Upload
others
View
0
Download
0
Embed Size (px)
Citation preview
The design brief : setting a project up for success
Kathy Fox.
Exhibition producer, Museum Victoria
April 2012
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
What is design?
CONCEPT DEVELOPMENT PROTOTYING/ PRODUCTION
DOCUMENTATION INSTALLATION/ COMMISSIONING
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
What is design?
CONCEPT DEVELOPMENT PROTOTYING/ PRODUCTION
DOCUMENTATION INSTALLATION/ COMMISSIONING
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
What is design?
Design is an action based process,
that is the act of giving form to ideas ...
... Whilst often expressed as a linear process,
within each ‘design milestones’ there is a
valuable iterative cycle involving the
generation, testing and reflection of ideas.
Design is often described as creative problem solving,
but ideally it is more than this and in fact can not
only solve problems but reveal opportunities. Trevor Streader. Design Manager, Museum Victoria
CONCEPT DEVELOPMENT PROTOTYING/ PRODUCTION
DOCUMENTATION INSTALLATION/ COMMISSIONING
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
What is a design brief?
content, collection, audience evaluation, target audience, education audience, curriculum, gallery space, operational requirements, technical requirements, business plan, cost plan, staff expertise, research focuses, marketing, strategic directions, sustainability, relationship to other projects .......
EXHIBITION BRIEF
DESIGN BRIEF CONCEPT DEVELOPMENT PROTOTYING/ PRODUCTION
DOCUMENTATION INSTALLATION/ COMMISSIONING
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
What is a design brief?
The design brief is the place where
all the internal people come together –
before the project goes outside their
institution to external design companies
or work begins with internal designers.
It represents the project’s organisational
ambitions and reflects the larger values
and ethos of the institution.
Linda Sproul - Public programs manager,
Museum Victoria
EXHIBITION BRIEF
DESIGN BRIEF CONCEPT DEVELOPMENT PROTOTYING/ PRODUCTION
DOCUMENTATION INSTALLATION/ COMMISSIONING
content, collection, audience evaluation, target audience, education audience, curriculum, gallery space, operational requirements, technical requirements, business plan, cost plan, staff expertise, research focuses, marketing, strategic directions, sustainability, relationship to other projects .......
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
What is a design brief?
DESIGN BRIEF
VISION BOUNDARIES
EXHIBITION BRIEF
DESIGN BRIEF CONCEPT DEVELOPMENT PROTOTYING/ PRODUCTION
DOCUMENTATION INSTALLATION/ COMMISSIONING
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
What is a design brief?
DESIGN BRIEF
VISION BOUNDARIES
The balance between vision and boundaries will vary from project to project.
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
What is a design brief?
DESIGN BRIEF
VISION BOUNDARIES
OWNERSHIP
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
What informs a vision?
The spatial potential of the exhibition/gallery space.
OWNERSHIP
DESIGN BRIEF
BOUNDARIES VISION
The potential of the content to create experiences
The desired experience for the target audience
Institutional strategic directions
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
What informs a vision?
The spatial potential of the exhibition/gallery space.
OWNERSHIP
DESIGN BRIEF
BOUNDARIES
The potential of the content to create experiences
The desired experience for the target audience
Institutional strategic directions
The vision for the design brief
balances the intent of the content
with ideas about the experience you
are hoping to create, what feelings
and emotions you are seeking
to evoke in your audience.
Kate Phillips – Senior curator,
Science Communication
VISION
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
OWNERSHIP
DESIGN BRIEF
BOUNDARIES
Often a museum feels like it has a
pretty good idea of what it wants.
The challenge is to still allow a
creative space for designers to respond.
Tim Rolfe – Head, Exhibitions, Museum Victoria
What informs a vision?
VISION
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
Audience: a general family audience. 44% of visitors to Melbourne Museum are children Exhibition Key intended learning outcomes: Cognitive: The balance of biodiversity continues to change Biodiversity is important, both globally and in Victoria Human activity affects biodiversity / Climate change affects biodiversity Affective: Awe/amazement regarding the breadth of existing diversity Maintenance of biodiversity is everyone’s responsibility Skills based: Making connections between global and local issues Space: Double height curved white architectural space. 400m2. Spilt level – with mezzanine.
