SHANNON ADAMS

create an EXPERIENCE... and provide the products that support it.

SPELEN : PLAY

SOCIAL : CAFE : PARTY

SNAPSHOT : PHOTOGRAPHY : CUSTOM

SPORT : YOGA : PLAY

SURFACE : BEAUTY : ART

SECOND FLOOR : PARTY, PLAY AND READING, DIGITAL TABLETS, ARTS AND CRAFTSSCALE : 1/8” = 1’-0”

FIRST FLOOR : CAFE, YOGA, PHOTOBOOTH, BEAUTY, MEDITATIONSCALE : 1/8” = 1’-0”

HEMA SPELEN is a center of play for mothers and their children.

In traditional Dutch culture mothers are often available to their children throughout the entire day, it is also rare to find mothers working full-time outside the home while their children are young. This lifestyle could be seen as both comparative yet different in some aspects to the relationship of New York mothers and their children. Therefore HEMA SPELEN merges both lifestyle cultures within one location. The space is created with flexibility for integration and separation, while providing a place to ‘play’ for mother and

child.

The bold colors of the HEMA brand are incorporated in a fluid ribbon throughout the building as both wayfinding and an visually playful element. This ribbon transforms from a sculputral element over entrance, into wayfinding guides, and then into displays and backdrops for the various activity zones and retail.

The incorporation of movable displays creates flexibilty in the space for occassional activities such as yoga and birthday

parties.

Digital tablets are provided in the customization area where children and their mothers can digitally produce drawings that can be later printed on clothing,

bags, etc.

A central transition element between floors inlcudes an

elevator, stair, and slide.

CAFE

CAFEPHOTO/COSTUME

PHOTOBOOTH

YOGA

HEALTH

MEDITATION

BEAUTY

CASH WRAP

WM

MECH.OFFICE

PRINT LAB

BACK OF HOUSE

PARTY

PLAY

PARTY

DIGITAL

ARTS AND CRAFTS

CASH WRAP

STAFF ROOM

M W

BACK OF HOUSE

DOWN

UPOUT

HEMA SPELEN : PLAY...for mothers and their children.

In traditional Dutch culture mothers are often available to their children throughout the day. It is rare to find

mothers working full-time outside the home while their children are

young. This lifestyle could be seen as comparative and different in

aspects to the relationship of New York mothers and their children. Therefore HEMA SPELEN merges

both lifestyle cultures within one location. The space is created

with flexibility for integration and separation, while providing a place

to PLAY for mother and child.

The bold colors of the HEMA brand are incorporated in a fluid ribbon

throughout the building as both wayfinding and an visually playful elements. This ribbon transforms

from a sculptural element over entrance to wayfinding guides and

then into displays and backdrops for the various activity zones and

retail.

The incorporation of movable displays creates flexibility in the

space for occasional activities such as yoga and birthday parties.

Digital tablets are provided in the customizing area where children

and their mothers can digitally produce drawings that can be later

printed on clothing, bags, etc.

A central transition element between floors includes an

elevator, stair, and slide.

SPELEN : PLAY

SOCIAL : CAFE : PARTY

SNAPSHOT : PHOTOGRAPHY : CUSTOM

SPORT : YOGA : PLAY

SURFACE : BEAUTY : ART

SECOND FLOOR : PARTY, PLAY AND READING, DIGITAL TABLETS, ARTS AND CRAFTSSCALE : 1/8” = 1’-0”

FIRST FLOOR : CAFE, YOGA, PHOTOBOOTH, BEAUTY, MEDITATIONSCALE : 1/8” = 1’-0”

HEMA SPELEN is a center of play for mothers and their children.

In traditional Dutch culture mothers are often available to their children throughout the entire day, it is also rare to find mothers working full-time outside the home while their children are young. This lifestyle could be seen as both comparative yet different in some aspects to the relationship of New York mothers and their children. Therefore HEMA SPELEN merges both lifestyle cultures within one location. The space is created with flexibility for integration and separation, while providing a place to ‘play’ for mother and

child.

The bold colors of the HEMA brand are incorporated in a fluid ribbon throughout the building as both wayfinding and an visually playful element. This ribbon transforms from a sculputral element over entrance, into wayfinding guides, and then into displays and backdrops for the various activity zones and retail.

The incorporation of movable displays creates flexibilty in the space for occassional activities such as yoga and birthday

parties.

Digital tablets are provided in the customization area where children and their mothers can digitally produce drawings that can be later printed on clothing,

bags, etc.

A central transition element between floors inlcudes an

elevator, stair, and slide.

