of the country into Terminal 1&3 or are on transit via Delhi could be the potential visitors. visitors 3. International Travelers All international travelers arriving into Delhi Terminal 3.

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Demographics This slide gives us idea of diff t ki d off ttravelers l who h different kind will both national and international who will landing at the various terminal. Hence, these are the potential people who will visit Aerocity, New Delhi.

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Demographics These will be the other set of l who h will ill b i iti people be visiting Aerocity. This people will be the guys who will be working at Aerocity and involved with different functions with the area. This will be a substantial set of users.

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SECTION 1

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Branding

Section 1

Brand Strategy Branding is one of the most important aspects of the development. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? How does it affect a business like yours?

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Branding

Section 1 Why do we need a brand name?

Here the brand is the proposed design intervention & its specified use in the common areas of the hospitality district. This brand has to distinguish itself from the other brands in the development & communicate i t it its offering ff i clearly. l l It Its iis th the b brand db by which hi h people l will ill id identify tif th the d development. l t

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Branding

Section 1

Primary Brand Name The Primary Brand Name will consist of the name of the development development. What will this location called once it is up and running. It will become the brand with which people will associate it self and then the sub-brands which be a part of the development. This exercise the client will need to carry out for the development.

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Addressing System

Section 1

Introduction The addressing system will plays a key role telling visitor about the destination. It will also help people to navigate there way in an around the Aerocity area. It will help in defining the various destination with the Aerocity.

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Addressing System

Section 1

AEROCITY is the complete geographical area which comprising of 3 land parcels (known currently) to be developed in 3 phases. The HOSPITALITY DISTRICT is Phase 1 of the planned 3 phases of hospitality, retail and commercial developments. The HOSPITALITY DISTRICT consists of 13 assets being developed by different developers which include upscale and midrange hotels, as well as commercial developments as offices and retail outlets.

Aerocity, New Delhi

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Addressing System

Section 1

Hospitality District Phase 2

Phase 3 VersionAbsolute Design Studio 2013


Addressing System

Section 1 AEROCITY, New Delhi . India

Hospitality District

Phase 2

Phase 3

Various Assets

1

2

3

4

5

6

14

7

8

9

10 11 12 13

The design exercise essentially is creation if a new destination asset, Asset 14 which will create and support the existing common area land use of retail, h it lit and hospitality d F&B F&B.

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Addressing System

Section 1

This a representation of the previous slide which show us the various assets with the hospitality district. As mention before the common area in-between each of these Assets will be Asset 14. This Asset 14, will need a branding of it own. To which the people can associate the event to place where it is being it is taking place.

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Addressing System

ASSET

14

Section 1

This asset will exist in the interstitial circulation spaces within the current assets integrating the metro station, the central spine road and the northern access road. This hi process off creating i a new asset will ill entailil a designed architectural and master planning intervention whereby it will integrate and hence impart a distinct character to the physical space that it will occupy.

This new asset will need a name and will necessitate the creation of an unique graphic identity with which the city can identify and interact with it This identity will respond and it. support the architectural and programming character once the concept has been finalised.

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Addressing System

Section 1

WHY DO WE NEED AN ADDRESSING SYSTEM? Asset 14 lies in the common areas within the other 13 assets spreading over to the temple and the roads surrounding the site. It is important to have a system that locates users and facilities within this large area.

Hospitality District Aerocity, New Delhi

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Addressing System

Section 1

Present Addressing System JW Marriott Asset Area 4 - Hospitality District Delhi Aerocity 路 New Delhi, 110037 India

Proposed Addressing System JW Marriott Name of Street/Avenue H it lit District, Hospitality Di t i t Delhi D lhi Aerocity A it 路 New Delhi, 110037 India VersionAbsolute Design Studio 2013


Addressing System . Entry/Exit Points to Aerocity

Section 1

ENTRY/EXIT POINTS TO AEROCITY, Delhi All the entry/exit points will need to be named. These nomenclatures should be a recall friendly based on a logical system. These points are crucial for navigating traffic in and out of the hospitality district.

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Addressing System . Roads, Streets & Lanes

Section 1

Various entry points into Aerocity

ROADS, STREETS, LANES

AllAthe naming entry system points will for all need thetoroads be marked and lanes in need manner. to be designed for proper anwill exoteric These entry point are crucial wayfinding for entry to,offrom cab,and emergency within the service site. The and names for security can bepurpose. borne out of the concept or be supporting of the concept designed.

