My Role: Senior Experience Designer

As Senior Designer at AVC working on the activation of a new wing of the Javits center, focusing on the exterior facing architecture, and the user journey on a giant escalator, I was tasked with leading the design of a permanent responsive experience for two distinct LED modals; large screens and LED strips. I worked with a team of engineers, stakeholders, producers and directors to craft an experience that would be unique to the architecture and experience of the center, while also working with the client budget, time and technical constraints. I lead several exploration and iteration sprints to discover our final proposed experience.

Tools: Rhino, Cinema 4D, Adobe Photoshop, Illustrator, and After Effects

Duration: 10 months 

Scope: Created 3D Animations, 3D Visualizations, Storyboards, User Journeys, Pitch Decks, Budget Analysis, Conducted Fabrication and Installation Research

Taking up the design challenge of activating a new wing of a convention center canvas in an iconic way, I began the design process by blocking out the surface inTetris like patterns that became cloud like LED groupings. The LED activated canvas started with an overall canvas render and then was reduced into the cloudy patterns. Through a process of sketches and three-dimensional renders the design evolved into visualizations of various content onto the cloud-like LED groups. This project included animated LED visualizations and fly-throughs.

Various views and render treatments showed how thin LED strips could become impactful and playful canvases for abstract content. Later stakeholder content that expressed brands and iconic images were also visualized on the design.

From tertis sketches that strategically covered views from afar into the building, the tetris design evolving into simple cloud treatments that broke up the chunkier LED screens into strips. Shown on a flat back wall presentation with mood imagery.  

In the begining of the design process the space was broken down into a typology and movement sketches. Canvases were distinguished from Icon and Beacon points.

The major design challenge became, how to create an experience using the canvas without heavy screens and creatinga dynamic flow of space and light.

I lcreated several animations of the cloud experience as one went up the escalators over the three floors of the convention center. Choosing bright content to highlight the possible impact of the thin LED strips.

I also animated stakeholder content, including street views, to demonstrate content legibility between flat screens and the LED strips.