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PORTFOLIOINTERIOR DESIGN
JENNIFER ATWELL
3
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
0 1
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.
12
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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1
3
411
678
10
7 69
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2 2
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1214
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15
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1819
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15 15
171716
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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.
22
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
32
N
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
38
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
44
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
45
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.
46
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
47
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
50
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
52
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
54
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
56
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
63
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
64
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
65
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
66
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
67
S E C T I O N S
Section A
Section B
Section C
Section D
68
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
69
S E C T I O N S
Section A
Section B
Section C
Section D
70
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.
73
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.
74
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.
75
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.