CAFE

CAFEPHOTO/COSTUME

PHOTOBOOTH

YOGA

HEALTH

MEDITATION

BEAUTY

CASH WRAP

WM

MECH.OFFICE

PRINT LAB

BACK OF HOUSE

PARTY

PLAY

PARTY

DIGITAL

ARTS AND CRAFTS

CASH WRAP

STAFF ROOM

M W

BACK OF HOUSE

DOWN

UPOUT

FIRST FLOOR : cafe, yoga, photo booth, beauty, meditation

COLLAGES: look + feel

autocad + illustrator + collage + sketch up + sketchbook proSECOND FLOOR : party, play, reading, digital, arts, crafts

MENS WOMENS

EQUIPMENTROOM

STOR. COAT STOR.

RECEPTION AND WAITING

CONFERENCE ROOM

PANTRY / CANTEEN

MAILROOM

INTERACTIVE GROUP

PRODUCTION LAB

ADMIN. / SUPPORT IT, WRITERS, & FREELANCE ARTISTS / WRITERS

WAR ROOM

PRODUCTION & ART DIRECTORS

8th FLOOR : conference, canteen, production, interactive, creative

COMMON

STORAGEPRODUCTION

ADMINISTRATION

CREATIVESTRATEGY

ZONES

CONFERENCE ROOMIDEAS THAT TALK

3 partners: PENTAGRAM 2x4 IDEO

...join together to create a multi-communication design firm.

Focused on print, web, television, film, interactive, branding and identity, this firm caters to corporations, artists and non-profit organizations. Located on the 8th and 9th floors in Gordon Bunshaft’s Lever House, it offers an ideal space for studio, collaborative work and consultation. The development of flexible workspaces provide an environment for community and privacy, which reflects the identity and work ethos of the company. And most importantly, the maximum utilization of natural light provides an encouraging productive as well as sustainable environment.

autocad + illustrator + hand sketches + process

9th FLOOR : administration, broadcast production, strategic planning

PARTNERSCENTRAL STOR.

STRATEGIC PLANNINGNEW BUSINESS

ADMIN. ASSISTANTSBROADCAST PROD.

VIDEO DEN / LIBRARYDN

HUMAN RESOURCES

HR. STOR.

ACCOUNT MANAGERSMEDIA PURCHASINGACCOUNTING

WOMENSMENS

PROCESS

utilizing TYPE and expanding beyond

the TWO dimensions and into THREE dimensional space

CONCEPT

RESIDENTIAL REDUX...from two to one.

A 72 year old divorced investment banker purchased the top floor and penthouse of a Chelsea residence, in the hopes of enticing his daughter, son-in-law and their young children to move into the space if he offers to renovate the two floors into two separate apartments.

He pursued his passion of collecting indigenous ceramics from Northern Europe. Through his travels, he has acquired a taste for culinary, and enjoys cooking for intimate dinner parties.

His daughter is a sales manager as well as the mother of two children, 4 and 6 month old. She works at home four days a week. His son-in-law is a high school biology teacher who fancies himself a lepidopterist, and has a significant butterfly collection.

THE PLAN: create a multi generational residence with two living quarters, giving his children privacy, but is also interested in the possibility of some shared space.

CONCEPT: Translucency is instilled in the space, to establish a sense of separation and shared space. The use of horizontal and vertical glass (windows and skylights) adds the element of daylight which can be shared and brought into both apartments throughout the length of the building. The distribution of space provides a sense of community and privacy for both apartments, while embracing each individuals interests.

5th FLOOR : lobby, living spaces, kitchen, bedrooms, office PENTHOUSE : office, master bedroom, roof deck, garden

SHARED KITCHEN

DINING ROOM

GRANDFATHER’S LIVING ROOM

BATHROOM

OFFICE GRANDFATHER’S BEDROOM

SHARED LOBBY ELEV.

SKYLIGHT TO PENTHOUSE

LAUNDRY

TRASH AND BIKE STORAGE

DN

OPEN TO ABOVE

FAMILY’S LIVING ROOM

UPPLAY AREA

BATHROOM

GIRL’S BEDROOM BOY’S BEDROOM

FAMILY’S PATIO

ELEV.

MASTER BATHROOM

GRANDFATHER’S ROOF DECK

GRANDFATHER’S GARDEN

FAMILY’S ROOF DECK

MASTER BEDROOM

OFFICE

OPEN TO BELOW

SKYLIGHT TO BELOW WITH EXPOSED 2”X14” FLOOR jOISTS

west east

3ds max + hand drafting + hand sketching + processSECTIONAL PERSPECTIVE: east view

SECTIONAL PERSPECTIVE: west view

PROCESS

PENTHOUSE OFFICE

FAMILY’S LIVING ROOM