Jennifer Atwell - Portfolio Samples

PORTFOLIOINTERIOR DESIGN

JENNIFER ATWELL

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310-990-6110

jennifer.atwell@gmail.com

140 West 15th St. #3CNew York, NY 10011

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TA B L E O F C O N T E N T S

0 1 R E S I D E N T I A L 0 6 - 1 9

0 2 C O R P O R A T E 2 0 - 3 3

0 3 A R E A O F R E S P I T E 3 4 - 4 1

0 4 R E T A I L 4 2 - 7 1

0 5 B R A N D I N G 7 2 - 7 7

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W 11TH STREET

PERRY STREET

CHARLES LANE

CHARLES STREET

Site: 173 Perry Street Architect: Richard Meier

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R E S I D E N T I A L

1 7 3 P E R R Y S T R E E T

Located in the prime West Village neighborhood, this residence was designed

for a multi-generational family consisting of a couple with one child and a

grandfather who lives with them. Believing that it was beneficial for everyone

to live together after the loss of his wife, the grandfather purchased the third

and forth floors of 173 Perry Street, a luxury residential tower designed by

renowned architect Richard Meier.

A creative layout was required to address the needs of all generations living in

the residence, including a tranquil live-work environment for the daughter. The

3,700 square foot space includes 3 bedrooms, 2 bathrooms, a powder room,

an office, living and dining area, a kitchen, and ample storage space.

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M O O D B O A R D

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L E V E L 3 F L O O R P L A N

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L E V E L 4 F L O O R P L A N

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E N T R A N C E

Upon entering the residence, you are

greeted with panoramic views of the Hudson

River and a spiral staircase that serves as

a sculptural element connecting the public

areas of the residence to the private floor

above.

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S E C T I O N A

S E C T I O N B

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L I B R A R Y

A floor-to-ceiling bookcase marks the

separation between the public and private

areas of the lower floor and showcases the

grandfather’s extensive collection of books.

The living area, kitchen, and dining area

create an ensemble that is cohesive and

very adaptable for a range of entertaining,

which is an important activity for the family.

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K I T C H E N

The kitchen features a white quartz counter-

top and back-splash with custom lacquered

cabinetry. The center island grounds the

space and encourages an organic flow into

the dining area.

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M A S T E R B A T H

The master bath features a floating vanity

with integrated sinks along with white

porcelain flooring and ceramic tiles.

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M A S T E R B E D R O O M

The master bedroom utilizes a neutral color

palette and functions as a soothing respite

from the intensity of the city.

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facetBernhardt Design

b.6Bernhardt Design

barcelona® couchKnoll Studio

barcelona® chairKnoll Studio

barcelona® stoolKnoll Studio

mr chaiseKnoll Studio

F U R N I T U R E S E L E C T I O N

A mix of classic and modern furniture pieces were

selected to create a sophisticated environment.

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celonBernhardt Design

florence knoll benchKnoll Studio

selinunteAlfredo Haberli for Alias

eames aluminum group lounge chairHerman Miller

nettle rugNanimarquina

astor dining Modloft

eames lounge chair and ottomanHerman Miller

random suspension lightMoooi

workshopBernhardt Design

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0 2C O R P O R A T E

B K R C R E A T I V E A G E N C Y

Located at 375 Park Avenue in the iconic Seagram building, this office space has been

designed for BKR, a newly formed branding and strategy agency. Led by 3 partners,

Jason Brown from Weiden & Kennedy, David Kolbusz from 2x4, and Michael Rock

from Fahrenheit 212, the partners wanted their new office to foster a higher degree

of collaboration while enabling each division to maintain its own identity. BKR’s new

office needs to accommodate the three partners plus 45 additional employees.

Site: 375 Park Avenue Building Exterior

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Level 1 Floor Plan

375 Park Avenue1

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678

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7 69

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OFFICE LEGEND

8 Media Wall9 Cafeteria 10 Quite Cafe11 Mail Room12 Reception13 Human Resources14 Conference Rooms

15 Partner Offices16 Strategic Planing17 Administration18 New Business19 Private Enclaves20 Copy Room21 Accounting

1 Creative Lounge2 Creative Teams3 Production Lab4 Broadcast Production 5 Media Purchasing 6 Meeting Rooms7 Break Out Space

Level 2 Floor Plan

375 Park Avenue2

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R E C E P T I O N

On the second floor, the elevator lobby opens directly into

the reception area, providing visitors with expansive views

of Manhattan and an immediate sense of openness. To the

right, a large opening in the floor gives clients a glimpse of

the creative action happening below.