Vision: On entering this exhibition the visitor will be in awe, immediately struck the dramatic, stylised presence of worldwide diversity – amazing mammals, birds, amphibians and reptiles of all shapes, colours and sizes – which envelope the curved white architectural space. The double height scale of the gallery will be used to create an experience that allows visitors to ‘enter into’ the display, becoming part of the display; a giant curiosity cabinet of sorts. ........ it will capture visitors’ attention; and motivate them to find out more about these creatures and the environmental pressures they face......Victorian animals will ......
VISION Wild : amazing animals in a changing world
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
VISION Wild : amazing animals in a changing world
visually spectacular
LAYER ONE: WORLDWIDE DIVERSITY
LAYER TWO: VICTORIAN DIVERSITY
LAYER THREE: VICTORIAN ENVIRONMENTS
content detail
The creation of the design brief and vision was a very useful
experience. It forced the team to make decisions early. Not
design decisions but decisions about fundamental things
that would determine the ambitions and direction of the project.
Kate Phillips – Senior curator, Science Communication
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
WILD: AMAZING ANIMALS IN A CHANGING WORLD, MELBOURNE MUSEUM Photographer: Diana Snape
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
Vision
A life changing, mind blowing visitor experience where visitors:
Journey through the theatre of their mind
Encounter a world of diverse perceptions, thoughts, emotions, drama, dreams and realities Discover that the mind theatre is constructed and that they have the power to influence the script.
Aims
The Mind exhibition should:
•Add to a person’s existing knowledge and experience about their mind and brain; and the minds of others Stimulate discussion and debate on human behaviour, medical practice and definitions of “normality” Provide a gateway for mental health-based information Allow visitors to contribute information to an ongoing understanding of the mind.
Key exhibition audiences : The overall concept of the mind exhibition, by the nature of the subject, sits in Museum Victoria’s Informer segment. The Mind Project also has the potential to appeal to a senior secondary and to adult education audiences in a sophisticated, challenging and immersive format, especially combined with some key experiences offered in conjunction with the exhibition.
VISION Mind: enter the labyrinth
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
It’s really important to do your homework in advance. For the Mind exhibition the project team did a huge amount of work that combined information from preliminary front end evaluation, the definition of key audiences, brainstorming sessions and intensive consideration of the potential of ideas and directions. Content wasn’t the issue ... it was what kind of experience were we hoping to create. And it was a very useful exercise to have to put this all into words.
Nurin Veis – Senior curator, Mind exhibition
VISION Mind: enter the labyrinth
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
Vision:
Our future is exciting and challenging; and we have a choice of many paths....
Our vision of the future is dynamic and ephemeral.
Our actions – personal and collective - will direct what it could become. It could become many things. Our individual actions contribute to larger outcomes. Our futures are connected through local and global systems.
Our future is unknown. It is imagined through plausible predictions that are based on research and logic. It is imagined through visionary ideas that represent aspirations and fears.
The exhibition seeks to inspire visitors about the future, and their involvement in it. From the entrance onwards visitors need to feel a sense of wonder and be excited to explore the many paths the future may take. And the interconnectedness between things should be apparent.
Two key reference points are currently providing a metaphor for imagining this exhibition. The first is historic visions of ‘future’ cities as amazing places connected by layered linked structures .....
VISION Think Ahead: imagine the future
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
VISION
The vision elevates the design brief from being a purely
functional document. In my experience good design stems
from having a clear and inspiring vision. The vision gives the
designers something that sparks their imagination,
something from which they can begin to visualise....
Ronnie Fookes - Project Manager, Public Spaces
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
OWNERSHIP
DESIGN BRIEF
BOUNDARIES
In my opinion a bad – or passive – brief doesn’t have a vision. It allows no scope for creative design solutions and could be considered as simply a list of ‘wants’ or ‘not wants’. And often too long and too detailed a list! Or alternatively it is too open- ended and vague and doesn’t provide any guidance or direction for design thought. Either way this usually leads to a waste of design time and energy. Richard Glover – Senior Exhibition Designer
What informs a vision?