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Addressing System . Major Intersections

Section 1

MAJOR INTERSECTIONS These intersections will need an address.

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Wayfinding Signage

Section 1

In the next few slide we look at the various wayfinding signage opportunities with in the Aerocity area, both Vehicular and Pedestrian.

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Wayfinding Signage

Section 1

For Wayfinding it is important for us to understand the user to form a comprehensive strategy. As the road are important pathways which lead people to the Airport and along with that to Aerocity Delhi. Aerocity, Delhi Different types of Signage 1. Vehicular Signage a External a. b. Internal 2. Entry & Exit points 3. Pedestrian Signage 4 Interactive maps and information 4. systems.

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Wayfinding Signage

Section 1

The current user base comprises p of the following: g 1. Passengers to and from the airport terminals. 2 Goods and Cargo transportation to and from the airport areas. 2. areas 3. People employed by Airport and ancillary offices in the area. This a considerable population of everyday users. 4. Security and Emergency Services. 5 Armed Forces 5. Forces. *both both the army and air force have their base in the this airport area area. 6. Residents of surrounding areas such as Mehram Nagar Village & Mahipalpur(immediate), Palam and Raj Nagar (distant but within 5kms of Hospitality district). )

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Wayfinding Signage

Section 1

This a slide which shows us the different areas within the Aerocity district. These are different offices and terminal that located with in site and will become destinations as part of Wayfinding strategy . Image is taken from the d document prepared db by NACO.

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Wayfinding Signage

Section 1

Once the hospitality district properties launch, there will be a substantial increase in traffic of the following types: 1. Guest of various hotels 2. Visitors to these guests 3. Convention and Banqueting guests 4. Office users 5. People employed by the various brands who would be daily and /or frequent users. 6. Private security and Emergency Services 7. Retail and F&B users 8. Day visitors/recreational users / Tourists 9. Incidental users from the existing Airport line. 10. Pedestrian traffic(evening walkers/ joggers/ kids playing cricket) from Mahipalpur, the nearest residential destination to the hospitality district. VersionAbsolute Design Studio 2013


Wayfinding > Vehicular > External On bound traffic coming to Airport / Aerocity, Delhi.

Section 1 Out- bound traffic coming from Airport / Aerocity, Delhi.

NOTE: While navigating in this environment the measure of time plays a important role in order for people to reach the airport. Hence, the wayfinding strategy should incorporate time that it will take to reach the Airport from various junctions . Signage will need to be a mix of both digital and static information which tell the users about the time required to reach their destinations and traffic / /emergency iinformation f i updates. d

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Wayfinding > Vehicular > External

Section 1

On bound traffic coming to Airport / Aerocity, Delhi.

Below: This is an example of Digital signage which gives people an idea of fatal on the roadway. roadway

Out- bound traffic coming from Airport / Aerocity, Delhi.

NOTE: Visibility of the signage is very important from a distance, well before the decision making point. point

Photo: Site photograph of signage at the beginning of the tunnel.

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Wayfinding > Vehicular > External

Section 1 A combination of static and digital messaging system proposed p p near the Barcelona Airport p district.

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Wayfinding > Vehicular > External On bound traffic coming to Airport / Aerocity, Delhi.

Section 1 Out- bound traffic coming from Airport / Aerocity, Delhi.

NOTE: Looking at all the existing vehicular signage on the exterior roads leading to airport T3. Our proposal will suggest improvements to the existing city signing.

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Wayfinding > Vehicular > External Major Intersections

Section 1

On bound traffic coming to Airport / Aerocity, Delhi.

Out- bound traffic coming from Airport / Aerocity, Delhi.

NOTE: The various entry points will be to marked out as part of the Wayfinding plan. Mark of various entry points into the Aerocity will help in easy identification various entry and exit area of the development.

Texas Medical Centre, Houston. USA Design: fd2 studio

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Wayfinding > Vehicular > Internal Intersections

Section 1

On bound traffic coming inside Aerocity, Delhi.

Out- bound traffic exiting out of Aerocity, Delhi.

The nomenclature will be born out of the architecture and theme of the whole development. Based on this various streets and boulevard shall be named.

