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w BRANDED ENVIRONMENTSPERKINS+WILL
BETTING ON FLORIDA’S FUTURE
What’s Your Brand?APA Florida Conference
September 10, 2015
01 INTRODUCTION TO P+W
02 BRANDED ENVIRONMENTS
03 WHY BRAND MATTERS
04 TRENDS+BRAND
TOPICS
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01 A BRIEF HISTORYOF WHERE WE’VE BEEN & WHERE WE ARE TODAY
1935
AREAS OF PRACTICEK-12Corporate+CommercialCivic+CulturalHealthcareHigher EducationScience+TechnologySports+RecreationTransportation
DISCIPLINESArchitectureBranded EnvironmentsInteriorsLandscape ArchitecturePlanning+StrategiesUrban Design:Cities+SitesReuse | Repurpose
FOUNDED IN
CHICAGO
LOCATIONSAMERICAS ASIA EUROPE MIDDLE EAST AFRICA
CORE STRENGTHSDESIGNEXPERTISESOCIAL PURPOSE
We believe that design has the power to positively transform people and the planet.
VALUES /
WE ARE THOUGHT LEADERS IN THE INDUSTRY AND DRIVERS OF CHANGE
Perkins+Will Research JournalRESEARCH DRIVEN /
SOCIALLY RESPONSIBLE /
The 1% Solution: A commitment to giving a percentage hours of our professional expertise back to our local communities. Our philosophy in action.
GEMS – Girls Educational & Mentoring Services Friends of the Los Angeles River (FoLAR) Bethesda Hospital, Borneo
AIA’s Arch Record#1 IN
SUSTAINABLEDESIGN
2009 – 2011
SUSTAINABLE /Philosophy in Action
FAST COMPANY’S#5 MOST
INNOVATIVEARCHITECTURE
COMPANY2013
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2 BRANDEDENVIRONMENTS
WE ARE A LIVING BRAND LAB.We help our clients fall in love with their brands…all over again.
WHO WE ARE
USER-CENTERED RESEARCH…OPEN INNOVATION…MULTI-DISCIPLINARY TEAMS
We believe in the fundamental human desire to belong to something bigger than ourselves, and in the power of brand to form meaningful human connections.
WE BELIEVE
BRANDED ENVIRONMENTS
WHAT WE DO
WE BUILD EMOTIONAL HUMAN
CONNECTIONS THROUGH:
• STRATEGY
• IDENTITY
• ENVIRONMENTS
• EXPERIENCES
BRANDED ENVIRONMENTS
HOW WE DO IT
WE DESIGN NEW WAYS TO
HELP OUR CLIENTS TELL THEIR
STORIES AND FIND THEIR WAY.
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03WHY BRAND MATTERS+ THREE CASE STUDIES
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HOW BRAND HELPS
• ATTRACTING + RETAINING
TOP TALENT
• ESTABLISHING A
COMPETITIVE ADVANTAGE
• INSPIRING + MOTIVATING
• INCREASING
PRODUCTIVITY
• ATTRACTING FUNDING
• ELEVATING THE QUALITY
OF EXPERIENCE
• IMPROVE QUALITY OF
LIFE
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HOW BRAND HELPS
• SHIFT PERCEPTION OF A PLACE
• CREATE A COMMON VISION FOR THE
FUTURE OF A COMMUNITY AND ITS
POTENTIAL
• PROVIDE A CONSISTENT
REPRESENTATION OF PLACE
• ENHANCE LOCAL, REGIONAL AND/OR
GLOBAL AWARENESS AND POSITION
• SHED UNFAVORABLE STEREOTYPES
ASSOCIATED WITH A PLACE
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THREECASE STUDIESWHY BRAND MATTERS:
Knowledge Economic City | P+WPeru | FUTUREBRANDMelbourne | Landor Associates
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KNOWLEDGE ECONOMIC CITY
DESIGNER: PERKINS+WILL;
DAR AL HANDASAH; KINGDOM
OF SAUDI ARABIA
LOCATION: MADINAH, KINGDOM
OF SAUDI ARABIA
COMPLETION DATE: UNDER
DEVELOPMENT
MASTER PLAN SERVICES:
COMMUNITY/CULTURAL
ANALYSIS
BRAND EXPERIENCE STRATEGY
WAYFINDING+SIGNAGE
FRAMEWORK
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PERU
DESIGNER: FUTUREBRAND
CHALLENGE: CREATE A COUNTRY
BRAND THAT STANDS OUT, DRAWS
ATTENTION AND FUNDAMENTALLY
TRANSMITS A CLEAR PROMISE
SOLUTION: A BRAND THAT
EXPRESSES PERU’S FLAVOUR,
COLOUR AND LIVING HISTORY -
THAT WELCOMES VISITORS FROM
ALL OVER THE WORLD TO THE NEW
AND MODERN PERU, REFLECTING
ALL ITS SPLENDOR, DIVERSITY
AND HOSPITALITY
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MELBOURNEDESIGNER: LANDOR
ASSOCIATES
CHALLENGE: REFLECT
MELBOURNE’S COOL
SOPHISTICATION ON THE
WORLD STAGE, CAPTURE
THE PASSION OF ITS
PEOPLE, AND PROVIDE THE
CITY WITH A UNIFIED,
FLEXIBLE, AND FUTURE-
FOCUSED IMAGE
SOLUTION: THE BOLD “M”
PRESENTS A FULL
EXPRESSION OF THE
IDENTITY SYSTEM –
IMMEDIATELY
RECOGNIZABLE AND AS
MULTIFACETED AS THE
CITY ITSELF: CREATIVE,
CULTURAL, SUSTAINABLE.