VISION
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
OWNERSHIP
DESIGN BRIEF
BOUNDARIES
OWNERSHIP
How do you define boundaries?
VISION
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
What informs boundaries?
BOUNDARIES
OH&S and risk requirements
Operational requirements
Production requirements
acquisitions and loans
Scope of collection
Conservation requirements
Scope of content to be displayed
Education and curriculum considerations
Front end evaluation and preliminary market research findings
Institutional strategic directions/agendas Why are you doing
this project? Your staff structure
Your resources/skills
Your project staff
House style/existing in-house design guidelines. Eg signage and labels systems
Community involvement or partnerships
Stakeholders and management expectations
Desired end date for project
Budget for project
Gallery/area where the exhibition/display is to be installed
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
Boundaries to define:
Approach to maintenance/cleaning
Expected lifespan of exhibit/exhibition
codes/certifications Rigging/hanging points
Materials/finishes Specifications
Object security
Approach to object lighting
Approach to mounts/framing/hanging
Content findings and relationships
And suggestions of interpretation
Target audience, and Information about them
Learning or communication objectives
Project aims
Relationship with other projects – website, publications, programs
Project background
Project methodology
Process for working with you – workshops, meetings etc
What will you will provide or contribute?
Design deliverables
Mandatory sub-consultants
Approach to graphic design, interactives, multimedia
External reporting requirements
Project timeframe/schedule
Size, m2
Existing structures to be re-used
Marketing campaign
Site access/egress
Internal approval and reporting requirements
Touring details
Showcasing and access
Recycling/sustainable materials Expected visitor numbers /frequency of use
Technical Specifications
BOUNDARIES
Preliminary cost plan
Prototyping and evaluation required Detailed object lists, including changeovers
Floor loading
Duration of experience
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
Use common sense:
Approach to maintenance/cleaning
Expected lifespan of exhibit/exhibition
codes/certifications Rigging/hanging points
Materials/finishes Specifications
Object security
Approach to object lighting
Approach to mounts/framing/hanging
Content findings and relationships
And suggestions of interpretation
Target audience, and Information about them
Learning or communication objectives
Project aims
Relationship with other projects – website, publications, programs
Project background
Project methodology
Process for working with you – workshops, meetings etc
What will you will provide or contribute?
Design deliverables
Mandatory sub-consultants
Approach to graphic design, interactives, multimedia
External reporting requirements
Project timeframe/schedule
Size, m2
Existing structures to be re-used
Marketing campaign
Site access/egress
Internal approval and reporting requirements
Touring details
Showcasing and access
Recycling/sustainable materials Expected visitor numbers /frequency of use
Technical Specifications
BOUNDARIES
Preliminary cost plan
Prototyping and evaluation required Detailed object lists, including changeovers
Floor loading
Duration of experience
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
Constraints are not bad
Approach to maintenance/cleaning
Expected lifespan of exhibit/exhibition
codes/certifications Rigging/hanging points
Materials/finishes Specifications
Object security
Approach to object lighting
Approach to mounts/framing/hanging
Content findings and relationships
And suggestions of interpretation
Target audience, and Information about them
Learning or communication objectives
Project aims
Relationship with other projects – website, publications, programs
Project background
Project methodology
Process for working with you – workshops, meetings etc
What will you will provide or contribute?
Design deliverables
Mandatory sub-consultants
Approach to graphic design, interactives, multimedia
External reporting requirements
Project timeframe/schedule
Size, m2
Existing structures to be re-used
Marketing campaign
Site access/egress
Internal approval and reporting requirements
Touring details
Showcasing and access
Recycling/sustainable materials Expected visitor numbers /frequency of use
Technical Specifications
Preliminary cost plan
Prototyping and evaluation required Detailed object lists, including changeovers
Floor loading
Duration of experience
Designers are not artists ... we like constraints – a problem to solve is a good thing. And even when there are seemingly really tight constraints there’s always room to move, something to challenge.