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M E D I A W A L L

Bridging the Executive and Creative Floor

is a large scale media wall that keeps the

office connected by displaying the agency’s

latest work.

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C O N F E R E N C E R O O M S

Conference rooms, meeting areas, and

private offices have glass fronts, encouraging

transparency within the workplace.

P R I V A T E B O O T H S

Private office booths provide an area

free from distractions for focused work

to occur. The seats are upholstered with

sound absorbing material, which creates a

conducive atmosphere for heads-down-work

and small meetings.

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B R E A K O U T S P A C E S

Open break out spaces are located in

close proximity to individual workstations,

allowing employees from varying teams

to assemble and engage with each other.

With provisions for fixed and personal

technology, these areas make it simple for

employees to pick up and move around the

office as needed.

M E E T I N G R O O M S

Both private and open meeting spaces

are located throughout the Creative Floor,

giving teams a variety of work options.

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P R O D U C T I O N L A B

Located in close proximity to individual

workstations, the production lab offers

easy access for impromptu collaboration

and various surfaces to display and create

work. A variety of mobile furniture settings

allow teams to choose and arrange how the

space best suits their work in the moment.

W O R K S T A T I O N S

Workstations are located around the

perimeter of the building, allowing natural

light to reach across the floor to all occupants.

Dropped ceilings over workstations provide

an aesthetic division among areas and give

employees a sense of ownership over their

space.

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C A F E T E R I A

The cafeteria provides spaces for both

quiet relaxation and informal meetings. A

contrast in light and dark flooring mark the

circulation path throughout the office and

encourage movement for greater chance

meetings to occur among employees.

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Level 1 - Section Cuts

S E C T I O N S

Section D

Section C

Section A

Section B

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F U R N I T U R E S E L E C T I O N

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PARTITIONS

Glass

FLOORING

Mohawk: Vector II

CEILING

Tricorn Black

FLOORING

VCT - EXCELON Feature Tile

Black I

WALL PANELS

Light Oak

FLOORING

VCT - EXCELON Feature Tile

Chalk II

M A T E R I A L S E L E C T I O N

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Site Location: 100 Hudson Street Access: Public access to the restrooms

will be provided from Franklin Street,

while hotel guests will have access

from inside the hotel lobby and bar.

0 3A R E A O F R E S P I T E

1 0 0 H U D S O N S T R E E T

Located adjacent to the Hudson River, Tribeca has been ranked as one of New York

City’s most expensive neighborhoods, however, people living in the community often

feel alienated from nature due to a lack of greenery and breathing space. To help solve

this issue, a new hotel brand plans to create an area of respite with restrooms serving

both the community and hotel guests. The design of the public facility aims to reconnect

the public with nature and imbue users with a sense of tranquility.

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F R A N K L I N S T R E E T E N T R A N C E

Frosted glass windows and doors reflect sunlight

inward and blur the barrier between the interior and

exterior, eliminating distracting views of pedestrians

and vehicles. Hidden coves along the upper walls

allow water to emerge and flow across textured

white quartzite walls and then disappear into rivers

along the perimeter of the floor.

SECTION A

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I N T E R I O R Q U A R T Z I T E T O W E R S

Bringing together the natural elements of stone and

water, the materiality provides a deep connection

to nature. The verticality of the interior elements

references the surrounding architecture and pays

tribute to the history of Tribeca.

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G L A S S W A T E R F A L L S

A carefully modeled path of circulation leads users

on an experiential journey while controlling sightless

along the way. Water gracefully drapes over

floor-to-ceiling glass panels placed at focal points

throughout.

SECTION B

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C O N N E C T I O N T O N A T U R E

Plants are located directly in-front of glass panels,

providing guests with a deeper visual connection to

nature. The presence of water makes for a highly

sensuous experience, allowing visitors to see, hear,

and also feel the water.