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Wayfinding > Pedestrian > Internal & External Pedestrian Pathways

Section 1

Intersection

This slide gives us and idea about the pedestrian circulation within the whole area of Aerocity. These are different pathways on which pedestrians will be able to walk and access various destination in this region.

Photo: Example of LED signage

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Wayfinding System > Pedestrian > Internal Pedestrian Pathways

Section 1

Intersection In this slide we see the flow of the pedestrian traffic with the Aerocity Area along with the Hospitality district. The wayfinding will play an important role in letting people know of the different areas and facilities within the compound.

Photo: Pedestrian multi lingual signage installed in Brisbane

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Wayfinding System > Pedestrian > Internal Pedestrian Pathways

Section 1

Intersection NOTE: Use of led Signage at various pedestrian pathways inside the hospitality district will make the wayfinding process dynamic. It will be able give multiple kind of information to user. Such signs change to respond to the changing information within the district. Photo: Example of LED signage

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Wayfinding System > Pedestrian > Internal Pedestrian Pathways

Section 1

Intersection Signs like the one show below have a greater recall value. These are like sculptures and become photo opportunities for the visitors while being a Photo: 9 Manhattan Street, New York , USA

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Wayfinding System > Pedestrian > Internal Pedestrian Pathways

Section 1

Intersection As the buildings are tall the view from the building windows to the pedestrian areas will be visible . This view can used in an interesting manner to denote the name of the street or block etc. Sketches of some design we proposed for a similar project in Gurgaon Photo: 9 Manhattan Street, New York , USA

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Wayfinding System > Pedestrian > Internal

Section 1

Pedestrian Pathways Plan for Hospitality District.

Pedestrian Wayfinding in Melbourne

The internal pedestrian area could be used having various art installation which also are p part of the Wayfinding y g system. y As they will have greater recall value, and an photo opportunity for the people traveling to Aerocity.

Pedestrian Wayfinding using letters

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Public Street Art. Pedestrian. Internal

Section 1

Pedestrian Pathways Plan for Hospitality District.

These are some examples of Street art work which can become a part of the pedestrian area inside Aerocity, p y, New Delhi.

Street Art in China

Street Art in Germany

Street Art in Barcelona

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Iconic Structures

Section 2

This an image of an iconic structure located at the approach to Los A l airport Angles i t

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Iconic Structures . Vehicular level

Section 2

This an image of an iconic structure located at the approach to Los A l airport Angles i t

Various entry points into Aerocity Will mark the entry points will celebrate and define the entry to the development.

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Iconic Structures . Vehicular level

Section 2

A iconic structure in key location like this could be planned. This a very important junction where traffic coming from different directions merge. This location can be used to announce the brand.

Photo: Major intersection near the Aerocity site.

Photo: Los Angeles Airport approach road.

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Iconic Structures . Vehicular level

Section 2

While exiting the tunnel green patch of land on curve could be used creatively to announce Aerocity with mix of sculpture and horticulture. This location can be used to announce the brand.

Photo: While Exiting the Tunnel. Coming from Mahram Nagar Crossing, Delhi.

Photo: Horticulture beside a road .

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Iconic Structures . Vehicular level

Section 2

While exiting the tunnel green patch of land on curve could be used creatively to announce Aerocity with mix of sculpture and horticulture. This location can be used to announce the brand.

Photo: While Exiting the Tunnel. Coming from Mahram Nagar Crossing, Delhi.

Photo: Horticulture beside a road .

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Iconic Structures

Section 2

The walls of the tunnel could made interesting, doing some colorful graphic. Which could be informative and make the tunnel space more attractive. attractive

Photo: Approaching Aerocity. This photo before entering the tunnel.

Photo: Approaching Aerocity. Same stretch of open green patch with an installation between two driving lanes, evening view.

Photo: Approaching Aerocity. Same stretch of open green patch with an installation between two driving lanes

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Public Street Art

Section 2

The view cutter in the area can be designed so that they which can contain some kind of a graphic .

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Public Street Art

Section 2

These are some photographs of the installation that can be done which make the place friendly for the small kids.

Design: Toshiko Horiuchi MacAdam & Charles MacAdam Construction: Toshiko Horiuchi MacAdam with Interplay D i &M Design Manufacturing, f i IInc. Structural design: Norihide Imagawa, T.I.S. & Partners, Tokyo, Japan Photos: Masaki Koizumi

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Interactive signage

Section 2

Interactive LED light could be used to at different areas with the Aerocity. These can be used for advertising an event, or could become part of a paid messaging system for the visitors.