Peter Wilson – Senior Exhibition Designer
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
Do some hard work first
Approach to maintenance/cleaning
Expected lifespan of exhibit/exhibition
codes/certifications Rigging/hanging points
Materials/finishes Specifications
Object security
Approach to object lighting
Approach to mounts/framing/hanging
Content findings and relationships
And suggestions of interpretation
Target audience, and Information about them
Learning or communication objectives
Project aims
Relationship with other projects – website, publications, programs
Project background
Project methodology
Process for working with you – workshops, meetings etc
What will you will provide or contribute?
Design deliverables
Mandatory sub-consultants
Approach to graphic design, interactives, multimedia
External reporting requirements
Project timeframe/schedule
Size, m2
Existing structures to be re-used
Marketing campaign
Site access/egress
Internal approval and reporting requirements
Touring details
Showcasing and access
Recycling/sustainable materials Expected visitor numbers /frequency of use
Technical Specifications
Preliminary cost plan
Prototyping and evaluation required Detailed object lists, including changeovers
Floor loading
Duration of experience
Within seemingly straightforward objectives a good brief pulls out the deeper things people want and distinguishes between wish list items and genuine needs.
It gets to the core of things. Naomi Fogel , Exhibition Designer
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
Be honest
BOUNDARIES
OH&S and risk requirements
Operational requirements
Production requirements
acquisitions and loans
Scope of collection
Conservation requirements
Scope of content to be displayed
Education and curriculum considerations
Front end evaluation and preliminary market research findings
Institutional strategic directions/agendas Why are you doing
this project? Your staff structure
Your resources/skills
Your project staff
House style/existing in-house design guidelines. Eg signage and labels systems
Community involvement or partnerships
Stakeholders and management expectations
Desired end date for project
Budget for project
Gallery/area where the exhibition/display is to be installed
You need to bring it all to the table – do not be lazy or cowardly! And don’t expect to work things out on the go.
Linda Sproul - Public programs manager, Museum Victoria
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
Be realistic
OWNERSHIP
DESIGN BRIEF
VISION BOUNDARIES
It is important to know that what
you’re asking for is realistic and
do-able.
Do some research to work out
where you need to define detail,
and where it is better to leave it
open for the designer to define.
This will help you spend time
and money effectively.
Andrew Lewis – Manager, Exhibitions
Scienceworks
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
Be clear
A design brief is clear and concise .
It doesn’t hand over content research
but acknowledges research has been
done and distils it into curatorial
directions and findings.
Corinne Balaam – Senior exhibition designer
DESIGN BRIEF
VISION BOUNDARIES
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
DESIGN BRIEF
VISION BOUNDARIES
OWNERSHIP
Be self aware
Knowing what sort of client you are will
help define your working relationship
with the designers.
Ronnie Fookes
Project Manager, Public Spaces
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
The project team
Managers/ the project’s steering group
Executive management
Other contributing staff – collection managers, conservators, curators
Production and Technical staff
The designers
Education and programs staff
Customer service staff
Volunteers
Operations staff
Owning the design brief
OWNERSHIP
DESIGN BRIEF
BOUNDARIES VISION
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
Ownership – a common foundation for the team Being a demanding client is ok – and challenging the design is ok – and often a rigorous discussion can lead to better design outcomes. However the design brief forms the basis for this dialogue –it should not be about personal opinions.
Linda Sproul - Public programs manager, Museum Victoria
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
OWNERSHIP
DESIGN BRIEF
BOUNDARIES VISION
Ownership – supporting the project The project’s vision needs to be embedded within the larger vision of an institution, otherwise it will always struggle. At Museum Victoria this includes strategic directions about our research and collecting, and our plans to meet the our visitors’ needs and grow our audiences. Dr Robin Hirst Director, Collections, Research and Exhibitions, Museums Victoria
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.
The design brief: setting a project up for success
DESIGN BRIEF
VISION BOUNDARIES
OWNERSHIP
EXHIBITION BRIEF
DESIGN BRIEF CONCEPT DEVELOPMENT PROTOTYING/ PRODUCTION
DOCUMENTATION INSTALLATION/ COMMISSIONING
Author Kathy Fox. This presentation is copyright and remains the property of Museum Victoria and may not be retained, copied or used without express permission.