SECTION C

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S E A T I N G A R E A

To the left of the hotel bar entrance, a seating

area provides a space for pause and reflection as

well as room to gather. Water continually streams

down the interior walls infiltrating the space with a

soothing acoustical backdrop that aids in eliminating

distracting noise from the hotel lobby and bar.

SECTION D

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FLOOR PLAN

SCALE: 1/4” = 1.0”1

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F L O O R I N G

White Quartzite

I N T E R I O R W A L L S

White Quartzite

R E S T R O O M D O O R S

Frosted Glass

W A T E R F A L L B A C K

Clear Glass

M A T E R I A L S

T O I L E T

Kohler - Veil

S I N K

Custom Quartz Sink

R E S T R O O M F A U C E T

Toto - Helix EcoPower Faucet

F L U S H S E N S O R

Toto - Sensor Flush Valve

F I X T U R E S

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0 4R E T A I L - T H E S I S

T H E E F F E C T O F B R A N D I N G P A C K A G E S O N T H E R E T A I L I N D U S T R Y

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C O M P R E H E N S I V E B R A N D I N G

R E T A I L B R A N D F R A M E W O R K

Comprehensive branding is vital for a business to succeed in the retail industry. Industry giants spend fortunes on retail branding

to out-pace the competition and persuade consumers to choose their brand over others. While scales of efficiency afford

chain stores comprehensive branding efforts, independent retailers often struggle to allocate the necessary resources. This

thesis harnesses the financial efficiencies of scale normally exclusive to chain stores to provide for the needs of independent

retailers.

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R E T A I L I S T

A N O N L I N E P L A T F O R M F O R R E T A I L B R A N D I N G

Retailist would be the first web-based company to offer comprehensive branding packages to independent retailers. By mass

producing and designing branding packages, costs are kept low and provide independent retailers with a professional

appearance for their company that they otherwise could not afford. Each branding package would provide customizable

components to ensure that individuality is achieved for each small business.

AFFOR DABLE

PR ICIN G

Business owners will save time

and money when they choose

an affordably-priced design

package that will captivate their

audience and jump start their

business.

PROFE SSIONAL

R ETAIL DE SIGN

Access to an experienced team

of retail designers that have the

know how to transform stores into

dynamic shopping environments.

C O MPLETE

BR ANDIN G S OLU TIONS

Each design package includes

everything independent retailers

need to open their business in

a fraction of the time a custom

design would take.

PROVEN

IND USTRY STR ATEGIE S

New business owners will be

able to search an extensive

library of professional branding

packages carefully crafted for a

wide variety of industries.

With Retailist, independent retailers will have the ability to browse through retail branding packages on-line that offer complete branding solutions

tailored to a variety of markets. This business model will bring professional retail design to independent retailers at an affordable price.

R E T A I L I S T

T H E B E N E F I T S O F R E T A I L B R A N D I N G P A C K A G E S

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Understanding a store’s brand is one of the most important aspects for a retail designer. In order to help independent retailers

create a professional appearance for their business, brand concepts have been created that offer a unique mix of fixtures and

finishes tailored to a variety of industries. For each branding package, the concept is the starting point and the store’s fixtures

and graphic elements are designed thereafter. Retailist’s involvement in every aspect of the store’s brand from corporate identity

to store environment will ensure a strong and consistent identity for each small business. Below is a sample of some of the

brand concepts that would be available to small businesses, each offering a unique mix of fixtures and finishes.

B R A N D C O N C E P T S

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R U S T I C B R A N D I N G P A C K A G E

The Rustic Branding package has an authentic appeal that emphasizes distressed elements constructed of

natural materials. The look and feel of the Rustic theme is less flashy than other branding packages and pays

homage to an era where less was seen as more. Fixtures are available in three metal finishes and four wood

shelving finishes that give the Rustic Package a vintage allure.