A CELEBRATION OF
DIVERSITY THAT IS BOTH
FUTURE-PROOF AND ICONIC
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04TRENDS+BRANDPLACE-MAKING RESILIENCY PLANNINGAUTHENTICITY TACTICAL URBANISMCORPORATE URBANISM PUBLIC/PRIVATE PARTNERSHIPDESIGN FOR HEALTH INTEGRATED TECHNOLOGYMIGRATION BACK TO THE CITY TRANSFORMING INFRASTRUCTUREBRAND
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PLACE-MAKING
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CHICAGO, IL
PARKS
PARKWAYS
PUBLIC ART
PUBLIC ART VENUES
PERFORMANCE SPACES
SPORTS
HEALTHY CHOICES
PUBLICE GARDENS
LAKEFRONT ENGAGEMENT
CULTURAL CAMPUSES
RECAPTURED SPACES
HISTORY
DESIGN
COMMUNITY BUILDING
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AUTHENTICITY
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NIKE SALES OFFICE & SHOWROOM
LOCATION: CHICAGO, IL
COMPLETION DATE: 2012
SIZE: 32,000 SQUARE FEET
SERVICES:
INTERIOR ARCHITECTURE
BRAND INTERPRETATION AND
IMPLEMENTATION
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PRINCESS NORABINTABDULRAHMANUNIVERSITY
LOCATION: RIYADH, SAUDI
ARABIA
COMPLETION DATE: 2011
SIZE: 2,000 ACRE
CITY/CAMPUS; 30 MILLION
SQ FT OF FACILITIES
SERVICES:
ARCHITECTURE
INTERIOR DESIGN
BRAND + USER EXPERIENCE
DEVELOPMENT
CULTURAL INTERPRETATION
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Texas A&M – Memorial Student Center /
Princess Nora University /
Princess Nora University /
Princess Nora University /
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Texas A&M – Memorial Student Center /
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MIGRATION BACK TO THE CITY
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DOCKSIDE GREENLOCATION: VICTORIA, BRITISH COLUMBIA
SIZE: 1.3 MILLION SQ FT, 15 ACRES
COMPLETION DATE: 2005 (MASTER PLAN); 2008 (PHASE 1); 2009 (PHASE 2); 2009 (PHASE CI1)
Dockside Green, the largest development in Victoria, British Columbia’s history, involves the reclamation and redevelopment of 15 acres of formerly industrial waterfront property. Dockside includes 1.3 million square feet of commercial, residential, live/work, work/live and light-industrial uses.
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CORPORATE URBANISM
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STREETSCAPE INSTALLATIONS THAT BECOME BOTH PUBLIC & PRIVATE
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CONFIDENTIAL
FINANCIAL
INSTITUTE
LOCATION:
CHARLOTTE, NC
COMPLETION DATE:
2010
SIZE: 1,000,000 SF
SERVICES:
ARCHITECTUREINTERIOR DESIGNBRANDED ENVIRONMENTSPLANNING+STRATEGIES
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DARAL HANDASAH
LOCATION: BEIRUT,
LEBANON
COMPLETION DATE: IN
PROGRESS - 2018
SIZE: 300,000 SF
SERVICES:
ARCHITECTUREINTERIOR DESIGNBRANDED ENVIRONMENTS
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DESIGN FOR HEALTH
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LOCATION: ATLANTA,
GEORGIA
COMPLETION DATE:
ONGOING THRU 2030
SIZE: 6,000 ACRES /
22 LINEAR MILES
SERVICES:
COMMUNITY/CULTURAL
INTERPRETATION
WAYFINDING+SIGNAGE SYSTEM
ATLANTA BELTLINE
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P+W PRECAUTIONARY LIST
The website is called Transparency because it comes out of a hope for a future where people know what our buildings are made out of – a transparent world.
We hope that building product marketplace becomes transparent from extraction to end of life for all points of contact from manufactures through to de-constructors so that people can make informed decisions about specifying, maintaining and disposal of the products in their buildings.