Photo: Street in New York City . Led tickers used to out messages .

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Interactive Signage

Section 2

This is an illustration of augment g realityy screens which can be located at Key points within the pedestrian areas. This can help the visitors get a an idea of the overall district. district Things to look out for within the hospitality district.

Photo: Approaching Aerocity. Same stretch of open green patch with an installation between two driving lanes

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Interactive Signage

Section 2 This is an example of interactive advertising signage. g g This can be used both advertisingg and also can get people involved to play a game etc.

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Interactive Signage

Section 2 Photo: New York City Bus Terminal Media Mesh on the faรงade of the terminal;.

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Interactive Signage

Section 2

SWAY’D Interactive Public Art Installation Architects: Daniel Lyman L ti Location: S lt Lake Salt L k City, Cit Utah, Ut h USA Project Year: 2010 Photographs: Courtesy of Daniel Lyman http://www.archdaily.com VersionAbsolute Design Studio 2013


Interactive Signage

Section 2

SWAY’D Interactive Public Art Installation In its essence, the installation’s seemingly un-orchestrated subtle movements are reminiscent of a field of grass or trees reacting from the wind. Though each rod sways independently to its own rhythm, each individual maintains harmony with the whole; all swaying together in a symphony orchestrated by the supple forces of nature – no one part more important than the whole.

The rods are aligned on a thirty inch square grid, representative of the urban layout of Salt Lake City and surrounding areas. Individual rods created out of moly-filled nylon that pitch themselves over ten feet into the air to create a defined but open space. Though each rod is very thin, one inch in diameter, the nylon composition provides resistance without hindering motion. For ground support each rod is cemented into a concrete footing with minimal disturbance to the site. The sharp rays of sunlight cast hard shadows that are diffused on the gravel floor. Night time lighting is provided from security floodlights on the theatre wall and street lamps lining the walkways. VersionAbsolute Design Studio 2013


Interactive Signage

Section 2

'You & Me‘ Public Art Installation by Zhang Zhaohui Location: Beijing

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Interactive Signage

Section 2

‘Megaphone’ Public Art Installation A Moment Factory creation i staged d by b Étienne Éi Paquette Location: Montreal

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Interactive Signage

Section 2

‘Megaphone’ Public Art Installation A Moment Factory creation staged by Étienne Paquette Location: Montreal Its an unique interactive installation unlike any ever seen before: Megaphone. When the sun goes down, public speaking comes together with art and technology in this collective work that gives voice to Montreal residents residents. Their words are carried loud and clear by megaphone, and then transformed into original visuals that are projected onto an enormous facade in downtown Montreal’s Quartier des spectacles district. This powerful sensory installation pushes the limits of interactive technology and brings people into the public sphere—out of the privacy of social media, personal living spaces and the social margins.

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Interactive Signage

Section 2

‘Every Passing Moment’ Public Art Installation Location: Liverpool As people walk across the Clayton Square in front of the Liverpool BBC big screen (UK), anyone with an active Bluetooth device automatically seeds a flower in the virtual landscape. Depending on the public’s path, a red, blue or yellow flower is generated in one of three virtual garden patches. The colour of a flower depends on their proximity to gardeners (i.e. three performers carrying the blu box system) wearing corresponding colour Tblu_box shirts. If the MAC ID (which every Bluetooth active device emits) responsible for seeding a flower is recorded by blu_box only once, the flower will slowly start to fade away. Alternatively, any passer-by who directly approaches a gardener and becomes the gardener’s team member, will generate a larger flower assigned to the colour code of the chosen gardener. This project emerges from my PhD research into mobile and wireless networks as public art.” art.

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Advertising

Section 3

To be sent tomorrow. tomorrow VersionAbsolute Design Studio 2013


Thankyou

VersionAbsolute Design g Studio October 2013

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Profile for VersionAbsolute Design Studio

Wayfinding & Sign Design Strategy, DIAL Aerocity  

Design strategy for a public wayfinding project in India.

Wayfinding & Sign Design Strategy, DIAL Aerocity  

Design strategy for a public wayfinding project in India.

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