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Wall Fixture - Option A Wall Fixture - Option B Wall Fixture - Option C Wall Fixture - Option D

Wall Fixture - Option E Back Wrap Cash Wrap Clothing T-Stand

Nest Tables Display Table Tiered Table Display Bin

R U S T I C

R E T A I L F I X T U R E S

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Reclaimed Antique Barn Board

Distressed Gray Oak Distressed White Oak Brown Drift Oak

F I X T U R E S - W O O D S H E LV I N G

Distressed White Metal Antiqued Iron Zinc

F I X T U R E S - M E TA L

R U S T I C

F I X T U R E F I N I S H E S

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F L O O R I N G

Commercial LaminateRustics PremiumGrey Washed

Polished Concrete TileLight Grey

Polished Concrete TileDark Grey

Commercial LaminateRustics PremiumWhite Washed

WA L L C O V E R I N G

Faux Concrete Wall PaintDark Grey

Faux Concrete Wall PaintLight Grey

Wood Wall PanelsReclaimed Grey Oak

R U S T I C

M A T E R I A L O P T I O N S

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RH ModernAgnes CollectionWhite

P E N D A N T L I G H T S

RH ModernVintage Barn PendantWhite

SATCO LightingCylinder 3 Light Track KitBlack

SATCO LightingCylinder 3 Light Track KitWhite

RH ModernAgnes CollectionMatte Black

RH ModernVintage Barn PendantMatte Black

T R A C K L I G H T I N G

R U S T I C

L I G H T I N G O P T I O N S

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S T I T C H

2 2 8 W E S T 6 O T H S T R E E T

Stitch is a new clothing store located on the Upper

West Side using the Rustic Branding Package. Package

components selected have a lighter appeal and give

the store a more refined and modern look.

Floor Plan

Stitch - 228 West 6oth Street

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S T I T C H

2 4 W E S T 8 T H S T R E E T

The clothing store Stitch opened a new location in the

West Village and desired a different look then their

store on the Upper West Side. Polished concrete

flooring and dark faux concrete walls create a rustic

modern look. Fixtures chosen are constructed of brown

drift oak & antiqued iron, which complement the stores

interior finishes.

Floor Plan

Stitch - 24 West 8th Street

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F E T C H

2 2 8 W E S T 6 O T H S T R E E T

Fetch is a pet store located on the Upper West Side

using the Rustic Branding Package. Fixtures selected

consist of distressed grey oak & distressed white metal.

Floor Plan

Fetch - 228 West 60th Street

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F E T C H

2 4 W E S T 8 T H S T R E E T

The pet store Fetch opened a new location in the West

Village and desired a different look then their store on

the Upper West Side. Fixtures chosen are constructed

of brown drift oak & antiqued iron. Polished concrete

flooring and faux concrete walls give the pet store a

rustic allure.

Floor Plan

Fetch - 24 West 8th Street

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R U S T I C

B R A N D I N G & I D E N T I T Y

The following graphic design and merchandise

elements are created to work cohesively with

interior package components.

Stationary

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Business Cards

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Signage

Hang Tags

Merchandise Bags

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L U M I N A N C E B R A N D I N G P A C K A G E

The Luminance Branding Package features retail fixtures with diffused LED light panels that illuminate and

enhance shelving displays while creating a professional and ordered retail environment. Design elements are

kept to a minimum and clean lines and unadorned forms are used to effectively showcase store merchandise.

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D I S P L AY S Q U A R E S G O N D O L A - T I E R E D O P T I O N

P E N D A N T L I G H T S

Lacquered Black FinishLacquered White Finish

T R A C K L I G H T I N G

L U M I N A N C E

R E T A I L F I X T U R E S

SATCO LightingCylinder 3 Light Track KitBlack

SATCO LightingCylinder 3 Light Track KitWhite

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K E Y T O W E R D I S P L AY SD I S P L AY C A S E S

F u t r u s P a r s o n s T a b l e s

W h i t e D u P o n t ™ C o r i a n

N e l s o n S w a g L e g A r m c h a i r

F i n i s h W h i t e Z F

L u m i n a n c e W a l l U n i t

S i d e p a n e l o p t i o n w i t h s t o r a g e c a b i n e tT u r q u o i s e F r o s t e d G l a s s