The precautionary principle is based on the idea that, in the absence of scientific consensus, if an action has a suspected risk of causing harm to humans or to the environment, that the action is harmful. The burden of proof that it is not harmful falls on those taking the action.
http://transparency.perkinswill.com/
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TEDMED
WHY HOSPITALS
ARE MAKING US
SICKRobin Guenther shares her perspectives on building healthier places in which to heal to the TEDMED 2014 audience.
https://perkinswill.com/news/video-TEDMED-why-hospitals-are-making-us-sick
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RESILIENCY PLANNING
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ATLANTIC CITYPERKINS + WILL
REIMAGINES "LAS VEGAS
EAST" AS A RESEARCH
CENTER FOR ECOLOGICAL
RESILIENCY.For the last two decades, "sustainability" has dominated the design and architecture conversations. But as sustainability has settled into the worldwide design vernacular thanks to standards like LEED, Perkins+Will wants to give "resiliency" the same treatment, says P+W principal Janice Barnes. Resiliency refers to a structure, community, or ecosystem's ability to withstand and thrive under both chronic and acute stresses. - Fast Company interview
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THE DANNY BARKER PROJECT
SITE PLANNING OBJECTIVES:
• MAINTAIN EXISTING SCALE OF
STREETSCAPE
• BUILD EIGHT FEET ABOVE
STREET LEVEL
• PROVIDE MASTER PLANNING FOR
FUTURE BLOCK DEVELOPMENT
• CREATE PROTECTED COMMUNITY
SPACE AT CENTER CITY BLOCK
• ADAPTIVE RE-USE OF
STRUCTURES
• SUSTAINABLE SITE STRATEGIES
LOCATION: NEW ORLEANS, LA
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TACTICAL URBANISM
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ZEBRA CROSSINGSAN ARCHEWORKS PROJECT
WEST HUMBOLDT PARK, CHICAGO
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SPECTRUMWEST TENNESSEE SOLAR FARM EXHIBIT
LOCATION: HAYWOOD COUNTY,
TN
COMPLETION DATE: 2012
SIZE: 4,000 SF
SERVICES:
INTERPRETIVE MASTER PLAN
CURRICULUM CONTENT
CREATION
VISITOR EXPERIENCE +
CIRCULATION
ARCHITECTURAL FRAMEWORK
DISPLAY/EXHIBIT SYSTEM
BRAND IDENTITY
DEVELOPMENT
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PUBLIC/PRIVATEPARTNERSHIPS
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NEWELL RUBBERMAID DESIGN CENTER
LOCATION: KALAMAZOO, MI
A PARTNERSHIP BETWEEN:
PERKINS+WILL
NEWELL RUBBERMAID
STATE OF MICHIGAN
CITY OF KALAMAZOO
SOUTHWEST MICHIGAN FIRST
WESTERN MICHIGAN UNIVERSITY
(WMU)
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MORE INTEGRATED
TECHNOLOGY, MORE
CONNECTED CITIES
BURTBUS RAPID TRANSIT SERVICE
LOCATION: CHICAGO, IL
SERVICES:
BRAND EXPERIENCE
MASTER PLAN
BRAND EXPERIENCE
COMPONENTS
ENVIRONMENTAL
GRAPHICS & DISPLAYS
WAYFINDING+SIGNAGE
SYSTEMS
BURTBUS RAPID TRANSIT SERVICE
CHICAGO, IL
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TRANSFORMING INFRASTRUCTURE
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INTREPID SEA, AIR & SPACE MUSEUM
LOCATION: NEW YORK, NY
COMPLETION DATE: 2008
SIZE: 39,000 SQ FT (HANGAR
DECK) + MUSEUM CAMPUS
APPLICATION
SERVICES:
BRAND STRATEGY DEVELOPMENT
VISITOR EXPERIENCE &
CIRCULATION
ARCHITECTURAL FRAMEWORK
DISPLAY/EXHIBIT SYSTEM
ENVIRONMENTAL GRAPHICS
LIGHTING DESIGN
IDENTITY & WAYFINDING
INTEGRATION
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BRAND ITSELF
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PURE MICHIGANPROBLEM: THE FORECAST
FOR THE STATE OF
MICHIGAN WAS CLOUDY
SOLUTION: THE ANSWER WAS
IN OUR OWN BACKYARD
RESULTS & ACCOLADES: • BEST STATE TOURISM
ADVERTISING, TELEVISION,
RADIO & SOCIAL MEDIA
CAMPAIGNS – MERCURY AWARDS
• A PLACE ON THE FORBES LIST
OF THE 10 BEST TRAVEL
CAMPAIGNS OF ALL TIME
• ROI – MOTIVATED 7.2 MILLION
TRIPS TO MI WITH VISITORS
SPENDING $2 BILLION AT MI
BUSINESSES AND PAID $138 IN
MI SALES TAX. IN OTHER
WORDS, THE STATE MADE $4
FOR EVERY $1 SPEND ON PURE
MI ADVERTISING
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Thank you.Thank you.
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