S E AT I N G

Futrus Parsons TablesBlack DuPont™ Corian

Nelson Swag Leg ArmchairFinish White ZFF u t r u s P a r s o n s T a b l e s

W h i t e D u P o n t ™ C o r i a n

N e l s o n S w a g L e g A r m c h a i r

F i n i s h W h i t e Z F

L u m i n a n c e W a l l U n i t

S i d e p a n e l o p t i o n w i t h s t o r a g e c a b i n e tT u r q u o i s e F r o s t e d G l a s s

C O N S U LT TA B L E

Nelson Swag Leg ArmchairFinish Black ZA

Futrus Parsons TablesWhite DuPont™ Corian

L U M I N A N C E

R E T A I L F I X T U R E S

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F L O O R I N G WA L L C O V E R I N G

Sherwin Williams Pure Black Hi-Gloss Enamel

Sherwin Williams Pure White Hi-Gloss Enamel

Takla Porcelain TileBlack Galaxy / 12”x24” / Polished

Salerno Micro Crystal Porcelain TileGlacier White / 12”x24” / Polished

L U M I N A N C E

M A T E R I A L O P T I O N S

F I X T U R E S

Lacquered Black FinishLacquered White Finish

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M O D U L A R WA L L S Y S T E M

L U M I N A N C E

R E T A I L F I X T U R E S

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B L A N C

2 4 W E S T 8 T H S T R E E T

Located at 24 West 8th Street, Blanc is a professional

cosmetic store featuring a new line of skincare products.

The owners have chosen the Luminance Branding Package

to outfit their store, which provides them with a clean and

modern look. White finishes are used throughout the store,

creating a feeling of perfection and immaculate beauty. At

the same time, the use of one accent color in cool turquoise

emphasize the skincare packaging. The overall pureness of

the design creates the perfect stage for the skincare products

to sell themselves.

Floor Plan

Blanc - 24 West 8th Street

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S E C T I O N S

Section A

Section B

Section C

Section D

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O P T Y X

2 4 W E S T 8 T H S T R E E T

Located at 24 West 8th Street, OPTYX is a new optical store

that has been outfitted with the Luminance Branding Package.

The simplicity of the design and illuminated fixtures provide

the perfect stage to showcase the designer sunglasses. The

high-contrast color palate along with clean lines and simple

forms come together to create a timeless look that allows the

product to take center stage.

Floor Plan

Optyx - 24 West 8th Street

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S E C T I O N S

Section A

Section B

Section C

Section D

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0 5G R A P H I C D E S I G N

& B R A N D I N G

R E S O R T B R O C H U R E

This brochure was designed for the brand repositioning

of the Auberge Private Residences at Esperanza in

Cabo San Lucas. The developer desired a refreshed

look that showcased the property’s natural beauty while

maintaining consistency with the look and feel of the

Esperanza brand. I was responsible for the design,

layout, photo selection and copy.

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E M A I L M A R K E T I N G

As part of the strategic marketing plan, promotional

emails were designed to create awareness for the Private

Residences at Esperanza. Each template was designed

to match the overall brand identity of Esperanza.

O N - S I T E S I G N A G E

On-site signage was developed to target guests staying

at the Esperanza Resort to create interest and awareness

of the ownership opportunities available.

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A D V E R T I S E M E N T

As part of the brand repositioning, Hacienda Beach

Club and Residences required a refreshed look for

their advertisements.

G I F T C E R T I F I C A T E

Gift certificates were designed for a promotional

event hosted at the Los Cabos Marine Show.

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F L O O R P L A N R E D E S I G N

Residence floor plans were redesigned to reflect

Hacienda’s new and refreshed brand identity. The

tri-fold layout highlights the resort amenities and

architectural features. I was responsible for editing

and approval.

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S I T E - M A P

Hacienda’s original site-map calls attention to it’s

premier location in Cabo San Lucas and highlights

the development’s array of resort amenities. I was

responsible for the editing and layout of the handout.

P R O M O T I O N A L F L Y E R

This flyer was designed for renowned architect,

Stephen Berman, who desired a contemporary

promotional piece that depicted the style and luxury

of his 20,600 square foot home set on the cliffs of

Pedregal in Cabo San Lucas.

310-990-6110

jennifer.atwell@gmail.com

140 West 15th St. #3CNew York, NY 10011